What is direct mail …
In part 2 of our flyers masterclass, we’re going to look at one of the cornerstones of good marketing: the words.
(If you missed part 1 on honing your target audience, click here to read it now. You’ll want to do your client base before cracking on with the copy, and part 1 gives you the tools you need to do it.)
But let’s get on with the copy for now.
We’ll start by thinking about how much you should write. I know I know, there is so much to say about your product or service that you’re not sure it’s possible to whittle down the goods to not many words at all.
Thing is, you’re not writing a letter here. You are creating a flyer.
And flyers aren’t huge. In fact, the average size is C5; only about 16x23cm.
So you need to cut the waffle and keep your message as succinct as possible. Short sentences can pack a punch, so long as they’re bristling with the good stuff.
There are six essentials to remember when it’s time to write your copy. We’ll take a quick look at each of them now.
Don’t try saving money on flyers by cramming information about all your products and services onto one small piece of card. You’ll actually waste money because it just won’t fly with your audience.
What is the aim of your flyer? To sell? To arrange a meeting? Perhaps to generate enquiries? Pick one aim to avoid confusing your audience. Give them a direct call to action to show them that interacting with your business isn’t a complicated task.
Features are handy things for your audience to be aware of, but it’s the benefits that are really going to make the product sell. For example, a TV has Freeview (a feature). Great. But why do you want that?! Because you can chill out and enjoy all your favourite shows (a benefit).
Demographics matter. So think about who you’re talking to, then write your copy as though you were talking to your audience in person. Use their perspective, their vocabulary. Touch in with their wants, needs and emotions. Gain their trust, create a connection and you’ll have a better shot at getting them to buy.
If you only sell to someone’s needs, they’ll always buy the lowest cost solution that meets those needs. And that’s probably not going to help you. Show them why they’d want your product.
Cost is going to be a factor for many audiences. So find ways and words that will show that your product is a small, simple solution with big results.
For example, if the television you’re selling costs £260 and your audience’s favourite TV program is on five days a week, market the cost as “£2 per episode for just six months”. Minimise the cost impact and maximise the benefits!
Don’t panic, but the headline can make or break the copy you’ve so carefully crafted.
Get it right and it’ll create enough intrigue for your audience to read the rest of the flyer. Get it wrong and your flyer will go straight in the bin.
No pressure at all, right?
Don’t fall into the trap of tombstone advertising; things have moved on. Never heard of it? It means don’t just put your business’ name in big letters at the top of your flyer and hope that it has enough gravitas to make your audience read the copy below. It won’t.
(Fail to think outside the box when it comes to advertising and you may as well be writing the tombstone for your business anyway!)
There are three things that really matter when it comes to introducing your flyer.
The headline needs to appeal to your readers’ natural self-interest…
It should grab attention and encourage people to read on…
And it should say exactly what the biggest benefit in your copy means for them.
If your headline does all three, you can’t go far wrong.
And that’s pretty much it for the copy side of things. Please, don’t forget to include a call to action and all the info needed to complete that action. Web addresses and phone numbers have been forgotten many of times in the flyer creation.
Sort of makes it hard for the customer to call, you know.
Next time we’ll talk about presenting your copy in an ultra-effective layout that’ll make a greater impression on your audience. It’s not one to miss!