A brochure is a valuable, tangible piece of marketing material that is ultimately used to sell. Unlike a website, you have a limited amount of space on which to provide information. When writing a brochure be specific with what you are selling.   Don’t try to cover too many topics in one brochure. While a brochure can be used to highlight your overall offerings, it's often good to have multiple brochures. You should have a brochure for each individual product or service. For example, if you’re a company that builds beautiful custom rooms in people’s homes, like kitchens, bathrooms, living rooms, you may have more success in your brochure if you only cover one room. Instead of offering a lot of broad information, you want your brochure to focus on one topic. Perhaps you write one brochure on only kitchens. Get specific to one room so you can explain every detail from the type of tile you offer to the colors of the cabinet handles. Pretend you’ve come across your own brochure. When looking at the front ask yourself what kind of information you would want to find inside. Write down and answer any questions you may have. You can use these in your brochure.  Identify your target audience. You want to think about where people will pick up this brochure. Who these people are. Are you writing your brochure to an individual consumer who is looking for a product or service? Or are you writing your brochure for a team of investors and board members? Your voice and tone and even the information you provide will be different based on who is going to be reading your brochure. If you’re writing about all the ways you can customize a kitchen to a potential customer, your tone may be more lighthearted and include more lifestyle information. Include info for options on materials and different builds. Focus on how what you offer will make your customers feel. You want to create content that the benefits you can provide. If you’re writing to more of a corporate crowd, or in a B2B (business to business) setting, you might want to include more hard facts and numbers. Focus on information that shows investors or other businesses how your product will have a positive monetary impact. Instead of just providing an overview of the basic features, you want to focus on a specific topic that lets you get detailed. Features describe the product or service; benefits describe how the features will help the reader.   Consider including an FAQ section of common questions that you’ve gotten before and provide answers. Your brochure is a product someone will take away. Therefore, you need to provide enough relevant information quickly and effectively. Your brochure will serve as a salesperson of sorts. You won’t be able to fit everything you might want to say into one brochure. Since you have limited space, it’s important to remember that not all your information is relevant. Leave out information that doesn’t directly impact the main product or service.  Leaving out information doesn’t necessarily mean leaving out core marketing materials. You should still include your company’s logo or image, a blurb about the company, and a section on where to find more information and who to contact. For example, if you are writing a brochure on designing custom kitchens, you don’t need information on what you can do in other rooms. You may simply want to include in your about section the other rooms you offer. Don’t waste space going into detail on those rooms in this brochure.
كن محددًا. ضع نفسك مكان القارئ. ركز على فوائد منتجك. استبعد أي معلومات غير متعلقة.