Have you ever thought that a booklet can be one of the most important of all your marketing materials?

It is a simple piece of paper but the original impact that your leaflet produces is important. If it’s shabby and unattractive your prospect is left with the same opinion. This will weaken your business growth.

Having a pamphlet professionally designed and printed is a key to winning in a jam-packed market. Taking the time to make sure that your booklet delivers all the key information in a way that is easily figured is something that only a professional can do.

If you are just getting started in business you may be tempted to do your brochure yourself. When I first started in business I did everything myself - not a good choice. That is why it took me 12 years before I was even relatively prosperous. Heed my warning - go professional from day one on your marketing materials. They are an investment and not an expense. Professionally created materials will deliver you customers and the cash flow to follow - the reason why you are in business.

A leaflet has to use eye-catching design. It has to be succinct in terms of the message and last but not the least, it must be successful in enticing people to make that call of action.

Here are three key design principles to follow when making a brochure. Use them and you will see your results flow.

1. The cover:

The cover is your sales rep. Booklets are quite passive creatures and you are not often able to ‘walk’ individuals through your leaflet. So you need to stimulate people to read further. The cover is the beginning point so must be tantalising and sharing the KEY values of WHY someone should read further. It should answer the WIFM question - What’s in it for me.

A great design company will show you at least three to four cover designs for your leaflet. Dissect these designs to see which excites you the most. Ask your supporters their opinion. Does the cover answer the question WIFM? If it doesn’t energize and answer the WIFM question, then skip to another design that works or get it redesigned. Taking the time here to get it right will pay premiums later.

2. The Content:

Once they are past the front over then the content has to become the sales rep. So once again, the pressure is on to be good. Do not opt for cheap ineffectual content writers or ask the designer to write the content or worst still do it yourself. Instead make sure that a professional copywriter is doing the work. If your design company does not have a copywriter then engage one yourself.

Check Out that all the main questions that a prospective customer will have about your product are answered in a way that gets them to call you for more information. Do not go into ‘overkill mode’ and flood them with too much information at this point in time. Remember the brochure’s job is to stimulate and get people to call you.

3. The call for action:

If your likely client has read the pamphlet then you have done a good job. All you need to do now is give them a compelling reason to contact you NOW.

Having things like a free call 0800 or’00 number clearly presented (in big letters) can make a big difference. Having an email address is a clear bonus. Make sure these two are distinctly placed in large clear type.

Even give your clients a special coupon on the pamphlet or reference code can help. But above all, ensure that you add a clear call to action. One way to do this is to readdress the KEY value of your service to your prospect in a way that will get them to take action. Remember value is everything. Individuals only purchase something that is of value to THEM.

4. The piece that got forgotten:

I did this on purpose and only said there were 3 points. Well the final point is the one that can get omitted. It is the ‘dummy’ one. Have you checked that you have these on your leaflet:

Phone number | Fax number | Email address | Web address | Country of operation | City / area of operation | Company name | And have you proof read for typo and grammar errors?

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Graphic design’s significance in a catalog is immense as it plays its part just like an efficacious salesman. A catalog displays a range of products that enable a customer pick a specific product after discussing with relatives, friends or peers. Therefore printing and designing of the catalog must be appealing and compelling, so that customers find it impressive enough to think of buying the displayed items.

A catalog must efficiently concentrate on products and see that they do not get eclipsed by other factors. Thus without any negligence, you should first focus on the colour combination and layout of the main graphic elements so that the product pictures in the catalog do not look trite to the customer. Any contemporary graphic design software can display you how the different patterns will look, and by making use of the colour picker tools, you can easily choose a palette that suits you.

The second thing to deliberate upon is how all the text will be displayed on the catalog. You can also check out the suitability and effectiveness of various fonts and colours beforehand by making use of graphics tools. You must keep in mind while incorporating text that it should include all the main benefits of the products, but this data must be displayed in a concise manner.

Adding design elements to the catalog must be he next in line after the preliminary layout with text and images is finalized. Modern graphic design with smart looks gives the catalog a certain flamboyance that is needed to keep the consumers hooked and interested in the offering. For such graphic designs, either an expert designer can be hired or if you are creative enough and have some idea of this area then you can do it by your self.

Graphic design software come with specific pre designed features that can be effectively used to design your catalog with comfort and convenience. This will enable you to create designs of high quality with minimum effort.

Once the above mentioned steps have been followed, you would require a good printing firm to print the desired amount of copies of the catalog for distribution to customers. It is always advisable to ask for a professional opinion on your catalog design, so you can allow a good designer from the printing firm itself to recommend and make the necessary changes on your design before it goes for printing.

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To make people buy your offering, you need to spread the word about it, which requires a smart communication strategy. A corporate brochure does a great job at it by informing the customers about what your business offers above other businesses and why your products are better.

A brochure has to grab the attention of the customers but at the same time it should be professional as it represents the image of your company, and graphic design can aid you in doing that. The best way to provide information is to use graphic designs along with text, which will stay in the recall of the customers for a longer period. This is just one of the many reasons why you need a expert brochure designer.

This is not to say that you cannot create it yourself if you know how to use design software. However, a person who does not have much expertise in the area will take a significant amount of time to create a professional and attractive brochure. It will not take long to appreciate the fact that it will be wise to spend more time on your primary commercial activity instead of creating a brochure.

Hiring the services of a specialist to design a brochure for your company will not cost you a fortune even if your company is small. If you have an expert do the job, the brochure would be interesting and at the same time will provide enough data for the clients to understand why your offerings are more advantageous for them. The variety of graphic designs and layouts that a specialist brochure designer will have access to would be way more than what an amateur would be able to find. Moreover, through his contacts with other service providers, he will be able get the brochures printed at much cheaper rates, thus bringing down your costs.

You as an amateur will not be aware of as much as a professional brochure designer would about brochure designing. Hence, it will be best not to take upon a task for which you are not well suited, and instead find a good designer. This is what businesses called outsourcing for higher quality and much dedicated expertise but guaranteed to be on a lower cost.

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