Know What You are Talking about in Your Brochure

No matter how great your design is, if your copy reads like the person who wrote it reflects lack of understating on the subject, and then the time and energy you put to printing brochures would only be for naught.

Laziness is often the cause of marketing copy that is insufficient to describe what you really do. If the writer did not do any research to understand both the technicalities of the product, as well as the needs and interests of your target market, the result would only disappoint and convince them that your message does not have any value at all.

Another problem with writing marketing copy is that the one writing it usually seeks to be clever – more than what is really needed. Being creative is a good thing for any marketing message. However, having to do it too much often turns off rather than engage the target readers with your printing project. What would it do for you to tell a joke if the reader does not get it?

Then there is the problem where the writer assumes that the reader knows what he’s talking about. Technical people often make this mistake with their marketing copy. These people usually have a solid understanding of their product. Hence, they can very well describe their product fully. However, they also take it for granted that the reader speaks the same jargon, has the same level of understanding and interest, and the same technical expertise as much as the writer has.

Of course, this is usually not the case. We know for a fact that most, if not all target readers, is incapable of understanding technical jargons the way an engineer or a manufacturer does. This then leads to your printing output not getting the message across the way you want it to.

The key then is to plan well and carefully study the product or service that you have. Not only that. However, be able to write a copy that your customers will surely appreciate. Your marketing copy should then be about having a balance between the technical and creativity. If you do that, then your brochure printing will definitely improve that your customers will someday say that they read your entire brochure copy and they got your message loud and clear.