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It’s the Copy Stupid! How to Write a Brochure that Actually Sells

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If you want to increase sales you need to know how to write a brochure. These tips go beyond the basics.

You’ve got 7 seconds to make an impression. Sure, a flashy brochure design might turn heads, but what’s going to keep them hooked? Spoiler alert: It’s the words on the page.

a person typing on a laptop
Photo by Ben Maffin on Unsplash

Let’s get real for a second. If you’re a local business owner; like a landscaper, a home cleaner, or a bakery, or maybe you’re a manufacturer or software company — printed brochures are a key marketing asset that helps your salespeople sell and drive new sales.

Now, everyone is telling you that the sales magic happens with the design of the brochure; whether it’s digital or printed. But here’s the kicker: great design doesn’t bring in a dime. Because while everyone’s telling you to focus on design, they’re missing the point. The real magic? It’s in the copy.

You’re about to unlock the secret sauce of writing a brochure that doesn’t just look good—it sells.

We’re diving deep into the art and science of crafting words that convert. No fluff, no jargon, just straight-up actionable advice.

And because I’m all about that 21st-century life, I’m not stopping at print. I want to show you how to seamlessly connect your printed brochure to your online assets. Imagine a QR code that takes your potential customer from holding a piece of paper straight to an online order form. Yeah, it’s that cool.

Why Copy Matters More Than Design When You Write a Brochure

You’ve heard it a million times: “Content is king.” But when it comes to brochures, it seems like design wears the crown. Don’t get me wrong, design is important—it’s the first thing people see. But it’s the copy that does the heavy lifting. Let’s break down why.

Statistics: The Numbers Don’t Lie

According to a study by the Content Marketing Institute, businesses that focus on copy see a 47% higher conversion rate compared to those that don’t. Yeah, you read that right—47%! And that’s not all. A well-crafted headline alone can improve your conversion rate by up to 20%. So, if you’re still wondering whether to invest time in writing or just make your brochure look pretty, these numbers should make it clear.

Real-World Examples: Unleashing the Power of Copy to Skyrocket Sales

Landscaping Company:

Create a Low-Maintenance Paradise: Joe’s Landscaping’s Smart Approach

Joe’s Landscaping used to focus on the visual appeal of lush gardens. But what really set Joe apart was his expertise in creating low-maintenance landscapes using regional, easy-to-care-for plants. His new headline? “Create a Low-Maintenance Paradise.” This spoke directly to busy homeowners who loved a beautiful yard but hated the upkeep. The subheadline, “Regional Plants for Easy Care,” drove the point home. Result? A 30% uptick in inquiries.

Cleaning Company

Clean Safe, Live Free: Sparkle Home Cleaning’s Eco-Friendly Revolution

Sparkle Home Cleaning shifted their angle to focus on eco-friendly and safe cleaning products. Their new headline, “Clean Safe, Live Free,” resonated with health-conscious families, especially those with babies and pets. The subheadline, “Eco-Friendly Products for a Healthy Home,” reinforced their unique angle. The CTA? “Book Now for a Safe, Sparkling Home.” Business increased by 25%.


Indulge Without the Guilt: Betty’s Bakery’s Health-Conscious Success

Betty’s Bakery decided to focus on sugar-free and gluten-free baked goods. The new headline, “Indulge Without the Guilt,” was a hit among health-conscious consumers who didn’t want to give up sweets. The subheadline, “Sugar-Free, Gluten-Free Delights,” emphasized Betty’s unique offering. The CTA? “Order Now for Guilt-Free Indulgence.” Event orders soared by 40%.


Your Emergency ‘Butt Saver’: Smith & Co. Manufacturing’s On-Time Guarantee

Smith & Co. Manufacturing shifted their focus to guaranteed 48-hour delivery, positioning themselves as the go-to for emergency orders. The headline, “Your Emergency ‘Butt Saver’,” was a hit. The subheadline, “Guaranteed 48-Hour Delivery for Last-Minute Changes,” made their unique value crystal clear. Result? A 50% increase in emergency order inquiries.

IT Business and Consultancy

Preventive Peace of Mind: NextGen IT Solutions’ Proactive Approach

NextGen IT Solutions decided to focus on preventive maintenance to avoid tech problems. Their new headline, “Preventive Peace of Mind,” resonated with businesses tired of tech hiccups. The subheadline, “Avoid Tech Problems with 24/7 Support,” offered a safety net. Business contracts increased by 35%.

Financial Planner

Start Your Worry-Free Life Now: Financially Secure Planning for New Grads

Financially Secure Planning shifted their focus to new college graduates. The headline, “Start Your Worry-Free Life Now,” spoke to young people who were anxious about their financial futures. The subheadline, “Plan for a House, Vacations, and a Carefree Life,” laid out the dream. Consultation bookings increased by 45%.

I love the energy and insights you’re bringing, Ivana! Let’s weave your thoughts into a compelling section that’ll be the heart of this blog post.

The Anatomy of a High-Converting Brochure: Turning Conventional Wisdom on Its Head

Alright, folks, buckle up! I promised to turn the traditional way of writing a brochure on its head, and that’s exactly what we’re doing. Think of this like building a house or decorating a room. What’s the main purpose? You’ve got to know it because everything else revolves around it.

The One and Only Goal: Conversion

Let’s get this straight: the only goal you should have is to get your ideal customer to take an action that leads to a sale. Period. No fluff, no distractions. Every word, every image, every design element must drive your customer toward that action.

