Maximize Your Marketing Materials

Uh-oh. The boss just asked you to put together a new brochure for your company, and you’re in a panic. Don’t worry…you can make it great! We’ve put together some tips to help you make the most of your marketing pieces.

Planning

The most important goal for any marketing piece is to get your message across. Think carefully about your marketing piece. What should it accomplish? Who will be reading it? Should it be conservative, trendy, serious, fun? Should it be a brochure, a postcard, a flyer?

Written Content

The key is to focus on what your readers will want/need to know. Try to anticipate questions they might have, and use language familiar to them. Use bullets and subheadings to break up the text, and to emphasize important points for quick reading. Keep your information as succinct as possible. In most cases, you won’t need to tell the whole story; instead, offer just enough information to get readers to take the next step.

Convincing the Reader

Testimonials and client lists give instant credibility; it’s very convincing when others have good things to say about you! Your text should also answer the question “why choose us?” When marketing to an audience unfamiliar with your type of business or organization, use your materials to help them understand what you do, and explain how they might benefit.

Design

Your design should enhance your message, rather than contradict or overwhelm it. Don’t feel compelled to cover every inch of paper—a good design should have some “white space.”

Design Basics

For beginners, consider a simple centered or justified alignment, using two typefaces (heading and body) and two or three colors. If you plan to add graphics, choose one design theme and stick to it. The goal is to create a consistent look, using good-quality images and photos that emphasize your message. Create a basic design that you can adapt for use on all your marketing pieces to help reinforce the identity of your group or company.

Pre-Fab Designs & Resources

If you’re unsure about your design skills, try some of the great pre-printed papers on the market: brochure “shells,” postcards, folders and more—all you do is add your own text! Check out www.paperdirect.com and www.ideaart.com. There is also a great book for beginning designers: The Non-Designer’s Design Book by Robin Williams, Peachpit Press

Need help choosing graphics software? See Here’s How. For more info about software, papers, images, books and more, click to go to the Resources page.

Brochures

Brochures are the most common piece in a marketing program, and they can take many shapes. A trifold is very useful if you need to convey a small amount of information, or tailor a brief piece for a specific event. They’re very portable and fit in a #10 envelope.

If you need more room, try a series of 8½ x 11 sheets. This is a great system if you need to customize brochures, or update your materials often. Present the sheets in an attractive folder, or bind them with coil or wire binding (try to avoid old-fashioned “GBC” comb binding).

Flyers

Go for maximum impact; make your message very clear. People decide within seconds if they will keep a flyer or trash it. Include a coupon with dashed “cut-out” lines, or use an unusual font or image. Don’t overcrowd the page, and keep text to a minimum. Remember, even though flyers are cheap to make, your image is at stake; make sure the flyer is professional, attractive and error-free.

Postcards

Postcards are a fantastic, cheap way to market. Use postcards to highlight a single topic: an event, a new service, etc. Keep the message brief; use jumbo postcards for extra room. For a great promotion, send a series of related, themed postcards. Mail cards without an envelope for maximum impact.

General Tips for Marketing Materials

Put contact info in a prominent place: phone, fax, address, url (www.acme.com), etc. If you give an email address, respond promptly to all messages.
If you give a url, be sure your web site is up to date; don’t give a url if your site is “under construction”!
Maintain a consistent image for your company (same basic colors, typefaces, etc.) on all marketing pieces.
To increase response, offer a coupon, discount, free consultation or other incentive.
Close with a “call to action” such as: “... email your completed survey to bradkeefer@ACME.com” or “... call 404-555-1234 to order your ACME widget.”