Joined-up words. Logical thinking
Some copywriters ‘do’ ideas. Some write lots of words. I do both. Which means you get a well-researched and crafted brochure that also scores marks for originality and inspiration.
In truth, I’m always pleased to receive a brochure commission. It’s an opportunity to really get my teeth into a product or service and hold a reader’s interest over pages rather than paragraphs.
It also takes real understanding of your products, your customers and your markets. Now, you may have this understanding yourself, of course. But do you have the time – or the skill – to put it down on paper?
A brochure is not an ad, where you may be able to get away with a somewhat minimalist approach to content. Rather, it has to work on several levels – as an information piece, a selling tool, and simply an entertaining read.
In practice, it’s not that easy, no matter how well you know your business. What’s more, you may even know your company too well. By this I mean that you’ve become so close to it that you’ve lost your objectivity.
This can be a killer, as if you look at things from your own perspective rather than a customers’ your copy will lack empathy.
In 99% of cases you’d do better to offload the responsibility onto a professional, and devote your scarce time and effort to what you do best. Thanks to a marketing training combined with extensive copywriting experience, I can understand not only where you’re coming from but also where your customers are coming from.
What’s more, I have the skills to translate this understanding into copy that really connects. As a trained ad man, I’m also aware of the importance of an ‘idea’ or theme. With an idea, you stand out from the crowd. Without, you are the crowd.