Have you ever considered that a brochure can be one of the most influential of all your selling materials?
It is a simple piece of paper but the first impact that your booklet creates is fundamental. If it’s shabby and unappealing your prospect is left with the same opinion. This will slow down your business development.
Having a leaflet professionally designed and printed is a key to success in a crowded market. Taking the time to make sure that your leaflet presents 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 brochure 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 relatively prosperous. Heed my warning – go professional from day one on your marketing materials. They are an investment and not an expense. Professionally designed materials will deliver you customers and the cash flow to follow – the reason why you are in business.
A pamphlet has to use eye-catching design. It has to be succinct 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 principles to follow when creating a pamphlet. Use them and you will see your results flow.
1. The cover:
The cover is your sales rep. Booklets are quite inactive tools and you are not often able to ‘walk’ individuals through your leaflet. So you need to energise people to read further. The cover is the starting point so must be inviting and sharing the KEY values of WHY someone should read further. It should answer the WIFM question – What’s in it for me.
A good design company will show you at least three to four cover designs for your booklet. Examine these designs to examine which excites you the most. Ask your acquaintances their impression. Does the cover answer the question WIFM? If it doesn’t energize 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 page then the content has to become the sales representative. So once again, the pressure is on to be great. Do not opt for cheap ineffectual 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 employ one yourself.
Determine that all the key questions that a future 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 flood them with too much data at this point in time. Remember the brochure’s job is to excite and get people to call you.
3. The call for action:
If your potential client 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 shown (in big letters) can make a large difference. Having an email address is a clear bonus. Make sure these two are clearly placed in large clear type.
Even give your customers a special voucher on the booklet 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. Individuals only purchase something that is of value to THEM.
4. The part that got forgotten:
I did this on purpose and only said there were three points. Well the last point is the one that can get missed. 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?
Discover how creative Brochure designs can accelerate your business growth using qualified Graphic Design professionals.
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