How to write a brochure – 8 copywriting tips

Copywriting is an essential skill when it comes to writing a successful brochure. A good copywriter should be able to communicate the purpose of the document clearly and effectively, grab readers’ attention and entice them to take action.

In this blog post, we’ll see 8 tips for improving your brochure copywriting, so buckle up, start scrolling to make incredible brochure designs and be ready to highlight why your business stands out from competitors.

What to include in a brochure?

An effective brochure can make all the difference for your business. It’s a powerful marketing tool that will capture attention, inform potential customers, and build trust – so you need to get it right! The key? Informative content is made interesting with compelling visuals, customer testimonials as evidence of success stories, and simple calls-to-action. With these few but crucial elements in place, even the toughest cookie won’t be able to resist learning more about what you do!

Informative headlines

The headline is the first thing a reader sees when glancing at your brochure – grab their attention with a strong, informative headline. A good headline should prompt the reader to keep reading and give them an idea of what is offered. Avoid using clichés and generic phrases; strive for originality, and carefully consider the wording to convey your message effectively.

Scannable headings

Organize your content using bold and visually appealing headings. Break up the lengthy text by dividing it into sections and supplementing it with subheadings. This approach creates an easy-to-read flow and helps your reader quickly find the information they need. Make sure each heading communicates the topic of the section and is strong enough to stand alone.

A strong call to action

Encourage your readers to take the next step by including a compelling call to action (CTA) in your brochure. The CTA may ask readers to visit a website, attend an event, or make a purchase. Be clear and concise in your language and don’t be afraid to reinforce the CTA throughout the brochure. A properly placed CTA can significantly impact conversion rates and optimize your marketing efforts.

Business contact information

Don’t forget to include your company’s contact information! List your address, phone number, website, and email so that potential customers know how to reach you. Display your social media handles for customers to follow your brand and ensure your contact details are easily locatable within the design.

What to include in a brochure? Informative headlines Scannable headings A strong call to action Business contact information

Use the AIDA formula

The AIDA formula is an acronym that stands for Attention, Interest, Desire, and Action. It is a widely used framework in marketing and copywriting to capture the attention of audiences, evoke interest in your products/services, and ultimately drive action. When writing copy:

  • Attention is key – use catchy headlines to grab readers’ attention.
  • Desire should be nurtured through sensory words, metaphors, and imagery.
  • Clear call-to-actions should be included at every stage.

8 quick copywriting tips to improve your brochure or pamphlet

Focus on the benefits

When promoting a product or service, emphasize the benefits, not just the features. Explain how your product or service can improve a customer’s life or solve their problems. Describe what sets your offering apart from competitors and tailor your message to address the needs and wants of your target audience.

Use action-oriented language

Craft your content using strong action verbs, persuasive phrasing, and powerful words that motivate readers to take action. Keep your tone passionate and energetic to inspire a sense of urgency and prompt immediate responses.

Highlight Unique Selling Points

Stand out from the sea of competitors and show potential customers why your product or service is worth investing in. Show them what unique benefits you offer that others don’t – this could be the difference between gaining a customer, or losing one to someone else!

Use Clear and Concise Language

Speak the language of your audience. No need to get too fancy with technical terms or jargon — keep it relatable and conversational so they can truly connect with what you have to say!

Tell a story

Connect with your audience on an emotional level by weaving a story into your brochure. Stories are compelling, relatable, and memorable, making them powerful marketing tools. Showcase customer testimonials, share the history of your business, or narrate the journey of creating your product or service. A captivating story can resonate with readers, persuading them to learn more or take action.

Use Bullet Points and Subheadings

Make your message clear and concise by dividing it up into bite-sized chunks. Whether you’re crafting a brochure or something else, bullet points & subheadings will make sure every last word counts!

Know Your Audience

Your brochure’s success depends on how well you know your target audience. Don’t just throw random words at them – make sure that your copy is tailored to their needs and lifestyle so it resonates with ’em enough for them to take action!

Use powerful graphics

Brochures editable templates mockup to show Wepik's audience the great amount of files they can find online to design for free.

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Complement your copy with striking visuals that reinforce your message. High-quality images, illustrations, and infographics can break up text, add visual flair, and help communicate complex ideas. Ensure that your visuals are relevant, clear, and enhance the overall design of your brochure.

Creating an effective brochure goes beyond designing an attractive layout. By implementing these eight copywriting tips, you can craft a brochure that not only captivates your audience but also persuades them to engage with your business. Start planning, writing, and designing a brochure that showcases the best of your brand with impact and intention.