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copywriting guides


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Essential Guide to Copywriting Part 2




How to write corporate brochures


Effective corporate brochures engage and persuade. They must capture what makes an organisation special and convey it powerfully and succinctly.
Here’s how:

Top 10 Tips


  1. 1. You are special. Say it!

Every business has a unique selling point. What’s yours? While your products and services may not be exclusive, your approach might be. You need to persuade your target audience you offer something different, something they want.

  1. 2. Do your research.

Make sure you know your readers. Remember you are writing for their benefit, not yours, so you need to tailor the content accordingly. Also, know your competitors. Check out their brochures and make yours more engaging.

  1. 3. Get them hooked.

People flick through brochures at best. You need to capture their attention immediately and hold it with the use of powerful headings and sub-headings and punchy, relevant content.

  1. 4. Keep it relevant.

Stick to the point and make sure your messages are clear and consistent throughout the brochure. Otherwise you will lose impact and confuse your readers.

  1. 5. Watch your tone and style.

You may have fantastic things to say but unless you say it in a way that your target audience will relate to, your words will be lost on the very people you want to impress. Write with authority and pitch it correctly.

  1. 6. Provide evidence.

Don’t just say you are special; back it up with client testimonials. If your readers see that you already work with people like them, it helps develop confidence and trust in your organisation.

  1. 7. Avoid overload.

This is probably the hardest part. Text-filled pages are a turn off. You need to avoid the temptation to write about every aspect of what you do and limit it to the messages that will have most resonance.

  1. 8. Do justice to your words.

Perfecting the copy is the first step. The same care and attention should be spent on design and print to ensure you communicate your messages in the most effective way. The look and feel of a brochure is even more important when you need to demonstrate quality.

  1. 9. Call to action.

What do you want your readers to do? Being impressed isn’t enough. Ideally, you want them to do business with your organisation. Make it easy by inviting readers to get in touch or make an order via phone, email and the web. Give them choices and incentives.

  1. 10. Use a professional.

We would say that wouldn’t we! It is very hard, not to mention time consuming, to write about your own company. The problem is condensing months and often years of work into a few paragraphs which will compel readers to want to find out more. That’s where we come in.


Written by Ian Lavis, Director of The Writing Room.