Copywriting for Brochures and Leaflets

by heaththompson 11 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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    "It all boils down to psychology, and numbers"
    SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado
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    • Profile picture of the author heaththompson
      Ah, yes, I can team up with someone that's great! Thanks.
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    • Profile picture of the author Pat H
      SARubin, have you had success with "teaming up" with someone from Fiverr, etc. if you don't have a personal resource?
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      • Profile picture of the author SARubin
        Originally Posted by Pat H View Post

        SARubin, have you had success with "teaming up" with someone from Fiverr, etc. if you don't have a personal resource?

        Hi Pat,

        I don't currently have any permanent teammates I work with.

        I've worked with a couple decent people from fiverr, and elance, a few years ago.

        There were some good / quality people on those sites. But a lot of them seemed to cater to the lowest common denominator So if you go that route, you just need to be willing to "sift through the dirt, to find the gold" (so to speak)
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        "It all boils down to psychology, and numbers"
        SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado
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  • 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.
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  • 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.
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    • Profile picture of the author TrickyDick
      Originally Posted by Paulward View Post

      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.
      Be warned....

      The "license" listed on the image may or may not be the actual license of the "rightful" owner... You have no clue...

      If you are going to provide ANY images from ANY source do a CYA (Cover Your A$$) in your contract that explicitly states your client is "indemnifying" you from anything relating to the images....

      Why?

      You may buy images from a "legitimate" source... And find that they were actually stolen from the "rightful" owner. You don't want any of this coming down on you.
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  • 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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  • Profile picture of the author marciayudkin
    The psychology of public relations.

    If you are in marketing and have not head of Edward Bernays then you
    will definitely want a copy of this report.
    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
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    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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  • Profile picture of the author Princess Balestra
    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.
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    Lightin' fuses is for blowin' stuff together.

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  • 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
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