Copywriting for Brochures, Leaflets, Websites and Mailshots to Boost Sales
When you’re planning anything involving copywriting – brochures, leaflets, websites, mailshots and e-marketing, you might just be interested to find out about copywriting, and how finding a professional can really help a small business directly boost sales. Finding somebody that can write in way you want to – with humour, professionalism, technical ability or informality – can mean a real difference between the good and bad of your copy, and a good team should be able to edit any copy to bring it up to date, grammatically correct and put all the dots, I’s and apostrophes in the right place!
Most marketing materials, advertising and website text involves a good standard of copywriting – there’s no point in setting up articles on your website or sales copy on your latest marketing posters if it has a chance of sounding out of context or reading incorrectly.
Good copywriting, despite whether it is to appear on leaflets, websites, brochures or mailshots, should involve your customer, or indeed your potential client. It should engage them, so much so that you should, right now, be able to think of at least four positive features that your product or service gives to a customer.
Struggling?
Write down what really captivates your audience, your customer and consumer – you need to be including complete core products that your business offers, and true features they have. If you seem to be getting muddled with features and benefits of your product or service, then that’s where good copywriting comes in. There is one thing your customer will part money for, and that is a product or service that really gives them something to improve what they already use, or have, or to give them an added luxury compared to what they are used to.
A benefit is great – but that tells a customer what you are able to do, it does not tell them the features, or what your product does to advantage your customer.
Take a vacuum without a bag … keep reading, it’s relevant! If you telephone the sales department and ask them what the benefits of their product are, you might hear
“ We offer a revolutionary patented technology in a bagless upright “ or “ Our vacuum is superior to that of one with a bag and its got x, y and z tools attached to it for variations of usage “.
Hmm, that doesn’t tell you how exactly it helps you, though they are benefits they are made up of the company jargon so not many would understand that. What you want to know is that
“ the bagless offers stronger suction using an upright motion that collects and shreds larger pieces, as well as fine dust particles which is great for allergy sufferers “.
There are a few features in that one sentence, that gives a good idea to a customer whether its an improvement on what they already use.
We hope you get that comparison, a benefit is great but its of no use to your customer if it doesn’t hold advantages compared to what they are used to, they want features so they can tell if the product or service is of benefit to them, not you. It takes a lot to entice a customer away from a current product, or even more so to pay for something they don’t already benefit from at all!
So, we bear this in mind. Any kind of sales copy should contain positive features and entice your customer to buy. Any marketing material needs to involve some kind of sales copy, however subtle, because at the end of the day as a business owner you will be promoting your servives or a new product and you need to draw in new customers.
Three things should help you plan for such copywriting, and hopefully you will consider these using a decent amount of time – or at the very least consult your graphic, web and print designers who are usually experts in meeting your requirements as far as marketing, copyrighting and design goes. Sounds like an overall superior package, but we assure you there are companies out there that offer exactly those type of services, in particular copywriting services that get you noticed and increase profits.
