Are you a new business owner that’s in the process of writing your firm’s first print brochure? Is the whole process of doing so making you a bit nervous? If so, don’t let your anxiety get the best of you. Over the course of my hospitality industry career, I have written copy for many brochures. As such, I can assure you that it isn’t that difficult to do as long as you keep a few guidelines in mind. With that said, here they are:
Use a Positioning Statement
First, remember to utilize your firm’s positioning statement within the brochure’s copy. Ideally, that positioning statement should be clear, concise, consistent and easily remembered. Personally, I’d recommend that it be 10 words or less in length. That way, you can use the same positioning statement on word restricted mediums like Twitter.
Second, make sure that you display your firm’s contact information prominently. Doing so will make it easier for your potential customers to take action. When I was writing copy, I would always put the company’s information on the front panel and the back panel of the brochure in bold font. You may also want to think about including a quick response code as well. In my experience, it is a good way to drive traffic to your website and provide potential customers with additional information.
Keep it Simple
Third, keep in mind that we live in a fast paced world. Thus, your brochure’s copy should utilize headings, font size, text color and spacing elements that make it highly readable and easy to scan. I would typically break my brochures up into sections and use serif fonts. I found that doing so made it easier for my customers. For example, I would devote one panel to displaying bulleted information about the hotel’s banquet room. As such, the reader was capable of knowing at a glance what the room’s dimensions were and what audio-visual equipment they could expect to be on hand.
Fourth, you’ll also want to focus on highlighting your firm’s features, advantages and benefits that will appeal to your targeted audience. The best way to do that is to pay attention to your firm’s marketing plan. It should contain a section that discusses what your targeted audience values the most. For instance, if you own a hotel that targets parents of toddlers, you may want to highlight such things as the availability of soft play areas, on-site baby-sitting services and children’s menus.
Call to Action
Fifth, you brochure copy should ideally have a call to action that fits in with your company’s goals. The call to action should also be time specific. Otherwise, it’s apt to prompt no action at all. For example, your call to action could consist of offering a premium to those that call your reservation line prior to a specific date. One way to do that is to leave a small space open on the brochure where you can add a sticker. The sticker could contain the response date. That way, you could swap it out periodically without having to go to the expense of creating a new brochure.
Source: Personal Experience
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