Copywriting > Brochures
Brochures? What, like printed? On paper?
Sometimes, yes. Although most brochures now experience life as downloadable pdfs. Major brands use us to write their brochures because we are good at choosing the most compelling messaging and then ordering it in the way that bests holds the attention and changes minds.
Why commission a brochure when you have a website?
Because it's self-contained. You can present whatever you need to best make your offer, and nothing more. You can also control the order in which the audiences gets the messages - the narrative flow. That allows you to build a case. With a website, you never quite know the page on which someone will first land and the path they will take.
Why are brochures important?
The ‘silent salesman’ - brochures seek to influence as well as inform. They are the next best thing to being able to talk to a prospective client. Because you aren’t talking, and can’t ask what’s most important to the prospective customer, the brochure has to anticipate all the major needs the target audience may have.
In-depth content and extensive messaging – brochures, being one of the longest forms of marketing collateral, are able to provide thorough explanations of features and benefits. You also have space to anticipate and address potential objections. If the product or service is expensive, a brochure adds value to the purchase experience: the prospect can see your investment in securing their custom. So estate agents selling luxury properties produce brochures in print. It’s the same with cars.
Branding – the larger amount of copy and picture spreads gives you opportunities to express more personality and brand values.
People read brochures - when posted, brochures have an impressive rate of being read, acted upon and remembered. People tend to value print, so brochures are likely to be shared: they’re passed around, lent to friends, and become resident on coffee tables.
Considerations for brochures
Target audience - too wide an audience and you risk having too many differing needs to address. The brochure can be too large to economically produce.
Longevity – one of the main benefits of brochures is also a big challenge. Brochures take time to prepare and are expected to be a comprehensive statement on the product or service. So they must last. A good brochure copywriter will capture current tastes but also ensure the brochure stands the test of time.
Imagery – brochures rely heavily on imagery. You have to consider when photography or illustration can replace the need for copy and what copy's role should be.
Cover letter – printed brochures should come with a covering sales letter, as these significantly improve conversion rates but require a different, more personable, tone of voice. That's why it's important to have a brochure copywriter with the ability to write compelling sales letters too.
Research – because of the detail required, you have to know your product in depth. This is true of any marketing communication, but especially true when the medium is long.
What type of copywriting do you need?
What is the Barnaby Benson approach to brochure writing?
Thorough briefing process – we use a creative brief to develop a brochure’s content plan. This plan will set out what a section is trying to achieve and what messages will move the audience from where they are currently (in terms of how they feel, think and act towards the brand) to where you want them to be. Along with the tone of voice brief, this gives us the direction we need to draft the brochure. It also saves clients’ time as messaging can be agreed before drafting, leaving the writing stage to actually be about the writing - getting the style, language and choice of phrasing right.
Experience – we’ve worked in many sectors, over many years. That experience ensures a rigorous approach to message development and achieving a ToV that is appropriate for the brand.
Advertising background – our background in advertising ensures a diligent approach to the creative development process. We always keep in mind the need to attract attention, develop interest, build desire and secure action.
Get in touch
‘We were really impressed with the help Barnaby and Joe provided in helping us to develop a certain tone of voice for our new cruise brochure. From one short meeting Barnaby clearly understood the brief and came back with engaging copy which incorporated the personality of one of the directors. It was a thoroughly interesting read and different from any other travel brochure in the market. The brochure was so well received by our customers that Barnaby is already working on our next edition!’