Whilst most modern-day marketing is done online, physically placing a professionally printed, well-designed booklet directly into the hands of a potential customer is still a potent and personalized way to reach your target demographic. With the rise of blanket email and ubiquitous ad campaigns on social media platforms such as Instagram and Facebook, the booklet is becoming overlooked. However, it can be a powerful tool if presented properly, and at opportune moments, such as at trade fairs, presentations or simply at reception areas in offices. Let’s look at how to make an effective booklet and how it can impact your business.
As professional as you are
Just as with business cards, a well-produced, expertly designed and informative booklet is a visual way to represent how serious and professional your business is. Just as showing up to a meeting with no tie or your shirt buttons are done up wrong will give off an immediate – yet lasting – impression, so will an amateurish and poorly designed booklet. Make sure you get the booklet printed on good quality paper – a flimsy printout will not only look unprofessional, but it also won’t stand up to repeated readings. Durability and a tasteful thickness are the names of the game – and you’re making a statement about your company without using any words at all.
Not only should your booklet feel good in the hands of your potential customer, but it should also convey a clear, concise message. You’ll need to strategize and work out the demographic you’re targeting. You’ll have more space to include detail than you would have on an internet ad and plenty of room for all contact details. Also, work out your end goals – are you aiming to attract new customers, solidify existing business relationships or both? The text needs to be constructed appropriately for your goal. If you are promoting a new service or product this needs to feature prominently without compromising the recognizable brand you’ve already established. Booklet printing is a great way to reach a targeted customer base with a highly relevant message that helps establish your expertise and serves as a gateway between customers and your company, brand, products, and services.
You’d be surprised at how many booklets in circulation look like they were put together in the 80s or 90s. As we career towards 2020 design continues to play a more and more significant part in the way services and products are marketed. The booklet design is no different. Not only do you want a booklet that catches the eye and draws potential clients towards your business like a flower attracting a bee, well thought out design and spatial awareness enhance the clarity of your message. If you don’t have an in house designer, and you have a bit of a budget it pays dividends to get a graphic designer involved either to do a full design or on a consultancy basis.
Do you want the booklet to say everything you have to say about your product, service or business? The chances are, probably not. Think about the best way to integrate the digital with the printed part of your campaign. A booklet is a great tip of a much larger iceberg, and putting one physically in the hand of a potential customer is a great way to get them thinking about your company or brand. Make sure you keep the digital part of the campaign clear on the booklet and easy to access (typing in URLs is more of a chore than clicking a handy link).
Don’t go for the hard sell
Booklets are all about information, building a brand profile and showing off your company. Ideally, you want to keep the content light, welcoming and informative, rather than trying to heavily push a product. Imagine a potential client traveling back from an expo or convention and reading your booklet. They are far more likely to engage with creatively written, informative content rather than snappy advertising copy.
Booklets are a great way to put your company’s profile directly into the hands of your target demographic. From the design to the content, to the feel of the printed paper in the hand, a well-produced booklet can really add a boost to your business, no matter what you are promoting.
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