I’m sometimes asked by clients who are looking for me to quote on copywriting their brochure, how long I think the copy should be. To which I always answer:
Brochures should be as long as they need to be to convey the information you need to convey.
That’s it. If you’ve not got much to say, a simple four sider could be enough. Or even a two sider. Though it’s always a good idea to have a picture or some kind of illustration to break it up.
But if you need to, then go for 8, 12, 16 or even more pages. Nothing wrong with 32 pages or even 64. However long it is, you need to structure it carefully – and the longer it gets, the more important that is.
Each page or spread should have a headline and, unless the copy is very short, subheads. If your pictures or illustrations are of something specific (as opposed to, say, a stock shot of a smiling face or businesspeople shaking hands) make sure you include clear captions with them.
There should be a clear call to action at the end of the brochure. And, with longer brochures, at regular intervals throughout. You may even want to have a contact phone number and web address at the bottom of each spread.
With longer brochures, have a contents section at the front. With really long ones, an index at the back is a good idea too. As is a summary.
If your brochure is very long, or if you’re issuing a series of brochures, you may want to consider having a short, separate overview brochure or flyer as well.
As ever, make sure the copy is clear, informative and interesting. Remember what your audience are looking for. Testimonials and case histories are often a good idea. A short background history can be useful too, but don’t be tempted to play loose with the truth. Apart form being plain wrong, it could well backfire on you eventually.
Product specs can be important too. Is it powerful enough? Will it fit through my front door? Is it compatible with what I’ve already got?
And do be sure that the grammar, spelling and punctuation are spot on – if you can’t get the basics right, a prospective customer is going to be concerned that your products or services aren’t very good either.
But don’t be worried about the length of the copy. As long as you’re saying what needs to be said, it’s the right length.