What
Story Will You Tell in Your Company Brochure?
Many people who come to Wordfeeder
for copywriting services aren't sure if they should
have a website, brochure, or both. I say, it's great
to have both online and print formats. This way you're
covering your web-friendly customers as well as reaching
out to those who prefer their marketing the old-fashioned
way - sent by mail, or handed to them.
Brochures come in handy whenever
you need a physical piece of marketing to pass out,
and you want it to be a little (or a lot!) more memorable
than the standard business card. Take copies of your
company brochure along with you to trade shows, workshops,
conferences, speaking engagements, seminars, client
meetings, networking events, and wherever you may
have occasion to meet other people who might be able
to use your products and/or services or refer your
business.
Brochure Writing: Not Quite Like
the Web
When it comes to brochure writing,
you have X number of words to tell the story of your
company and to position your brand as an authority
in your field. Remember that in the brochure, we want
to be highly persuasive and convincing. After all,
you're competing with other companies within your
industry who are likely sending out very similar materials
as you are. The last thing you want is to be just
another blank face in the crowd.
Another important fact about brochures:
once your piece goes to print, you won't be able to
make changes on a whim, the way that you can with
a website. So don't make the mistake of throwing together
some poorly thought-out brochure copy, only to get
it back, hate how it reads, and toss it in a drawer,
never to be seen again.
Brochure Writing: Touch Those Emotional
Hot Points
Many companies choose to focus
their brochure copy on "our company" and
what "we" did. Of course, this is appropriate
for the section where institutional copy goes. But
if you do this throughout the entire brochure, you'll
find that people are only minimally interested in
what you have to say. To really catch people's attention,
you've got to reach into their minds, extract their
true wants and needs, and address these. Come across
as an ally who understands their pain and is here
to help them by providing a quality service.
The company background or story, mission,
and unique selling proposition
If you really want your brochure to
be a stunning piece of artwork, then you need to get
on the phone and share with your copywriter the real
passion behind your company or business. Prepare to
have your mind probed as you go into the philosphy and
passion behind what you do. Why are you better than
the next guy? What drives you to do your best for customers?
How do you amaze and delight people every day? Tell
your copywriter about your proudest moments, greatest
accomplishments, the positive changes that you have
brought about, the ways you have contributed to society,
and the ways that your product enhances people's lives
and makes the world a better place. All of these details
make the difference in the way your customer responds.
Wordfeeder can introduce you to talented
graphic designers!
Wordfeeder is connected to some
fantastic graphic artists. To begin work on your brochure
marketing, send us an email and we'll be glad to put
you in touch with someone who fits your style. Email
dina@wordfeeder.com for more information.
