Module 7 How To Write
Brochures
In this module, we’ll cover:
How to write a brochure from scratch
How to write technical literature
33 claims a service company can make
24 benefits for business to business copy
How to write special types of leaflets
30 tips on writing labels
15 ways to make your brochure more interesting
10 mistakes to avoid
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Introduction
Most companies need a corporate brochure. A brochure normally covers the Who, What, Where,
When, Why and How questions.
Who
Who is the company?
What do they stand for?
What is their experience in this area?
Who are the key players in this company?
What
What are we selling?
Who uses it?
What will people get if they use it?
What will happen if people don’t use it?
Where
Where can I buy it from?
Who distributes it?
When
When is it available?
Do I need to book, reserve it, hire it, buy it?
Why
Why is it useful?
Why should I buy it?
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How
How do I use it?
How does it work?
If you are meeting a new client and they ask you your opinion about what promotional literature
they should make, the first question you should ask them is:
Do you have a brochure?
This is an important question because this signals whether there is work for you or not.
If they don’t have a brochure, that is the first thing you recommend.
They should also have a direct mail letter that goes out with the brochure.
Every company needs a brochure of some description. People like to receive hard-copy material
(even when they’re buying online), so make sure your client has a professional-quality brochure
before advocating other forms of advertising.
When you sit down with your client to take a brief for a brochure, use this checklist as a guide to
what should be discussed:
1. Format
2. Number of pages
3. The front cover
4. Contents Page
5. Product/Service Description
6. Sizes, variations, colours
7. Satisfied Customers/Testimonials
8. Corporate Information
9. Location
10. Technical performance
11. The Call to Action
12. Availability
13. Client list
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14. Operating or assembly instructions
15. Price list and order form
16. Conditions of Sale
17. Dealer box
1. Format
Some clients know they want a certain size brochure and the copy is written to fit that format.
Other clients decide on what needs to be said first and then decide on the format.
Irrespective of which method you use, writing a brochure is a matter of following a series of
logical steps.
Aside from working out what information needs to be included in the brochure, you need to
establish what format will be used.
You would discuss this with the client before proceeding but clients often seek the opinion of
the copywriter so it pays to know a bit about paper sizes, print costs etc.
For example, the most common brochure sizes are
1. an A4 size
2. an A4-folded-to-DL size
If your client isn’t sure about what size to go with and they just need a standard brochure to
send out to prospects, you should recommend the latter. The reasons for this are two-fold:
1. It is a standard paper size (A4) which means it’ll be cheaper to have designed and
printed.
2. It fits into a standard envelope which means that it’ll be cheaper to mail.
The general rule of thumb is that the more unusual the shape of the brochure, the more
expensive it will be to make. Readers of technical brochures generally prefer a standard paper
size. If the client insists on having an unusual shape, by all means accept their decision but it’s
in your interest to advise them that they will pay a premium for it.
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Here are some basic paper sizes and their measurements:
2. Number of pages
Having decided the format of the brochure, the main points to be included and the types of
photos, you should have a clearer idea of how many pages will be needed. Try doing a rough
layout using the size of paper you think is most suitable for your brochure. Some points will
need just a sentence, while others may take a whole page. Remember to allow room for
photographs or illustrations.
Single sheet leaflet: A single-page leaflet gets straight to work. On the front is usually a
photograph of the product. The copy is restricted to a headline and perhaps a strap line or
slogan. On the reverse is technical information, some features and benefits plus the company’s
name and address.
If you choose this size brochure, you won’t have a huge amount of room so don’t try to fit too
much on the page or people won’t bother reading it as the text will be too small.
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Four-sided leaflet: A four-sided leaflet looks a little more generous, and allows you to convey
more information. Its front page normally has just a headline, photo and logo, leaving the inside
spread for text. The back page can be used for contact details or technical information.
Stapled Brochure: These brochures provide 8, 12 or 16 pages, or any other multiple of 4. If you
have a range of products, or if your product is complex, you will need the extra room that a
stapled brochure provides. (Printers called a stapled brochure ‘stitched’).
Folder: Use a folder if you have several leaflets, each on a different topic. Folders are ideal
when you regularly supply quotations, or when you need to include technical drawings or data
sheets. You can use a folder when the information is likely to change or expand. You can also
use it when different customers don’t need all your leaflets.
When new products come along they may be added to the folder. And when old ones are
deleted, the leaflet may be discarded without wasting all the literature.
3. The front cover
There are two options for the front cover of a brochure. It should either contain a benefit, or it
should be thought-provoking. Both options encourage the reader to pick up the brochure and
open it.
