Keep ’em From The Junk File
Brochures, business cards, flyers, postcards. There’s no end to these things. Hundreds, even thousands every day. And, of course, the Internet hasn’t solved anything with websites and blog posts at every turn. Just more stuff to read. Unfortunately, most people are bombarded with cheap flyers and poorly produced materials. So to get attention and be read, yours needs to be unique and different from the rest just to get attention.
So here are six ways to be sure your stuff gets read and not thrown into the round file:
1. Keep it Simple Stupid (KISS)
Brochures, flyers and sales sheets should present the correct brand for your company. When it comes to the look and content, just stick to the basics. If you can say something in five words, don’t use ten to say the same thing. Just tell the client what they need to hear, for now. The rest can be covered when you talk to them. Full pages of plain text are a no-no and boooring. Adding white space and open spacing between paragraphs offers a relief to the reader. Bullet points and headers make it all so much more easily digested and easier to read.
2. Use fun photos
This brochure will not be the first or the last your client will review before making purchase decisions. Nice photos make a big difference between looking clean and professional or sloppy and amateurish. Even for small companies, it pays to invest in quality photos of your facilities and your staff. The quality shown in these photos will covey the level of quality that your company provides. If your business is sharp and proficient, your photos should convey that message. If you are friendly and family-oriented, photos can tell that story, as well. You don’t have to say a word.
3. Brand everything
Put your logo everywhere, and in all of your materials be sure to focus on why you are different and why the customer should be doing business with you and not the guy down the street. Everything that you use, from business cards to magnets to invoices, should tell your story and represent your brand. Even that mohawk. Which also means that everything must be consistent. The color, design, content, your voice should all be coordinated to form one unified brand. The business card that I received from you last week and the brochure that I receive this week should both look like they came from the same company. If they don’t, it’s back to the drawing board.
4. Use testimonials and awards
Were you voted “The Best Restaurant in Town” this year? Tell the world! This is not the time to be shy. It’s the time to shout it from the rooftops. This kind of recognition offers third-party proof that what you say is legitimate. Testimonials can provide the same ‘real person’ authenticity to your story. And don’t forget to put it in Yelp.
5. Make it personal
Marketing materials are not textbooks and are not the place to be boring. These materials need to be engaging and personal. Add a metaphor, tell a joke, or a story, add life to your message. How would you explain your exciting new business to grandma? What would she need to know to understand what you’re doing? So write it for her. A good brochure does more than tell the facts. It must be interesting.
6. Remember your market
Don’t ever forget who you are writing this for. For example, is your market composed of other Grandmas? If so, you may need to increase the font size a little. The income, age and other demographics should be a major consideration in how you write this piece.
Many times marketing pieces are the first impression a potential customer will see, or maybe the last, depending on how they are presented. These materials are an investment into your company’s future. Write and design this stuff as if the life of your business depended on it. Because guess what, it does!
About the Author
Gordon Conner is a Freelance Copywriter and Creative Director who helps build WOW brands for small local businesses. He has been providing advertising, marketing, branding and copywriting services for 40 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or http://www.BranWorks.com.