Have you ever considered 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 first impact that your pamphlet creates is profound. If it's shabby and off-putting your prospect is left with the same opinion. This will weaken your business development.
Having a pamphlet professionally designed and printed is a key to success in a packed marketplace. Taking the time to make sure that your booklet delivers all the key information 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 pamphlet yourself. When I first started in business I did everything myself - not a good choice. That is why it took me 12 years before I was even comparatively successful. Heed my warning - go professional from day one on your marketing 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 brief in terms of the content and last but not the least, it must be successful in tempting people to make that call of action.
Here are three key design rules to follow when producing a brochure. Use them and you will see your results flow.
1. The cover:
The cover is your salesperson. Leaflets are quite inactive creatures and you are not often able to 'walk' individuals through your pamphlet. So you need to energize people to read further. The cover is the starting point so must be tantalising 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 leaflet. Examine these designs to see which stimulates you the most. Ask your supporters their opinion. Does the cover answer the question WIFM? If it doesn't excite 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 salesperson. So once again, the pressure is on to be good. Do not opt for cheap ineffective 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.
Determine that all the main questions that a prospective customer will have about your product are answered in a way that gets them to call you for more information. Do not go into 'overkill mode' and deluge them with too much information at this point in time. Remember the brochure's job is to energize and get people to call you.
3. The call for action:
If your potential customer has read the leaflet then you have done a good 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'00 number clearly presented (in big letters) can make a profound difference. Having an email address is a clear bonus. Make sure these two are distinctly placed in large clear type.
Even give your customers a special coupon on the leaflet or reference code can help. But above all, make sure 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. People only purchase something that is of value to THEM.
4. The piece that got forgotten:
I did this on purpose and only said there were three points. Well the final point is the one that can get neglected. It is the 'dummy' one. Have you checked that you have these on your pamphlet:
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 first impact that your pamphlet creates is profound. If it's shabby and off-putting your prospect is left with the same opinion. This will weaken your business development.
Having a pamphlet professionally designed and printed is a key to success in a packed marketplace. Taking the time to make sure that your booklet delivers all the key information 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 pamphlet yourself. When I first started in business I did everything myself - not a good choice. That is why it took me 12 years before I was even comparatively successful. Heed my warning - go professional from day one on your marketing 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 brief in terms of the content and last but not the least, it must be successful in tempting people to make that call of action.
Here are three key design rules to follow when producing a brochure. Use them and you will see your results flow.
1. The cover:
The cover is your salesperson. Leaflets are quite inactive creatures and you are not often able to 'walk' individuals through your pamphlet. So you need to energize people to read further. The cover is the starting point so must be tantalising 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 leaflet. Examine these designs to see which stimulates you the most. Ask your supporters their opinion. Does the cover answer the question WIFM? If it doesn't excite 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 salesperson. So once again, the pressure is on to be good. Do not opt for cheap ineffective 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.
Determine that all the main questions that a prospective customer will have about your product are answered in a way that gets them to call you for more information. Do not go into 'overkill mode' and deluge them with too much information at this point in time. Remember the brochure's job is to energize and get people to call you.
3. The call for action:
If your potential customer has read the leaflet then you have done a good 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'00 number clearly presented (in big letters) can make a profound difference. Having an email address is a clear bonus. Make sure these two are distinctly placed in large clear type.
Even give your customers a special coupon on the leaflet or reference code can help. But above all, make sure 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. People only purchase something that is of value to THEM.
4. The piece that got forgotten:
I did this on purpose and only said there were three points. Well the final point is the one that can get neglected. It is the 'dummy' one. Have you checked that you have these on your pamphlet:
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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