Have you ever considered that a booklet can be one of the most all-powerful of all your selling materials?
It is a simple piece of paper but the initial impact that your booklet creates is profound. If it's shabby and unattractive your candidate is left with the same feeling. This will slow down your business development.
Having a pamphlet professionally designed and printed is a key to winning in a packed market. Taking the time to make sure that your pamphlet 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 leaflet 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 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 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 rep. Pamphlets are quite passive creatures and you are not often able to 'walk' individuals through your leaflet. So you need to arouse 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 booklet. Examine these designs to see which stimulates you the most. Ask your protagonists 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 cover then the message has to become the salesperson. So once again, the pressure is on to be good. 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 important questions that a potential 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 stimulate and get people to call you.
3. The call for action:
If your prospective customer has read the leaflet 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 pamphlet 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 part that got forgotten:
I did this on purpose and only said there were 3 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?
It is a simple piece of paper but the initial impact that your booklet creates is profound. If it's shabby and unattractive your candidate is left with the same feeling. This will slow down your business development.
Having a pamphlet professionally designed and printed is a key to winning in a packed market. Taking the time to make sure that your pamphlet 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 leaflet 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 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 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 rep. Pamphlets are quite passive creatures and you are not often able to 'walk' individuals through your leaflet. So you need to arouse 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 booklet. Examine these designs to see which stimulates you the most. Ask your protagonists 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 cover then the message has to become the salesperson. So once again, the pressure is on to be good. 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 important questions that a potential 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 stimulate and get people to call you.
3. The call for action:
If your prospective customer has read the leaflet 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 pamphlet 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 part that got forgotten:
I did this on purpose and only said there were 3 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?
About the Author:
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