Preparing to Write Marketing Booklet Copy

Writing effective copy takes time and preparation. Unfortunately, some copywriters skip the first step, and their copy suffers. To write compelling marketing copy, you must first know what the text needs to accomplish.

Talk to Your Client
Before writing any copy for booklet printing, talk to your client(s) about what they hope to get from the marketing campaign. Do they want to increase brand recognition? Are they trying to increase their client base? Do they want to educate?

Often clients have more than one objective, so you will need to ask them to rate their goals from most to least important. If your client has too many objectives, let them know that readers can be turned off and confused if a booklet contains too much information, and try to get them to trim the list.

Research Your Audience
After learning what your clients want for booklet printing, you need to know how to communicate to your audience. Ask your client who their best customers are. Find out their characteristics: age, socioeconomic status, careers, location, and gender.

Research what customers want from this business. Find out what they like and what they want to change. Your copy needs to focus on the readers’ wants and needs. Then you can tell how this company can meet these needs and desires.

Also find out whether the booklet is to be given to other businesses or to consumers. Copy written for business executives can be more technical, while copy for consumers should be in everyday language.

Make a List
Write out everything you need to accomplish with your writing. Include both what your client wants and what your audience needs. Think about whether or not you can accomplish everything with one booklet printing project. You may need to leave something out. If there is a lot of information to cover, you might suggest doing two or more projects.

Set a Timeline
Create a timeline for completing this project. Set a deadline for research, first draft, final draft, and proofreading. Setting a timeline will help you stay on track and finish on time, which will make your clients happy enough to use you for the rest of their marketing materials.

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