Brochure writing for your business: Engage, inspire and sell
Powerful brochure writing should engage your target market and relate to their requirements while reflecting your business in the best possible light. Above all, it should provide your customers with a real incentive to buy your product. So how can you ensure your brochure is word perfect?
Here at Lily Pad, we’re experts at producing professional brochure copy for businesses of all shapes and sizes. We’re always happy to help so contact Lily Pad to find out more or read on for some tips to get you started.
Corporate brochure goals and targets
A corporate brochure can help your business achieve a number of different goals, which is why the first step in producing your brochure is to identify its purpose. This clarification will help you hone your message so that it is clear and concise.
At Lily Pad, our writers will work with you to understand your aims so that your copy is targeted to achieve them. Whether you want to attract new customers or inform your existing customers of new services or promotions, we'll ensure that your copy meets the task head on.
Honing the Content
Identifying the amount of information you want to include about your company and the depth of detail you want to incorporate within your brochure is essential in order to achieve a final product which is appropriate to your target market. The amount of information in your brochure will largely depend on the layout you choose and the number of pages in your brochure, which we deal with below, but defining your message is also vital in ensuring that every word adds value to your campaign.
Start by thinking about the overall theme or message you want to impart and make a list of the points about your company that support that message. Overall, it's best to deliver one or two clear overarching points than to try to squeeze everything about your business into a small space as this can confuse your target market and dilute your message.
Corporate Brochure Distribution
When producing your corporate brochure, we always think about how it will be used and where it will be distributed. For example, are you planning to hand it out at business fairs or display it at your office, or perhaps both?
Different distribution methods will dictate the type of audience you are targeting and may affect the brochure writing style. So, if you're planning on handing out copies at business fairs, the audience may know less about your business than those who would see your company literature at your office. These audiences might require differing levels of information and perhaps different approaches to the style and tone of writing.
Brochure Writing: Tone
The tone of your promotional literature portrays your business’s personality and should suit your audience and subject matter. You might already have helpful references to help hone the tone of your brochure such as your company’s website or other promotional documents. If so, you might want to use the same voice throughout your brochure to create a sense of continuity and avoid any confusion.
Lily Pad writers assess your brand and your relationship with your customers to help you determine the tone you want to use. We can either work within existing brand guidelines or propose a tone to suit your requirements.
Corporate Brochure Layout
Do you want your corporate brochure copy to be set out as flowing prose or as easily digestible bullet points? You might even want a combination of the two.
These decisions depend on the length of your corporate brochure as well as its layout. You might already have a brochure design or maybe just a vague notion of how you want it to look, but either way we can help you towards the final product.
At Lily Pad, our experience of working with and alongside brochure designers means that we know the intricacies of liaising with design teams to produce copy that works within your chosen layout. We can recommend different options or work to your specifications.back to articles