As a brochure copywriter, I know just how valuable well written brochures are in getting across your business’s message.
This is true whether you print your brochure only, have a digital version as well as printed, or choose to go with digital only.
Being a good brochure copywriter is very different to writing well for digital media, however.
People read the copy, especially in a printed brochure, very differently from the way they read web content. They extract information from it in a different way, and act differently on what they’ve read.
When I write copy for a printed brochure, I’m writing for a reader holding that physical item in their hand. The reader understands subconsciously that this item has taken some time to prepare, design and print. He or she thus knows that it’s not a ‘published this moment’ communication. That’s the essence of print and, used well, what gives it its gravitas.
A brochure copywriter who writes copy designed to work in print.
As I see it, the copy of a printed document can’t be divorced from the visual context in which it will appear. So, perhaps uniquely as a brochure copywriter, I never write print copy in a word processing document.
Instead, I write ‘in situ’, making up a mock up of whatever item I’m writing for you in an editorial design program, and writing in that.
This lets me ‘feel’ how headlines, sub-headings, main text and callout panels actually work on the pages and spreads. (I still supply the finished copy to you in a Word .docx file, to make it easy for your designer to copy and paste.)
Can we use our brochure copy online? Or as a pdf?
Copy written by a brochure copywriter for print can’t be expected to work equally well if dropped without any further thought into a website. Even if distributed as a pdf version of the document for which it was written, the digital format almost always demands some adjustment of the copy.
If you want to reuse copy that I’ve written for you for a brochure or other printed item, in a digital environment, I’ll re-edit it for you. I’ll adjust its tone, length and structure to the new use. This adds a little time to the project, but the result is far more effective.
Let’s have a chat about the brochure copywriting you need.
Have a look at these samples of some of the brochure and other print copywriting I’ve done. Then if you’d like to have a chat about a project, just call me or fill in the form.