Reading marketing collaterals such as print booklets, catalogs and brochures is very different from ordinary reading. When reading these collaterals, people rarely read them in the right order like that in a book – from cover to cover; from the first page to the last. Rather, consumers read your booklet printing for example the same way they read magazines during their dentist’s appointment – flicking from one page to the next and giving much longer attention on pages that catch their interest.
Flicking all the way through then going back to the pages that caught their interest is often the norm to reading marketing collaterals. Sometimes the customers start at the back then proceed to the front, while others start right smack in the middle.
This kind of reading teaches us how we should write our marketing copy in our collaterals; and it’s definitely not about writing a story with a beginning, middle and an end. If you do it this way with your booklet printing, you’ll surely leave your readers with scattered ideas, as well as the unsatisfied feeling that they got nothing from your collaterals.
And definitely you can’t have every page in your print booklets constantly provide a summary about your company and the services you offer your target clients. It just won’t stick to your target audience. In order for random reading pattern to work effectively, you need some ideas so it would work for you and not the other way around.
First rule of the random reading pattern is to base your copywriting on the type and style of your marketing collateral and why you’re producing them anyway. What’s your objective in coming up with your brochure, catalog or print booklets? The more specific you are with your purpose, the more likely your readers will read through your copy properly and thoroughly.
The key is to pattern your copy to the purpose of your collateral. Let’s say you have assembly instructions in mind for your brochure. There’s a very good chance that your customers will read it at least at the start of the instructions in order for them to successfully assemble the product they bought from you. By reading your copy properly, they’ll be able to get the full value of your benefits.
So it all boils down to the benefits actually – what do your target clients get if they read your copy? Whether they have to read your copywriting properly or in an orderly manner, the more specific you are of what you want to achieve by writing your copy, the more likely that your target readers will get the benefits from your marketing message.
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