Despite the prominence of digital marketing, print collateral still has an important role to play in a balanced marketing strategy. Most brochures are just a few hundred words in length, so make every word count. To produce a brochure that signals professionalism and competence and spurs your readers to action, here are key things to keep in mind.
Understand your customer
Before you plan or writing brochures, understand your customer. Why would they want to buy your service? What is the most important problem your service can solve for them?
Write a compelling headline
Your headline will determine whether a prospect picks up and reads your brochure or tosses it aside. Provoke a reader's curiosity without being vague.
Use images that are important to your customer
Your customer will want to see the service you are selling, so ensure that the images are clear and look professional.
Sell, don't tell
Your customers and prospects aren't really interested in your company or services. They are interested in themselves and/or their own businesses. To get their attention, your brochure needs to focus on the benefits they will enjoy by making a purchase from you. Make a list of the benefits your customers want to attain when they acquire your service. Use that list of benefits to help you write customer-focused copy.
Limit the copy to 1-2 typefaces
The typefaces you choose should be easy to read and consistent with your branding. Select the font size, spacing and color with readability in mind.
Include next steps or a call-to-action
The goal of your service brochure should be to persuade your readers to take a specific action. This call-to-action is usually placed on the last panel of the brochure, along with the contact info. Try to offer an incentive, such as a promo code or a free demo.
Errors and inconsistencies kill your credibility. Ensure that the tone of your brochure matches the rest of your brand messaging.