Five questions before writing your copy


1. Who are you talking to?

2. How do you differ from your competitors?

3. Why are those differences important to your readers?

4. What action do you want your readers to take?

5. Which incentives can you offer to encourage them to take that action?



Position your product or service.


Friendliest? Fastest? Cheapest? Oldest? Kinkiest? Your brochure should position your business – and stay consistent throughout.


Start with the front cover.


Don’t waste people’s time. Your cover should attract interested prospects and, politely, move the rest on.


Be single-minded.


One solution to one problem. The closer you get to that, the more successful your brochure.


Speak in your tone.


Is your brand a best friend, a concerned colleague or an axe murderer? Stay true to your business’s personality – and never mix the tone.


Close with a strong call to action.


Don’t spend all your money on a brochure that leads nowhere. Tell your reader the next step.