Tips for writing brochures

Nov 10, 2011

The reader is reading your brochure to solve their problem – not to find out about you.

Write down the top ten questions potential clients ask. Include answers in your brochure.
What keeps the reader awake at night? Explain how you can solve that problem and put an end to the insomnia.
Put the most important facts (a list of key benefits, for example) where the reader is most likely to see them – this varies according to the size and type of brochure so ask your design agency.
Use sub-headings to break up the text and to create a narrative for skim readers.
Use pull quotes (sections of text placed in larger type face) to draw people's attention to your main messages and get them interested.
Vary the length of your sentences. Read your work aloud to get a feel for the rhythm.
Words are important. Visuals are important. White space is important.
Show rather than tell that you have the expertise and skills to do the job; e.g. short case studies, soundbite sized testimonials, or facts and figures.
Include something that will make people want to hang onto your brochure; a list of tips or indispensible facts for example.
Don't forget the call to action. What do you want the reader to do when they've read it?