How to Write a Company Brochure: 8 Steps

How to Write a Company Brochure: 8 Steps

One way to promote the products and services of your company is to write a company brochure. Brochure advertising is highly effective for many businesses, is fully customizable and can be inexpensive with a desktop publishing program.

Steps

1. Decide the tone you want to convey. A brochure will represent your company to potential customers, and first impressions can be powerful. Do you want your company to look fresh and inventive, stable and longstanding - or something else?

2. Identify target markets that align with overall marketing strategy. Before you can write a company brochure, you must have a clear understanding of the group you want the brochure to reach. Some of the characteristics to consider include:

• Age, education and hobbies
• Family dynamic, such as number of children and marital status
• Location, profession and income level

3. Determine the brochure's purpose. Do you want to make a brochure to highlight your company or engage the reader in a special product, service or promotion?

4. Write the brochure's text keeping both the target market and marketing purpose in mind. Use clear, easy to understand terms and engaging text that leads the reader through the publication and piques their interest in your company. Make contact information prominent so they can contact you with questions.

5. Narrow the design and text of your brochure based on target market criteria.For example:

• Young children and early teens enjoy colorful, eye-catching graphics with whimsical titles. Their brochures need brief text designed for short attention spans. They often include a panel of information for parents.
• Older teens and young adults prefer bold, contemporary brochure advertising. They often respond to marketing materials that show carefree people their own age.
• Young marrieds are settling down and starting families. Images of children often grab their attention.
• Middle aged couples and empty nesters are frequently juggling expenses both for college students and aging parents. Debt reduction and saving money can be strong motivators for this group.
• Retirees often worry about making their income last. Security is their main concern.

6. Ask at least 2 other people (preferably people familiar with your company and marketing goals) to edit the material for spelling, grammar and tone.

7. Use professional photography in your brochure advertising. Amateur photography reflects poorly on your business and "borrowing" images without permission can get you in legal trouble.

8. Hire a professional to design and print your brochure unless you're skilled at desktop publishing. You want to create a professional representation of your company – not a cheap flyer people will immediately throw away.

Tips

• Don't try to describe every product and service you offer in detail. Instead, offer just enough information to entice the reader to visit your website or place of business.
• If you need help determining your target market(s), consult a professional for a statistical analysis of your company.
• Have a budget in mind before going to a professional printer. This will help narrow the selection to affordable choices and prevent you from wasting your time.