Brochure Masterclass

A great brochure can do wonders for your organization.
Before you start, think about the answers to these questions and it won’€™t be long before your competitors are sobbing into their tissues.

What’€™s the brochure’€™s purpose?
Will you be mailing the brochure by itself or as part of a bigger pack? Is it for an exhibition? How will you distribute it?

Who’s your audience?
Existing or prospective customers? All of them, or just a section? Who will be reading it —€” executives, creatives, techies, kids?

Who should be involved?
It’€™s best to get decisionmakers involved at the early stages. Have a brainstorming session to thrash out your ideas.

How much can you spend?
It’s best to know your budget from the outset. That way, we can find the best solution without breaking the bank.

Who’€™s going to write it?
You got good English grades and want to write the copy yourself? Many people do. Pick up a book on copywriting and get some tips. But edit yourself aggressively. If you can use half the words, do. We can help with a bit of polish if you want us to.

Who’€™s going to design it?
You may cook a wicked lasagne, but could you cater for five hundred? If you’ve tinkered with a design package, you may consider designing your brochure yourself. Do so at your peril. You may end up with a lame brochure that does more harm than you think. Leave it to the pros. We’€™d love to help —€” get us involved early in the project.

What photography will you use?
Photos sorted already, or will you need some taking? Or will low-cost stock photos do the job? How many will you need?

How much detail do you need?
It’s tempting to include every little nugget of information. Great brochures are often uncluttered, with lots of white space. Keep it clean and relevant to your audience.
What are your competitors doing?
 Gather together competitors’€™ brochures. This will help you decide what to cover. You need to look at least as good, if not better.

Who’€™s going to proof it?
Not anyone who’€™s been involved! People tend to read what they think they’€™ve written. Use a fresh pair of eyes and meticulously check every detail. It’€™s worth the effort.

Get cute with cut-outs.. get yourself noticed!

Did you love origami as a kid? Well it’s time to dust off your origami black belt, get cutting and engage in some creative paper engineering.

Cut-out shapes are normally an expensive addition to your marketing campaign. Not any more. With our revolutionary techniques, you’ll pay a fraction of the usual costs and make your marketing stand out from the clutter.

Clutter is Evil
You’ve only got a few seconds to grab attention. There’s no substitute for a relevant, well-written headline, but you can increase your odds by making your mailer an interesting shape. People notice difference. Selling sports goods? Make your flyer the shape of a football. Coffee Shop? How about a flyer in the shape of a cup?

Make it Clear and Say it Loud
The most important thing to decide is what’s your message? What are you trying to tell your recipient? Why are you contacting them? Say it out loud. Did you waffle? Let’s try again. This time, try to compress your “pitch” into five seconds. If you can’t verbalize it in five seconds, you’ll struggle to keep your reader’s attention. Keep working on this until you’re happy with the reason for creating the marketing item. If you’re completely stuck, give us a call for help.

Make it Visual and Make it Sell
You’ve got the message. It’s short. It’s punchy. It leaves no one in any doubt as to what you’re trying to tell them. Great. Now think creatively.

How can you add impact to this message with a shape? Are you trying to make people wealthier? Make your mailer the shape of an upwards arrow. Real estate agent? How about a house-shaped flyer? Dentist? Wow. When did you last see a tooth-shaped flyer?

It’s a Material World
What finish will your item have? Does it need to be written on? Should it feel heavy? Shiny or matte?

Think Outside the Rectangle
How big will your item be? You could go as small as a business card or as big as a poster. Decide what you want your finished size to be, then check out our fixed prices.

Don’t Ruin it With Amateur Design
Now all that’s left is to come up with a creative design and some mouth-watering copy. Try this yourself, or get us involved early on. We can help with the whole process and work to your budget.

Clever Things to Mail

Direct mail is a really effective marketing tool – and we’ve got lots of clever things for you to mail.
Your best customer just found your competitor. Send shivers running down your spine? Let’s face it, if you don’t contact your customers regularly, someone else sure will. It’s a fact that many businesses lose customers through simple apathy. Not because their service was awful, or their product was terrible. Just because they didn’t seem bothered enough to keep in touch. That’s sad. Keep your relationship fresh by contacting your customers regularly. Give them exclusive deals, special offers and private sales. All they want is a bit of love and attention.

Take The Junk Out Of Your Mailing…It’s Only Junk If It’s Not Targeted
You’ll get a much better response if you follow these golden rules of direct mail:

  • Contact your current customers first
    They’re a gold mine! Get the most from them first with mailings targeted to their individual needs.
  • Buy the best mailing list you can
    Don’t give your mail carrier more work – use addresses that aren’t likely to be returned undelivered.
  • Repeat, repeat, repeat
    Better to mail the same person three times, than mail to three different people once. It takes repetition for your message to sink in.
  • Make it personal
    In this electronic age, there’s no excuse for sending standard letters – personalize every one of them.
  • Write like a friend
    When you’re writing, imagine you’re speaking to an individual and your copy will sound much more friendly and appealing.
  • Keep it simple
    Give them enough information to get to the next step, but don’t overwhelm them. Features bore, benefits sizzle. Explain how their life will improve – not what the buttons do. Tell them about the buns, not the ovens!
  • Test, test, test
    Try different mailings with different groups and figure out what works best. Have some fun.