At JogPost we are always quick to tell our customers, planning a leaflet drop, that they need to make sure that it has good sales copy so here are some tips that we have gathered together over the years, even some from those in the copywriting world, that should help as you plan your leaflet campaign.

Copywriting pointers

One thing that we always hear from experts in copywriting is that any sales copy that is written for a leaflet will need to be to the point and definitely eye-catching. As someone picks up your leaflet from the doormat you only have those golden few seconds to grab their attention. Commercial copywriters know how to make that impact and they will tell you that it will often be with the words you select for your headline and in particular for the call to action. 

You know it best!

One mistake that we commonly make is assuming that other people know about our product as well as we do. Of course you know your product inside out but you have to assume that your prospective customer needs it all explained to them. This is a very common trap that a first time leaflet campaigner can fall into because being very close to the product it is easy to underestimate the degree of explaining that needs to be done. You need to convince your prospective new client that what you are offering really is something that they cannot do without. The trouble is that you only have those few golden seconds to do it! 

Catching the eye

Your leaflet is going to have to show and to tell the reader as much about your product and what it does, as possible. There are some tried and tested ways of doing this including:

• Using bullet points 

• Using concise sentences that make an impact and pack a punch 

• Using striking images 

Those who work in the advertising industry will often say that advertising takes your place when you cannot be there in person. So perhaps a good place to start is to imagine what you would do or say about your produce or service, if you were on the doormat instead of your leaflet! We also advise that it is good to spend as much as possible on the images and copy, at least for that vital first leaflet distribution drop, so that you get the best ROI.

At JogPost we have had handled many hundreds of leaflet drops and sales campaigns and we will always be happy to sit down with you and let you have the benefit of what we have learned. The details of your product or service are vitally important and they will always deserve pride of place on your leaflet. Think about making an impact by clearly stating the benefits of your product for your customer, because very often it is only by changing the emphasis to reflect the benefits that you can make your leaflet campaign really work for you.