Have you ever thought that a brochure can be one of the most compelling of all your selling materials?
It is a simple piece of paper but the first impact that your booklet makes is fundamental. If it's shabby and unappealing your prospect is left with the same feeling. This will slow down your business growth.
Having a brochure professionally designed and published is a key to winning in a jam-packed market. Taking the time to make sure that your pamphlet presents all the key information in a way that is easily figured is something that only a professional can do.
If you are just starting out in business you may be tempted to do your booklet 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 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 booklet 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 producing a pamphlet. Use them and you will see your results flow.
1. The cover:
The cover is your salesperson. Booklets are quite passive creatures and you are not often able to 'walk' individuals through your brochure. So you need to stimulate people to read further. The cover is the beginning 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 good design company will show you at least three to four cover designs for your booklet. Analyse these designs to examine 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 bounties later.
2. The Content:
Once they are past the cover then the content has to become the salesperson. 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.
Check Out that all the fundamental questions that a likely client 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 information 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 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 1800 number distinctly shown (in big letters) can make a essential 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 voucher on the brochure 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 buy something that is of value to THEM.
4. The part that got missed:
I did this on purpose and only said there were 3 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 brochure:
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 booklet makes is fundamental. If it's shabby and unappealing your prospect is left with the same feeling. This will slow down your business growth.
Having a brochure professionally designed and published is a key to winning in a jam-packed market. Taking the time to make sure that your pamphlet presents all the key information in a way that is easily figured is something that only a professional can do.
If you are just starting out in business you may be tempted to do your booklet 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 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 booklet 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 producing a pamphlet. Use them and you will see your results flow.
1. The cover:
The cover is your salesperson. Booklets are quite passive creatures and you are not often able to 'walk' individuals through your brochure. So you need to stimulate people to read further. The cover is the beginning 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 good design company will show you at least three to four cover designs for your booklet. Analyse these designs to examine 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 bounties later.
2. The Content:
Once they are past the cover then the content has to become the salesperson. 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.
Check Out that all the fundamental questions that a likely client 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 information 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 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 1800 number distinctly shown (in big letters) can make a essential 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 voucher on the brochure 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 buy something that is of value to THEM.
4. The part that got missed:
I did this on purpose and only said there were 3 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 brochure:
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:
Learn more about professional Brochure design and how it can accelerate your business growth using qualified graphic design professionals. This and other unique content '' articles are available with free reprint rights.
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