The best part about copywriting is research: Each morning I wait for Canadapost to drop off my daily stash of brochures. Morning reading at its best!

Sometimes I’ll receive a brochure that draws me in and makes me believe that, even though I rent a small flat, my life would be so much better if I called John, my local roofer, for a free quote.

But those brochures are rare; usually I read local ads and cringe. For example, I recently received a lovely brochure in the mail. Professionally designed, it was stylish and instantly drew me in. Pity it didn’t include any information on what the company did. Or why I needed them. I went to their website and read five pages of vague promises and slogans, but still didn’t know what they did!

What were they thinking?

Many businesses will drop a few grand on design, but the message is an afterthought. After all, many think, if I can run a successful business, surely I can write a brochure!

 True: Copywriting is not rocket science, but it’s not totally intuitive either. There are tricks of the trade that copywriters spend years honing.

 For those of you who are determined to write your own brochure copy, here is the absolute minimum amount of info you should include:

• Present a problem that will resonate with potential clients
• Present your unique solution
• Introduce your company and state exactly what you do
• Include a call to action – perhaps to look at your website or call for a quote
• Include contact details – email, phone number and website at the very least

If you spend thousands on production and mail services, you can’t afford a weak message.

At best, an ill-written brochure ends up in the recycling bin, and at worst, it reflects badly on your business. In contrast, a well-written and persuasive document will enhance your image, reinforce your branding and generate new clients.

When you’re putting your image on the line, there’s too much at stake to wing it.

Kim McLaughlin is a copywriter, social media strategist and owner of Lyra Communications. To find out more about Kim, continue to her website.