Notes on DL brochures

September 16, 2014 at 7:33 am | Posted in copywriting | 5 Comments
Tags: , , , , , , , , , , , , , , , , , , , ,
An easy way so see DL.

An easy way so see DL.

A client asked me to edit a brochure and suggest a format.

Once I saw what the brochure was for (promoting a course to time-poor execs) I suggested ‘DL’ format.

So what the hell is DL? Swim Communications puts it very well.

In short, DL is a third the size of A4 (the size you stick in your printer).

My client, who had imagined an A4 format, asked why I preferred DL.

So I said:

‘DL is easier and cheaper to post to many prospects.

Also, I feel it looks more businesslike.

If you go flat A4, you’ll either have to post it folded anyway, or add cardboard to stop it getting mangled en route.

But if you hit a non-A4 letterbox, it’ll get mangled anyway.

Not a good look for your brand.

Folded DLs are also easier to hand out at events, display in foyers and carry away.

Finally, the beauty of a DL brochure is that you can add as many panels as you need to cover the content and it still fits in a standard business envelope.’

My client was impressed.

I can’t wait to see what the designer does with our optimised content.

I wrote this post to demonstrate that expert copywriters and editors don’t just focus on words.

They think about your business, your brand, your communication strategy, your audience, your costs, your desired results and how to wring every drop of value from your investment.

And though they may not be design experts, they know from long experience what works and what doesn’t.

So when you send your perfected copy to a designer for finishing, they’ll have the best possible chance of smashing it out of the park.

🙂

Brought to you by The Feisty Empire.

 Pic by The Internet Printer.

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5 Comments »

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  1. Another great post, Paul.

    How words sit on the page is so important in these haven’t-got-time-to-deal-with-hard-to-read-stuff days.

    By the very nature of our work, we’ve learnt so many practicalities that turn ordinary into extra-ordinary.

    Have a very much more than ordinary day.

    • Dear Desolie, once again your tsunami of support lifts me to a higher place. Thank for your endorsement, and for spreading my words across every platform you tread. I appreciate it so much! Kind regards, P. 🙂

  2. Reblogged this on Desolie: thoughts about editing, writing and words and commented:
    How words sit on the page is so important in these haven’t-got-time-to-deal-with-hard-to-read-stuff days.
    The Feisty Empire copywriter and editor, Paul Hassing, shares his thoughts.
    Enjoy!

  3. Thanks Paul,

    Great advice. Your comments on brand presentation are true and often ignored in the excitement to get something out there. It really needs to be considered end to end as you suggest.

    Keep it up!

    Cheers

    Malcolm

    • Thank you kindly, M. Coming from a master marketer, your words carry clout. I proofed the designer’s first mock-up today. It’s coming together well. I hope to showcase the finished product soon. As always, I really appreciate you stopping by. Best regards, P. 🙂


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