What’s Your Call to Action?

First, decide what you want that action to be. Want them to call you? Make your phone number so big they can’t miss it. Want them to schedule an appointment online? Slap a QR code on there that takes them straight to your scheduler. Selling products? Create a landing page that mimics the brochure and lets them buy right then and there. Your CTA should be everywhere, big and bold, with crystal-clear instructions.

Get Inside Your Ideal Customer’s Head

You’ve got to know what triggers your ideal customer to think of you as the solution to their problem. Let’s use Joe’s Landscaping as an example. His ideal customers are busy, maybe environmentally conscious. They want a beautiful yard without the hassle of constant upkeep. Joe’s brochure should speak directly to this pain point and offer his low-maintenance, eco-friendly solutions as the answer.

The Art of Image Curation

Images aren’t just filler; they’re part of your sales pitch. You’ve got brand colors, right? Now find dozens—yes, dozens—of images that align with those colors and represent your customer’s pain points and your solutions. For instance, Joe’s Landscaping could use images of families enjoying their backyards, juxtaposed with images of drought-resistant plants.

Stats and Cool Info: The Cherry on Top

Consider adding stats and cool info that resonate with your ideal customer. Joe could include a comparison table showing how much less water his regional plants require compared to traditional options.

The Nitty-Gritty Details

  • Risk-Free Guarantee: This builds trust and removes barriers to action.
  • QR Codes for Extra Content: Got a video or a special discount? Use QR codes to lead your customers there.
  • Track Your Success: Use tracking info on coupons and PDFs to know what’s working.
  • Online Translation: Make sure all this goodness is easily translated into an online format.

Tips for Writing Killer Copy: Your Brochure as Your 24/7 Salesperson

person holding card
Photo by Erika Giraud on Unsplash

Take the time to map out how you get your best clients

When I was dating and would come home from a date, my mom would tip-toe into my room, knock gently and ask “How was it?” When I’d say “Fine”, she’d look at me sort of sad faced and say “Come on — give me the good stuff! What did he say and what did you say?”

This is what you have to do with your ideal clients – go back into your memory bank and start mapping out the details :

  • How did you get in touch with them?
  • Did someone introduce you? Who was it? How do you know this person?
  • What did they ask you
  • What did you say
  • How did they react
  • What did you do next — and then after that?
  • Where did the sale close?

You might think this is silly, but it’s really important these days because people can find you online, be introduced to you via an event, talk about you and then this person you don’t know has researched you online and called you. These are all important details and you need to outline them so that you know exactly what information to put on what marketing channel.[Tweet “Uses printed marketing pieces to guide prospects to your site #MAXIFY”]

DO NOT just default to the same old same old – that is lazy and it takes time and money. If you’re going to spend the time – then do it right.

SNEAKY TIP: Write it in the second person — directly to the reader.

Your Brochure is Your Best Friend

First off, think of your brochure as your 24/7 sales and marketing person. Better yet, imagine it’s a friend chatting with your ideal customer about you. This mindset shift is game-changing. Why? Because it keeps the focus squarely on your customer and their needs, not on a hard sell. It’s about matching what you can do with what they need.

Speak Their Language: Know Your Audience

You wouldn’t talk to a teenager the same way you’d talk to a corporate executive, right? Know who your audience is and speak their language. If you’re targeting busy parents, use phrases and examples that resonate with them. If you’re aiming for tech-savvy millennials, slang and emojis might be your best friends.

Keep It Simple: Write at a 6th-Grade Level

You heard it right—aim for a 6th-grade reading level. Latest research shows that’s where most people are comfortable these days, thanks to our screen-addicted lives. Complex words and long sentences? They’re out. Simple language and comparison tables? They’re in.

Make It Punchy: Use Active Voice

Active voice makes your sentences more direct and impactful. Instead of saying, “Our services are loved by our customers,” say, “Our customers love our services.” It’s more immediate and packs a punch.

Extra Pro Tips from a Marketing Copywriting Guru

  • Be Concise: Don’t beat around the bush. Get to the point.
  • Use Bullet Points: They make information easily digestible.
  • Include Testimonials: Social proof can be a powerful persuader.
  • Create a Sense of Urgency: Phrases like “Limited Time Offer” can spur action.
  • Highlight Benefits Over Features: People want to know what’s in it for them, not just what you do.

So there you have it! With these tips, you’re not just writing a brochure; you’re crafting a high-converting sales machine. It’s not just about what you say, but how you say it. And always, always, keep your customer front and center.

Wrapping It Up: More Than Just a Brochure, It’s Your Marketing Blueprint

person working on blue and white paper on board - write a brochure
Photo by Alvaro Reyes on Unsplash

So, you thought you were just writing a brochure? Come on, you should know me better than that! Here’s the kicker: if you follow this process to write a brochure, you’re not just killing one bird with one stone. You’re actually creating a marketing powerhouse. Believe it or not, you’ll have about 80% of the content you’ll need or want for all of your marketing materials!

That’s right. This isn’t just a brochure; it’s a blueprint for your entire marketing strategy. It’s a way to connect with your ideal customer, solve their problems, and convert them into loyal fans—all while laying the groundwork for your online presence.

So go ahead, take these tips and run with them. Turn that brochure into a high-converting sales machine and watch your business soar.

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