That’s a
really good point. Start by thinking about what you want your leaflets to
achieve. Think about who you’re talking to, what their problems are and how
your product or service solves them. Now make a list of what you need to tell
people in order to get them to buy. So often when we write copy we fail to
follow a basic rule, which is that your copy should mirror the sales process.
You need to attract attention, show people how they’ll benefit, really make
them want the product, reassure them they’re not making a mistake and ask for
the order. If that seems like a lot to remember, think of AIDCA:
Attention:
you have less than three seconds to grab attention. Do it with a compelling
headline.
Interest:
what do your audience need to know (make sure you tell them about what they
want to hear, not what you want to tell them).
Desire:
what’s the impact of them buying/ not buying. People buy for fear or greed.
Which does your product satisfy?
Conviction:
how can you reassure them they’re not making a mistake? Testimonials and
endorsements are great here, as are trade body memberships, but the real gold
dust is the 100% no quibble money back guarantee.
Action: what do they need to do next?
