Brochure Copywriting

Brochures do have similarities to sales letters but they also have their own unique peculiarities that influence your brochure copywriting. It is important to understand these similarities and differences when creating an effective brochure that achieves the results you want.

The Similarities and Differences between Brochures and Sales Letters

All brochures need to follow the basic principles of writing effective sales letters such as emphasizing benefits, having a specific and clear call to action and thinking and taking like the potential customer. The difference between brochures and sales letters is that brochures have a different type of layout that needs to be carefully planned, they are more graphic, and do not have the same tradition as sales letters do.

Brochure Copywriting Begins with Layout

Before actually starting to write your sales copy for the brochure you need to think about the layout. Letters are usually just a certain number of pages following consecutively after each other, whereas a brochure may be in the form of a pamphlet (pages stapled together) or have different numbers of panels and different folds. Understanding the layout is important for seeing how your customer is going to perceive the information presented.

The Use of Graphics in Brochure Copywriting

Another element to brochure copywriting is the use of graphics. If you are doing this copywriting for your own company then you can decide what graphics you are going to use, how you want to put them together and the message you want to convey with them. Using graphics alongside copywriting can greatly improve the impact of your copy but it is important to understand what type of message you want to create both in terms of graphics and related copywriting.

What Your Brochure Should Include

When brochure copywriting you should think about four different things - what, how, why and call to action. The what needs to give the features and a compelling benefit for your product or service; the how and why relate to how the product or service works and why it works in this way; and lastly you need a clear call to action telling your customers what you want them to do.

Brochure copywriting may be similar to sales letter writing but you will also need to take into consideration the layout, graphics and then the four factors related to your product and offer.

Mitch Carson is an award-winning direct marketer, consultant, author and columnist who has consulted for the BEST of the BEST in marketing including, Legendary marketer Dan Kennedy, Jay Conrad Levinson author of "Guerilla Marketing", Joe Vitale, Ron LeGrand #1 How to Get Rich in Real Estate, Ted Thomas, Internet Marketing Guru Yanik Silver, Mark Victor Hansen, Co-author #1 Best Selling Series, "Chicken Soup for the Soul", and other marketing experts on advanced direct marketing techniques. He has had been written up in over 140 newspapers worldwide (including the Wall Street Journal, LA Times, Washington Post and more), over 600 radio stations, and has been featured in over 200 spots on QVC, Home Shopping Network, Fox News, and Reuters Worldwide. He can be reached at 818-280-0199, www.mitchcarson.com and www.impactproducts.net