Key Pamphlet Creation Tips
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by: Susan Wong
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Word Count: 763
Date: Thu, 25 Feb 2010 Time: 11:50 AM
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Have you ever thought that a leaflet can be one of the most important of all your selling materials?
It is a simple piece of paper but the first impact that your brochure produces is fundamental. If it's shabby and unattractive your candidate is left with the same opinion. This will slow down your business development.
Having a brochure professionally designed and printed is a key to winning in a jam-packed marketplace. Taking the time to make sure that your booklet delivers all the key data 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 pamphlet 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 comparatively prosperous. Heed my warning - go professional from day one on your merchandising 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 succinct 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 producing a brochure. Use them and you will see your results flow.
1. The cover:
The cover is your sales rep. Pamphlets are quite inactive creatures and you are not often able to 'walk' individuals through your pamphlet. 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 brochure. Take Apart these designs to examine which excites you the most. Ask your friends 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 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 engage one yourself.
Ensure that all the big questions that a future 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 swamp 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 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'00 number clearly 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 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 piece 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 omitted. 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?
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