So you have a company brochure or two, but do they actually work? When was the last time you reviewed your marketing collateral and sales materials? Or better yet when was the last time you obtained a strategic independent review to make sure your marketing materials really sell your business and not just waste your money?
As business owners and entrepreneurs, time is in short supply so here are five quick tips to help improve your sales collateral and marketing brochures so you can get more return from the money you spend.
- Catch Me Quick – you need to get their attention quickly. Make sure you have a strong heading or strapline and pop out sections that really highlight the key benefit/s to them or they won’t bother reading on.
- It’s All About Me – they don’t really care about your business they just want to know what you can do for them – what need of theirs are you helping with and what is the benefit you are giving them.
- Designed to Sell – make sure your design reflects your brand and what your brand stands for. Don’t make it too busy or hard for the reader’s eye to cut through and fix on anything specific. Use clean, clear layout with lots of space and make key things pop out either in bold or different colours or pop out boxes. Use strong images but not too many.
- Less is More – don’t try and make your brochure or marketing piece be all things to all people. If there is too much going on the reader won’t walk away with anything or won’t bother spending the time reading it all to find out what is relevant to them. Be specific in your target audience and message. Keep it short, sharp and clear.
- Takeaway – leave them with something to remember or takeaway at the end. What they read last is likely to be what they remember so have a great strapline or pull out line at the end to seal the deal.
If you have some money but not time, get the professionals to review it and help optimise your collateral to maximise your returns for example we offer a quick marketing collateral appraisal that gives recommendations for improvement. If done strategically your marketing collateral can help generate leads, close sales and follow up sales calls.
