HOW TO WRITE A BROCHURE
Twenty Questions Freelance Copywriters Should Ask Before Putting Pen to Paper
By Susan Greene

You have a clear definition of your audience and marketing objectives, and now you’ve decided a brochure will help you sell product. How do you write your brochure? Professional copywriters can create effective promotional copy at a competitive price, but don’t think you can simply delegate the assignment. Even the most talented freelance copywriters will need your help getting started.

What’s my approach? As an Orlando freelance copywriter, my first step is to immerse myself in relevant information. I’ll want to become familiar with the facts, figures and industry terminology. I’ll ask to look at other materials you’ve written such as previous brochures or marketing letters, to speak with key people in your business and to get the names of your biggest competitors so I can research them on the Web.

I consider it part of doing my homework and making sure I write copy that is truly informative and doesn’t come across as “fluff.”

I know from experience that facts become the fireworks that light up the prospect’s eyes and help create awareness of his need for the product being sold. Good information translates into excitement, color and emotion. Before I start to write, I’ll want to be able to answer the 20 questions below:

1. What are your product’s benefits?

2. What are your product’s features?

3. How is this product different from the competition’s?

4. How is it better than the competition’s?

5. What problem does your product solve?

6. Who are potential buyers?

7. How can we best reach those prospects?

8. How is the audience for your product different from the general public?

9. What does the buyer expect from your product, and do we deliver?

10. How is the competition’s product positioned?

11. How should your product be positioned?

12. Is the product for business or personal use?

13. How much will the buyer be willing to pay for your product?

14. Can you expect multiple sales from a buyer?

15. What objections might the customer raise in considering your product, and how can we respond effectively to those concerns?

16. What approaches have been used to sell your product or others like it in the past?

17. How knowledgeable is the customer likely to be when considering your product? Do we first need to educate him as to why he needs your product?

18. What do you want the brochure to motivate the reader to do? Buy? Ask for more information? Request an in-person meeting?

19. How will you fill orders?

20. How will you follow-up once the order has been filled to encourage future sales and referrals?