• Jen Haken

A-Z of Copywriting: L is for Leaders, Lead Magnets and Leaflets

Updated: Mar 16


Photo by FORTYTWO on Unsplash


Don’t worry, I'm not waxing lyrical on each of these Copywriting ‘L’ Words – Leadership, Lead Magnets and Leaflets. Instead, I’ll briefly summarise how to use your writing skills on the first two. Then I’ll explore lovely, long-lasting, lusciously printed leaflets (sorry, can’t resist an alliteration when I can get away with one!).


Why leaflets? I hear you ask. Aren’t they a bit passé? No! Far from it. Leaflets are still valuable additions to your marketing strategy, especially when you include a Q-code to measure your results.


But first…


1. Write Like a Leader


From the CEO of a blue-chip organisation to a small business owner, whatever your leadership role within that spectrum, writing is a way to prove that you know your onions. That you’re knowledgeable, worth connecting with, and even influential.


Most high-profile leaders instinctively understand not to actually write that you are a leader in your industry. Instead, your leadership status is implied.


A white paper is a prime example of something written by a leader. So, your tone of voice would be measured, professional and confident, keeping the content precise and factual. The information you share and how you write it is indicative of your deep knowledge of the subject — enough to convince anyone of your leadership qualities.


2. Opposites Attract – Unless You’re a Lead Magnet


Lead magnets are excellent ways to find new followers or subscribers, or attract people to your website. Once there, your lively and compelling web content should create an irresistible desire in people to accept your offer, eventually becoming a paying customer.


The hard bit is developing a valuable lead magnet that people will respond to. Many people don’t like giving away their private information, even email addresses. So choosing the right kind of lead magnet helps immensely.


Lead magnet ideas include ‘How To’ guides, video guides, special offers, free trials, training courses, online demonstrations, and more. Read this SEMrush blog for more lead magnet ideas.


3. Drumroll Please … Revisiting the Not-So-Humble Leaflet!


Now to delve deeper into the good old fashioned yet still valuable leaflet.


With so much focus on digital marketing, people forget that print can be just as effective, if not more so. Here’s why:


  • Leaflets and brochures are a tangible link to your business; something that people can touch and keep. They carry your recognisable branding (or soon to be if you’re just starting out). They help to increase your presence, attracting people to visit your shop or website, or pick up the phone to find out more.

  • Done well, printed marketing literature can indicate to your customers that your business is professional. The real thing. That you’re serious about your products or service. And that you’re a responsible, reputable business.

  • When attending shows, exhibitions and events, well-designed and quality printed brochures and leaflets will help people to remember you as a professional business.

  • Leaflets are perfect for mailing to current and prospective customers.

  • Single page flyers are ideal for leaflet distribution, being a really cost-effective marketing option. Many large businesses never stopped doing leaflet drops and direct mail. Think Dominoes, Direct Line, Checkatrade, Davis Tate – all successful businesses in no small part because of their leaflet drops.

  • Bear in mind that it can take at least three rounds of leaflet drops for people to start to recognise and trust you.

  • MOST IMPORTANTLY, ensure that you have a brilliant, eye-catching design and headline. And only the most essential wording. Otherwise, you risk your leaflet being binned or recycled.

  • Leaflets can be more cost-effective than online advertising. At the risk of making a sweeping generalisation, many older people prefer something they can hold and read. My father certainly does!

  • Adding a QR code to your leaflets both connects your print and digital marketing activities and helps to measure and track the success of your leaflet campaign.


Writing Leaflets and Flyers


Quite simply, less is more. The headline needs to be short and punchy. Then focus on the main purpose of the leaflet and write as minimally as you can on that salient point.


For example, if you run a café or restaurant and need to publicise a new menu, focus on the local, fresh ingredients or the fact that you have a new chef. Add a professionally taken photo of one or two of your new dishes to enhance the overall eye-catching first impression. Alternatively, you could print your entire new menu! You choose which would work better for you.


Or if you’re a local trader, state in a few bullet points the sort of building work or service you do. Maybe include a recent (short!) quote from a satisfied customer to help build trust.


Consider including an exclusive offer flash for added attraction.


So, in only a few sentences plus your contact details, you could attract lots of new customers!


Writing for brochures is slightly different. But only slightly. Brochures tend to be ‘weightier’ in terms of pages, photos and print quality. The copy on each page should still be descriptive but relatively minimal so that people will call you to find out more.


And that’s it! Let me know how your leaflet campaigns go. Need some help? Then get in touch. Email me at jen@jennyhaken.co.uk.

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