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First impressions count.
From the appearance you cut as you walk into the room,
to the strength of your handshake, people monitor and register
everything.
In marketing terms, it’s often the
brochure that is required to make the first impression.
It might be used
to generate leads, as a precursor to sales calls or as
a leave-behind after a meeting. Your brochures must be
visually engaging, clear and focused and should guide the
readers through
your argument,
or pitch, until they reach the end – and a specific
call to action.
Clarify your objectives
Anyone wondering where to start must begin
with a clear idea of your objective: what you want the
brochure to achieve and a single, focused message or proposition.
Consider your audience
The audience you’re creating the
brochure for has a major impact on the design, tone
and style of your
brochure.
Whilst every brochure can make use of effective imagery
titles, subtitles, boxes and bullets,
the
kind of style and language used when talking to the executives
of a large multinational will be different
from that
used when targeting techies.
Develop a brochure
structure
The next crucial element of a content-led
brochure is a powerful structure.
The introduction
has to create an
immediate impact, whilst subsequent sections must expand
on the central message. All the most effective business
brochures
do so in a logical, compelling way, making it easy for
the reader to follow the argument. .
Finally, the brochure
has to include a call to action. You’ve
won the reader over: you’ve gained and maintained their
attention. Now they’re interested in your company,
your products, or your services. What do they do next?
Brochure writing
from Writing Machine
These insights into brochure creation
are all part of Writing Machine’s highly successful
content-led approach to delivering business brochures that
make an impression.
With over 20 years' of experience
working for the likes of Alcatel-Lucent, FIS, UKTI, TomTom
and many other leading organisations, we not only know
how
to write
and design effective brochure copy, but our corporate
CV also proves our
ability.
Our team of professional writers and designers
is committed to creating brochures with immediate
impact: brochures that articulate a compelling message
with crystal clarity.
Contact us to find out more about how we
can help with your brochures.
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