Copywriting for brochures 🖊️
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Case study
Aroma Energy is a wellness business based in the UK, which sells a range of health-promoting essential oils and seasonal blends. Collectively, their products have thousands of reviews on Amazon.co.uk.
Declan Davey (freelance copywriter) created a promotional brochure for Aroma Energy, targeting busy people who want to relax but lack the time to do so.
Scroll down to view the brochure project summary.
Brochure copywriting with the ‘‘AIDA’’ formula…
Attention: ‘‘Busy people can’t relax? They can now…’’
Interest: Flavour options, list of uses, images of oils
Desire: Benefits, e.g. ‘‘stress reliever, sleep aider’’
Action: ‘‘Buy 2 and save 10%’’
CHALLENGE ➡️
Copywriting for a brochure — the project brief.
To design an attractive brochure for Aroma Energy to be able to distribute in their locality.
The layout of a brochure for Aroma Energy needs to appeal to people who are busy and want a time-efficient method of relaxation.
This would need to spread awareness of what Aroma Energy can offer as a wellness brand, build trust with consumers, and promote a current offer of theirs.
The copy and design strategy for this example of brochure copywriting can be found below.
SOLUTION ➡️
Copywriting for a brochure — the final product.
Copy: Somatic, objection-countering. The use of descriptive language such as ‘‘energising eucalyptus’’ and ‘‘stress reliever’’ help the reader imagine the pleasant physical effect the oils will have on them. People lacking the time for calm are drawn to the title ‘‘Busy people can’t relax? They can now…’’ This objection-countering is followed up with ‘‘just a few drops,’’ to underline the ease of using the product. Social proof is demonstrated in the form of Aroma Energy being an Amazon bestseller.
Design: Modern,vibrant. A yellow and white color palette was chosen to separate the text, making the brochure easier on the eyes. An attention-catching arrow draws emphasis to the offer and discount code. The logo and product images are included, and droplets are used as bullet points to relate to the brand.
Big idea being expressed: Even if you’re too busy to spend much time relaxing, Aroma Energy can quickly bring calmness to your life with their essential oil collection.
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Option One
Looking for reliable health copywriting to help your business grow?
Browse monthly bundles with tasks such as blog articles, email campaigns, and video scripts.
Examples of when these bundles make sense:
‘‘I need creative copy/content on a regular basis.’’
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‘‘I’d like to make the most of my email list.’’
‘‘I’m feeling a bit burnt out from so much multi-tasking.’’
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Option Two
Want to see if we work well on a one-off project first?
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Examples of when a one-off project makes sense:
‘‘I usually have time to do the work myself.’’
‘I don’t have the funds to bring in a writer long-term yet.’’
‘‘I have a writer on board already, I just need extra help.’’
‘‘I know what I want and I’d like to try this out on a trial.’’
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