Yes I know, you’re a start-up business so money’s tight. But, you still need engaging marketing materials and an effective online presence to get things off the ground.

More often than not, copywriting is the one thing that gets crossed off your set-up shopping list.

Why?

Because you think you can do it yourself.

Granted, you can write pretty well. But can you write something that makes people think “Yes, that’s exactly what I need”?

Going it alone without a copywriter

This is a familiar scenario:

The task to write your sales copy is passed to someone in your office. They already have a full workload so it gets pushed to the bottom of the pile.

Eventually, the need for the copy becomes urgent so they spend their lunch hour quickly writing something that ‘will do’.

The problem with this is, writing about your company is difficult because you’re too close to it. It is incredibly difficult to stand back and look at what you offer through the eyes of your customers.

The result is you end up with copy that tells your reader all about your company and absolutely nothing about what your company can do for them.

What a copywriter will do for you

When you bring in a professional copywriter they will ask lots of questions to learn about:

• Your company
• Your product or service
• Your audience (i.e. your ideal customer)

This helps them understand you, your product/service and, more importantly, the person you are trying to sell them to.  Through this process, they can place themselves in your customers’ shoes and discover what it is that your readers really want to know.

The copy will talk directly to the reader, address their problems and sell them the benefits of your product/service.

The result?

• Your website copy will be optimised and will convert visitors into paying customers
• Your brochures will sell, not just inform
• Your case studies will entertain, inform and sell
• Your press releases will engage and generate new enquiries
• Your email marketing will be effective because they will be opened, read and acted on

Do you still think copywriting is a waste of money, or something you can do on your own?

Every piece of written marketing could be the first impression the reader has of your company. Make sure it gives the right impression – that you are a company that is professional and understands what its customers want.

The brochure – once the main marketing force of many companies, has now become a bit of a dinosaur.

With more businesses than ever turning to online marketing, is the humble brochure about to be consigned to the annuls of history?

As more people turn to the internet to find goods and services (both locally and nationally), companies are investing heavily in search engine optimisation. And with 85% of all search traffic clicking on organic listings rather than the paid ads, it’s hardly surprising that’s where the money’s going.

But is it really too late for the humble brochure?

I don’t think so. It still has a valid place within your marketing armoury, and here’s why…

Leaving it behind

When you are out networking with people what is likely to have more impact? Leaving a small piece of card with your details on it (which looks remarkably similar to everyone else’s and just as likely to get lost within a pocket or bag), or handing over your lovingly crafted, benefits-packed brochure?

Your tangible website

Getting your website copy right is vital if you want your site to attract visitors and convert them into sales.

The general format is to grab their attention with a great headline, immediately sell the benefits of your product and then tell them what to do to make sure they don’t miss out on your amazing offer.

That is precisely the format your brochure should take too.

Once they’ve read it they should think “Wow! That’s just what I’ve been looking for. I’m going to give these guys a call.”

The elements of a great brochure

If you want your brochure to really hit home, make sure it:

Looks great

You don’t have to go overboard with flashy graphics and ‘in your face’ colours. Some of the best brochures are the simplest. Make sure it fits with your brand and company image and that it’s eye-catching – something people will want to pick up and read.

Talk the talk

Whatever you do, don’t start your brochure with details about how long you’ve been in business etc. Your reader doesn’t care.

The only thing they want to hear is how you are going to help them – think benefits, think offer.

Now what do I do?

Once you’ve ‘sold’ the idea of your product or service to them, don’t forget to tell them what to do.

Your call to action is vital, especially as your brochure is designed to be taken away. You won’t be there to persuade them to get in touch, so your brochure content and call to action has to perform that little task for you.

Even though the world’s moving on don’t forget the traditional marketing ways. There is still a place for the brochure but it must be compelling, different and benefits-packed if it is to have any effect.