Have you ever thought that a leaflet can be one of the most all-powerful of all your marketing materials?
It is a simple piece of paper but the initial impact that your pamphlet produces is fundamental. If it's shabby and subfusc your candidate is left with the same opinion. This will weaken your business development.
Having a booklet professionally designed and printed is a key to success in a packed market. Taking the time to make sure that your pamphlet presents all the key data in a way that is easily figured is something that only a professional can do.
If you are just getting started in business you may be tempted to do your brochure yourself. When I first started in business I did everything myself - not a smart choice. That is why it took me 12 years before I was even relatively prosperous. Heed my warning - go professional from day one on your merchandising materials. They are an investment and not an expense. Professionally created materials will deliver you customers and the cash flow to follow - the reason why you are in business.
A brochure has to use eye-catching design. It has to be succinct in terms of the message and last but not the least, it must be successful in enticing people to make that call of action.
Here are three key design principles to follow when making a leaflet. Use them and you will see your results flow.
1. The cover:
The cover is your sales rep. Booklets are quite passive creatures and you are not often able to 'walk' people through your pamphlet. So you need to energize people to read further. The cover is the starting point so must be tantalizing and sharing the KEY values of WHY someone should read further. It should answer the WIFM question - What's in it for me.
A great design company will show you at least three to four cover designs for your brochure. Take Apart these designs to see which energizes you the most. Ask your supporters their opinion. Does the cover answer the question WIFM? If it doesn't stimulate and answer the WIFM question, then skip to another design that works or get it redesigned. Taking the time here to get it right will pay premiums later.
2. The Content:
Once they are past the front then the message has to become the sales representative. So once again, the pressure is on to be great. Do not opt for cheap incompetent content writers or ask the designer to write the content or worst still do it yourself. Instead make sure that a professional copywriter is doing the work. If your design company does not have a copywriter then hire one yourself.
Ensure that all the main questions that a future client will have about your merchandise are answered in a way that gets them to call you for more information. Do not go into 'overkill mode' and inundate them with too much data at this point in time. Remember the brochure's job is to stimulate and get people to call you.
3. The call for action:
If your potential customer has read the pamphlet then you have done a great job. All you need to do now is give them a compelling reason to contact you NOW.
Having things like a free call 0800 or 1800 number distinctly shown (in big letters) can make a huge difference. Having an email address is a clear bonus. Make sure these two are clearly placed in large clear type.
Even give your clients a special coupon on the brochure or reference code can help. But above all, ensure that you add a clear call to action. One way to do this is to readdress the KEY value of your service to your prospect in a way that will get them to take action. Remember value is everything. Individuals only buy something that is of value to THEM.
4. The piece that got missed:
I did this on purpose and only said there were three points. Well the last point is the one that can get neglected. It is the 'dummy' one. Have you checked that you have these on your booklet:
Phone number | Fax number | Email address | Web address | Country of operation | City / area of operation | Company name | And have you proof read for typo and grammar errors?
It is a simple piece of paper but the initial impact that your pamphlet produces is fundamental. If it's shabby and subfusc your candidate is left with the same opinion. This will weaken your business development.
Having a booklet professionally designed and printed is a key to success in a packed market. Taking the time to make sure that your pamphlet presents all the key data in a way that is easily figured is something that only a professional can do.
If you are just getting started in business you may be tempted to do your brochure yourself. When I first started in business I did everything myself - not a smart choice. That is why it took me 12 years before I was even relatively prosperous. Heed my warning - go professional from day one on your merchandising materials. They are an investment and not an expense. Professionally created materials will deliver you customers and the cash flow to follow - the reason why you are in business.
A brochure has to use eye-catching design. It has to be succinct in terms of the message and last but not the least, it must be successful in enticing people to make that call of action.
Here are three key design principles to follow when making a leaflet. Use them and you will see your results flow.
1. The cover:
The cover is your sales rep. Booklets are quite passive creatures and you are not often able to 'walk' people through your pamphlet. So you need to energize people to read further. The cover is the starting point so must be tantalizing and sharing the KEY values of WHY someone should read further. It should answer the WIFM question - What's in it for me.
A great design company will show you at least three to four cover designs for your brochure. Take Apart these designs to see which energizes you the most. Ask your supporters their opinion. Does the cover answer the question WIFM? If it doesn't stimulate and answer the WIFM question, then skip to another design that works or get it redesigned. Taking the time here to get it right will pay premiums later.
2. The Content:
Once they are past the front then the message has to become the sales representative. So once again, the pressure is on to be great. Do not opt for cheap incompetent content writers or ask the designer to write the content or worst still do it yourself. Instead make sure that a professional copywriter is doing the work. If your design company does not have a copywriter then hire one yourself.
Ensure that all the main questions that a future client will have about your merchandise are answered in a way that gets them to call you for more information. Do not go into 'overkill mode' and inundate them with too much data at this point in time. Remember the brochure's job is to stimulate and get people to call you.
3. The call for action:
If your potential customer has read the pamphlet then you have done a great job. All you need to do now is give them a compelling reason to contact you NOW.
Having things like a free call 0800 or 1800 number distinctly shown (in big letters) can make a huge difference. Having an email address is a clear bonus. Make sure these two are clearly placed in large clear type.
Even give your clients a special coupon on the brochure or reference code can help. But above all, ensure that you add a clear call to action. One way to do this is to readdress the KEY value of your service to your prospect in a way that will get them to take action. Remember value is everything. Individuals only buy something that is of value to THEM.
4. The piece that got missed:
I did this on purpose and only said there were three points. Well the last point is the one that can get neglected. It is the 'dummy' one. Have you checked that you have these on your booklet:
Phone number | Fax number | Email address | Web address | Country of operation | City / area of operation | Company name | And have you proof read for typo and grammar errors?
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Learn more about professional Brochure design and how it can accelerate your business growth using qualified graphic design professionals.
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