The Mind of Kenney Young

Posts Tagged ‘marketing materials’

Have you ever thought 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 first impact that your leaflet produces is fundamental. If it’s shabby and unpresentable your candidate is left with the same opinion. This will weaken your business growth.

Having a leaflet professionally designed and printed is a key to winning in a crowded market. Taking the time to make sure that your leaflet delivers 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 excellent 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 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 enticing people to make that call of action.

Here are three key design principles to follow when creating a brochure. Use them and you will see your results flow.

1. The cover:

The cover is your sales representative. Leaflets are quite inactive tools and you are not often able to ‘walk’ individuals through your leaflet. So you need to energise 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 good design company will show you at least three to four cover designs for your pamphlet. Analyse these designs to see which excites you the most. Ask your supporters their opinion. 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 over then the content has to become the salesperson. So once again, the pressure is on to be great. Do not opt for cheap uneffective 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.

Ensure that all the important 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 flood 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 customer has read the pamphlet 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 distinctly shown (in big letters) can make a big 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 part that got missed:

I did this on purpose and only said there were three 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 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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Web design is all about displaying the content of a website in an attractive format for the visitors. It includes a lot of features like creating the correct layout, developing all the graphic elements, and creating a good navigation scheme.

Getting the design right is absolutely crucial if you want to attract committed users to the site. Hence a good web design company has to be chosen, and given below are some considerations that must precede your final choice.

The first thing to realize is that you don’t have to go with local companies. The internet opens the doors to the international market, so you can look for a company having its operational base in another city, or even a firm located abroad, if you think it can meet your needs.

To find a list of professional web design firms you can do some research on the web. Comparisons of advantages and disadvantages of some reputed firms can be checked out in various web blogs and web forums. You can also try to find out who created that wonderful website that you might have suddenly chanced upon while browsing on the internet.

Get in touch with the 3 or 4 firms that you have finally listed after rejecting the majority, and seek information about their previous projects in web designing. Thoroughly look at the web designs of all these websites and see if they are in sync with what you have in mind both in terms of how they appear and how user friendly they are.

Among the technologies used to create smart web designs, PHP, JavaScript, and HTML are the most well-known. Therefore it is essential that the company should be proficient in handling all these technologies. You can easily confirm their credentials by carefully looking at the websites they have created in the past.

Then you have to see if the web design company has the capability to complete your project within the given time frame. It is obviously difficult to know that, but you can get some pointers from the attitude of the people you correspond with, and whether they are quick and professional in replying to your questions.

Finally, you should carefully consider the cost involved in appointing the web design company. Comparing the prices of different companies will give you some idea of what the typical prices are, but keep in mind that as the market is quite competitive, there is always some scope for bargaining.

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