Brochure copywriting can be an interesting vocation because there are so many different topics that a brochure can cover. Topics for brochures can range from writing about exotic vacation spots to teaching someone about safety in different aspects of their life. I’ve seen brochures at hardware stores that teach certain basic skills to customers. Still others promote various services and/or announce a myriad of events. They are often like miniature books with a limited amount of time to give key points, keep the readers interest and persuade them that what is being said can make a difference in their lives.
Starting off with a key point about what the brochure will cover is important because if you do not grab the reader’s attention relatively quickly, the brochure is going in the garbage! Include a personal touch in the heart of the brochure. To get the reader to connect with what is being promoted in the brochure there should be a human connection. Most readers like to feel that they are being addressed directly. Whether it is trying to entice them into buying a vacation package or inform them of important health issues, most people need something and more often, someone to relate that to. So taking the time to find out the target audience is crucial in making a success of the brochure that is being written.
Your ultimate purpose in creating a well written and organized brochure is to compel your target market to take some action. If it is reserving a vacation in the Bahamas through a travel agent or talking to a doctor about a possible health risk they may encounter, the author must compel the reader to take the desired action or the brochure has been a failure. It is all in knowing what and to whom you are selling and marketing it! Good brochure copywriting can make all the difference.