3 Common Brochure Design Mistakes

custom brochure design mistakes

I Me Mine

George Harrison addressed the idea of the ego and the self absorption that we are all guilty of to some degree or another in The Beatles classic Song “I Me Mine.” This phenomenon can be found all throughout our lives and can even sneak it’s way into our business advertising if we are not careful.

 

It all starts innocently enough when you sit down and decide to start writing the copy for your latest brochure. Stuck for something to say you start with an “about us” section or biography of your business. This is one of the most common mistakes, and as an advertising and marketing designer I see it almost every day. Most business owners assume that potential customers are very interested in and or persuaded by their illustrious or long history. The truth is that all the potential customer is interested is what you can do for them.  They too suffer from the “I Me Mine” syndrome and this needs to be taken into account.

So long as we are not guilty of exhibiting this self absorption ourselves we can use it’s existence to our advantage if we recognize how to harness this reality’s great potential. A potential customer wants to know right away how you can offer them some sort of benefit- whether it be financial savings or avoidance of a perceived hassle. Keep this in mind when developing the copy for your brochure. You should immediately be indicating what type of value you are offering your potential customer rather than touting that you’ve been in business for 25 years. The latter is not as important to a potential customer. You’d be better off letting them know you could save them $25!

Not Enough Antacid

Have you ever picked up a document that was saturated with so much text that you immediately put it down because you couldn’t muster the focus to start taking it all in? Technical documents are notorious for this, but some advertising and promotional materials can be guilty of this as well. If not designed and laid out properly, a brochure can be very hard to digest, especially if you include too much information.

Designers like to use negative or empty space to help let the separate elements and sections of a brochure “breathe”- making it easier for the reader to digest. Sometimes, some of our client’s feel that they aren’t getting their money’s worth if something that is designed for them isn’t completely covered with images or information. This is when we try to politely explain that what we are doing is helping them relay their message without turning people off and causing indigestion. Less is more- unless you will be providing antacid with your brochures.

Leaving Your Readers Hanging

Okay, so you’ve finally written all the copy for your brochure, decided on what imagery to use and are getting ready to finalize your design. Wait a minute, stop the presses, you didn’t include a call to action! A call to action is simply a statement requesting that your potential customer take the next step. You might want them to call your office, visit your website or fill out a questionnaire. Whatever the next step is, you have to let them know to take action. You’ve engaged them with your copy, mesmerizing them with your dazzling design work and yet you can risk not closing the deal by omitting a few simple commands. A call to action can be as simple as, “Call Today to Start Saving!” Make sure it is boldly and simply stated and you’ll realize a higher conversion rate for your advertising pieces.

For help with your custom brochure design and printing project please visit the custom brochure section of our website: www.promotionlotion.com

Shoot us an email at service@promotionlotion.com or give us a call at 1-877-568-4665

Why Creativity is Important In Advertising

creativity

Why Creativity is Important In Advertising

When you listen to your favorite popular song chances are that the subject matter isn’t a unique concept. Whether it is about love, feelings of loss, or existential life questions, the likelihood that there are thousands of other songs that address the same issue is pretty high. So what is it that makes that song so appealing to so many?

In most cases the reason for the song’s appeal is that the writer/performer has found a unique way to deliver an old message. This creative delivery of a standard message is what helps to set mediocre tunes apart from all-time classics. This concept can be applied to many other things in life and business in the hopes of striking a chord in someone who has been inundated with the same messages day in and day out for their entire lives.

Let’s face it, most business are not very exciting and your business may not be as interesting as the newest technology firm that has thousands ready to pounce on a chance to get in on their IPO, but it makes you money and that’s all that matters. When it is time to reach out to your potential clients with your “sexy” auditing services or “riveting” dental practice, creativity can go a long way in helping your message get through the filters people have set up to avoid undesirable information.

How to Come up With Creative Ideas

Tapping your own creativity can be difficult, especially if your profession requires extensive and consistent analytical processing of information. When developing your advertising ideas it is a good idea to separate yourself from your daily routine. When you step out of your normal routine you are open to new ideas and thoughts. The best way to do this is leave your office and find an inspiring location that might help get your creative juices flowing. Try to clear your mind so that you have blank canvas to work with. You don’t have to book a safari in order to extricate yourself from your traditional environment. Take a pad and paper to the park, your laptop to a coffee shop or your voice recorder to the beach. Take notice of people’s interactions, the variety of new colors and sounds, the different shapes and textures that you see.

