How to Write a Brochure that Sells

How to Write a Brochure that Sells


In my line of work, I see a wide range of marketing material – most of which is not doing its job properly.  In the majority of situations, this is because the people responsible for developing the brochure were not sure of how to go about it.

Brochures are an important part of your marketing toolkit and they can help your business for a number of reasons. For example, you can direct your prospective clients to a new service offering, or give them an overview of your entire portfolio. The advantage of a brochure is that your clients can refer to it any given time and it serves as a constant reminder of your company.

However, if your brochure is not correctly targeted, you are wasting your valuable time and effort. Here are four tips to help you develop an excellent brochure.

  • Research your target audience

This is one of the most common mistakes that businesses make when developing a brochure – they write the copy without considering the target audience.  The information that your prospective customers are looking for can be vastly different from your expectations. Spend time finding out exactly what their needs are – your brochure will be better for it.

  • Content development

Once you have taken the time to research, it is now time to develop your content. Remember, that the copy in your brochure needs to be done with the needs of your prospective customer in mind. In addition, make sure that the brochure is professionally written and edited – having spelling or grammatical errors is a big mistake. Another point to keep in mind is that your content needs to be concise – if it is too long, you will lose the attention of your audience.

  • The importance of images

You may not realise how important good quality photographs are for your brochure.  Firstly, if the images are not of a high enough quality, you will not be able to print with them. Secondly, the images that you use form part of your brand identity and affect the overall quality of your brochure. If you do not have suitable images, you can purchase images from stock websites.

  • Great design

A brochure is an extension of your brand – do not let your image down with a poorly designed effort. Rather take the time and invest in the services of a professional – it will immediately give you a more polished look. You should make sure that your design concept is able to differentiate your company and make an impactful first impression. If you are looking for a professional service, try to find a company that will manage the entire process for you – from research, copywriting, design and printing.

By keeping these points in mind, you will be able to stand out from your competition with a fantastic brochure that acts as an additional sales tool for your business.

Leigh-Ann Fowle
Leigh-Ann Fowle is the founder of The Written Word, a marketing and communications agency which focuses on the needs of SMEs. She is passionate about finding innovative solutions to help companies get the results that they are looking for from their marketing efforts. She also runs the Johannesburg chapter of Girl Geek Dinners, a networking group of women in business and technology. For more information, visit: or email