Copywriting for Brochures
Looking for the 'X' Factor:
Copy that sells has two vital ingredients;
Relevance and
Magnetism. Magnetism, or the 'X' factor is hard to find these days. With so much specialist information to cope
with, standards of literacy seem to have fallen prey to a Jargon based bending of the language to meet an assumed level
of knowledge. The power of the written word lies in its ability to coax the reader (at what ever level of understanding)
and smooth the journey with appropriate guide posts like commas, full stops and good sentence construction, to name just
a few. Good Grammar creates Clear Communication. To appeal to a broad market, we need to keep it simple and maintain
relevance. Showmanship or flowery marketing blurb is often an indication of a lack of substance.
Here's some tips for writing your own copy:
- Find your Unique Selling Proposition (USP). What makes your product or service worth reading about.
- Stay on target, stay relevant. Alliteration, puns and fancy phrases have their place, but are definitely
subordinate to a concise message.
- Use heading text where possible.
- Use italics and bold style to 'colour' your text (in moderation)
- KISS (Keep it Simple Stupid) Streamline your copy, don't use two words when you can use one.
- Use a dictionary or subscribe to
- Always use a spellchecker.
- Avoid 'Orphans' (single words on single lines)
- Avoid centered text in main body copy. Centered text is uncomfortable for the eye to follow, it creates untidy
blocks of white space. Centered text is fine for text menus and small sentences of instructional text.
- Keep hyphenation to a minimum.
- Think of your reader. Do you want them to understand or do you prefer the sound of your own voice.
- Think about sentence construction, Is it a clear concept, does it flow, does it link to, and enhance the
previous text.
- Make 'em laugh (only if its relevant and only if it's genuinely funny) Advertising copy can either compel or
repel a reader.
If you're unsure about your copywriting skills, or if you simply don't have the time, let us build your ideas into a
professional, hard selling document that captures the attention of a broader market.
