Writing and distributing a brochure can be an effective marketing tool. It is the face of a brand before the world. You want to make a good first impression with potential customers and a brochure offers a snapshot to them of everything your brand is about.
A freelance writer can create a high demand for brochure writing services by answering the right questions with the brochures they create. Brochures are designed to educate readers about a product, service or brand.
Answering the following questions can offer sound direction for crafting an engaging and informative brochure:
What’s your purpose?
Brochures are designed to sell a brand. This increased brand awareness occurs through promoting an idea, product or service. You can create different versions of a brochure promoting a specific product or service to appeal to different target audiences. Each brochure should retain a central purpose of building the company’s brand through education and information.
When you craft a brochure, create a plan for what you need to say to your target audience. Make an outline of what details need to be included to effectively inform them on the product or service in question. Keep the details consistent with the main branding message.
You should have a clear idea of where a brochure fits into your overall marketing strategy. Where will it be distributed? When will it be used? The goals of the brochure should mesh with the brand marketing plan.
What ideas do you need to share?
One goal a brochure must accomplish above all others is to educate readers on your brand. You want them to remember your brand and feel like it will improve their lives. Your brochure should cover only the most important ideas central to creating this brand awareness.
Share ideas that will educate customers on a certain product or service. Note all of the key benefits that customers will get from choosing your brand over competitors. Detail features that make your product or service stand out. Give your readers a reason to choose what you’re selling over something else. Focus your energy on showing them why this product or service will make their lives better.
What do you want your readers to think?
Brochures must always be written with the target audience in mind. You should always think about what questions they will ask and what details they will want to see. If you are writing a car brochure, you could include common questions for car buyers and provide answers through discussing the features of the car in question.
You need to know who your reader is and get inside their heads. Think about what part their cultural, ethnic and religious background plays into how they receive your message. Consider factors such as age, occupation, gender, marital status and income level in how you create a brochure intended for a specific demographic.
Answer questions relevant to this target audience. Tailor the brochure as if you are speaking to them directly as a friend instead of addressing a random stranger.
John C is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.