Many companies use the front cover of their brochure to list the products they make. This is
particularly true for multi-product companies.
Here is the front cover of a leaflet that sells insurance for mobile phones.
This is the text that was used.
TRIPLE OPTION INSURANCE SCHEME
• Loss and Damage
• Extended Warranty
• Combined Cover
• Arranged by Marigold Insurance
This demonstrates what not to do.
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It promotes the features and ignores the benefits
It uses jargon that the ordinary person in the street wouldn’t understand
It doesn’t actually tell us what is being offered or what we’ll get if we buy it
If you were to apply the ‘which means that’ technique to this text, you’d come up with the
following benefits that have real value to a potential customer:
The insurance company will:
Replace your mobile phone straightaway if it is stolen
Agree to the replacement over the telephone
Take care of all the administration
Help you stay in touch with your office and your customers by getting you back in
communication quickly
Mend your mobile phone if it stops working after the 12-month warranty expires
So what should the leaflet say?
It should identify the reader’s main concerns and needs:
1. Mobile theft is on the rise
2. You will have a replacement phone within 24 hours
It should also use an image to portray the key concerns (theft) so the image should feature a car with a broken window or something similar.
Remember a picture tells a thousand words and you should always try to use an image if it helps communicate your idea.
Here’s what the headline on the brochure might say:
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This leaflet will sell probably four times as many insurance policies – not because it’s clever but
because it understands the reader’s needs, and because it communicates the benefits more
effectively.
4. Contents Page
In brochures of eight pages or more, a list of contents is useful. Make the list bold and separate
it from the rest of the text.
Don’t cram too much into the contents and list only the most important points. It isn’t
necessary to list everything that appears on each page.
Use the contents page to sell the contents of the brochure. This is one of the first places people
look for information, so make sure you put as much effort into the content copy as you do for
the brochure copy. For example, don’t use boring words like ‘Introduction’ or ‘Model 961’. Pick
out the most important sales point from your introduction, and use that as the heading.
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Try using different colours for each section, or use cut-out tabs for each section. Both these
points will encourage people to open the brochure.
You may need more than one brochure. Some companies separate their glossy sales leaflets
from their simpler assembly instructions. Other firms keep technical literature separate.
If you’re writing for a product that has regular price changes, it’s best to print this information
on a separate sheet so that when the prices change, the brochure still remains current.
5. Product/Service Description
This is where the real selling begins. List all the features and benefits of your product in this
section and include every reason why the reader should buy your product.
When drawing up the list of features, add the words ‘which means that…’ after each point.
Then complete the sentence.
For example:
‘The crisps are made from an original recipe, (which means that) they taste better,
and contain no artificial additives’
(You don’t need to add the words ‘which means that’ on every occasion. They are simply a
means for identifying benefits).
Remember that the purchaser is not always the user so there may be more than one benefit for
every feature. Take this child car seat brochure:
“These different positions will make the journey more comfortable for your child, and
consequently more restful for you.”
Taking a particularly boring product like a speed boat engine, notice how you can make it sound
interesting simply by asking the ‘which means that’ question to uncover its benefits.
Of course, if you were talking to a speed boat expert, you may not use these benefits as they
would be too superficial.
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(When selling to enthusiasts, hobbyists and experts, they tend to want to know more about the
features than benefits. But this is the only time when you promote the features over the
benefits.)
To demonstrate, here is a summary of features for a speed boat engine. Alongside it is a benefit
for each of those features:
Feature (facts about the product) Benefit (which means that ….)
3 litre, 220 HP engine It goes fast
Weights 450Kg Good power-to-weight ratio gives extra power
Diesel engine Fewer moving parts, low maintenance,
More km per litre, cheap fuel
Indirect ignition No fumes, low noise
Choice of two drives Suits big and small boats
Easily accessible engine Servicing is simple
Glow plug pre-heat Trouble-free starting
Computer designed Vibration free, smooth ride
6. Sizes, variations, colors
Summarize all the possible variants, in a table if necessary. State what each is suitable for, and
suggest ways in which the product can be matched or co-ordinated.
7. Satisfied Customers/Testimonials
Provide a case history, application story, or an ‘unsolicited statement’. It shows how other
people have successfully used the product.
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8. Corporate Information
You may want to tell readers about the quality of your management and your company
philosophy.
Letting customers know how long the company has been in business can provide assurance that
they’re not a ‘fly-by-nighter’ and that they are here for the long haul. Listing the credentials and
qualifications of the management team can give the customer added confidence that the
people running the company know what they are doing.
