Hiring a Marketing Copywriter to Create Your Brochure?
Complete These Important Steps First
The company president says, "We need a marketing brochure to promote our new product, something our sales people can leave behind with customers and some literature we can give out at trade shows. Just do it!"
Now you face the formidable task of getting it done. What's next? Should you hire an ad agency? Should you call a marketing copywriter or perhaps a graphic designer?
Hold up. Don’t do any those things, at least not yet. You’ve skipped a few steps. Eventually, you’ll want to get some marketing professionals to help you on the project. But first, you need to do some thinking on your own so you can give those folks good direction.
Start by developing answers to these six questions about your marketing brochure:
1. Who is your target audience?
2. How will the brochure be distributed?
3. What's the goal of the brochure: to close sales, to open the door for a salesperson, or to drive people to the website?
4. What is your product’s unique selling proposition? That is, what makes it special?
5. What is your competition using for their promotions?
6. What's my marketing budget?
Once you have the answers to those questions, you can move onto step 2, which is coming up with a rough outline for your marketing brochure. You want to determine what information needs to be included in the brochure and how it should be organized.
As an example, you might decide to do a four-page brochure with the pages laid out as follows:
- Page 1, Cover - Headline/benefit statement about the product, product logo
- Page 2, Inside - Description of product’s features and benefits
- Page 3, Inside - Suggested applications for the product, customer testimonials and purchase guarantee
- Page 4, Back Cover – Call-to-action, corporate logo and contact data
Now that you’ve organized the information and come up with a general outline, you’ll need to gather all the actual data to give to your marketing copywriter and graphic designer. Remember, they only know as much as you tell them. They’re not mind-readers, and only you can explain to them why your product is special.
Today’s consumer doesn’t want to read fluff. Facts and benefits are what sell, so that’s what you need to arm your marketing people with, if you want a brochure that is effective.
Once you have all the relevant information in hand, you’ve completed your homework and can feel comfortable touch-passing the project to your marketing copywriter and graphic designer. It’s finally time to let them work their magic.
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Need help creating a brochure? Hire a marketing copywriter to get the job done right. Contact Susan Greene, Florida marketing copywriter. Susan@SusanGreeneCopywriter.com or 407-578-5528.
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