Brochures, leaflets, flyers, pamphlets, sales collateral, product sheets…every company needs them. And in an ideal world, every company has an experienced brochure writer to craft them. Here’s what to look out for when hiring someone for your brochure copywriting.
Brochures, leaflets, flyers, pamphlets, sales collateral, product sheets…every company needs them. And in an ideal world, every company has an experienced brochure writer to craft them. Poor use of language, grammar or punctuation, or badly structured, unpersuasive copy will actively put off customers, who will suspect that your products or services are similarly shoddy.
So it’s vital to get the words right. Here’s what to look out for when hiring someone for your brochure copywriting.
1. A fixed quote
Insist on a fixed quote. However, make sure that for your part, you’ve laid out exactly what’s expected of the brochure writer, how much information you will provide them with, and how much research, if any, they will have to do. Some writers will quote by the day or hour, others by the project, and most are open to a bit of haggling. A good alternative is to simply state what your brochure copywriting budget is and see if the brochure writer is willing to work for it.
Remember, a good freelance brochure writer will cost you more than an electrician or plumber (Christmas day call outs aside), but less than a lawyer. And a lot less than if you were getting your brochure copywriting via an advertising or design agency.
Check that the quote includes at least one set of amends. However good the brochure writer, they’re unlikely to get everything word perfect first time. And it’s best to get them to make any corrections rather than doing them yourself, so the copy flows naturally and mistakes are avoided.
2. Some kind of contract
If it’s a big job, you may want to draw up a formal contract. However, for most jobs a written (or emailed) agreement is sufficient. Make sure it covers the timeframe, the work expected and the cost. That way you’re both covered. If it is a large project, you may also agree to progress and invoice the work in stages – again, that protects both parties.
3. An agreed approach to the project
Discuss how you’re going to approach the work. Are you going to provide all the necessary materials? Will they be clearly laid out, or will the brochure writer have to spend time reading through the background materials and maybe doing some independent research? Is your brochure writer going to send you the whole project once completed, or a page or two at a time?
4. A set timeframe
This is important, as freelance brochure writers are likely to have several jobs on the go at once, so it’s vital to ensure that yours can do the work within the timeframe. Remember to allow sufficient time for amends and for all the necessary people within your company to see it. The biggest hold-ups tend to occur when reviewing. The more time you can give your brochure copywriter at each stage, the more they will appreciate you for it.
5. The necessary skills
Have a good look at several examples of their work. Make sure you see some evidence of good copywriting, not just clever headlines or snappy slogans. Can they make a persuasive argument and carry it through? Does their brochure writing have a logical progression – a good introduction, persuasive copy points with clear subheads, together with a strong call to action?
6. Experience in your field
This can be important, but less so than you might think. A good brochure copy writer should be able to turn his or her hand to most areas, with the exception of highly specialist or technical writing. However, it does of course help, if you’re in the IT business, for example, that the writer has some familiarity with computers and software. It’s also useful in areas where legal restraints are a major issue, such as in financial products and services, if the brochure writer has experience with similar clients.
7. A good CV
If you’re still not convinced by their website or samples, ask to check their CV. Keep an eye out for embarrassing gaps. Watch out for people who style themselves as being both copywriters and art directors or designers. There are quite a few art directors / designers out there offering copy part time, and a few writers who say they can turn their hand to designing. However, very, very few people are good at both brochure copywriting and designing, so your brochure is likely to be lacking in at least one area.
8. Testimonials
Any good copywriter should be able to produce testimonials. Look for approval from several different sources, and beware of ones that might have been written by a relative or friend, or even the actual copywriter. If in doubt, follow up one or two.
9. Inter-personal skills
Do you want your copywriter to liaise with your designer? Are they used to working closely with other professionals? Maybe you require the brochure writer to talk to some of your colleagues, or interview clients for case studies. If so, make sure they know what’s involved and have good inter-personal skills.
10. Initiative
Expect any good copywriter to have questions about the content, and to offer suggestions to improve it. He or she should be able to discuss the use of photography or illustrations, captions, sidebars, pull-out boxes for key text and so on. Also formats – there’s no law that says a brochure has to be standard A4 or a leaflet folded to A5. If you’re open to ideas for using unusual shapes, sizes, paper stock or so on, ask the copywriter for their input. A good one will know what ‘s likely to work and what won’t.
A well-written brochure makes a real difference to the way your company and its products and services are perceived, so once you find a good copywriter, hang on to them – your investments will be more than repaid.
© Peter Wise
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