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Have you ever thought that a brochure can be one of the most important of all your selling materials?
It is a simple piece of paper but the initial impact that your pamphlet makes is fundamental. If it's shabby and unappealing your prospect is left with the same opinion. This will slow down your business growth.
Having a leaflet professionally designed and printed is a key to success in a packed marketplace. Taking the time to make sure that your brochure presents all the key information in a way that is easily understood is something that only a professional can do.
If you are just starting out in business you may be tempted to do your pamphlet 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 comparatively prosperous. Heed my warning - go professional from day one on your merchandising 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 leaflet has to use eye-catching design. It has to be brief 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 rules to follow when making a leaflet. Use them and you will see your results flow.
1. The cover:
The cover is your sales representative. Pamphlets 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 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 great design company will show you at least three to four cover designs for your brochure. Dissect these designs to examine which excites you the most. Ask your friends 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 over 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 employ one yourself.
Check Out that all the key questions that a likely 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 data 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 1800 number distinctly 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 clients a special voucher on the pamphlet 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 buy 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 overlooked. It is the 'dummy' one. Have you checked that you have these on your leaflet:
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 makes is fundamental. If it's shabby and unappealing your prospect is left with the same opinion. This will slow down your business growth.
Having a leaflet professionally designed and printed is a key to success in a packed marketplace. Taking the time to make sure that your brochure presents all the key information in a way that is easily understood is something that only a professional can do.
If you are just starting out in business you may be tempted to do your pamphlet 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 comparatively prosperous. Heed my warning - go professional from day one on your merchandising 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 leaflet has to use eye-catching design. It has to be brief 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 rules to follow when making a leaflet. Use them and you will see your results flow.
1. The cover:
The cover is your sales representative. Pamphlets 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 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 great design company will show you at least three to four cover designs for your brochure. Dissect these designs to examine which excites you the most. Ask your friends 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 over 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 employ one yourself.
Check Out that all the key questions that a likely 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 data 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 1800 number distinctly 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 clients a special voucher on the pamphlet 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 buy 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 overlooked. It is the 'dummy' one. Have you checked that you have these on your leaflet:
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?
About the Author:
Find out more about Brochure design and how it can transform your business using qualified graphic design professionals. You are welcome to reprint this article - but get your own unique content version here.
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