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

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

Having a leaflet professionally designed and published is a key to winning in a packed marketplace. Taking the time to make sure that your leaflet 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 pamphlet 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 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 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 pamphlet. Use them and you will see your results flow.

1. The cover:

The cover is your sales rep. Brochures are quite inactive tools and you are not often able to ‘walk’ people through your brochure. So you need to stimulate people to read further. The cover is the beginning 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 leaflet. Examine these designs to see which energizes you the most. Ask your friends 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 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 engage one yourself.

Ensure that all the fundamental questions that a prospective 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 likely client has read the pamphlet 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 distinctly 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 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. Individuals only purchase something that is of value to THEM.

4. The piece that got forgotten:

I did this on purpose and only said there were three points. Well the last point is the one that can get neglected. It is the ‘dummy’ one. Have you checked that you have these on your leaflet:

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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