1. Most businesses need to attract the attention of prospective customers. It is essential to inform them about the products and/or services that are on offer.
2. It is important to use the right promotional materials for your business’s needs. Leaflets are useful for distributing to lots of people and for handing out upon request. Brochures are useful when a potential customer wants more detailed information.
3. The design of your leaflet will depend upon your budget and your target audience. A glossy colour leaflet would be an unsuitable choice for a cut- price service.
4. Brochures should include product description; how it is used; benefits to the customer; availability and price.
5. An eye-catching headline is essential followed by an introduction that leads to more detailed text. The text should be simple and to the point. (a headline offering a desirable benefit is even more likely to attract attention)
6. Professional photographers or illustrators can be expensive but an appropriate well- produced photograph can be more effective in a small space than text alone.
7. You may wish to include the business’s motto or logo if it is memorable otherwise it is more important to give priority to contact details.
8. It is tempting for firms to economise by using desk top software and word processing to design their own publicity. This can lead to a cheap and amateurish end result.
9. How leaflets are distributed will depend upon their purpose. They can be handed out, used in a mail-shot, posted through letterboxes in a target area or left in an appropriate place where potential customers can see them.
10.
The
internet makes it easy to publicise your company service and product
information. This does not negate the need for printed literature.
Do’s and Don’ts:
Do:
Keep text short and simple.
Design promotional materials with a target audience in mind.
Proof read everything before the printing process.
Look at other business’s leaflets and brochures to get ideas.
Don’t:
Print too many copies. You do not want to be left with hundreds of leaflets containing information that is out-of-date.
Give brochures to people who are unlikely to buy the business’s product or service. It is a waste of money.
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