​ Why Can’t I Use My Brochure Text for My Website?


I occasionally write a brochure for a client and then find that they’ve used it on their website. What’s the big deal, you ask? Text is text, why can’t they use the same wording and message in any of their marketing materials?

Good question. It is important to carry the design elements and the messaging throughout your marketing materials, however, expecting a brochure to serve the same purpose as a website is like purchasing a sedan and expecting it to maneuver and perform like it a four wheel off road vehicle. It just doesn’t work as well off road because it wasn’t designed for that purpose. The same principle works for marketing text.

As with the car, you have to know what you expect from your brochure before you create it.

  • Do you want your brochure to be informational?
  • Are you trying to drive traffic to another information source, like your website?
  • Is it meant to be a take-away that you give out to just about everybody, or are you mailing it to a specific audience?

In general, brochures are used to whet your customer’s appetite and get them interested enough in your product or service that they call you immediately or seek out further information on your website. They are written so they are easy-to-read, with photos or illustrations interspersed throughout.

If your purpose is to continually educate your potential and existing customers, then you absolutely, do not want to repeat the exact same information, or use the same wording. This will make anyone who visits your website after reading your brochure feel as if it was all a sales pitch. They will abandon your site in a hot second and you will lose any chance of earning their confidence and loyalty. Why? Because websites are meant to be comprehensive and informational; not a lot of sales talk. Studies have shown that people go to the web for up-to-date information that they can use to improve and educate themselves.

On the other hand, people hold onto brochures so that they have the company name, website and contact information available at their fingertips. They don’t expect it to tell them everything about the product or service, but just enough to strike a chord with them.

Brochures and websites have different purposes, and because of that should have text that is related, but not a carbon copy of one another. That way, you have customers or potential customers follow you throughout your marketing program whether it’s in print or online. When they see your company name or logo they will know that they will receive quality information that is directed to their specific needs. Once you have their trust, you likely have a customer for a lifetime.

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