9. Location
Your company’s location can be used as a selling tool, by showing how it is close to motorways,
airports or New York.
If you export, to what countries of the world do your products go to? This will show potential
customers that you are a recognized player in the industry.
10. Technical performance
The technical details are usually placed toward the end of the leaflet. For clarity and neatness,
they are often presented as a table. They could include strength, fire resistance, safety,
acoustics, and durability. Add guarantees, appropriate standards, and quality control marks. If
you offer Technical Advice, here is the place to mention it.
11. The Call to Action
Your leaflet must tell the reader what to do when they reach the end of the leaflet e.g. fill out
the application form; send off the reply paid card; send us an email; click on the website etc.
See the module The Creative Brief for more information on the Call To Action.
12. Availability
Where can readers find the product? This requires a list of stockists or branch depots.
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13. Client list
For a service company whose clients are likely to change, the client list is often printed as a
separate sheet and inserted loosely into the brochure. It is often printed in one colour, so that
it can be cheaply updated.
14. Operating or assembly instructions
Assembly or installation instructions must be easy to understand, and should be accompanied
by clear illustrations. Instructions often miss out important stages, or condense the instructions
too heavily. If in doubt, ask someone unconnected with your industry or family to assemble
your product, and see how they do.
15. Price list and order form
The price list is usually loose-leaf because it needs regular updating. The order form should
have a serrated edged if it forms part of the brochure. This will encourage people to tear it out.
Add the date of issue or period of validity; and if you are running a promotional offer, include a
date on which the promotion ends. Add any information about ordering such as:
• Packaging charges • Delivery charges
• Insurance costs • Delivery time
• Quantity discounts • Telephone ‘Hotline’
Also include on the order form your company’s name, logo, address, email, telephone and fax
number. Repeat this information on the back cover.
16. Conditions of Sale
If possible, avoid a lengthy ‘conditions of sale’ as they can put a customer off buying if they are
too onerous or lengthy. If you do have to provide terms and conditions of sale (often known as
the Ts and Cs) try to write them in friendly language rather than legalese.
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17. Dealer box
The dealer box is the blank rectangle at the bottom of the back page in which the dealer can
add his rubber stamp. This personalizes the leaflet to the dealer and allows direct-sell firms to
reward organisations who instigated the deal.
Technical literature
Technical leaflets need not be boring. The engineers, architects, and programmers to whom
you are selling are also human beings who prefer to read well-written, succinct technical
information.
A technical brochure is also a statement about your company style and values, so investing a
little more money on good photography, nicely designed layouts, better quality paper and well
thought-out copy is money well spent.
Technical literature is a vital marketing tool in industries where the product has to perform
properly (aerospace, for example), or where back-up service is important. Technical literature
reassures the specifier. It tells him that the product is suitable for his needs.
The content of technical literature is often similar to sales literature (a description of the
product and its uses, and so on), though it is usually given more precise, formal headings.
Technical literature is more restricted in content and format, but it still allows you some degree
of creativity.
Be cautious about using advertising copy in technical literature. It is acceptable when it refers
to a specific benefit (such as heat resistance or ease of use). But avoid vague claims. Many
specifiers are irritated when advertising and technical copy are mixed together.
Unfamiliar terms should be listed in a glossary, or explained the first time they are used.
Ensure that your technical literature has a 25mm filing margin so that no information is lost if
the leaflet is punched for filing in a ring binder. Pre-punched leaflets help the buyer and show
the reader that you’ve kept their needs in mind. These are small things but it’s this attention to
detail that customers remember and can create a high degree of loyalty.
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Illustrations, diagrams and drawings should be clear and simple, and should help
comprehension. If you’re adding graphs and tables, give each a clear caption. You should
include an index at the back if the brochure is more than 32 pages.
If you put information on the spine, make sure it reads from left to right when the brochure is
lying face up. This will ensure that the title is the right way up when the brochure is on a shelf.
Other marks
Quality control marks are also vitally important selling tools because they reassure clients about
your company’s skill and reliability. They are also evidence that the products or services are of
the highest standard.
If your company has ISO 9000 or a similar quality mark, show the logo because it will be
instantly recognizable to the customer. You should also list any trade associations to which you
belong.
Having these marks may not make customers buy from your client but if they had to chose
between your client and a competitor, and the competitor didn’t have the quality control marks
and your client’s company did, they would choose your client’s company over the others every
time. Sometimes it’s the little things like this that can sway a customer to your way of thinking.
