Jumpstart Your Next Copywriting Project

Does your company need a new brochure to promote itself? Are you the one responsible for writing the copy for the brochure? Here is a basic outline to help jumpstart organizing and developing your text. For illustrative purposes, this example is for a letter-fold brochure (8.5x11 inches flat, folded in thirds to fit a letter-size envelope).

Panel 1 - Front cover

Be sure to include the name of your company, your logo, and a “call to action” or a descriptive headline or slogan, if appropriate.

Panel 2 - Opening panel 

This is the first panel you see on the right as you open the trifold brochure. This is a good place to provide concise, essential information to draw your reader into the brochure for more details. Focus on your company’s key benefits and why the customer should choose you. Maybe this will be a short list of items in bulleted format, or maybe it will be a sentence or two. Just ensure that it is something the reader will be able to grasp easily and quickly.

Panel 3 - Left inside panel

Here, you could feature an introductory overview about your business. For instance, the year it was established, a brief statement about who you are and what you do, and a mission and/or vision statement, if appropriate.

Panels 4 & 5 - Middle and right inside panels

This is where you could get a little more descriptive about your company’s products and/or services. You could also include the geographic areas you serve, a profile of your typical client, or something similar.

Panel 6 - Back cover

Repeat the name of your company on this panel, and include how your clients can contact you (address, telephone number, email address, website, office hours, directions, etc.). Another option is to use the back cover as your mailing panel, if it’s going to be a self-mailer.Other possible elements to include in your brochure are: images, customer testimonials, endorsements, accreditations, memberships, and recycled content.

Writer’s Block

Looking for a way to prevent (or at least minimize) writer’s block? To paraphrase good Continued from front advice from Ernest Hemingway, the best time to stop writing for the day is when you know what you’re going to write next. That way, you start the next day’s writing session with something in mind rather than struggling with writer’s block.

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