Free May Not Be Good After All

For years now, copywriting tips have always taught about words that have been touted to be very effective in getting good response from your target readers. Online brochure samples even have them. In fact, the list goes on and on about what words you should include in your marketing collateral such as your brochure printing.

Free, gift, special, very, unique, distinct, only – these are just some of the words marketers have passed on for many years. They are considered trigger words for your target clients to say ‘yes’ to your offer.

However, you will be surprised. There is a new copywriting guideline that debunks this particular code. In one of the marketing articles circulating in the Internet, a marketer identified certain words that should be avoided this year. In addition, if you really want to get ahead of your game, you need to be aware of the list that can be extremely bad for your brochure printing.

Some of these words are:

Free - While it is the very word that can definitely appeal to your target clients’ interests, it is also one of the words when used often can downgrade the quality of your products and services.

Even in these trying times, while ‘free’ can grab anyone’s attention, it also reduces your product’s impact because people will wonder why you are giving it away. Is there something wrong with the product? What have other clients said about it to make the manufacturers suddenly give it free?

Reaching out to your target clients is essential to your product being recognized. However, you should also consider the risk of getting negative reaction on products that you associate with ‘free’. Instead, use words such as ‘complimentary’ or ‘package’ and you may prevent your message from being compromised.

Very, Really - They do not do your brochure printing any good. In fact, they add nothing to your copywriting. What they can do is to act as fillers, which can only distract your readers from your message. Instead of cluttering your print brochure with too many words, delete ‘very’ and ‘really’. It will improve the flow of your content from one sentence to the next. Really.

“Going and going and going…” - This is one example of words that are associated with a company (Energizer, to be exact). If your competitor already has the words that are signature to their marketing campaign, you have to totally avoid them if you do not want your impact transferred to the competition. Instead, make use of phrases and words that help you to be unique and distinct. Use words that your target clients would likely respond to your offer.

Therefore, the next time you look for brochure samples and content, be sure to look for those that do not carry these ‘bad’ words. Rules for effective copywriting for marketing campaigns may not change that much. Nevertheless, if you want to have successful collateral that attracts target clients to your business, you need to adapt your message according to the prevailing changes in the preference of your market.

Kaye Z. Marks is an avid writer and follower of the developments in the brochure printing industry and updates about brochure samples ideas.

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