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Have you ever considered that a leaflet can be one of the most all-powerful of all your marketing materials?

It is a simple piece of paper but the original impact that your pamphlet creates is important. If it’s shabby and unpresentable your candidate is left with the same opinion. This will weaken your business development.

Having a leaflet professionally designed and published is a key to winning in a crowded marketplace. Taking the time to make sure that your pamphlet delivers all the key information in a way that is easily understood is something that only a professional can do.

If you are just getting started in business you may be tempted to do your pamphlet 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 designed materials will deliver you customers and the cash flow to follow - the reason why you are in business.

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

Here are three key design rules to follow when producing a leaflet. Use them and you will see your results flow.

1. The cover:

The cover is your sales representative. Leaflets are quite passive tools and you are not often able to ‘walk’ people through your leaflet. So you need to arouse people to read further. The cover is the starting 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 booklet. Analyse these designs to examine which stimulates you the most. Ask your acquaintances 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 bounties later.

2. The Content:

Once they are past the front then the content has to become the salesperson. So once again, the pressure is on to be good. Do not opt for cheap incompetent 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 hire one yourself.

Determine that all the fundamental questions that a likely client 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 swamp 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 future client has read the booklet 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 1800 number clearly presented (in big letters) can make a important difference. Having an email address is a clear bonus. Make sure these two are clearly placed in large clear type.

Even give your customers a special coupon on the leaflet or reference code can help. But above all, make sure 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 buy something that is of value to THEM.

4. The bit 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 missed. It is the ‘dummy’ one. Have you checked that you have these on your pamphlet:

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?