• Take advantage of creative copy

Since your insert is going inside a publication, you can be confident that your customer is happy to read good copy – so seize the opportunity!

 

  • Your headline is critical – so craft it carefully

Your headline is vital if you want to grab attention – make sure it conveys the right tone as well as a message or idea that your customer will find hard to ignore.

 

  • Target your body copy to ideal prospects

Make sure that your body copy gets straight to the point. You’re not trying to keep everyone reading, at this stage – only those who are going to be genuinely interested in your product – so do not be scared to make your message very specific, quickly, to grab hold of the few readers who will appreciate your offer and potentially become customers.

 

  • Match your style to the publication

Consider the tone, style and content of the publication in which your insert will be placed – after all, your customer has gone out of their way to pick up or even buy the publication, so consider that an endorsement of its content and match your approach to fit.

 

  • Layer your copy

Some of your readers will be interested in becoming customers immediately; others might become customers in the future.

So layer your content accordingly. Include the detailed offer that will make it easy for customers to make a decision to purchase right now; but also ensure that your insert works at a glance to give future customers the right impression of your brand and a very top-level awareness of your product.

Remember that many purchasing decisions – especially for costlier products, longer-term services or aspirational brands – are effectively made months or even many years in advance.

 

  • Copy compliance

Make sure your copy complies with the CAP code. Copy should be legal, decent and truthful.

Special rules might apply in certain situations – for example, if your target market is under 16 years of age or if your campaign is for alcohol, a motor vehicle, a health and beauty product, a financial product, betting and gaming or for an employment or business opportunity.