Writing about services
The products offered by service firms, whether hairdressers or accountancy firms, are often
difficult to quantify. Service firms need to talk about other benefits, including speed of delivery,
reliability and excellence of service.
Even manufacturers need to talk about service, such as friendly advice or a money-back
guarantee.
Some benefits may be generic (‘Our accountancy services save you money’), while others may
be specific to the firm (‘Last year, 65% of our clients got a tax rebate bigger than our fees’).
Endorsements are ideal for service companies, because they substantiate the brochure’s
claims.
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13 TOPICS FOR A TECHNICAL BROCHURE
Below are points which you can include in a technical brochure. You
do not have to include each of these points but if you run out of ideas
on what to include in the copy, this might help.
1. Description – explain what the product is and what it does
2. Range list/product selector – show all the possible sizes and
shapes
3. Samples and colours
4. Design data
5. Performance – strength, fire, acoustics and durability. Include
appropriate standards and test certificates
6. Applications – explain under what conditions different
products may be used
7. Specification – help the buyer to state accurately what he
needs
8. Sitework instructions – a guide to installation
9. Operation and Maintenance – instructions for use, repair and
servicing
10. Prices and conditions of sale – availability, packaging, ordering
and delivery
11. List of suppliers
12. Technical services – planning services or advice on product use
13. References – examples of the product in use
Special types of leaflets
There are certain types of literature which need special consideration – range leaflets and sales
promotion leaflets.
Range leaflets
A range leaflet contains a large quantity of products, such as books or small parts, with a short
description of each. Some range leaflets become off-putting because of the quantity of detail.
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As a copywriter, these are great jobs because they often involve writing a lot of copy and can be
quite lucrative.
You can break the text into numerous small sections to give the eye an easy entry into the copy.
Try emphasizing points of interest. Pick out new products with the word ‘New’ and add extra
text about it. Or put new products in a separate box.
Draw the reader’s attention to others by adding a flash saying ‘Best Seller’ or ‘100,000 sold’.
Add a special feature article. This could be written by an expert in the field. For example, a
leaflet on car maintenance books could have an article on cost savings through DIY car care,
and be introduced by a well-known racing driver.
Sales Promotion Leaflets
Sales promotion leaflets are designed to generate extra short-term sales or convince the
customer to trial the product by giving the customer a special offer. The offer might be 20%
extra product, a competition, money off, free credit or a free gift. With this type of leaflet, you
need to emphasize the benefits of the free gift or the prize.
These sorts of promotions will not create brand loyalty but they will produce extra sales.
Competitions fall under the banner of sales promotions. They are great for building a database
of potential customers but don’t complicate them by asking the reader to jump through hoops
to enter. Make the conditions of entry simple and easy so that you can get as many entries as
possible. The more people who read your leaflet and enter the competition, the more chances
you have of selling your product.
Get rid of boxes saying ‘For Office Use only’, unless they’re essential. Make it clear which parts
of the coupon must be completed by the reader. Shade them a different colour, and put crosses
where you need a signature. But don’t ask for a signature unless you need one as it makes
people suspicious and puts them off entering.
Sales promotion leaflets also need a last date of entry. This is to stop entries coming in for years
afterwards. Add ‘offer available while stocks last’. This avoids an open-ended commitment to
free products.
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30 TIPS ON HOW TO WRITE LABELS
At some point in your career, you may be asked to create a label for a product. These can be good
fun to work on as you can really be creative but you will be required to adhere to certain standards
as to what must appear on the label. Here is a checklist that you can refer to so that nothing gets
left out.
1. Brand name
2. Descriptor (what the product does)
3. Contents
4. Weight
5. Price
6. Company name
7. Company address
8. Country of origin
9. Materials used in construction
10. Washing instructions
11. Assembly instructions
12. Instructions for use
13. Application (what it is suitable for)
14. Size
15. Colour
16. Quantity of units in the pack
17. ‘Use by’ date
18. Environmental information
19. Disposal instructions
20. Safety notice – for poisons, or flammable products
21. Quality – a statement describing the quality of manufacture or ingredients
22. Certification marks
23. Opening instructions (for tamper-evident or childproof closures)
24. Storage instructions
25. Promotional offers (extra volume or free gift)
26. Bar code
27. Manufacturer’s serial code
28. Date of manufacture
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29. Corporate information: date of company’s establishment
30. What to do if the product doesn’t work; how to complain
33 CLAIMS A SERVICE COMPANY CAN MAKE
If you were writing for a service company, you would promote the intangible aspects of the
business.
