You may think leaflet writing and other marketing copy as purely intuitive and something that doesn’t require much thought.
Perhaps you think people can write or they can’t write. It may have crossed your mind that people who can write good stories or Facebook statuses possess the wherewithal to compose a compelling leaflet for your business.
This is not necessarily the case, because each style of writing follows unique principles. It’s not necessarily about how well you write but how you can win over hearts and minds.
Copywriting is its own unique skill. Just because someone in your family won a poetry competition in the local paper or can pen a half-decent speech, this does not mean that they should be crafting your leaflets.
Copywriting is the art and science of selling through words. Copywriters combine a blend of easily readable languae with marketing psychology to produce text that provokes some sort of action.
While this blog could go into the specifics of great copywriting, let’s make it easy on ourselves by introducing a simple concept that can have you turning around amazing leaflet copy in 30 minutes or less.
AIDA or AIDCA
AIDA is the acronym that most professional copywriters won’t want us to share with the wider public. That is because it’s a trade secret that forms the backbone to much marketing wording. If you can create wonderful copy in-house, you don’t need to outsource this essential work.
A is for Attention
Attract attention with a compelling headline or offer. In the rest of life, we may like to “save the best ‘til last”. This is never truer than with roast dinners (roast potatoes last, anyone?), but with copy, you need to show off the goods to catch the eye straight away and encourage your customer to keep on reading.
This leaflet declares the offer straightaway with a bold, attention-grabbing “10% off.”
I is for interest
Now you’ve expressed in your headline the reason your reader should keep going, expand on the areas of your product.
This can be through a summary of the main benefits.
Another rule is to include to not just state the features, but to include the benefits. In other words, when the reader asks: “What’s in it for me?” you have a response right within your copy.
Make reading easy using headers and bullet points like this leaflet from these gardening specialists.
D is for Desire
Now you’ve expressed the benefits of your product, it’s time to appeal to the emotions. Where the features and benefits summarised in I provide the outline of the picture, D is the colour and shading. This goes above and beyond simply explaining what a product can do for you, but hinting at your innermost aspiration.
Let’s say you have a weight loss club, and you explain in the Interest section:
Join Slimming Club, recently opened near you. Struggling to find the motivation to get rid of those excess Christmas pounds in time for your beach holiday? In just five minutes, you can find the support and encouragement of likeminded people on their weight loss journey so you don’t have to go it alone. Weekly prizes and monthly socials ensure you stay inspired by learning guilt-free ways to enjoy yourself. Eat like royalty and never fear the scales again with our expert nutritional support and free recipe magazine. Join this month and get your free Healthy Choices cookery book retailing at £20 in the shops.
So you have created interest by describing the benefits:
- support your reader will receive losing excess weight so they don’t feel alone
- potential prizes and socials to stop you getting bored and giving up
- expert nutritional advice to help them lose weight while still eating treats and not feeling hungry
- an incentive of a cookery book that’s worth £20
The desire will show you the ultimate vision of how your life will be transformed, who you will be after joining Slimming Club, e.g. a before and image of a person who has drastically changed their appearance as a result of joining this club, a story or a testimonial from someone who was able to reverse their type 2 diabetes or is now able to play in the garden with their grandkids.
These are mechanisms to appeal to the emotional drivers of your audience.
This leaflet from Junction Lane Laundry has opted to publish glowing testimonials from their customers. The last one illustrates how your life can be enhanced by not having to do your own laundry. Imagine not having to worry about sorting, washing, hanging up, ironing and folding your clothes? How much time would you save? Time you could spend going out with your friends, taking your kids to the park or learning something new, all while looking dapper in your freshly washed and ironed outfit.
C is for Convince
They say we make decisions with our emotional brain, but our logical brain needs time to catch up. This is the brain that uses reason to back up decisions made by our emotions. Testimonials appeal to our logic and our feelings, but facts and statistics really come into their own at the “Convince” stage.
For example, cost savings of buying your product over the market leader, time savings of enlisting the help of a professional service instead of doing it yourself, or the average results experienced by someone who contracts your service. For example, our fictional company Slimming Club may boast: “Members experience an average weight loss of 2 stone and 20 inches in the first three months.”
You can also include an introductory offer, such as “50% off your first month’s membership” or “Bring a friend and you both get free membership for your first month.”
Other mechanisms you can use are money-back guarantees or a loyalty scheme: “Get your 10th manicure free.”
Pink Property’s Market News uses content marketing to offer valuable content and insight into the local property market. In this way, they are making themselves a trusted brand so if you are looking to move house or if you want to rent your house out, you’ll think of them.
They’ve made great use of statistical information, presenting it both visually and textually to convince you that what they have to say is accurate, backed up by facts and figures.
A is for Action
All good marketing doesn’t stop with convincing people that your product or service is the one they want, but tells you how you can access it.
Include a way for customers to get in touch and redeem the offer or make an order with a phone number or a return-by-post contact form.
Your Choice have a prominent call to action with their telephone number clearly shown on a red background, plus a form to fill in with your details and return.
Elements to Include in Your Leaflet Design
Images – Use attractive images that look professional in quality and most importantly inspire.
Voucher code – Incentivise people to act sooner with a voucher code. This also helps you track your advertising efforts because the code you use will be unique to your current leaflet campaign.
Loyalty card – Loyalty programmes promote repeat business. It’s easier to get someone to buy from you a second time than the first time.
Testimonials – Stories from your customers sell your business better than you can. Add their name and if possible, a photograph.
Bullet points – Sum up the benefits of the product using easy-to-read bullet points rather than a “wall of text”.
Statistics – Whether stated or displayed as a bar chart, pie chart or infographic, using statistics adds gravitas to your claims.
Call to action – Add a call to action so your reader knows what to do next. Don’t forget to include contact details.