Curiosity killed the copywriter (well, actually, it didn’t)

Young boy looking through a monoscope

I’m happy to admit I’m a nosy blighter. As a former journalist, I wouldn’t have got very far without being inquisitive and asking questions. Lots of questions. Just when the person I was interviewing thought I’d finished with my questions, I had more. Now sometimes I had to keep asking because my interviewee was being evasive (yep, not everyone likes talking to a journalist). But mostly it was because the more I found out about someone, the more I was desperate to know. By the time I’d finished I could practically write a book on their life.

It’s pretty much the same now I’m a copywriter. When I talk to you about your business I want to know everything. Not just the basic rent-a-script info. Or the same stuff your competitors are churning out. Or your CV. I want to dip deep to find out why and how you’re unique. What sets you apart and makes you different.

And so I go into journalism mode. I start with background research to find out about you, your industry, your competitors. Then I compile a long (really long!) list of questions. By the time I get to the briefing meeting, I’m all clued-up and raring to get the answers. Sure, chatting will take a bit of time – and several cups of coffee – but it allows me to capture the kind of detail that a rushed phone call can’t. By asking all my nosy questions, I can really delve deep into your business and brand personality.

Once I’ve got the scoop on you, I put the words together to create your one-of-a-kind, haven’t-heard-this-before, knock-the-competition-for-six business story. Oh yes, you’re story is a great one!

And here’s a bonus. Once we’ve nailed your story, you get to tell it over and over again – on your website, sales letters, blogs, elevator pitches, Linked In, business awards applications, brochures… Come on – that’s got to be worth a couple of hours with me, hasn’t it?

Want help telling your business story? Let’s have a chat.

Photo: Joseph Rosales/Unsplash

Why one-sided flyers make me sad

Little robot made out of red cardboard holding a white broken heart

I can’t help it. Every time I see a one-sided flyer my heart hurts a little bit. I’ll spot one on my doormat, its blank page staring up at me looking lonely and pathetic. Sometimes I don’t realise it’s a one-sided flyer until I expectantly turn it over only to be greeted by a blinding white hole.

Why do one-sided flyers make me sad? Because they tell me a lot about a business. Or, rather, they don’t tell me a lot.

One of the worst flyer crimes you can commit is cramming too much information into a small space. I’m all for short, snappy content – but leaving a whole page blank just seems like a wasted opportunity to me. I mean, why not use it toinclude a testimonial or two? Or to flag up a special offer? Or to add some eye-catching visuals?

It’s like that business couldn’t be bothered. It’s like they don’t really value that little flyer as an integral part of their marketing. When I see such a half-hearted effort, I can’t help wondering what that says about their business.

And then I think I’m being harsh. Maybe one-sided flyers are way cheaper to print than double-sided ones. And who can blame small businesses for keeping an eye on their budgets. So I asked my go-to printer, Raina Joyce from Q Print, for her take on it.

‘Generally, there isn’t a big price difference between one- and two-sided flyers. Even on a print run of 5,000 A5 flyers you’d only be looking at a few pounds more. You might have to shop around, though. Some print companies might use two sides as an excuse to hike up the price, and for High Street printers that don’t have efficient print machines a two-sided flyer could cost more to produce. It’s always best to get some comparison quotes.’

So, you see, there’s really no excuse for one-sided flyers. And that makes me very happy.

Want to maximise the marketing message on your flyer? Get in touch.

PHOTO: Burak Kostak/Pexels