Since this attraction requires a long drive, I wish the brochure put more information inside such as:. This is a brochure that attempts to get people to download an app that is filled with recommendations of course all of them are affiliates of the company. I thought this brochure had A LOT more potential if they actually gave a few good recommendations before trying pitch an app:.
This brochure looks like garbage, gives nothing BUT garbage information, and therefore converts like garbage. Put a business card in each brochure. When they pick it up, it will fall out, or they can at least keep the business card.
On it, your business will be listed somewhere of course :. By providing some good value, people are more likely to pickup your brochure, and keep referencing it. What is the specific end goal of your brochure? Get them to a website? Get them to call and reserve? Give them a map? Pick only one. Preferably the action that actually brings you money.
Your product might be better advertised with a simple one-pager rather than a fancy brochure. Does your brochure give reasons they should go with you?
What else is around your attraction? What other useful information is there? We send posts like this to our email list on a weekly basis. SaaS copywriting. Real estate copywriting. E-commerce copywriting. Financial copywriting. Fashion copywriting. Commercial copywriting. Carmine Mastropierro is a Toronto copywriter that helps businesses generate traffic, leads, and revenue.
Skip to content. Carmine January 13, Table of contents hide. What is a brochure? Who is the audience and why should they care? Make an outline of the brochure before you begin writing. Final thoughts on brochure copywriting. Make an outline of the brochure before you begin writing The very first step before writing anything is creating an outline.
The first step is getting the general idea onto paper. Or, Google Docs in most cases! Think of an outline as a skeleton of the brochure. Key takeaways. Apply the classic AIDA marketing formula to the body of the brochure. Focus on the benefits of using your product or service to make it more emotionally appealing. I agree with Ahmed Seddiq about the power of Personas.
Pretty powerful technique that we use regularly in our company and wiht our clients. Thanks for pulling this pose together! Kirsten Nelson Yes.. But I do suppose it could be used in a negative, manipulative way. I think copy should be as long as it needs to be. Higher priced item tends to require more words.
Hello Ian, A relpay of this webinar is located on marketingexperiments. Also, by subscribing to the MarketingExperiments Journal email, you will receive updates to when every Web clinic replay is live. Thanks Erin — I am already subscribed. Just come across this… Good article. For someone buying a high end product like a car, you might want to break down every possible objection a person reading your copy might be having. In this instance, longer copy will probably be the best route to go down.
Selling a broom, or a teaspoon however, shorter copy will probably suffice. Leave A Reply Cancel Reply. Save my name, email, and website in this browser for the next time I comment. Copywriting: How long or short should your copy be? By Daniel Burstein On May 6, How long should this blog post be? What about your landing page? Or email? How do they find your content? If you break down content into two buckets, people engage with content to do the following: Research a purchase Professional development Entertainment is a veil we use to make this more palatable Inside of both of these, you can then further break it down to [the question]: how do they find the content?
People find content two ways: They search for it It is sent to them For example, if someone is researching a purchase, they are more likely to like a longer form of content. The stats back up these claims with the following data: Stat 1: The more expensive your product, the more research someone must do. Stat 3: People prefer their content to be under five pages, in general.
EDT Long Copy vs. Daniel Burstein posts comments. Whatever style or layout you choose, you need to make the most of the physical space. This means finding a balance between words and images. No one will read your brochures if you write too much. This is where pictures and graphs help you.
Pictures and graphs are a great visual way to provide valuable information. You can also include little blurbs of text that explain a photo or graph. Use the front cover or panel to entice readers. Your front cover is what will get people to pick up your brochure. An eye-catching photo or graphic is more effective than a bunch of text. Use a photo that showcases the product or service you are selling. Depict people enjoying your products or services.
Along with a great photo, be sure to include text that speaks directly to the reader. Ask a question or state a benefit that someone picking up your brochure will want. A tagline and a line or two of text on your cover give readers enough information to pick up your brochure.
It also creates just enough mystery to entice readers to flip to the next page or section. Break up information by sections. On the inner panels, use headings to break up long blocks of text. Too much text looks intimidating to the reader.
Instead of long paragraphs or sections, keep sections and sentences short. Bulleted or numbered lists further separate the text and make information easy to digest. Provide different types of content and information for different sections. If you talk about appliances in one section of your custom built kitchen brochure, use another panel or section to showcase another aspect of your offerings like lighting or cabinets.
Breaking up your brochure into sections allows readers to compartmentalize information. Sections help the flow of information and keep readers interested without getting overwhelmed. Part 3. Speak directly to your readers. Making your copy personal creates a relationship between you and your customer. Your brochure should begin and end with your customer. Before you get into the meat of your brochure explaining all the great things you offer, you should entice your customer by answering questions and overcoming potential objections.
Focus your content on providing information which sells your features through benefits. Cite real-world examples or case studies. Aim to answer the question of how your customer will benefit from your product or service. Keep your brochure content focused. Cater your content to the type of reader you are hoping to attract with your brochure. Give a brief blurb on the history of your company and why you are different and better than the competition.
But also brief enough to not run out your reader's interest. Your content should highlight the benefits of what you are offering, not just features. Instead of only providing content that shows your product, include a lifestyle atmosphere. You can do this with pictures and copy that show people enjoying your product. Explain why current customers are satisfied. Leave boring specifics out.
Your readers will benefit more from how your premiere craftsmanship and design expertise creates reliable products and the right atmosphere. Use testimonials. Get quotes from satisfied customers to include in the brochure.
Testimonials are a great way to further provide potential customers with a reason to keep reading. They also back up the lifestyle and solutions you are promising throughout your brochure. End the brochure with a call to action. Direct your reader to the next step. This could be done by asking your reader to visit your showroom or call your office to schedule an appointment.
Try to create an emotional call to action. Once again, consider using words and pictures to elicit an emotion.
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