Next, try to imagine that you are a member of your target audience. What do they see, hear and feel? What is important to them? How would they react to the environment you are in? Jot down any and all ideas simple, profound, inane, idiotic or brilliant. You never know when you can start to synthesize a great idea from something trivial or seemingly irrelevant. Use the notes you have taken to construct a theme or idea that may seem a bit out of the ordinary, funny or even weird. It doesn’t matter if the idea you come up with is good or not. You are just trying out new muscles that you will need if you wish to continue your efforts at developing out of the box ideas.

Take it for a Test Drive

After you’ve fleshed out a few of your new ideas bring them attention to someone who you can trust to be honest with you. Don’t fear embarrassment or criticism, if you do you will never be able to fully take the plunge into uncharted waters. Use the feedback to hone or redirect your ideas until you find something that you think works.

The more comfortable you become with taking a different perspective on things the easier it will be to come up with something more creative than past endeavors. This applies not only to advertising design but all other aspects of anything that you produce.

If you come up with a great idea and don’t know how to bring it to fruition, or are still stuck without any new concepts it is time to consult with a professional. Shoot us an email at info@promotionlotion.com or give us a call at 1-877-568-4665. We’d be glad to help you reach out to your customers in an exciting new way.

View our creative design products and services at www.promotionlotion.com

4 Simple Things You Can Do to Improve Sales This Year

give-sales-a-boost

1. Let Your Customers Know How Much They Are Appreciated

We all know that it costs much more to acquire new customers than it does to maintain loyal existing customers. I’m sure all of you are very appreciative of the patronage that allows your business to subsist and grow, especially in these trying times. Sometimes you get so caught up with your daily tasks that you forget about the simple things like saying “thank you” for giving you their business. Take time to write a note, send a postcard or give a call to your customers. A little bit of attention goes a long way towards building a loyal customer base.

2. Network, Network, Network

Give your business card to your doctor, your mailman, your babysitter, your accountant, your landscaper and anyone else who has pockets. You never know when they, or someone they know, will need your services. You are already a step ahead of your competitors by virtue of the fact that they already know you. This can have much more of an impact than you think because people will tend to do business with people that they already have some sort of a relationship with rather than blindly seeking out a new, unknown provider.

Conversely, you should always be looking to help your clients out by being receptive to situations where their services might be needed by someone you know. If you are confident in the competence of your client you should always be ready to send some business their way. They will really appreciate it and it will help solidify your relationship.

3. Tweak Your Message

Take some time to review what your marketing message is. Clearly define how you can benefit your customer in some way. Can you save them time? Can you alleviate some sort of burden? If so, state it clearly and concisely. Have you added something new? Make sure to rewrite your marketing copy to reflect new competencies, skill sets and services.

4. Update Your Look

Doing some sprucing up of your image can show your client base that things are going well and you are keeping up with the times. This exudes an air of competence and confidence. If your nephew designed your logo and brochure in 1999 make sure that it still represents the level you are at now. If not, make an investment in a minor face-lift that will help reap much larger rewards.

Get Your Slice of the Pie With Real Estate Marketing Brochures

real estate marketing brochures

No one has to be reminded about the current economic conditions and the impact on the real estate industry, but it is important to understand what this means to the people depending on many facets of this industry for their living.

If you are still working in this industry you are aware that is has not come to a complete standstill, but I’m sure you realize that the pie has become much smaller. More than ever, it is important to understand how to get your slice of that pie. Transactions are still taking place every day and with well thought out marketing you can position yourself or your business to be a major contender for all the potential business in your area.

Your potential customers are about to make a big investment and they need to feel comfortable and assured that you can be counted on to help them through the process. A lot of consumers are shell shocked and have become distrustful of the whole industry. It is imperative that you help to dispel their fears and convey to them that you are there to guide them through this frightening process.

Branding yourself as a compassionate and competent professional can greatly increase your success because people are more likely to follow through with people they trust. Remember that your potential clients are making big life decisions and they need to feel that you’re not only an expert in your field, but also that you are a compassionate, ethical professional who wouldn’t lead them astray.

You can start this branding process by developing a brochure that helps to radiate this concept. With sleek, stylistic, friendly and smart brochure design you can instill confidence in your clientele, bringing you closer to your goal of closing the deal. Brochures are ideal for this because you can neatly compartmentalize the three aspects that you are trying to convey which would be your integrity, competence and the value that you provide. If designed correctly a real estate brochure is well worth the investment.

Promotion Lotion will help with your brochure design and printing needs. All you need to do is contact us today! 1-877-568-4665