No empty words
People are much more patient when reading brochures than when reading web pages. But decision-makers get a lot of junk mail, so your brochure copywriter still has to make every word count.
You have only seconds to engage your reader, convey your credibility and the benefits of your offering, and persuade them to keep reading. And not much longer to compel them to act.
Make them feel the difference
Part of it is making sure your reader can FEEL the difference in your copy. They may not be able to say exactly why it’s better, but they’ll be able to sense it. Most people can immediately tell good writing from bad.
Show you understand them
One of the best ways to engage your audience is to show you have a solid understanding of their situation and challenges.
But you have to be careful. Most readers are reading your copy because they have a problem they’re trying to resolve. It’s tempting to show your understanding by talking about their problem. That’s not always the best approach.
Studies show that positives sell more effectively than negatives, so it’s usually a better idea to discuss the benefits you offer. Don’t focus on your readers’ relationship troubles, debts, misery and lowly job. Offer, instead, to make them sexier, wealthier, happier and more successful.
Back up your promises
People aren’t stupid. Even if they’re desperate to buy, they’re still very discerning. They want to know you can come good on your promises.
Conveying your credibility and authority in your field are half the battle, but you also have to validate your claims. Give them logical reasons why what you’re saying is true. Better yet, give proof. Case studies, testimonials, visual evidence, graphs, research…
Even jargon has its place. But only as a credibility builder. Never use it to EXPLAIN something. Use it only on the periphery – in bullet points, labels, illustrations – where readers can glance at it, be appropriately awed, and move on.
And be succinct
Say only what you have to say, and not a word more.
See some samples of my copywriting
Take a look at my copywriting portfolio to see if I’m the brochure copywriter you’re after.
Contact me for a brochure copywriting quote
If you’re after a brochure copywriter who doesn’t just go through the motions, call Glenn in Sydney Australia on 0413 388 991 or email me for a quote.