Copywriting for Brochures and Leaflets

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?

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.

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.

Usually it's text only. However, if you're multi-talented, that works out well for you.

Jesse,

What in the world does Bernays have to do with the question asked in this thread? It wasn't even about public relations.

Marcia Yudkin

Leaflets're immediately attractive offers.

Otherwise, why PEOPLE EVEN PICK THE F#CKERS UP...

... read on thru 'em when they got much better things to do...

*** I AM THIS TYPE OF PERSON !!!! ACTSCHWLLY!!!**

** QUIT THE F*CK OUTTA MY FACE! **

... etc?

O, cos see -- holdin' an IRL leaflet inya hand is like LOOKIN' IN A MIRROR.

Clear an' true, future touchin' fingers, jus' what u wanna.


Tellya, evry leaflet got only 3 lifestyles.

1) Ignored.

2) Trashed.

3) *sniff* (Gazer Uponner wipes eyes for tears here -- cos, weird thing is, joy & heartbreak squirt similar volumes) So my dream starts up ... AT LAST?

Leaflets = factoid touchpoints 2 heart.

Tangible delivery, kinda thing.

That is my POV rn -- but tamara is Wednesday.

All possibility gonna be rendered anew.

Same as always, I guess.

Ahh the phenomenal power of Leaflets...(not forgetting Postcards - a 5 star luxury leaflet).

With good/great/must read copy... add a pic/graphic if you so desire and get them into the hands of your people.

In a 140 character, low attention span universe what better way to sell stuff on the hurry up?


Steve