Printed Marketing materials usually create the first impression a potential client sees. With the fast pace of business, it is difficult to get appointments and make presentations in front of clients. It is very important that your marketing materials represent you well in your absence. The key to an effective marketing campaign is to clearly define its purpose and the audience it’s intended for. Your message needs to be simple and straight-forward. Keep your message short and to the point; the more you try to say, the less they will remember. There are three major elements of any marketing campaign: the style of collateral, the copy, and the graphic design.
Your budget can determine which communication
tools you would like to use; a brochure, a booklet,
a rack card etc. A marketing brochure can be of
many sizes and shapes, or fold in many different
ways. Choosing the type of brochure depends on
the message, the industry you are in, how much
information you need to fit in, and who your clients
The words and phrases are an important element
of the overall design and creativity of your printed
piece. For your message to be successful and stand
out in the crowd, it needs to be creative, easy to
understand, and brief. Focus on your clients’ needs
rather than explaining what your product does.
You will connect deeper with your audience if you
address their needs instead of focusing on you or
your product. Prepare, write, read, correct, and
Graphic design is the final step in this process. Most
often, the graphic designers are also commissioned
with the task of writing and copyrighting text.
Although the text and graphics go hand-in-hand, they
will be much more effective if they are done by two
different professionals. At the end of the day, it all
comes to dollars and sense. The more dollars you
spend, the more sense it will make! A solid design
starts with great copy.
Remember, if the clients don’t like your marketing
materials, they may decide they know all they need
to know about you. Great marketing materials will
open doors for you to meet clients and present your
Monday, September 15, 2014
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