What do you do with the leaflets that fall out of your local newspaper, or the magazines you buy, or that are pushed through your letterbox?
What gets your attention?
It’s likely that you just throw a good number of them into the recycling without even looking at them. For the majority of the remainder, you probably give them a cursory glance, and very occasionally one might catch your eye so that you look at it further. Even then you might only turn it over a few times to get the gist of what it’s about.
Putting aside the issue of how you get your marketing materials in front of your prospective customers (and whether a leaflet drop is the most effective) what’s clear is that your leaflet/brochure/direct mail or other branded print has one hell of a hill to climb if it is going to get their attention!
Your prospects are no different from you
This is the key thing that’s often forgotten. Although we might give direct mail on our door-mat a cursory glance, idly scan a poster in a waiting room, and browse absent-mindedly through brochures we see in showrooms, we often assume everyone else does something quite different with our own materials. The bad news is they don’t. Everyone has a tendency to scan the material – and all in different ways.
The good news though is through the use of professional graphic design you can maximise its impact. With proper targetting, professional photos and wonderfully crafted and appropriate copy, you’ll have more success with your print marketing.
Often when someone whose core competency isn’t design (the business owner or a staff member they’ve given the responsibility to) attempts to create some form of printed marketing material they make a number of errors:
- Assume that everyone reads the content in order from the front cover headline to the small print on the back cover
- Wrongly believe that they must ‘tell them everything’ in order to get the message across
- Attempt to keep costs low by cramming as much content into as few pages as possible
- Try to make it ‘design-y’ by using combinations of colour, typeface and ‘interesting’ layout techniques
All of this just results in a cheap-looking product that no one is going to read.
Instead focus on the scanners!
Rather than assuming that everyone who even glances at your brochure is going to be instantly enthralled and will sit down and read the whole thing, assume the opposite. Instead, assume that most people will glance at it at best, then use high-quality design principles and techniques to maximise the impact this cursory glance has. Draw them in and hold their attention with a design that is:
- Image-led with high-quality, appropriate and engaging images
- Well structured and logical so even if someone looks at page 5 first it still makes some sense
- Copy that’s concise, engaging and appropriate to your market.
- Content that is broken up into logical sections making good use of appropriate headings, emphasis and other techniques.
- Able to guide the skim reader to the content they want without forcing them to read the whole thing from cover to cover (because we know they won’t). This is achieved with judicious use of images, diagrams, box-outs, graphs, testimonials
Using our 20+ years of experience in graphic design we can ensure that your design has the impact needed to grab the attention of your target audience. Whether it is a simple flyer, a glossy brochure, a huge directory, or a complex piece of bespoke ‘lumpy’ mail we can help. We even have experience in working with multiple languages, so nothing phases us 🙂 And with our trusted contacts in print, marketing strategy, copywriting, photography we can handle more than just the design if you wanted us to.
Why not take a look at some of the print designs we have created for our clients? All of our work is covered by our 100% Satisfaction Guarantee and we would love to talk to you about your next project, so get in touch! Our initial consultation sessions are always free.