As you create an outstanding printed leaflet or brochure – one that will grab the attention of those who receive it through your good design choices – there is one other key area that is sometimes neglected. It’s making sure that the language used, and how things are said, matches the expectations and needs of your audience. Here are four key areas to consider…
• Talk to your audience rather than at them
You’ll know how frustrating conversations can be when this is happening. It’s the same in print; people need to know you are on their wavelength and are interested in them, rather than simply have them buy something or use a service.
• Assess “you” versus “us”
Following-on from the previous point, one simple test is to check through your content and count the number of times you mention the reader in any way, compared to references to your company. Often, the latter will win the count, and the company will lose out. Aim to have considerably more audience mentions – some of these can be “we” phrases, but only where it’s clear you mean company and customer working together. Checkout out one of our previous blog articles to see the why the personal language is essential: Organising a corporate event? Why personalised well designed invitations are essential.
• De-jargonise the content
Every business has a “private” language – those terms, phrases and sayings that insiders understand and take for granted, but those reading the brochure or leaflet simply don’t. This can makes readers feel excluded, or not intelligent enough to risk doing business with you. Keep your language as simple as you can; if specialist terms have to be used then offer a clear explanation.
• Keep your content short and sharp
You may have a lot to say, and that’s okay. However, in terms of your presentation, look to create shorter sentences rather than longer ones. Split the copy up into brief paragraphs, with white space around to help them stand out. This gives the appearance of easy-reading, even if there is a lot said.
Checkout the content marketers digest blog post for a few more tips: What to write and how to write it.
• Be Positive
I think being positive is the most important and probably the least used in content writing. Yes you want to be descriptive yet concise but you want to help your customers or potential customers and the only way to do that is to write positively and offer up ideas and suggestions in which they can benefit and show them how you and your company can positively impact them. Great little article: The power of positive thinking in business.
The team here at Print UK will help you deliver stunning products, and a visit to the appropriate web pages now will introduce you to many stunning design templates, and quickly get you started on this rewarding process of premium brochure or leaflet printing. Do make sure, as you engage in this creativity, that your words don’t let you down!