Writing brochure copy

Writing copy for printed material such as brochures and flyers takes a lot of time and thought. As any good copywriter will know, the copy on a flyer needs to immediately grab the attention of potential customers and engage with them in such a way that they will want to investigate further.

A one-page flyer or two-page brochure will obviously have very limited space for copy. Once images, a header and a call to action with contact details have been added, the small amount of copy will have to work hard to do its job.

Planning out brochure copy

Here are some of the key considerations that a copywriter would take into account, which you should also consider when planning out your brochure copy:

  • Who is your target audience?
  • What is the key message you want to get across?
  • What is the call to action?
  • How will the copy work alongside the images?

For the last point, you will need to consider both the space available and whether the copy needs to refer to the images.

The example below includes some of the copy I provided for a brochure to promote a printing process called digital embossing. The original image was of a Dalmatian dog with its spots printed using this technique. This gave me the idea for using the phrase ‘Knock the spots off your competition’ and the image was altered to match.

Anther key issue for any printed material is longevity. If you are including prices or special offers, or promoting a seasonal service, the brochure will have a limited shelf life.

Finally, don’t forget that mistakes on printed material can be costly. Whereas online copy can be corrected in a couple of minutes, a printed brochure would have to be reprinted at some expense. Proof your copy, proof it again, get a colleague to proof it and then give it a final once over before it goes to print.

Even minor spelling or grammatical errors can make your company look less professional. You may think it doesn’t really matter, but it could make a difference to your potential customers. And if you have an incorrect price or the wrong phone number, you could end up losing out on valuable business.

If you’d like to know more about copywriting services for printed material, please take a look at our Printed Material page.


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