Organize your brochure copy

Allison Nazarian Copywriting

How you organize your product brochure copy depends on your purpose and your target client market.

As a starting point, the following structure may provide a broad template for the DIY copywriter. Let’s assume you are writing a tri-fold brochure for your dog grooming business.

Front cover – The front cover is the attention grabber. Use powerful copy and a striking dog related photo to draw your readers in with a promise or a tease.

Inside Front cover – The first panel is where you can appeal to the emotions and the hot buttons. When you organize your brochure copy, include a promise and a benefit or solution.

Middle Panel – Information, features, further information, facts and figures or testimonials.

Right Panel (When folded) – Specific success stories – how your products helped solve their pet grooming problems. Use names if possible.

Back Center Panel – Contact details and company description.

Right Panel (When open) – Additional benefits and company info that must be included, tied into call to action.

As a DIY copywriter, you need to test the response to your brochure copy and to brochures as marketing tools. Refining how you organize and write the brochure will be ongoing. This comes as you develop your copywriting skills, and learn what works with your target market.