Writing leaflet copy that actually gets calls
A leaflet gets about five seconds between the letterbox and the recycling. Copy has to survive that gap, and almost every improvement comes from cutting rather than adding.
The five-second headline test
Hold the leaflet at arm's length. If a stranger cannot tell what you do, where you do it and why it matters within five seconds, the headline is doing the wrong job. Company names are not headlines.
One offer, not five
Multiple offers ask the reader to make a decision before they have decided to care. Lead with one, make it specific and time-bound if it genuinely is, and list your other services as supporting detail rather than competing headlines.
Proof that you are local and real
A landline, a real address or service area, a named person and the years you have been trading do more for credibility than adjectives. Never invent accreditations, review scores or awards - it is the fastest way to lose a customer who checks.
Handle the objection on the page
Whatever people ask before they book - price, availability, mess, disruption, contract length - answer it in one line. The objection you avoid on paper is the call you never receive.
- Give a from-price or a price range if you can
- State response time in plain language
- Say what happens after the call in one sentence
Make responding physically easy
Big phone number, one preferred action, and a second option for people who will not phone. If you take WhatsApp enquiries, say so - a large share of enquiries now start with a message rather than a call.
Frequently asked
Should I put prices on a leaflet?
A from-price usually helps. It filters out enquiries you cannot serve and gives serious buyers permission to call.
How much text is too much?
If the reader has to hunt for the phone number, there is too much. Whitespace is what makes the key information findable.
Can you write the copy?
Our design service covers layout and can work from your copy or a brief. We will always flag claims that cannot be substantiated.
Get a second opinion on your leaflet
Send us your current artwork and we will tell you honestly what is costing you calls.