Copywriter tips

Sales copy for leaflets has to be very precise, concise and most of all it needs to be eye-catching. You only have a second to capture the interest of that person picking up your leaflet from the doormat. Any commercial copywriter will tell you that the best and the most essential way to make an impact on a prospective client is to capture their interest. This could be with a well chosen graphic or photograph, but equally you can make that vital impact with the words you choose, particularly for your headline and for your call to action. 

One mistake that new writers often make is the assumption that because you know about your product, and love it to bits, they will too. It turns out that this is mistake that first time leaflet campaigners can fall victim to, as well. When you are very close to what you’re doing and have spent months immersed in producing your product or service, it is very easy to imagine that other people, your customers, are as up to speed as you are. They’re not! They are going to need you to convince them, that this is something that they really cannot afford to live without and you only have a very short time and a moment of visual impact to accomplish this.

Your leaflet will need to show and to tell as much about your product as it can. Some ways to do this include using bullet points with concise sentences that pack a punch and make an impact, along with some great images. In the advertising industry they often say that advertising is what you do when it’s not possible to be there in-person. Think about that, how would you sell your business if you were there instead of your leaflet? We also say spend as much as you can on the images and copy for the best ROI.

At JogPost we have handled many hundreds of leaflet campaigns and we will always be happy to give you the benefit of our experience. We hope that the points that we’ve raised above are useful. Of course the details of your product or service are important and deserve pride of place on your leaflet, but think about what we said about making an impact by stating the benefits of your product for your customer, because very often changing the emphasis from detail to benefit can you make all the difference to your leaflet campaign. Happy leafleting!