As a business owner, you understand the importance of having a powerful print marketing campaign. With so many advertisements vying for our attention, creating something visually appealing is not enough. The words we use will ultimately capture our audience’s attention and compel them to take action.
But how exactly can you capture that attention using the power of words? Davant Indy helps you and your team explore this with our five copywriting tips to make your print marketing stand out from all the competition.
5 Copywriting Tips for Your Print Marketing
1. Know Your Audience
One of the most important aspects of effective copywriting is knowing your audience. You need to understand their needs, wants, and pain points. If you can write copy that speaks to those things, you’ll have a greater chance of engaging them emotionally. Before you start writing anything, take some time to research your target audience so you can create copy that really resonates with them. You can do this by engaging with them on social media, seeing what they’re saying about your competitors, and monitoring the overall sentiment of your industry across the web. You can also send surveys to current clients, asking for their feedback or thoughts on particular products, services, or needs.
2. Use Attention-Grabbing Headlines
In print marketing, your headline is the thing that’s going to grab attention. If your headline isn’t strong enough, the rest of your copy won’t matter because no one will see it. Here’s where it’s crucial to work on your headlines and ensure they’re short, snappy, and attention-grabbing. Consider using numbers or asking questions to pique your readers’ interest. Again, tap into that emotion and speak to what problem your company solves rather than what you offer.
3. Focus on Benefits, Not Features
One of the most common mistakes that businesses make in their print marketing copy is focusing too much on the features of their product or service. Features are important, but it’s the benefits that really matter to your audience. When writing your copy, focus on the benefits your product or service provides and how it will improve your customers’ lives. Remember: Apple didn’t introduce the iPod by highlighting all the cool things it did. Instead, their tagline was simple: “1,000 songs in your pocket.” Keeping this in mind will help your copy to be more compelling and persuasive.
4. Use Stories to Evoke Emotion
People love stories. As a business owner, you can use storytelling to your advantage in your print marketing. By telling a story related to your product or service, you can evoke emotions in your audience and make your copy more memorable. Consider sharing a customer success story or personal anecdote about your business. This is where all your previous research comes in handy. Customers will have told you what’s important to them or what they’re struggling with. And if you have one customer dealing with it, you likely have others. So, play into that with your copy, and you’ll build those connections that make your brand stand out.
5. Use a Compelling Call-to-Action
Finally, no print marketing campaign is complete without a compelling call-to-action (CTA). Your CTA should be clear, concise, and action-oriented. Don’t be afraid to use strong verbs to encourage your audience to take the next step. You might also consider offering a special promotion or discount to incentivize your readers to act. You have to tell people what you want them to do once they’ve received and read your printed materials.
Why We Remember Written Words
The human mind has a profound connection with written words, nurtured by centuries of cultural evolution and cognitive development. When we encounter written text, our brains engage in a multi-faceted process, entwining visual recognition with linguistic comprehension. This is why your copywriting matters!
Additionally, writing has historically been the medium for preserving knowledge, stories, and ideas. From ancient scrolls to modern books, written words have been the symbols of knowledge and continuity. Over time, our brains have been conditioned to associate reading with acquiring knowledge, making written content not just a source of information but a memorable artifact of human endeavor. When you use this to your advantage for your print marketing, you’re truly on your way to winning the game!
Design and Copy Should Complement Each Other
In print marketing, design and copy are the dynamic duo that drives a message home. Their synergy can elevate a message from being seen to being deeply felt and remembered. Think of design as the stage and copy as the performance; while a grand stage can awe, it’s the performance that truly captures the heart.
Conversely, even the best performance can be overshadowed by an ill-suited stage. Effective design gives copy the space to breathe and be noticed, using elements like color, typography, and whitespace to accentuate key messages. On the flip side, well-crafted copy enhances design by providing context, emotion, and clarity. When both elements work in harmony, they create a compelling narrative that resonates with the audience, ensuring the message isn’t just consumed but cherished.
WOW Your Audience with Print from Davant
Are you ready to take your print marketing to the next level? Maybe you’ve been doing things in-house but are looking to partner with the right printer to help accelerate your business. If that’s you, then Davant Indy wants to help! We proudly work with other businesses throughout Central Indiana, designing, printing, and mailing all of their promotional materials to their audiences. If you’re ready to work with a printing team that cares about your business as if it were our own, contact us today!