Here are 33 benefits you could use to promote a service-oriented business.
1. Consistent
2. Reliable
3. Endorsements from clients
4. Long standing
5. After-sales service
6. Friendly staff
7. Experienced
8. Range of services
9. Substantial (in billings, staff, size etc)
10. Conveniently located
11. Well connected, online to major organisations
12. Big company experience
13. Ideal for women, ethnic minorities, dog owners, veteran car drivers (niche market appeal)
14. Free information
15. Informal
16. Prestigious
17. Guarantees
18. Your business handled by high ranking staff
19. Understanding local needs
20. Small enough to care
21. Unique skills
22. Specialist departments (e.g. researchers, planners)
23. Unusual service or product (e.g. monthly review)
24. High tech
25. Young staff
26. Socially concerned/green
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27. Simple to use, easy to understand
28. Personalized to meet your needs
29. Sales promotion benefits (get 15 months for the price of 12; get a free card holder; or win a
trip to Disneyland)
30. Thorough, good quality control, everything checked
31. Courteous, old fashioned service
32. Money saving through expertise
33. Sociable
24 BENEFITS FOR BUSINESS-TO-BUSINESS COPY
One of the most difficult aspects of writing for services is finding a point of difference or a unique
selling proposition i.e. something you offer that the competitors don’t.
For example, on the surface, all accountants would appear to offer the same service. Same with
hairdressers. But if you can find just one thing that your business does differently, or offers
something that the others don’t, this could be the unique factor that sets you apart and convinces
consumers to choose you.
When you are completing the Creative Brief with your client, it might pay to work your way
through this list to find out what services your client offers. These can then be incorporated into
the copy.
1. After sales service
2. Complete package
3. Delivery
4. Flexibility
5. Free trial
6. Construction strength
7. Guarantee
8. Installation
9. Insurance
10. Interest-free credit
11. Leasing
12. Maintenance
13. Quality control
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14. Quantity sold
15. Price
16. Range of products
17. Reliability
18. Research findings
19. Sales to well-known organisations
20. Simplicity
21. Size of company
22. Training
23. Upgrade facility
24. Well-known brand name
15 Ways to make your brochure more interesting
1. Decide what you’re selling
Before you rush to describe the products, pause for a moment. Analyse what your customers
are really buying. Parents aren’t just buying a toy: they’re buying entertainment, ten minutes’
peace, education, playground status or part of a collection.
Homemakers aren’t buying a sofa. They’re buying comfort, luxury, and a place to relax after the
children have gone to bed.
You need to work out what people get when they buy a product. They don’t just buy the
product for logical reasons, they buy products for emotional reasons and then use logic to
justify it.
For example, if someone buys a Mercedes car, they may justify the $120,000 purchase by
saying to themselves, ‘it’s a tax write off’ but on another level, they may have bought it because
it makes them feel powerful and successful.
As a copywriter, you need to drill down to find out the emotional triggers behind a purchase.
These are the factors that are going to motivate people to buy.
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2. Motivate the reader to open the brochure
Add a flash on the front cover. Tell the reader that there is something to interest him inside the
brochure. It could be “Win $10,000” or “Special Offer – See Inside.”
3. Include a letter
Print a letter on the inside front cover.
The letter needs to carry the client’s letterhead, have a proper salutation (‘Dear Retailer’), and
needs to be signed by a named individual.
The letter can direct attention to a new product, it can pledge good service, or it can invite the
reader to ring the writer in the event of a complaint.
4. Make it useful
Put helpful information in your brochure. Provide a summary of fire regulations, or hints on
colour schemes. They will encourage your reader to keep the brochure, and refer to it more
often. For example, paint colour charts from Dulux or British Paints often give tips on how to
paint or how to choose a colour scheme. This sort of information can lead to a sale, so if
relevant, try to include information in the brochure that helps the consumer in some way.
5. Add an interview with the boss
An interview with the boss can be used to emphasize the company’s quality, service,
innovation, environmental awareness or growth. The boss can speak with a directness and
eloquence that can give the reader a sense of the company’s ethos and focus. It can also give
the firm a personality.
6. Alter the shape
Don’t feel constrained to use A4 size paper except for technical literature. Even technical
brochures can use odd sized paper, providing you are willing to accept a few complaints.
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Try tall, extra slim leaflets. Try leaflets that fit a personal organiser. Try leaflets that are cut in
the shape of a circle. Remember that odd shapes will affect your layout and increase your costs.
