Six Ways to Create Marketing Collateral that Sizzles

When designing any
marketing or sales collateral, it’s important to understand that most people
make decisions based on emotion, not logic. I know that many people think that
they are immune to this reality, but studies show this is true for the vast
majority of people. Knowing this will help you reach your target market and
generate more sales. In addition, here are my top six tips to apply when
developing a flyer, brochure or any sales or marketing piece.

  • Have
    a Memorable Headline.     Grab
    their attention quickly by answering this question that is in your reader’s
    head: What’s In It For Me? Let them know immediately that this flyer include
    information they need. Here is an example:

    “Six Ways to Create Marketing
    Collateral that Sizzles”

    This headline got you reading this
    article, right? And therein lies my point!

  • Keep
    Their Interest.     Now
    that you’ve gotten their attention, you must keep it! You do this by telling
    them exactly what your headline promises. No need for fluff – get right down to
    business. Tell them what they want to know starting with your first sentence.
    Don’t waste your valuable space on the flyer with unnecessary information. Make
    it easy for people to read by using bullet points and easy-to-read
    fonts.
  • Benefits,
    Benefits, Benefits!     You
    must create a desire for your product or service, and the best way to do that is
    spell out the benefits of your offer. You can tell them what they’ll gain from
    your offering or conversely, what they’ll lose if they don’t make the purchase.
    Use emotion-based words like new, younger, save, free, guarantee and so forth.
    Here’s an example:

    “Look and feel 10 years
    younger!”

  • Clear
    Call To Action.     Many
    people actually forget this part. It’s easy to do because in your mind, you’re
    thinking, “This is the greatest offer in the world! My phone will be ringing off
    the hook!” However, if you don’t make it very clear what you want the reader to
    do, chances are you’ll never hear from them. Here are some good examples:

    “Click here to
    register today”    , or “Call me at XXX-XXXX” or
    “Visit www.someURL.com for
    this special.”

  • Use a
    P.S.     I
    know this seems strange, but some people will only ready your headline at the
    top and the P.S. at the bottom. Use the P.S. to get your prospects to order now
    and also as a last call to action. Here’s an example:

    P.S. Order today and receive a free
    copy of my new book valued at $27! Order today at
    www.someURL.com.

  • Great
    Layout.
    While you need to cover the main benefits of what you’re selling, it’s also
    important to have some “white space” so you don’t overwhelm your reader. White
    space is nothing more than empty space on your flyer that gives your reader’s
    eye a rest. Also, be sure to select colors and images that are congruent with
    your branding.

    • While a flyer or
    brochure will not likely sell hundreds of products or services by itself, if you
    apply those basics to your next marketing piece and present it to those you are
    building relationships with, you will enjoy great results!

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