It’s easy to think that, in our hyper-digital world, print marketing has been essentially rendered redundant. On the contrary, though, it still has its place – such as for customers who are reticent about entering personal details or buying expensive items online, The Balance Small Business notes.
It certainly won’t hurt for you to have a few printed-out booklets ready for you to hand out to people who could be interested in what your brand has to say. Here are steps you should take to craft each booklet’s design for optimum impact…
Make the booklet’s cover eye-catching
That cover is likely to be the first part of the booklet its recipient sees – but Business Know-How warns that the average reader won’t even look at a sales brochure’s cover for five seconds before deciding whether or not to flick through that pamphlet’s pages.
For this reason, you have an incentive to decorate the booklet’s cover with exciting imagery and perhaps some concise but thought-provoking statements to pique interest.
Address what the reader likely wants
Let’s assume that you aren’t psychic – in which case, you could still discern what the reader is probably interested in knowing simply on account of what your business marketing is and does.
For example, if you run a brick-and-mortar retail store, you could stop to consider what questions the reader is likely to want to ask and in what order. Then, you could answer those questions – such as by detailing the store’s location, opening hours and so on – in the booklet.
Show interest in the reader rather than your own company
Here’s a secret you should be let in on: the customers and prospects who peruse your booklet won’t really be interested in your business or what it offers. These people will be more interested in themselves and how they can meet their own needs.
Hence, in the text of your booklet, you should home in on those needs – and spell out how your business marketing could help the reader to meet them. Yes, your company will have its own background – but you should detail that on your company’s website, not in this booklet.
Include a call to action
Of course, you’re creating this booklet in the first place because you want to spur each recipient to do something after reading it. That “something” could be phoning or emailing your company, visiting its shop or office, or completing and sending off an order form.
On each promotional booklet you print out, you should be sure to include either an order form or contact details for your company.
Choose the paper for your booklet carefully
That paper alone can make a surprisingly big difference to how the booklet is perceived. The bytestart.co.uk website generally advocates glossy paper for image-driven brochures and a matte finish for comparatively text-heavy brochures.
Your company could also immensely benefit from investing in one of the booklet makers available from Duplo International, as these machines are easy to use and comprise modular technology that would enable you to generate highly customized results.