7. Get selling fast
Not everyone wants to be educated. Not everyone wants to know the manufacturing details of
your product. Don’t waste time telling them about things that don’t convey a benefit. You have
to assume that people may only read the first few paragraphs so include all your top benefits
early on just in case people don’t read the full brochure. You shouldn’t save your ‘best bits’ until
last.
8. Use sub-headlines to clarify
Sub-headlines help the reader through the brochure. Use them to separate the main points.
The sub-headline should always offer a benefit, not a product feature.
Well-written brochures don’t need an introductory headline. The text can stand on its own,
inviting the reader to get straight into the brochure. In less successful brochures the first
headline is often a clumsy ‘Introduction’ or ‘About ABC Inc’.
9. Add atmosphere
Brochures need to convey hard facts but they should also create a sense of atmosphere about
the product. A gas fire brochure should talk about rainswept winter evenings and show
evocative images of a cosy home and happy families, or romantic couples drinking wine. These
are the emotional triggers that are going to draw your customers in and make them interested.
Once they have decided they want to buy the gas fire, they will read the technical specifications
and find other information that will justify their emotional decision.
10. Make photos work
Use images, photos, diagrams, illustrations whenever possible. People’s eyes are naturally
drawn to the images first so use images to convey what you want the words to say. Remember,
just because you’re a copywriter doesn’t mean you have to restrict yourself to the words. You
can choose what pictures are to be used as well. And don’t forget to add a caption to explain
the image. Uncaptioned images can be very annoying to the reader.
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11. Add graphs or charts
Graphs illustrate trends much more clearly than figures alone. Use a graph if you want to show
that your heaters put out even heat, or that your unit trust has consistently outperformed the
rest of the stock exchange. But remember to explain what the graph means, and label each line
clearly. Don’t make the graph too complicated, and don’t show too many lines.
12. Talk about your reader’s needs
Start by talking about your reader, not yourself. Here are the first words in a brochure from a
design consultancy:
“Communication is a complex process. We were formed in 1969 to help our clients deal
with that process by providing a complete design, writing and production service.
The last 20 years have brought us work from over 300 companies, many from the
construction world, others from a broader spectrum of industries, combining to give us a
powerful pedigree in a variety of disciplines.”
Boring isn’t it? Why? Because it’s written from the company’s perspective. Always remember
the golden rule of copywriting: customers are only thinking about ‘what’s in it for me?’
13. Give directions
Every brochure must be organized to help the reader. People like to flip through the pages, so
they need guidance. Help them navigate the brochure by providing clear signposts throughout
the brochure. It may be obvious to you that page four is about accessories, but does the reader
realize that?
Each page should have a major heading. It helps the reader find the pages she wants to read.
14. Include questions and answers
A fast way to write a brochure is to pose typical questions a reader might ask, and then answer
them.
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Every new customer has uncertainties:
• What happens if the product doesn't work?
• Who can I return it to?
• What if I can't work out how to use the remote control?
Your questions show you are aware of the customer's concerns, and they make you seem a
friendlier organisation.
This technique doesn’t require advanced copywriting skills and is a good technique to use if
writing for a dry or technical product.
15. Make a special offer
Give your reader a free sample, a discount for ordering from the leaflet, or a trial offer. This
may be your only opportunity to sell your product to the reader for a long time, so make the
best use of it.
Mistakes to avoid
1. Don’t write too much
Novice copywriters tend to overestimate how much text can fit on a page and thus tend to
write too much. Whilst you’re learning your trade it’s okay to make this mistake as you’ll learn a
lot by writing too much.
However, once you start billing for your time you will want to write as quickly and efficiently as
possible so you will want to avoid overwriting because it takes up too much valuable time.
To overcome this, start looking at brochures and counting how many words are used. You’ll be
surprised at how few words are used. This is a good indication of how many words you should
aim to write. You should also fold a piece of paper into the shape of your brochure so you can
physically see how much space you have to work with.
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Less is definitely more in copywriting so keep it succinct, use visuals when appropriate and get
to the point quickly. Copywriters aren’t paid by the word so don’t be fooled into believing that
the more you write, the better it is.
2. Don’t use jargon
Don’t assume that the reader has as detailed technical knowledge as you. Spell out all
abbreviations the first time you use them. If you do have to use jargon, be sure to explain it
when it is first mentioned. Readers can tune out very quickly if terms with which they are not
familiar are not explained.
4. Don’t reduce legibility
Your graphic designer will assist you with this but as a general rule, don’t use white text on a
black background. Although it looks impressive, it is difficult to read. If you can, maintain a
constant background colour and avoid printing text over logos and other devices for the sake of
making the brochure livelier. It’s wise to keep to conventions unless you have a good reason for
breaking them.
