Now that we’ve covered how to structure a leaflet and brochure and what to include in them, I wanted to share some brochure copywriting tips to wrap up the topic for this month. A few years back I completed a training course on copywriting and writing effective translator’s brochures and leaflets. I must say that I benefitted from it immensely, not only in terms of improving my copy, but also improving my writing (and translation!) in general. If you have a chance to do a copywriting course, either online or in person, I’d strongly recommend it!
Let’s move on to talking about writing effective brochures and leaflets. I’ll cover the importance of writing with your audience in mind, what to put at the front (or top) of your leaflet, what to include inside and how to end it.
Write with the audience in mind
Perhaps the best piece of advice I received was to write thinking about your potential reader. If you listened to one of my presentations in the past you know that I’m obsessed with creating Ideal Customer Avatars (perhaps I should blog about that soon?). But they really work! If you know your potential reader inside out, it’s much easier to provide them with information they really need and sound convincing at the same time. Try to imagine who’s going to read your leaflet, in what situation, and what they’re going to look for inside. Write with them in mind.Movie Fifty Shades Darker (2017)
How to write the front page?
The front page of a brochure, or the top of a leaflet, has to grab attention more than do anything else. You can do that by using a strong statement about your services, or by setting the scene about the market or general situation, or use a statistic or interesting fact about your service. The purpose of the front section is to encourage your reader to continue reading and open the brochure. There are many effective types of headlines; think along the lines of:
Again, keep your audience in mind. Different headlines will work for different industries and even different people.
How to write the central section?
While writing the insides of your brochure or the central section of your leaflet, remember that you have to convince the reader and tell them what’s in it for them. Ask yourself what is your primary message, or if they remember just one thing what is it? In here, it’s very important to talk about the benefits arising out of the use of your translation services rather than features. If you’re using quotes or testimonials on your brochure, put them in bold or italics and use real people. It’s important to remember about chunking, that is breaking your copy into manageable parts. Use subheads and sections, play with space, use bullet points. Avoid large paragraphs. When using bullet points, start with an active verb and maintain consistency.
Brochures and leaflets are about combining the visual impact with text. Make sure your brochure or leaflet is not too text-heavy, but also make sure the design is professional. There should be a link between the images you use and what you’re talking about. Avoid clutter.
How to end?
If your reader skips some parts of your brochure or leaflet, they’re surely going to look at the end of it. Some people say this is where the decision whether your reader is interested or not really takes place. The sole purpose of this section is to make your reader do something. To ensure the desired effect, include a short summary of benefits at the end and don’t forget about a call to action. Call to action is a single strong message telling your reader what to do, such as visit my website or order now. I’m sure you’ve seen many of them in the past!
Now that we covered leaflets and brochures extensively and finished at this very brief introduction to the basics of copywriting, I thought that March could be dedicated to writing effective copy. What do you think?