This is Why Your Brochure Tanked

Is there really a place for brochures in today’s online world?

Of course there is.

Whether you have them printed as a hand-out for exhibitions or conferences, or as a PDF download from your website, brochures remain a valid form of marketing collateral.

So, if that’s the case, why did your last one tank?

Why did no one read it?

Your brochure is only as good as the images and words it contains and brochure copywriting isn’t as easy to write as you may think.

Here are some of the main reasons why your brochure failed.

#1 Re-using existing copy

Before I begin, if you think all you have to do is copy the content from your website and paste it into your brochure, think again.

You are creating your brochure for a specific purpose, so it’s important the information it contains is relevant.

#2 Relevancy

Normally, your brochure exits to promote a new product or service (occasionally a range of services).

If that’s the case don’t fill the pages with stuff about everything else you do. Granted, you can have a page at the back that gives an overview of that stuff, but the main focus should be on the product you’re promoting.

#3 Going all literary

You already know that your website copy should be chatty, informal and interesting, so why have you just filled your brochure with mind numbing hyperbole?

Just because you’re writing for something that’s (potentially) going to be published doesn’t mean you’re writing a classic work of fiction.

You’re writing for the same audience so keep your language simple and your style the same as your web copy. Remember, it should look as though it’s come from the same company.

#4 Naff images

Why use stock images that have no relevancy to your business when you can get your own graphics created and photos taken?

This brochure is supposed to represent your business, so make sure your imagery is personal to you.

#5 Talk to the reader

Don’t write your brochure in the third person.

It’s there to convince the person reading it to buy from you, make contact or book an appointment. Use the second person (i.e.’you’) to talk to them directly and tell them how buying from you will benefit them.

#6 Tell them what they need to know not what you want to talk about

As a business owner, it’s tempting to tell the world how great your company is and how hard you’ve worked to get where you are today.

The problem is your customers really don’t care.

They want to know how you’re going to help them, why their lives will be better as a result and how to get in touch. It’s as simple as that.

Keep your content focused on your customer not on your business.

How many of those are you guilty of?

Brochures can be powerful tools when written correctly.

Writing for your own company can be tough, which is why it is a good idea to bring in an external copywriter with no knowledge of your company who can look at what you do from a customers’ perspective.

Author: Sally Ormond, Briar Copywriting Ltd