5. Don’t over-use the company name
Some clients seem to think that repeatedly mentioning their company name in the brochure
builds brand recognition. Nothing could be further from the truth.
The company name should only be mentioned a few times in the brochure as it should be clear
from the logo and branding who the brochure comes from.
If a client insists on including their name in every paragraph, explain to them that it takes up
valuable space that could be devoted to selling benefits.
The repetitive appearance of your company name looks like over-selling. In particular, avoid
mentioning your company name in the first three words of the text. Nor should you put the
name of your product in capital letters.
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6. Don’t include dates
Your brochure may be expensive to produce, and it needs to last for an indefinite period of
time, so don’t use any dates in the brochure. Once the date has passed, the brochure looks out
of date. For example:
‘See us on stand 101 at the H&V Show, NEC 15–16 July 2006.’
This renders the brochure obsolete after the date shown.
The exception to this rule is the sales promotion leaflet, where you must add the final date for
entries.
Who does the design?
If you’re working for a design consultancy or ad agency, they will tell you how they want the
brochure to look, and will ask you simply to fill in the blanks left for the copy.
If you’re working directly for a client, you should find a friendly designer you feel comfortable
with and use them.
You might consider doing a rough layout to help the client see how the brochure might look.
Your layout would simply show the headlines and the locations of blocks of photos and text.
But you need not go into too much design detail. That’s the job of a designer.
See the module Presenting Work To The Client for further information on how to work with a
graphic designer or art director.
Case Study
You are a copywriter. Your client is Patrick O’Reilly’s Puppet Troupe. He has asked you to come
up with a one-page flyer that he can send to primary school teachers around the country.
Paul is a primary school teacher. His principal has asked him to hire a puppet show for the
Grades 1-5. She has instructed Paul to pick a reputable company that will deliver an
entertaining show that’s also educational.
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As the copywriter on this job, the first thing you must do is put yourself in the shoes of the
target market. In this case, there are three target markets:
1. The teacher – the purchaser
2. The children – the user
3. The Principal – the influencer
We’re writing with the teacher in mind but we do need to be aware of the concerns of the
other target markets as well.
These are the steps you would take to write the brochure:
Step 1: Identify the target market
Put yourself in the shoes of the target audience. In this case, it’s Paul, the primary school
teacher.
As a teacher, what are his needs? What’s important to him? What does he value?
In this situation, Paul would need to feel confident that:
• Patrick O’Reilly is reliable i.e. that he’ll turn up on time, deliver a good show etc.
• The show will be suitable for all the children
• The show will be entertaining as well as educational
• It ties in with the curriculum
• Ross has been cleared and vetted to work with children
• The show is tailored for them, not just an ‘off the shelf’ show
• Ross can cater for over 100 children
• Ross has worked successfully with other schools
If Paul was a slightly jaded teacher, he might also be interested in:
• Free educational resources that link back to the curriculum which he can use after the show
(which may reduce his workload).
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• Having a free hour or two during the show so he can have a cup of coffee or do some
marking of papers, knowing the children are in good hands.
• Making sure that the show is approved by the Department of Education so that should
anything go wrong, he is covered because it was a show approved by the Department.
Step 2: Identify what the target market needs to know
Let’s assume that Paul has never had to book a puppet troupe before.
If you were in his shoes, what would be the obvious questions he would need to ask?
Bearing in mind Paul’s needs (that we have already identified), here are some questions that
Paul might have thought of:
1. Have the performers been cleared/vetted to work with children?
2. How many students can attend each performance?
3. What size space do they need to perform?
4. Is the show suitable for grades 1 through to 5?
5. What equipment does the school have to provide?
6. Can parents attend?
7. Can it be customized for our school?
8. Are they accredited by the Department of Education?
9. Do they provide pre-show activities?
10. Do they give an incentive to the teacher for booking them?
11. Is there a money-back guarantee if we don’t like the show?
12. What preparation does the teacher need to put in prior to the performance, if any?
13. Do the children get hand-outs or gift packs?
14. What will the children learn as a result of the show?
15. Is the show tied into any aspect of the curriculum?
16. How many performers in the troupe?
17. What training have they had as performers?
18. What other schools have they worked with?
19. Do they have any references or testimonials from other clients/schools?
20. Do they have a website we can look at for further information?
21. Can they send out a brochure?
22. How much do they cost?
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23. Do they offer discounts if we book more than one show?
