When any person running a business is looking to write great sales copy for leaflets, they should keep their eyes and ears open to anything that could help their enterprise and they should never stop learning.
For instance, the door drop leaflet business depends, to some extent, on the ability to get a sales message by using copy on the leaflets. Now there are people out there who are very good copywriters and plenty of them are willing to pass on their knowledge.
Sometimes advice that could help them comes from sources outside of their business. But, sometimes advice can come from writers who are not involved in direct selling, and these are the writers of fiction. People who run creative writing courses are often telling their students they should “show, not just tell” in their writing.
Show don’t tell
Here is an example of show don’t just tell.
“Adam’s horse stumbled and he was thrown off its back and into a ditch.” This is just telling.
The following is an example of show and tell.
“Adam was riding so fast and failed to notice the rock ahead on the rough road ahead. His horse also failed to notice the rock and stumbled; Adam was taken by surprise and found himself thrown into a ditch running alongside the road. Although he was winded, the mud and leaves in the ditch saved him from serious injury; only his pride was hurt.”
Although the first example makes it clear what has happened, it does not give the extra information the second example does, and this is what the writer hopes will capture the reader’s attention.
Writers new to writing fiction often fall into the trap of writing as the first example. This is because they are so wrapped up in their story and now what is happening, they assume the reader will also know.
This is a mistake many people make when writing their sales copy for their leaflets.
Never assume
Entrepreneurs who have spent months or years developing their project become so wrapped up in it they let their enthusiasm run away with them, and their sales copy reflects this.
They assume their readers will be as enthusiastic and know as much about the project as they do. Their sales copy tells the reader what it is but does not show what it does and how they will benefit from it.
A leaflet must tell and show as much about the project on offer as possible, while not overcomplicating the leaflet itself. This can be done with the use of bullets points, a short sentence or two and some carefully chosen images that relate. There is a saying that advertising is what you do when you can’t be there in person. How would you sell your business?
So if your sales copy just talks about what a product or service can do but doesn’t show its benefits, it may not produce the required result; an enquiry.
If you are looking for some advice on how you can get copy that shows and tells prospects about your product service, get in touch with us today and let us tell you how to produce copy for your leaflet that will engage with your prospective customers.
