Page-Turning B2B Copy for Brochures, Direct Mail, and Leaflets

In our web-focused world, it’s easy to forget that brochures, print ads, flyers, and leaflets still have a place in modern marketing.

Most marketing collateral is presented digitally nowadays, and can be as simple as a straightforward PDF document or social media image, or as complex as a QR-code linked, interactive brochure experience – when it’s not a website of course. However, that’s not to say that “old school” print methods are on their way out – physical collateral can be just as effective as digital channels in the right context.

But regardless of whether you’re pondering digital distribution methods or you’re eyeing up the latest funky card stock, any piece of collateral needs a clear message and a strong call to action to persuade your reader to buy.

After grasping your business’s ideal audience and promotional needs, I’ll craft technical copy that pinpoints where their need overlaps with your solution. All copy produced by Obsidian is skilfully composed, with attention and persuasion considered above all else.

Brochure copywriting that puts your imprint on the market

Regardless of the medium, when a compelling marketing message appears on a buyer’s screen or is placed physically into their hands, the right story can smash through any buyer resistance.

On the whole, your audience is coming to you with a problem - and it’s usually one you can solve. Rather than getting too hung up on the stats and the metrics, they want to know how you are going to address their issue and what positive changes that is going to present to their business.

I create copy that puts forward the true value of working with you in real, tangible terms; with reader attention, persuasion, and needs to be considered above all else.

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Like punk, print marketing is not dead.

Direct mail, print, and publication marketing is holding up surprisingly well, in the face of 2020s digital domination. Yet when you're investing in the extra printing outlay to reach new audiences, every penny needs to count.

Brochures are - on the whole - simpler to flick through cover-to-cover than a whole website. Yet like websites, every single page can be a landing page. Throughout your physical collateral, both copy and design need to seamlessly coalesce to instantly connect with the reader and evoke the best possible response.

In order to create and preserve this harmony, I am happy to work with your internal marketers or with external design teams to help get any promotional literature from your mind’s eye to the printed or digital page.

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Direct marketing: rise above the bumf and bin-fodder

Whether you’re considering a technical copywriter to help with physical collateral or digital outreach, my copy…

🤔 Addresses the precise problems your reading audience are looking to solve.
🧩 Fits in seamlessly with your established brand tone of voice.
🧠 Boils your value proposition down to a tight message that is memorable and persuasive.
👨 Acknowledges your reader’s place within your sales funnel and their level of technical knowledge.
🤝 Draws the reader ever nearer to an attractive and practical call to action

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B2B direct mail marketing: colder-outreach sales copy that doesn’t feel chilly

Direct mail copy needs to work hard to save the campaign from going straight in the bin. We receive so much physical and digital information these days, you need copy that will stand head and shoulders above the noise.

Plus, when you’re marketing to newer or colder leads, you need savvy copy that keeps readers on-side without being cheesy, salesy, or - at worst - boring. Each piece of collateral also needs to be self aware and appropriate to its place within the sales funnel.

After consulting closely with you to get a handle on what makes your company stand out, I’ll create persuasive, page-turning copy that keeps eyeballs on your brand.

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