How to Write Persuasive Copy for Company Brochures
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When it comes to selling your products and services, many companies miss a trick when it comes to writing the copy for promotional brochures.This is because many businesses pack their glossy, well-produced brochure with just the key features of their latest offers and new solutions, without actually selling the benefits of what it is they're offering. Far from getting inside the client's mind and thinking about what they need, most company brochures make the fatal mistake of ‘focusing on information instead of persuasion' (1).
A brochure is a sales document. It must present the reader with a compelling solution to their specific needs in a clear and consistent voice, using language they will find appealing. The tone of the copy shouldn't be focused on your own company, but on the customer and their requirements. You should also be clear on where the brochure sits within your marketing mix, and adjust the tone accordingly. For example, is it designed to close the deal or sell a meeting? It's important to think about who will be reading it and what you want them to do next.
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