Brochures aren’t dead! In fact, they’re alive and well in today’s digital market. So if you’re stumped on how to write a brochure, lean in.
Creating brochures is a crucial part of content marketing responsibilities, requiring tools and strategies to make the process efficient and effective.
Look, printed marketing materials matter. And, if you want a creative way to get your brand story out there, a brochure just might be your best bet.
So you might be thinking: “How do I write a brochure that actually works and resonates with people?”
I’ll share practical insights and strategies (updated for today’s digital marketpace) so that you can apply these tips to make your brochures stand out.
This isn’t just about slapping some text and images together; it’s about crafting marketing collateral that’s as informative as it is irresistible. Get ready to transform your marketing efforts with a brochure that truly delivers.
Why Brochures Still Matter in a Digital World
It’s easy to assume everyone is online these days, but 41% of Americans actually look forward to checking their physical mail. A well-designed brochure is like a mini-website in print form. Digital brochures, on the other hand, offer ease of design, editing, and distribution, along with interactive and shareable elements that print brochures cannot provide.
Let’s get one thing straight — you’re gonna need both; digital and printed brochures.
Unlike social media posts, brochures (really good brochures) have a knack of sticking around and getting passed around. They contain the most important information your prospects need to turn into a customer:
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A phone number
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Your address and hours of operation
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What they an buy (a list of products and services)
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Printed pain points for your target audience
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Testimonials and other social proof
This allows you to give potential customers something tangible to keep for future reference. It’s also a chance to create a tactile experience with carefully selected glossy paper and high-quality brochure printing.
Bridging the Gap Between Offline and Online Marketing
You should always link your brochure back to your online presence. It’s important to realize some people may hold on to your brochure without immediate action. This helps build brand awareness and brand messaging.
Think of clever ways to bridge the gap between print and digital. Include your social media handles, a QR code linking to a free consultation, or QR codes linking directly to product pages, videos, or online booking forms. Additionally, consider offering a digital brochure as a downloadable file on your website.
When Direct Mail Makes Sense
Although direct mail feels retro in a world of relentless digital marketing, sometimes going old school yields surprising results. Direct mail often gets a better response rate than channels like email or cold-calling, especially with great brochure copy and the right audience.
This is because people are often more receptive to messages they can hold in their hands. You can also include your phone number or client list on the brochure, along with white space. Including contact details is crucial to facilitate communication and lead to potential sales.
Understanding Your Target Audience
If you want to learn how to write a brochure that truly captivates, you must know your ideal customer. It’s crucial to think long and hard about the demographic you’re aiming for and who your target readers are. Creating personalized, engaging, and persuasive brochure content is essential to effectively reach and resonate with your audience.
The Importance of Research When Thinking About How to Write a Brochure
Start by going through existing customer data, if you have it. Are there common questions or pain points that a brochure could proactively address? This will help you develop an effective brochure.
You might even find it helpful to engage directly with your customers through surveys or focus groups to understand how to design a brochure. The feedback you gather here is pure gold for crafting relevant and relatable content.
The Power of Visual Storytelling
Visuals are powerful. Planning for visuals and graphic elements is crucial in the brochure design process. That’s why we use infographics, which often dramatically increase website traffic and revenue.
Choosing the Right Images and Graphics
It’s always tempting to grab free images online, but resist that urge. Invest in professional, high-resolution photos.
Custom illustrations can also set your brochure apart, showing you’ve gone the extra mile. Remember, visuals are your opportunity to convey your brand’s personality. Use them strategically. Are you all about sophisticated professionalism or vibrant, playful energy? Your choice of images should communicate that.
Typography and Brochure Design
Resist the urge to go crazy with fancy fonts. Instead, choose a maximum of two typefaces that are both visually appealing and easy to read. Use an appropriate font size, too. Consistency is key to a polished look and helps maintain a strong visual identity.
If you don’t trust your design skills, there are platforms out there, like Lucidpress, offering easy-to-use brochure templates that you can quickly adapt. You can find free brochure templates or create brochures from scratch. Some even come with a brochure outline.
Crafting Killer Brochure Copy
So how to write a brochure that sells? It all starts with amazing copy. Your brochure should not sound like a dull technical manual or white paper. Creating, formatting, and publishing a marketing brochure is essential to effectively represent your brand and attract potential customers. Remember to use an active voice and not a passive voice.
Keep it Short and Sweet
Don’t bore your readers with giant blocks of text because they won’t read them. Instead, write like you talk. Keep your paragraphs concise, break down key points with bullet points, and highlight crucial information in call-out boxes.
If you need more space for complex content, always provide shortened, more reader-friendly versions with the option to learn more. Include your website on your brochure so readers can learn more. You could also add a QR code to give them more information.
Headlines that Grab Attention
People often read only the headline of a brochure. Use those precious few words wisely to create a compelling headline. Incorporate “power” words like “free,” “easy,” “results,” “proven,” and “exclusive.”
These words tap into the emotional side of decision-making and pique readers’ curiosity. For example, “Get a Free Consultation” is a great headline to put on your brochure.
Focus on Benefits over Features
Remember, it’s not about what your product is, but what it does for the reader. For example, if you are selling eco-friendly cleaning products, you are offering more than a bottle of multi-surface cleaner. You are offering the promise of a sparkling, germ-free home without the use of harsh chemicals.
