How to Write a Food Brochure
Brochures are marketing pieces that help companies communicate important features and benefits about their products and services. Food brochures, in particular, may communicate things like a new food product for your company, information about a food catering business, nutrition facts for a particular food item, a food event or conference or a menu for a restaurant. When writing a food brochure, there are several important tips you can use to set yourself up for future success.
Write the front cover. Write a compelling headline that makes your reader want to open your brochure and keep reading. Communicate the most important benefit of your food product or service in the headline. For example, "Eating These Foods Can Help You Look Better in a Bathing Suit This Summer." Clearly communicate the message you want your reader to take away. Include a visual of your food product or service as well. This will make the brochure more appealing to the eye.
Write the inside front panel. According to Digital Concepts for Business, Inc., a brochure writing and design company, this is the most important part of the brochure. Summarize the food product or service you are offering and give reasons why consumers should buy it. Provide two or three testimonials from satisfied customers who have used your food product or service. You don't have to fill the entire page either. Leaving white space makes your copy stand out more and makes the inside cover more visually appealing.
Write the remaining inside spreads. For a typical three-panel brochure, when you open the piece, there are three full panels. On one of the panels, write a brief description of what your company does and include pictures and images of your food product or service. On another panel, include information about your food. For example, a processed meats provider might include a panel with nutrition information about their deli meats. On the last panel describe your competitive advantages, which are the factors that set your food product or service apart from your competitors. For example, you may sell deli turkey that has half the sodium of your competitor's turkey.
Write the back cover. Include your contact information and a "call to action," which is the next step you want the reader to take. For example, "Go to our website to sign up for our weekly newsletter and get free healthy recipes delivered to your inbox every Monday" or "Call Paul at 555-1212 to ask about a special 10 percent catering discount available now through June 1." For contact information, include your company name, address, telephone number and email address.
When you first start drafting your brochure, just write. Your first draft doesn't have to be perfect, so write whatever comes to mind. Plan on at least three rounds of writing and revisions before you complete the brochure.