Writing copy for your leaflet printing project
Before you begin to write copy for your leaflet printing project you first need to identify your target audience.
Your target audience are the people you are trying to reach with your leaflet campaign.
Many people make the mistake of aiming their leaflets at anybody and everybody. As a result, their marketing messages tend to get very diluted. The reader doesn't feel as if the product or service on offer is relevant to them.
A better approach is to target your leaflet at one particular audience. If you have more than one type of customer then produce more than one type of leaflet! Don't preach to the masses. Concentrate on the types of people who will spend the most money with you and return again later for more!
As soon as someone picks up your leaflet they are going to be wondering... "whats in it for me?!" You need to make sure that they realise immediately that your leaflet printing campaign is aimed directly at them. That you are advertising a product or service which is relevant to them and of interest to them.
How are you going to do that? With a killer headline! Ideally, a headline which includes news plus a benefit to the user.
Let me explain...
If you introduce news into your leaflet people will take notice. Phrases such as 'announcing', 'new', 'just launched', 'out now'... add news and interest to the headline of your leaflet. You should combine this with a benefit...
Some people mistake benefits for features.
Features describe the quality a product/service possesses. Benefits are what those features mean to your potential customer.
So, if you were running a leaflet printing campaign to promote a new fuel efficient car, you would tell the customer how much money they will save on petrol. You will tell them that they wont have to visit the petrol station as often and that they will be doing their bit to save the environment. If you introduce these facts into your leaflet printing campaign they will mean a lot more to your potential customer than merely stating that it does 100 miles to the gallon.
So, your leaflet printing project has got off to a good start with a fantastic headline which will grab the attention of your target audience. Now what? You need some copy!
Again, concentrate on the benefits of your product/service and dont forget to speak directly to your prospect. When writing copy for a leaflet printing project many people talk a lot about themselves. How long they have been in business, how many products they have sold, how much money they spend on research and development. Instead, you should talk about your customer!
Your leaflet should tell them that they can take comfort in the fact that you have been in business for 20 years. That they wont be alone - over 10,000 people have bought your product. That the £100,000 you have spent on research and development means that their purchase will last them 10 years - guaranteed!
When writing copy for your leaflet printing campaign, speak to your customer directly. Use words like 'I' and 'you'. Make it personal!
Get under the skin of your potential customers. Don't just sell the obvious benefits, make sure you understand why your customers buy your products. Do some research, the results may surprise you!
It is a good idea to introduce a time-limited offer into your campaign. You are likely to get a far better response to your leaflet printing campaign if your prospects think that there is a time limit. Remember, once they put your leaflet to one side, you're chances of securing a sale diminish. Make sure your prospects react to your leaflet straight away. They have to... or they will miss out on your special offer!
Finally, make sure you include a strong call to action. Tell your prospect to call you, visit your website, return the reply card. Don't leave them in limbo. Your leaflet printing campaign should leave them in no doubt as to what they should do next.