This approach shows you understand and address the reader’s needs, rather than bombarding them with a list of features. You are showing them the benefits of the product. Be sure to include relevant information and avoid unnecessary details.
Make it Personal
Remember how we talked about deeply understanding your ideal customer? This is where all that valuable research comes into play. When learning how to write a brochure, it’s important to remember that direct address works, as does plain language.
If possible, try tailoring specific versions to various customer segments with different wants and needs. Highlight customer testimonials that align with each target group to build credibility and trust. This is especially important when you don’t have a strong existing brand presence in a new market. Testimonials are a great way to show how your product or service helped satisfied customers.
The Importance of a Compelling Call to Action
The best brochures don’t end with a whimper – they finish with a clear and direct call to action (CTA). Whether you’re encouraging them to visit your website, claim a special offer, or send a text, make it incredibly obvious what action readers should take next.
Don’t assume readers intuitively know what to do. Tell them what their next step should be, whether that is scanning the QR code or visiting your website. Don’t be afraid to use vibrant colors on your brochures, either, especially for your CTA.
Different Brochure Types to Consider, Including Trifold Brochure
Just because we’re talking about printed marketing materials, this doesn’t mean we’re stuck with some boring format. In fact, you’ll discover there are many different brochure types to experiment with as you learn how to design a brochure. Consider these options:
Brochure TypeBest Use CasesProsConsBi-FoldPresenting limited, concise content. Works well for formal and professional contexts. This could be a good option for sales brochures or marketing brochures.-Simple and straightforward\
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Ideal for quick introductions\
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Cost-effective for short print runs-Limited space -Not suitable for showcasing a lot of infoTri-FoldThe most versatile and popular option for sharing detailed information about products or events. Great for restaurant menus or program guides.-Familiar layout -Plenty of panels to work with -Suits image-heavy and text-heavy content-Can become cluttered -Less attention-grabbing than more unusual formats. The tri-fold brochure format is perfect for presenting detailed information in a compact format.Z-FoldUse this visually striking fold to present information that unfolds like a story. Think stunning travel brochures or new product launches.-Eye-catching and dynamic\
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Creates a clear flow -Perfect for visual storytelling-More complex folding process\
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Could be more expensive for certain print jobs
There are many brochure formats, such as a brochure template, trifold brochure, and more. You can even make brochures online using a brochure maker. Many of them have drag-and-drop functionality, too, so you don’t need any special skills to use them. We provide templates and instructions for users to design and customize their own brochures.
You can choose gatefold brochures, which offer a dramatic “reveal” with a larger central panel that unfolds outwards. These brochures add an air of elegance, making them well-suited for high-end fashion retailers, new technology, or property developments. For something impactful, look at brochures with unusual folds, die cuts, and unique materials that linger in the reader’s mind.
Printing Your Brochure
It’s important to proofread your content thoroughly for any spelling errors. Small errors slip through, even with careful checking. The wrong “their” instead of “there,” for example, could make your whole company look unprofessional. This is especially important with print materials as you can’t simply hit the “undo” button to make edits.
If you don’t have an internal brand style guide, use the AP Stylebook or Chicago Manual of Style for consistent punctuation, grammar, and stylistic choices. Once that’s done, consider investing in professional printing for that polished finish. Always choose paper stock carefully – different finishes and weights can enhance (or destroy.) the overall look. Consider the type of paper and printing method for both physical and digital brochures to ensure the best quality. Consider using a printing brochure company.
Measuring Success
One of the tricky things with offline marketing is that it can be harder to measure results. If your goal is increased brand awareness, it’s hard to quantify. But don’t despair, you still have options.
If you are running specific offers in your brochure you could allocate unique discount codes. This will track engagement and conversions directly linked to this campaign. Use your sales brochure at different stages of the buyer or customer journey to address pain points and barriers to sales. Use your brochure to highlight your marketing strategy.
FAQs about How to Write a Brochure
FAQ 1: How do you write a brochure step by step?
To effectively learn how to write a brochure, begin by understanding your target audience’s needs. From there you can develop concise, persuasive content. Focus on impactful headlines. Make sure your content offers a solution to their problems or provides valuable insights, always focusing on benefits over features.
FAQ 2: What is the format of writing a brochure?
While brochures vary in style, a successful format will include an attention-grabbing cover, an engaging introduction or company overview, and content showcasing your products or services, often incorporating customer testimonials to build credibility. Finally, wrap things up with a clear CTA, and ensure your contact information is easy to find.
FAQ 3: What are the 5 parts of a brochure?
The 5 most crucial parts of a brochure include an eye-catching cover with a powerful headline; a concise introduction outlining what you offer; detailed sections for product information that speak directly to customer benefits; customer reviews for social proof, and finally a powerful call to action encouraging the reader to get in touch or find out more.
FAQ 4: What is the basic structure of a brochure?
Most brochures, regardless of style, follow a similar framework: Start with a compelling cover that includes your company logo and tagline. Next, entice the reader with a succinct introduction to your company or product and how you solve the customer’s problems. Now move into more detailed descriptions, then build credibility by showcasing existing happy customers or case studies, before hitting them with your contact information and that all-important CTA.
Conclusion
You should now understand how to write a brochure that showcases your brand and captivates your audience. In a digital world oversaturated with online content, printed materials like well-designed brochures still offer a sense of tangible permanence that can elevate your brand and set you apart from the competition. People learn in different ways and a professionally produced brochure can help engage those who need a break from digital.