A fantastic brochure enables you to showcase your brand like nothing else. Which is why you need a brochure copywriter.
Unlike web content and digital marketing material, which tends to be updated almost by the hour, a printed corporate brochure is a very different proposition.
That's because the time and costs involved with creating the document can be significant. The 1,000 brochures you get made today may need to serve you well next year, too.
So it's not about capturing your business at that nanosecond in time: a corporate brochure is created to show your past, present and future.
Why brochure copy really counts
Creating brochure copy that is sufficiently evergreen to enjoy a shelf life beyond your immediate focus (as may be the case with a sales brochure), requires a measured approach.
You need a brochure copywriter who understands how this kind of work differs from other copywriting assignments – and who can tell your brand story effectively.
A good corporate brochure copywriter ultimately wants to tell a great tale. Cold, emotionless words about the brand may educate your reader, but they will likely bore them, too.
GREAT BROCHURE COPYWRITING CAN:
Set the perfect tone for your brand.
Explain complex products and services so that anyone can understand them.
Lead your audience to the next action (CTA).
Hold your reader's attention far longer than a web page (if done correctly).
Hi, I'm Mike. I'm here to turn your company message into an un-put-downable read that turns casual prospects into tomorrow's die-hard fans.
'But can't I just write my own company brochure?'
Maybe
Got a fantastic in-house marketing team with time to kill? Go for it (but don't forget the reader!)
Doubtful
Most firms have too much on their plate – and they're too close to the business to see the story.
Nope
If you've never done it before, 'having a go' at a brochure is almost always a bad idea.
"The best copywriter I've ever worked with!"
"Mike is the best copywriter I’ve ever worked with. He listened and translated exactly what I wanted to say into the best brochure content that I could have hoped for."
Rob Payne, co-founder EcoNutz
Book me in. You're in good company...
Did you know?
79%
of print marketing recipients keep or share it.
61%
of people buy after reading about a product in a brochure.
37%
of brochures are kept for at least four weeks.
How it works: what happens when you bring me in as your brochure copywriter
I'll help you maximise your spend by making sure we know exactly what your brochure needs to do.
1. Defining the purpose
2. Finding the perfect story
Company history? Vision and values? A celebration of your market? I'll help you find the hook.
3. My words, your voice
Is your brand fun and playful, or regal and refined? Finding the right tone is a critical component.
4. Killer copy – just for you
I'll write like there's no tomorrow, with your audience and messaging front of mind.
5. A starter kit for your design team
Your copy is delivered with rough visuals to take to your designer. It speeds things up for no extra fee!
6. A comprehensive round of edits
Need me to tinker with the copy a little or a lot? Ask away! It's included in the quote.
So what does freelance brochure copywriting cost?
Time spent on individual brochure copywriting assignments I have handled to date.
8hrs – 40hrs
As a general rule, brochure copywriting is a shade more affordable than website copywriting. That's usually the case when I am quoting.
The main reason for this is that brochures aren't (generally) interactive. It means less time needs to be spent thinking about how all of the elements will work and link together.
On a web project, this 'thinking time' can last several days or more. Brochures are typically more straightforward, with a clear, single narrative.
That isn't always the case. Longer brochures may have several different sections – much like a website – with a company story, product information and so on.
Below are some of the many variables that affect the price. As with all other copywriting jobs, the final quote will be determined by the likely time needed to complete the project:
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Number of pages
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Word count
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Number of elements – such as panels and boxed sections
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Briefing and research requirements
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Complexity of business
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Approval process expectations
Here are some ballpark brochure copywriting prices for my work in 2024:
Single page flyer: £200 – £500
4-page brochure: £600 – £1,000
8-page brochure: £1,000 – £1,500
12-page brochure: £1,500 – £2,200
16-page brochure: £2,200 – £3,000+
Why you need a pro writer for your brochure copywriting
Writing brochures is an opportunity for a copywriter to speak directly to your customers on your behalf.
It's a way to show how you solve customers' pain points, highlight your USPs and services, establish your space within your industry and take readers on a whistle-stop tour of your world.
It can:
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Pinpoint your successes
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Highlight important case studies
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Show potential clients the services you offer
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And provide a memorable snapshot of your business.
It can also convey a sense of trust and experience, create new leads at trade shows and complement your website material.
Above all, a well-designed, beautifully written brochure can show your target audience that you take your communications and brand image seriously. It can make you seem more credible.
Given its importance, therefore, why wing it?
The experience of a seasoned brochure copywriter can be worth its weight in gold.
'World class copywriting'
"All your copywriting work is absolutely world-class, Mike. I don't know how you do it, but you nail it every time. I'm still smiling at this last bit you did for us!"
David Morgan, founder, Boardroom Punks
FAQ
Find answers about different types of brochure copywriting, my approach and more...
What kind of things can a brochure copywriter do for my business? With a good wind behind them, experienced brochure copywriters can keep on "talking" to customers long after they've left your premises, trade-show or event. Defining the purpose of your brochure is a key part of the process. Sales brochures that you hand out at trade shows or give to customers who come into your store need to be persuasive. People expect them to be up-to-date and detailed. Compare that to a glossy corporate brochure that you may plan on handing out for several years. Their function is very different. There is a knack to writing great copy that inspires people to take the next step – such as you'd hope for with a sales brochure. Likewise, there's a skill in creating gentler, more evergreen brochure content designed to show your business in the best possible light. You need a brochure copywriter who understands the subtle differences between one brochure copywriting engagement and the next – and who can tell your brand story or sell your product effectively.
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Are there certain things that an 'evergreen' corporate brochure should do? A freelance copywriter working on your brochure content will try and give your potential customers an authentic flavour of your brand. While a traditional brochure will set out to explain your company history, values, highlights and key services, in the hands of an expert brochure copywriter it can do more. It can pick out all of the many benefits that working with your company will bring to a client. In some cases, these benefits are merely implied. The way in which the brochure copy is written can convey as much authority as a bold statement about making a client's life easier.
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Is there a secret to great brochure copywriting? I believe that corporate brochure copywriting has a lot in common with good, old-fashioned journalism. A journalist will gather all the information that is available to them, pause to consider the best way to bring it to life, and then get busy – checking in to edit and improve at regular intervals. As a successful magazine writer before I decided to focus my attention on freelance copywriting, I know questions to ask and how to structure a story or article in a way that copywriters who come from more of an advertising background sometimes don't. I'll extract information from key members of your team, work on eye-catching headlines, and find the words that will show your company in its best light. And if your brochure has more of a specific function – such as to generate interest in your new project – I'll swap copywriting hats. I'll come at it from more of a sales angle.
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Is it cheaper to produce a PDF brochure than a printed one? Yes – but not from a copywriting point of view. The savings will be made in print costs. The other benefit of digital brochures over printed brochures is that they can easily be amended/updated as needed.
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Have you written brochures for many clients in the past? Quite a few. While not as in-demand from a freelance copywriter's POV as websites, brochures are still a popular way for businesses to market themselves. When they take the plunge, they often turn to freelance copywriters like me. I have written brochures for companies in these sectors: * Soft furnishings * Packaging * Shipping * EV charging * Property * HR SaaS solutions * Travel * Business advisory * Property investment And more. If you forget my name, just search for 'brochure copywriter UK' the next time you need someone!
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I'm not sure a I need a full brochure – but I do need a brilliant flyer. Can you help? I'd love to. One-sheets, pamphlets and even billboards offer fantastic solutions in certain circumstances, and I've worked with clients on all three. Please hit the big green 'Contact Me' button at the top and we can chat about what you need.
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