Finance Marketing Business

Have you ever considered that a booklet can be one of the most compelling of all your marketing materials?

It is a simple piece of paper but the original impact that your brochure produces is fundamental. If it’s shabby and off-putting your prospect is left with the same opinion. This will weaken your business growth.

Having a leaflet professionally designed and published is a key to success in a jam-packed market. Taking the time to make sure that your brochure presents all the key data 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 brochure yourself. When I first started in business I did everything myself – not a excellent 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 designed materials will deliver you customers and the cash flow to follow – the reason why you are in business.

A booklet 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 tempting 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 rep. Booklets are quite passive creatures and you are not often able to ‘walk’ individuals through your brochure. So you need to excite 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. Dissect these designs to see which excites you the most. Ask your acquaintances their opinion. Does the cover answer the question WIFM? If it doesn’t energise 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 bounties later.

2. The Content:

Once they are past the cover then the content has to become the sales representative. So once again, the pressure is on to be great. Do not opt for cheap uneffective 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 important 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 excite and get people to call you.

3. The call for action:

If your future customer has read the booklet 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’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 clients a special voucher on the leaflet 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. People only buy something that is of value to THEM.

4. The bit that got missed:

I did this on purpose and only said there were three points. Well the final point is the one that can get omitted. 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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