With our design packages, we can help as little or as much as you like. Our menu priced approach means you only need to pay for what you need – you get to choose, and so you’re in control. One of the itemised items is copywriting. So basically, if you can supply the text, you pay less. (Although if you ask us to write the copy… you’ll earn more!)
So sometimes we get text sent through that just isn’t going to work. I have just come off the phone to one of our customers who has sent some words through to include on a leaflet that is being delivered to 40,000 households. We could do a fantastic job on the design, but the problem is that the text is rubbish. In any form of sales material, the text is one of the most important elements (if not the most important!) Your headline is the most important part. On average 8/10 people will read your headline.. 2/10 will read the rest, so it’s critical you get this bit right.
Your remaining copy needs to focus on the benefits and not the features. People buy the benefit of what you do, not the feature. For instance, if ‘batteries included‘ is the feature, then the benefit is that the product is ready to use right out of the box. Take it a stage further and explore the emotional benefit of ‘batteries included’ which is that you won’t have to deal with the look on your child’s face when their not able to play with their new toy (Stick that kind of stuff in the headline!).
The copy our customer supplied had no headline and missed out the benefits completely. So I gave them a call to explain and give advice on what they could do to improve it. We also suggested they use a local number rather than the 0800 number for two reasons: More people phone from mobiles these days (0800 numbers aren’t free from mobiles), and they are distributing them locally. I think he appreciated the help, like he said, He operates a fantastic cleaning company… writing sales copy is not his thing.
I feel we have a responsibility to do this kind of thing because we’re genuinely determined to help our customers win new business. Other printers probably wouldn’t have done this, they would’ve just designed and printed what they were given. but that’s one of the many reasons why we’re different.
Like what you’ve read? Then read the key to a good leaflet.
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