First off, identify your target market. Delimiting the scope of your promotion will help you understand your audience better, thus allows you to write a more customized copy for your customers. It is easier to promote products and services if you know and understand your audience very well.
Customers will be able to relate to your marketing message more if they are specifically created/written for them.
HOW DO YOU WANT TO BE REMEMBERED?
Set yourself apart from your competitors. Introduce your brand by stating your unique selling points.
Talk about a common problem that your customers might be experiencing and offer your product as the solution. Let them know why you are the right choice and how you can make their lives better.
Determine the products and services you need to feature on the brochure and give helpful insights about each one. This will help the customer decide from which of these they will want to buy from you.
WHAT DO YOU MEAN?
Say what you have to say but only in words that your customers will understand. Big words are empty if your customers are not able to understand what you are saying. If you should use technical words, make sure to provide explanations for better understanding.
WHEN SHOULD YOU STOP?
Your brochure copy should be long enough to present all essential information yet short enough to retain your customers’ interest. Keep it short and simple.
WHY DO YOU HAVE TO BE HONEST?
Be honest. Lie and suffer the consequences. Never make claims that you cannot deliver. Customers are already very cynical about what they hear and see on advertisements because many of these ads are not truthful. Let them know that you are different, reliable and can be trusted.
WHERE SHOULD YOUR COPY LEAD TO?
Think of it this way: it has always been about the audience. Honestly, people will not read your brochure if there is nothing in it for them. If the brochure is not interesting to your customers, they will not bother reading your copy from cover to cover, or maybe not even lift a finger to open it. Make the copy as interesting and engaging as possible. If you are selling houses for example, list the best features. Tell your audience what your community has that others do not.
Motivate the audience to do what you want them to do by including a call to action. Make them buy your product. Send your piece by making the readers want to take action, if not right ahead, then at least as soon as they feel the need to use your services or products.
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