24. Do they travel to regional schools?
Step 3: Prioritise the information
The next step is to order the questions in terms of importance. In other words, if you had limited space, what information absolutely must appear in the brochure and what could be left out?
(It’s important to establish early on in your client discussions the difference between information that’s essential i.e. ‘must have’ and non-essential i.e.‘nice to have’.)
In terms of what Paul needs to know, let’s priorities the information: Essential information i.e. must have
• Have the performers been cleared/vetted to work with children?
• Are they accredited by the Department of Education?
• Is the show suitable for grades 1 through to 5?
• Can it be customized for our school?
• Is the show tied into any aspect of the curriculum?
• What other schools have they worked with?
• Do they have any references or testimonials from other clients/schools?
• Do they give an incentive to the teacher for booking them?
• Is there a money back guarantee if we don’t like the show?
Non-essential, i.e. nice to have if space allows
• Do they provide pre-show activities?
• What preparation does the teacher need to put in prior to the performance, if any?
• Do the children get hand-outs or gift packs?
• What will the children learn as a result of the show?
• Do they have a website we can look at for further information?
• Can they send out a brochure?
• What equipment does the school have to provide?
• What size space do they need to perform?
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• Can parents attend?
• Do the performers have a teaching background?
• Is there music involved?
• How many performers in the troupe?
• What training have they had as performers?
• Do they offer discounts if we book more than one show?
• Do they travel to regional schools?
Step 4: Answer the questions using Features and Benefits
The best way to find the answers to these questions is to identify the key features and benefits.
You would do this by interviewing the client and doing some further research of your own.
Feature Benefit
We customize our show The show is appropriate for all age groups and fits into the specific curriculum; guaranteed to make everyone happy.
Accredited by the Department Of Education
Performers have been vetted and have been approved to work with children; the show’s content has also been approved.
Offers education materials You can plan quality lessons that make teaching easier and saves you time.
Has entertained over 300,000 students in 1200 schools
The show is tried and tested. You can be assured the children will like the show. No stress for the teacher.
Has 20 years experience We’ve done this for a long time; we know what we’re doing. No stress for the teacher.
Students laugh while learning The students are entertained and the show is a success; the teacher looks good.
Free information pack You get to see clips from the show before you buy ie reduces risk
Free information pack We show you how to prepare for the show – minimizes hassle and stress.
Free Teacher’s Manual Gives you ideas for lessons and games – takes pressure off having to come up with new ideas all the time.
Money Back Guarantee No risk.
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Step 5: Create a Headline
We now need to come up with a headline to grab the teacher’s attention. See Module 5 How to
Create Headlines That Work to give you some idea generators.
Step 6: Create A Compelling Offer
The next step is to come up with a compelling Offer/Incentive that would inspire Paul to choose
your company over another.
Using some of those ideas, here are some examples of appropriate offers:
1. free information pack
2. free video
3. free teacher’s manual filled with games, lesson ideas etc
4. free report outlining how to put on a show
5. 100% money back guarantee.
Step 7: String the benefits together using ‘You’ words and Linking Words
You now have the ‘raw material’ to write the brochure. You’ve identified: • key benefits and features • attention grabbing headlines • compelling offers
Now you need to string all three components together to create the copy. It needs to be customer focused so you’ll need to use ‘you’ words. It needs to flow and tell a story so you’ll need to use ‘linking’ words. See the module How to Write Direct Mail for more information on Linking Words.
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Assignment Module 7: How To Write Brochures
Task: Write a one page, one sided A4 Flyer for Patrick O’Reilly’s Puppet Troupe
• The word count must not exceed 250 words.
• No images can be used.
• It must have the following:
1. An attention grabbing headline
2. A compelling Offer
3. A Call To Action
Featured overleaf is a version of a flyer that Patrick could use.
Don’t peek until you’ve spent some time creating your own flyer.
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WARNING: Do not book any school entertainment until you read this.
All entertainers are not the same.
Some turn up without any preparation. Some turn up and expect the teachers to help them set
up. Some aren’t even accredited with the Department of Education.
Here’s five things you should ask a school entertainer before you book them:
1. Do they have full accreditation from the Department of Education?
2. Does their show tie into the school curriculum?
3. Do they give educational giveaways to the children?
4. Do they have testimonials and references from other schools?
5. Do they have a video of their performance?
If they don’t answer YES to all five questions, you should be talking to us.
Patrick O’Reilly’s Puppet Troupe. Since 1956.
Phone: (08) XXXX XXXX
