Borrow your next great brochure content ideas from online sources. I’m not suggesting that you just get content ideas online then reformat the content for your printed brochure. I mean carry the content, the tone, and informal, more personal language of the web over to your brochure as well.
As the Internet became more interactive, sites that were only informational got labeled (and still get labled) as “brochure ware.” My suggestion would be to turn that idea on it’s head: make your brochure as much “web ware” as possible, especially from a content perspective.
Be concise. Because many social media applications force us to be concise, (think twitter, blog posts, instant messaging, etc.) the millions of us who are heavy social media consumers are being trained to be short and direct in our writing, which I believe is also changing our expectations of what we read. I don’t think this is a bad thing even though the effects of social media on our youth may make grammar teachers cringe. In any case, be short, direct and to the point in your brochure content. Practice by writing what I call “marketing Haikus” to learn how to be concise, direct and creative.
I’ve found this little form helpful to write my haiku. Instead of focusing on nature, focus on your product or service.
Experiment online first. Since the web is “live” and interactive, marketing messages can be tested through experimentation. Keyword rich content can be tested and determined useful for online conversions. Test your brochure content first online through ad words campaigns, landing pages, and blog posts before committing it to print.
Write in an informal tone. I don’t mean to be sloppy or neglect to include important information. I only mean to use a tone that you would use when writing to someone you are familiar with. Write without thinking about grammar, and think as if you were writing your brochure to a close friend. You can always go back and clean up the grammar later. If you are not worrying about sounding “professional” or writing “perfectly,” you will be freed up to write informally and creatively.
Encourage engagement with your customers. The web is interactive and allows our customers to converse with us. Encourage comments, reviews, and suggestions with your target audience by asking for feedback in your brochure, not just for their business.
Try to avoid what online marketers refer to as “banner blindness.” People have been trained to ignore those things marketers want them to focus on. Putting a big thick border around content you think is important may encourage people to ignore what’s inside the box. Mix your message around things that will naturally attract their attention, such as pricing.
Simple tends to work best, and don’t call out those things you want the customer to see by putting the content in some sort of banner.
If you want a site packed with helpful writing ideas and principles, I recommend that you check out copyblogger . And certainly if you have any thoughts, recommendations, or examples, please comment and share what you’ve learned.
If you have any questions or need assistance with your brochure content, please call us direct at 888-922-0699.