How to Write a Brochure for Your Business in Nigeria
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Despite the prominence of digital marketing, print materials still play an integral role to play in a balanced marketing strategy. A professionally produced brochure suggests a high budget and a well-known reputation.
Not only that, but brochures are also tools that can be used in advertising the business, making them one of the versatile marketing tools. They can be distributed at trade shows, put in brochure racks, sent via direct mail, and even published on the company website. Their also portability also makes it a handy salesperson, many people would prefer to grab a brochure and read it at their leisure rather than meeting a salesperson.
Most brochures are just a few hundred words in length, so you don’t have a lot of space to get your message across. It’s important to make every word count.
These eight tips show how to write a brochure that depicts professionalism, competence and hint of fun—all these spur your readers to action.
HOW TO WRITE A BROCHURE OR FLYER IN NIGERIA
- Plan first
Brochures have a standard format, despite the variation in size and content. The front panel bears the company logo & headline, the inner panels shed light on the product/service using supporting facts & details, and the final panel contains contact information and a call-to-action. Prior to writing, your target persona for the brochure should be targeted including age, gender, location, role, income, interests and challenges. This information will set the tone and guide the language and content of your brochure. It’ll also help you choose a clear call-to-action that sounds good to your readers. For instance, an offer for a free white paper would likely be of interest to an executive, whereas a mobile app download would be more fitting for a student.
Be sure of where your target audience is in the buying cycle. Don’t waste space writing about the history of your company if your readers have done business with you before.
Also try matching the level of understanding with the knowledge your prospects already have about the topic. Are they adepts, experts, novices or somewhere in the spectrum? Noting this will help you reduce how left out some readers might feel.
2. Write a compelling headline
Your headline will determine whether the brochure is to be picked up and read or to be tossed aside.
Avoid using headlines that don’t are not expository, not able to give the prospect a vivid imagination of the contents of the brochure—for example, “Make a Good Impression” a good impression on whom? For what purpose?
You can spark up a reader’s curiosity without being fuzzy. These example headlines incite interest while also giving a vivid picture of what to expect when they read the brochure:
- Scared of the Dentist? Learn How Sedation Dentistry Can Help
- The Ultimate College Prep Checklist: A Four-Year Plan for High School Freshmen
- 4 Reasons to Think Again Before Buying a Foreclosed Home
Don’t be afraid to use “power” words like free, quick, easy, results, exclusive, proven, etc. Though they fall short in originality, they make up for its ineffectiveness.
3. Write concisely
Your brochure should have its spotlight on one product or service. A brochure only has space for about 350-450 words, so keep words, sentences and paragraphs short.
Edit painstakingly and with scrutiny and include only information that is needed, leaving room for white space and images which adds to the overall attractiveness of the brochure.
Blocks of unbroken text might overpower the reader’s interest in the sense that they might get bored, so be free with the use of subheads.
Try not to put more than a couple of paragraphs in a row without introducing something else to break up the monotony, such as a subhead, bullet-point list or image, an image would be preferred.
4. Limit the copy to 1-2 typefaces
The typefaces you choose should be easy to read and consistent with your branding. Often, if the subhead copy is in a serif face, the body copy will use a sans-serif face, and vice versa. Select font size, spacing and color that are attractive but let readability be the main aim, so your prospects don’t have to work instead of reading a brochure.
5. Make the brochure a keeper
It’s always nice to have a handy reference of some kind included in the brochure to deter readers from throwing it away immediately after it has fulfilled its original purpose—for example:
- A map of a town marked with top attractions
- A “normal body weight” chart based on the reader’s height
- A list of program-specific student scholarships
- A cheat sheet for first-time homebuyers in a specific city
Also, consider printing the brochure on a high-quality glossy paper to boost its value.
6. Include the next steps for your reader
The goal of your sales brochure throughout the course of reading it should be to persuade your readers to take a specific action.
This call-to-action is usually placed on the last panel of the brochure, along with the contact info. To boost response rates, offer an incentive, such as a promo code or free product.
The following are some example actions you might want your readers to take:
- Sign up to your email list for a free white paper
- Visit your website to make a purchase or sign up for a program
- Call to book a free consultation
- Scan a QR code to download an app
- Enter for a chance to win
- Visit your store for an upcoming sale
7. Proofread the brochure
No matter how much effort you put into your messaging and design, errors and inconsistencies in your printed literature can kill your credibility and the interest the reader has in reading your brochure.
Make sure the tone of your brochure, after considering the aforementioned target persona, matches the rest of your brand messaging.
Unlike informational brochures which may take the third-person point-of-view, sales brochures usually use second-person to build rapport with the reader.
Refer to your brand style guide for how to handle things like numerals, dates and titles in the text. And of course, painstakingly look everything over for correct spelling, punctuation and grammar.
8. Don’t miss anything
Before the brochure goes to print, check that your logo and contact information are present and are also error-free. Also look for details you may have forgotten to include, such as:
- Purchasing info; how to place an order, accepted payment types, guarantees, warranties, refunds, shipping, etc.
- Visitor info; accessibility for people with disabilities, hours of operation, seasonal times, admission rates, group sizes, pets, directions, etc.
- Legal info; copyrights, trademarks, registration marks, disclaimers, etc.
You can also create branded templates for your brochures so you don’t miss anything important when you start a new project.
And there you have it 8 tips to write a brochure that captivates attention, engrosses readers and functions a good marketing tool.
Here’s a cheat sheet of content types often found in sales brochures when practising how to write a brochure:
- Descriptions of products, services, exhibits or attractions
- Features & benefits
- Product specs
- Pricing charts
- Pros & cons
- Itinerary (e.g. winery tours)
- Narrative (e.g. history of a winery)
- How a product works
- How a service is delivered
- How to do something
- Checklists & questionnaires
- Images, illustrations, charts, graphs & maps
- Frequently asked questions
- Company blurb
- Social proof: case studies, testimonials or media quotes, client list, executive bios, etc.
There you have it; how to write a brochure for your business in Nigeria.
Experiment with a few of these items and see where it takes you. You might be surprised at how quickly you run out of space!
Looking for a competent writer to write your brochure content for print?
At Liveandwingit, we write and design brochure content for all types of business including tech, construction, eCommerce, health, finance, real estate, agriculture and more
Pay the sum of N5000 (Five thousand naira only) for content alone and N10000 (naira ) for content and design to the account detail below:
Name: Oyewole Abidemi (I am putting my name and not our company account so you know I am real and you can trust me, and trace me)
P.S: We can also tailor the brochure to your industry, name, business size, product requirements, and more to fit your direct needs. Call or message +234 701 754 2853 for enquiries.
Thereafter, send us your email address through text message to +234 701 754 2853. Immediately after the confirmation of your payment, we will send the brochure content or design in Nigeria to your email address where you can easily download it.