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7 Top Tips For Producing High Quality Promotional Literature
Your company’s promotional literature has a very important role to play.
For many of your prospects, your promotional literature will give them their first contact with your company.
So you need to make sure both the messages and overall impression that are communicated are right.
So what do you need to do to ensure your prospects receive materials that are engaging and persuasive?
1. Set Your Objectives
Before you start working on the materials themselves, you must be clear what you want your leaflet, flyer, postcard or whatever to achieve, what response you want it to evoke.
Are you hoping that it will make the sale by itself or will it tell the readers to contact you for further information. Whatever response you want you must be clear at the outset.
2. Define Your Audience
Who will be reading your materials? Is it B to B or B to C?
What industries are you talking to? What job title are you focusing on? What’s the profile of your reader? These points will make a huge difference not only what you say but how you say it.
3. Tight Brief
If you are outsourcing your copywriting and design, you need to give these specialists a tight and precise brief. A quality brief should give you a quality end product. Conversely a rubbish brief will probably give you a rubbish result.
4. Expert Copywriting
Your literature has to be well written. If you haven’t got the skills, employ someone who has. The quality of the writing will have a huge influence on the success of the piece.
5. Professional Design
Design is vital. We’ve all received materials which are badly designed. They look amateur and give us a negative impression of that business. Of course your design has to be appropriate to your environment. While the creative style for a pizza take away and a solicitor’s practice will differ greatly, both should be well designed.
6. Print and Digital
You must decide in what formats you want your literature. Do you want it in digital format as well as printed. If so make sure your designer knows this up front.
7. Select The Right Printer
Whether you select a litho or digital printer will depend on how many you’re printing. Large print runs (more than say 5000) will probably mean litho printing while digital printing will be more suited to smaller quantities.
Price is of course important but you shouldn’t automatically opt for the cheapest quote. There are lots of printers out there who offer rock bottom prices but the low price normally reflects the quality of their work. Opt for a printer who gives you the best overall value.
You also need to check what finishing options the printer can offer you. Laminating, UV varnish or embossing may add to the impact of your literature as will the binding options.
So bear all these things in mind before you select your printer.