If you run any kind of business, you’ll understand how difficult it is to stand out from the competition. While there’s so much to choose from when it comes to marketing – everything from your online website to social media – one of the best ways to attract local attention is actually through hardcopy leaflet shots.
Get your message delivered through someone’s letterbox and you’ll be more likely to have your message seen. And get an immediate reaction.
But how do you make that copy really stand out?
When your audience picks your leaflet up off the hallway floor, what are you going to say that will make them stop and think, at least for a minute or two, about your product or service?
Here are our 5 top tips for standout copy:
1. Have a Catchy Headline
After a hard day’s work, your potential customer opens the door, picks up the mail and will then probably throw it onto a side table while they reach for a glass of chilled wine.
What you need to do is grab their attention. That headline is or tag line is one of the most engaging ways to do this.
Make it snappy, make it time sensitive, make it a once in a lifetime offer. But, above all, make it visible and unputdownable.
2. Show Don’t Tell
Whatever your product or service, you need to show what your customer is getting and illicit an emotional response.
What’s the difference between show and tell? Let’s take a mobile phone as an example. Telling would be simply saying that you have one for sale. Showing would be how that phone will benefit your customer – calling their friends, keeping in touch, checking social media, any host of different things.
3. Use Visuals
There’s a well-known saying that an image paints a thousand words. Choosing the right imagery for your leaflet is vitally important and should always, always support the copy. The visuals are almost as vital as the writing. And it doesn’t simply mean the picture you choose but how you organise all the assets the page.
4. Keep It Short, Stupid
The trouble with customers is that they get bored with long messages. The trouble with many businesses owners is that they want to tell their potential customer as much as they can. If you feel the temptation to squeeze as much copy onto you leaflet as possible, our advice is RESIST.
The shorter you keep your messaging, the better it will stick in your customer’s psyche.
Think about what you want your flier to achieve. Keep your message straight and to the point and keep it as simple as possible.
5. Hone Your Copy
Finally, people tend to rush out their copy and think that’s it. The truth is that good copy rarely works until it’s revised at least a couple of times. Never assume it is finished. Give it to friends and colleagues and ask their opinions – more importantly listen to what they say!
Do you need to swap sentences around? Have you used the right words and phrases? Is it catchy enough? Does it make you want to find out more? Do you make it easy for your customer to take action?
Standout copy takes a lot of work. Once you’ve finished, leave the first draft and do something else and then go back to it with a fresh mind. Then repeat the process at least a couple of times if you want great copy that blasts off the page.
The good news is that, at CN Leaflet Distribution, we can help you with everything from graphic design to printing and delivering your brilliant copy to the general public.
If you’d like to find out how we can superpower your next marketing campaign, give our expert, friendly team a call today.