Here are Chris Cardell’s five top tips for Brochure and copy writing: This applies to brochures, letters, advertising, internet copy and emails.

1. Step into the mind and the shoes of the person reading your copy. Everything you write should be designed to meet their needs, wishes, desires, hopes, fears and dreams.
   
   
2. Keep it simple. Don’t use language or sentence structure any more complicated than you would use in conversation with someone over dinner.
   
   
3. Benefits, benefits, benefits. You must focus on the benefits of what you are offering, rather than the product or service. When you buy a new hi-fi, you’re probably not interested in how it was made or how many wires it has (the product) You’re interested in how it will sound (the benefit) If you buy a new chair, you don’t really care if it took three years for a man in China to make it (the product) You’re interested in how comfortable it’s going to be (the benefit) So all of your copy should focus on the benefits.
   
   
4. Remember the magic word – YOU. By continuing to use the word ‘you’ in your copy, you are forcing yourself to have a personal conversation with the person reading it.
   
   
5. AIDA Follow this classic rule of copy writing and you can’t go too wrong. AIDA stands for
   Attention
   Interest
   Desire
   Action

All of your copy, whether it’s a letter, brochure or email, should follow this simple process. First you need to get their attention – this normally happens in a headline. Then create some interest. You then need to turn the interest into a real desire for your product or service. All of which is useless if the reader does not take action. So make it very clear what action people need to take to begin a relationship with you. For more Free Copy Writing tips from Chris Cardell, join our Free VIP Newsletter below.

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