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Copywriting for Print

Experienced copywriting for printed materials such as a printed brochure, is somewhat different than for a web page. The purpose of the copy is still to inform, make a favorable impression and motivate a response of some kind. But generally, there's is one more element...

The difference in how the message is delivered. The web page is a digital environment that instantly delivers a message. Almost as quickly, the reader moves on. No ifs, ands, or buts about that.

A printed brochure is not instant. In fact, even if the sales person hands the company brochure to a prospect, the prospect may skim the pages and then often saves for later.

Of course, there are several sales tactics that can be used to "walk" the prospect through the brochure pages, but in the end, there is no way of predicting exactly what the prospect will do once the sales person has left the meeting. That's why your copy for a printed brochure or post card must have an extra element.

There is even less measurement available when a brochure is mailed to a prospect. That is precisely why printed materials need a slightly different approach. Here' are few tips to get your creative juices percolating. . .

How Will You Know When You Have Experienced Copywriting?

Great copy-writing returns the response you want. That's it. Simple. True. Powerful. In other words, the idea is to write words in such a way that motivates a favorable response. Start with a few basic rules.

Number One Rule
Picture someone you know in your mind before you begin the first draft of your text message. It's not difficult to do. Use your dream state. Focus. Concentrate.

  1. Use simple words
  2. Avoid clever word play, hidden meanings and puns.
  3. Avoid negatives (write positive statements)
  4. Write fragments. Fragments are incomplete sentences. Short phrases that emphasize a point, keep your word count down and add rhythm
  5. Use bullets and underlines to emphasize sales points
  6. Edit the copy two or three times until its perfect

Need help? We have a long and successful track record writing copy for printed materials, such as brochures, handouts, flyers, saleletters and direct mail. We've coached and mentored hundreds of startups and web owners.

 

The Copy and Design Factor

You want copy for printed materials to include a concept and suggestions for the graphic designer. This helps the designer know what the copy slant is.

It is the experienced copywriter who generally gathers the research, input from the client and preferences, along with any information about images to be included.

For best results, a copy and design team should work on a printed project together so the client benefits from the exchange of ideas and solutions.

But most important is your copy! You want experienced copywriting for your printed sa;es materials, because an experienced copywriter knows how to get YOU the return on your investment and more.

Browse our online store for pre-priced creative services. Thanks!

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