How to Write Persuasive Copy for Company Brochures - Once you've established...
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Once you've established your market, key benefits and required tone of voice, you need to consider the structure of your brochure. It's useful to work with the designer on this part of the process, so you can coordinate the length of copy needed and what sections it will be divided into. You can ‘bolt on' copy into a design, but it's better to work on the two in tandem as the results will appear more cohesive. At this stage, it's also crucial to consider how your copy fits with the images and graphics you're using. If chosen carefully, your images will speak for themselves in conveying your key messages, and you can write the words to complement them.
The captions you use to accompany pictures and graphics are also very important. Most people remember these over and above anything else in your brochure, so use them as a chance to sell your services in a positive way. One last point on graphics, confine technical information such as charts, graphs etc to their own section - don't break up flowing and persuasive copy with badly placed graphics. Such detailed charts and graphs are important for creating credibility, but only if used in the right way.
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