Copywriting & Marketing

Your business depends on good writing and that’s especially true with your brochure copy. If you’re spending a small fortune on design, printing and postage remember that words sell you too. It’s always best to hire a professional copywriter for brochure copy, but if you do decide to pen your own brochure copy, there are a few things you should keep in mind.

The Cover Is the First Point of Impact

The first thing your customers see when they pick up your brochure is the cover. Many brochure copy writers often feature the company’s name or product name here instead of the concept that distinguishes your company or product from your competition. This is the perfect place to let your customer know what he stands to gain by reading the great brochure copy inside while also hooking him in with your originality.

It’s always best to use short powerful words here too rather than writing a paragraph. Think of a novel with an engaging cover. You see a few words and an alluring picture; not an entire synopsis of the book. Brochure copy should be approached this way too.

Headlines Punch Up Brochure Copy

When you’re writing brochure copy, don’t forget that your headlines are just as important as the rest. People are in such a hurry these days that they may not take the time to read the rest. They may, however, scan the headlines instead as they look for points of interest. So make sure headlines really stand out while being descriptive.

Features Without Benefits Is Pointless

Poorly written brochure copy focuses on features. Yes, people want to know what something does or how something works. But in the end they make their buying decision based on, “What’s it for me?”

For example, let’s say you sell tires. Knowing the tires are steel belted (feature) is important to state. However, what will make people buy these tires is the feeling of security (benefit) and knowing that they are protecting themselves and/or their loved ones. Your brochure copy should focus on the benefits to your customer just as much, if not more than, the features. So sell the features through the benefits; not the other way around.

Be an Expert – Establish Credibility

When your customer picks up one of your brochures, the first thing they should notice is a professional design. Once they’re hooked in and start to read the brochure copy it should convey exactly why they should trust you. Your brochure should establish your credibility through testimonials, case studies or independent test results just to name a few examples. Include these in your brochure copy and you’ll hit the mark. In fact, many marketing experts and analysts have said that customers are 80% more likely to deal with a company when they have glowing testimonials over any other kind of brochure copy.

So remember, brochure copy needs to captivate the reader and motivate them to action. If you want to make sure your brochure copy achieve this it should provide useful information, a call to the reader’s emotions and be something beyond mere advertising hype.

You’ve posted your ‘copywriter needed‘ ad, but how can you be sure you’re hiring someone who will make your business look its best? After all your business depends on good sales materials. So when you’ve got one of those copywriter needed position open, keep these few simple guidelines in mind.

Copywriter Needed – Experience and Attitude

Get samples. Nothing can tell you more about the person applying for your copywriter needed position than their previous work. Also, make a point of seeing how your applicant looks at the world. Are they cynical? Upbeat? Enthusiastic? Their attitude will certainly affect the writing they’ll do for you, so make sure you question that and watch all the correspondence carefully.

Copywriter Needed – Listen and Learn

Give the applicant for your copywriter needed job a chance to ask you questions as well. Their questions will tell you a lot about what the writer can bring to the table, while also allowing them to create the best copy possible. Also listen to their ideas. Find out what direction they think you want your business to go because you can learn a lot from them simply by listening.

Copywriter Needed – What Do They Know?

Try to find out if your copywriter has the research skills they need to write effectively for you. Solid research will always give you the upper hand with your competition. Professional copywriters will ask you for sources about your industry to make sure what they create will be accurate. The net is a wealth of information…but not all of it hits the mark. So don’t be afraid to lead your writing in the right direction as they gather info.

Also, make sure they understand the features of your products or services, but also what benefits those features will give your customers. A great copywriter will always ask you questions, but more importantly they’ll ask the right questions. So even if YOU don’t know the benefits you offer that’s fine. They’ll work with you as a partner to uncover those things that motivate your customers.

Copywriter Needed – Feel the Passion

If you find someone who can be passionate about their writing, then they will also be passionate about your business. Keep these few practical guidelines in mind and you’ll find the perfect person to fill your copywriter wanted opening without any headaches.