Have you ever thought that a pamphlet can be one of the most powerful of all your selling materials?
It is a simple piece of paper but the original impact that your leaflet makes is fundamental. If it’s shabby and subfusc your candidate is left with the same feeling. This will slow down your business growth.
Having a leaflet professionally designed and published is a key to success in a packed market. 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 leaflet 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 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 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 enticing people to make that call of action.
Here are three key design principles to follow when producing a brochure. Use them and you will see your results flow.
1. The cover:
The cover is your sales representative. Booklets are quite passive tools and you are not often able to ‘walk’ people through your pamphlet. So you need to stimulate 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 pamphlet. Dissect these designs to examine which energizes you the most. Ask your acquaintances their impression. Does the cover answer the question WIFM? If it doesn’t arouse 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 front then the message 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 big questions that a future customer will have about your merchandise 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 information 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 prospective client has read the booklet 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 clients a special coupon 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. People only purchase something that is of value to THEM.
4. The bit that got missed:
I did this on purpose and only said there were 3 points. Well the final point is the one that can get neglected. 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?