Copywriting for Brochures and Leaflets

by 7 replies
Hi everyone,

Copywriting is something I am doing more and more but is only one of a number of things I use as part of a whole package I offer, so hence my question.

I write product descriptions mostly but I also see there are companies asking for brochure and company leaflet copy. This may be a stupid question but as a copywriter are you expected to only supply the text and they then give this to a graphic designer, or are you expected to also design the whole leaflet/brochure?

Thanks in advance,

Heath
#copywriting #brochures #copywriting #leaflets
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  • Profile picture of the author SARubin
    Originally Posted by heaththompson View Post

    as a copywriter are you expected to only supply the text and they then give this to a graphic designer, or are you expected to also design the whole leaflet/brochure?

    Thanks in advance,

    Heath
    Hi Heath,

    There really is no standard answer. It depends on who you're writing for, and what they expect from you.

    I've created a few brochures, where I designed the piece as well. (Note: I'm not a designer by nature, but if that's what they want, then I'll try to help out)

    But I've also worked with company's that had their own designer, and I only supplied the copy. (in which case, the design often came out better than what I could have done... but not always)

    The key is being able to work with the designer.

    I've worked with a few that were great! We got along, and worked as a team, and the finished product was a work of art.

    But I've also worked with a couple of designers, who I'm convinced were actively trying to sabotage me. Trying to force my copy into places where it just wouldn't work. ( If you think some copywriters can be arrogant... wait until you've worked with an artsy Prima Donna who thinks they're Gods gift to advertising)


    So, to make a short story a little longer...

    There's really no standard answer. You just need to ask up front what's expected of you. And if they want you to design it, but you're not a designer, then maybe you could find a designer to team up with, and increase you overall value to your clients?
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    SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado

  • Profile picture of the author tigerman424
    I agree with the answer from SARubin. I have been in likewise situations where a firm, in my case a law firm, asked me to create content for a brochure along with designing the artistic portion of the brochure as well. I told them I was not a designer yet I would give it a go. I did purchase software to accomplish the designing portion yet I beleive I could have simply accomplished in MSWord as there are templates there as well. You may need to purchase pictures and/or clipart when in MSword, yet it also should be included in your final invoice.

    That said, as mentioned, some companies may have their own graphics designer or, if not, you can try to accomplish yourself and finally you could sub-out the graphics and include that price in your invoice with a slight mark-up.
  • Profile picture of the author Paulward
    Yes, I'm a writer/copywriter too. Most of the time my clients just want me to provide the text, but occasionally I get asked for images etc. That's pretty simple to do with Google Images (make certain to click on Tools-Image rights-Labelled for re-use to ensure that you are not infringing any copyright).

    As for designing the thing, I wouldn't know where to begin. As SARubin says you really need to know exactly what the client requires. If designing is not your thing, just tell them that you write great copy but they'll have to get the design part done by someone else.
  • Profile picture of the author NCMediaInc
    Usually it's text only. However, if you're multi-talented, that works out well for you.

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