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

It is a simple piece of paper but the initial impact that your leaflet makes is important. If it’s shabby and unpresentable your prospect is left with the same opinion. This will slow down your business development.

Having a pamphlet professionally designed and printed is a key to winning in a jam-packed market. Taking the time to make sure that your leaflet delivers all the key data in a way that is easily figured is something that only a professional can do.

If you are just getting started in business you may be tempted to do your brochure 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 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 booklet 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 rules to follow when creating a pamphlet. Use them and you will see your results flow.

1. The cover:

The cover is your salesperson. Brochures are quite inactive creatures and you are not often able to ‘walk’ people through your brochure. So you need to energize people to read further. The cover is the starting point so must be tantalizing 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 booklet. Examine these designs to examine which excites you the most. Ask your protagonists their opinion. Does the cover answer the question WIFM? If it doesn’t excite 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 content has to become the sales rep. 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.

Check Out that all the main questions that a likely 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 inundate them with too much data 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 future customer has read the leaflet 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 presented (in big letters) can make a large 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 coupon on the leaflet 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 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 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?

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