Brochure Writing Tips: How to Create Effective Marketing Materials

Brochures are invaluable for brands to convey detailed information and promote thought leadership. Unlike outdated static PDFs, today’s brochures offer interactive formats that engage audiences and deliver targeted content quickly. With the right tools and a clear understanding of your audience, anyone can create an impactful brochure without design expertise.

Here are some of the steps to create and format a brochure, customize your message to your audience, and integrate the brochure into the customer journey.

What is a Brochure?

A brochure is a versatile marketing tool used to communicate important information about a brand, product, service, or event. It can be distributed in print or digital form, with digital brochures providing enhanced interactivity, easier sharing, and performance tracking.

Who Should Create Brochures?

Brochures aren't just for marketing teams. Anyone in the company with valuable insights can contribute to creating them. Empowering your team to create content will lead to more personalized and timely messaging, helping leads move smoothly through the sales funnel.

Where Does a Brochure Fit in the Customer Journey?

Brochures are most effective in the awareness, consideration, and decision-making stages. At these points, your prospects are keen to learn more about your offerings. A well-crafted brochure can highlight key features, address pain points, and motivate leads to take the next step—whether it’s filling out a form or contacting your sales team.

Digital vs. Print Brochures

While print brochures are perfect for events or luxury brands, digital brochures dominate the B2B landscape. They offer benefits like interactivity (quizzes, graphs, animations), easy distribution, and the ability to track user engagement.

Content for Your Brochure

The structure and information included in a brochure should align with your goals. Here are essential elements to include:

• Cover Page: Create a compelling, visually engaging cover with a clear title and subtitle.
• Index or Contents Page: Include links to different sections for easy navigation.
• Body Content: Present the most important information in a clear, organized layout.
• Contact Information: Provide simple, accessible ways for readers to reach out.
• Call to Action (CTA): Encourage readers to visit landing pages, sign up for events, or engage further with your brand.

What Questions Should Your Brochure Answer?

Brochures are a great way to resolve any hesitations potential customers might have. Address questions like:

• Who is your brand, and what do you do?
• Why should they choose your product or service over competitors?
• Who else uses your product, and what results can they expect?
• How can they get started or get in touch with your team?

How to Create an Effective Brochure Outline

1. Define Your Objective Determine what you want to achieve with the brochure. Is it for product promotion, brand awareness, or customer engagement? Tie it to your overall marketing strategy.
2. Capture Attention with a Hook Start with an engaging headline or hook that grabs your audience’s attention. Place it prominently on the cover or first page. Example: "Boost engagement and stay ahead of the competition."
3. Plan the Customer Journey Organize your content to guide readers logically. Prioritize the information they need at each stage and present it in a clear order.
4. Create a Page Plan Assign content to each page based on importance. Use compelling headlines to define the theme of each section.
5. Keep Content Concise and Relevant Only include content that adds value. Avoid overwhelming your audience with too much information; link to external resources when necessary.
6. Test the User Experience Have colleagues or individuals unfamiliar with your brand review the content. Get feedback on clarity, relevance, and impact.

How to Structure a Brochure

A typical brochure layout includes:

1. Cover Page Feature an engaging title and eye-catching visuals.
2. Introduction or Company Overview Provide a brief overview of your company.
3. Main Content Highlight your products or services.
4. Testimonials or Reviews Include feedback from satisfied customers.
5. Contact Information and Call to Action Provide your contact details and encourage the reader to take action.
6. Back Cover Add extra information or branding elements.

Tips for Writing the Perfect Headlines

1. Each headline should be unique and convey the section’s content.
2. Make the benefit of reading each section obvious to the reader.
3. Create urgency or curiosity to encourage the reader to continue with hooks.
4. Ensure the headline is not too short or long – it should be clear and engaging.

Top Writing Tips for Brochures

1. Start with a strong cover that includes a clear title, logo, and impactful imagery. Lead with content that captivates readers right away.
2. Focus on what resonates with your audience, whether it's product promotion or thought leadership.
3. Research what your competitors are doing and aim to offer something better and more engaging.
4. Avoid jargon and tailor your message to your specific audience.
5. Stick to clear, direct language. Avoid overloading your reader with excessive information.
6. Highlight how your product or service solves your customers' problems and makes their lives easier.
7. Encourage readers to continue by hinting at what’s coming next and why it’s important.
8. Add tailored elements that resonate with the reader’s specific needs or challenges.
9. End each section with a call to action that prompts readers to take the next step, such as contacting your company or signing up for a demo.
10. Ensure the brochure is free of errors and that the flow, links, and content work effectively.

By including this information, you’ll build trust, highlight the value of your offerings, and ultimately drive conversions.

5 Simple Ways to Use Brochures for Marketing in 2024

1. Brochures at Checkout Place brochures in stores where your target audience shops to promote your business.
2. Mailing Brochures Send brochures by mail or email to customers who ask for more information about your products or services.
3. Brochures with Purchases Include brochures with purchases to highlight additional services or products.
4. Handing Out at Events Distribute brochures at trade shows or industry events to reach potential customers.
5. Downloadable Brochures Use digital brochures as downloadable resources to attract new customers and grow your email list.

With these strategies in mind, your brochures can become a key tool in your content marketing, helping you engage and convert your audience more effectively.