5 Tips To Help You Write Better Print CopyPosted by Jessica Oman
All the copy writing tips and advice on the web seems to be about writing for the internet. Maybe that’s to be expected, but why neglect the beauty, simplicity and timeless qualities of a great print marketing campaign?
We’ve all seen bad print marketing at trade shows – those home-printed, wordy tri-fold brochures that go on and on about a company’s services with a phone number at the end. You leave a trade show with a whole pile of these things, vowing to look at them more closely later, but you don’t, and then they end up in the blue bin.
How can you create an awesome brochure, postcard or flier that wows the recipient and makes them want to follow up with you instantly? Well, it helps if that person is in your target market – but assuming that they are, here are a few things you can do to keep your print materials out of the trash:
- Block it Out: Before you even start writing, organize the layout of your brochure into blocks of content (or have your designer do this for you). Decide what main message you want to convey in each block. Determine what call to action you want on the materials, and know where you want it to go.
- Keep it Brief: Those content blocks will force you to choose your words carefully – you simply don’t have the space to ramble on. And no, making the font smaller so you can fit more words on the page will not make your reader want to pick up the phone and buy something from you. Trust us. It won’t.
- Be Concise: Scan your draft copy for redundant phrase and words that don’t need to be there. “Due to the fact that” means “Because”. An “unexpected surprise”? Could a surprise be anything but unexpected?
- Be Timeless: Say you’ve been in business “since 2002″ not “for ten years”. Because next year, it will have been eleven years, and you’ll have to reprint everything.
- Look Good From Far: Print a draft of your complete brochure or care and pin it to the wall. Now walk to the other side of the room and look at it. Is it attractive? Does it seem interesting? Would you be inclined to cross a room to go pick it up? (not if it has too many words, you won’t.)