B2B (Business to Business) Brochure Copywriting

With the increbrochure copywritingasing popularity of digital marketing such as email, blogs and social media you might think that the age of sending a promotional brochure through the mail was long gone?

In fact, it’s quite the opposite, as the average response rates to a B2B direct mailing of 4.4% is still way ahead of email at 0.12%.

Brochures and flyers still have their place in the marketing mix and are particularly effective in a two-pronged attack. A direct mailing with a brochure and sales letter is then followed up very cost effectively with emails to remind and prompt the prospect.

However, the costs involved for copywriting, typesetting, printing and mailing your brochure are of course relative. It’s therefore important that your brochure copywriting has enough impact to engage your reader and compel them to act, to receive the highest possible return on your investment.

What are the key components?

The recipient will take just two seconds to decide to read or discard your brochure so the following attributes are imperative to increase the response rates:

  • Eye catching headline
  • Plenty of white space
  • Attractive colours
  • Full of benefits (not features)
  • Descriptive and compelling text
  • Use of headings and sub headings
  • Short punchy sentences
  • Images to beak up the text
  • Call to action

What’s in it for them?

Thought must also be given to how your product or service will help the reader? What problem will it solve? How will it make their life easier? Then focus your brochure copywriting benefits on answering those questions.

The brochure should interest the reader enough for them to want to contact you so it is important not to overload them with unnecessary information just enough for them to make their decision to take the next step in the sales cycle.

How I can help you?

I have been responsible for the copywriting of a number of successful brochures used for both direct mailings and hand outs at exhibitions and conferences, and I know how to get results. But don’t take my word for it. Here is an example of my brochure copywriting skills for a recent conference on Network Management in London, targeted at IT Managers.

Call me now on 020 7993 8338 for a no obligation chat on how I can help you or alternatively if you prefer email you can contact me here.