Sales booklets can be one of the most effective marketing tools in your arsenal, but they’re also one of the biggest challenges in terms of design. And let’s face it, booklets aren’t cheap! It takes a lot of time to design sales booklets and a pretty penny to produce them. Then you have to mail them – another expense. So it’s critical to get them right the first time.
Booklets have a unique ability to connect with customers on multiple levels if designed the right way. With the right content, you can leverage sales booklets to educate and inspire your customers, ultimately leading them to pick up their phone or visit your website and place an order.
The key is to present your products in the best light possible. Be careful! The temptation can be to overload customers with too much information. Keep the product information to just enough so that they have to call for more but know what you’ve got.
Of course, this is very dependent upon your industry and types of products or services you offer. So be thoughtful with how much information you want to put into a sales booklet. With all the extra space when compared to postcards and brochures, it’s easy to go overboard.
Basic content also applies to contact information. Consider putting your phone number and website on the footer of every page, making it easy for customers to quickly get in touch.
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Keep your booklets organized. Any more than a few pages and you should consider a small table of contents at a minimum. This will give your customers a way to quickly find what they’re looking for. A table of contents doesn’t have to take up too much room. You can use a quarter page area to give readers a quick outline of your content and where to find what.
How-To and Educational Content
Throughout your sales booklets, you should include short how-to guides and educational materials. This gives your customers new ideas and can inspire them to move forward with a purchase. These can be short, side-bar tidbits of content or be the highlight of the entire sales booklets. The point is to go beyond product pitches – show them how your products and services can make their lives better.
Another critical component is to ensure you consistently tie your brand into your sales booklets. Your logo should be on every page – even if it’s just a small version. Reinforce your brand in every way possible. Consider using the same colors, fonts, and tone you may use on your website or other sales collateral. Consistency is critical. When that customer visits your website or picks up a brochure, they should know immediately that they’re at the right place.
Finally, make sure whatever graphics you use are not only consistent in terms of branding, but are also high quality. Avoid overly generic stock photos. Try to customize at least a few photos with your products in them, as an example.
Any graphics used, such as call out boxes, product photos, or images used throughout the sales booklet, should be high quality. If images look stretched or pixilated it gives the entire booklet a cheap look. Images should be at 300 dpi to give them a clean, clear look.
Sales booklets give you so much extra space to connect with customers, but the space must be used carefully! Keep content simple, organized, educational content intermingled, branded, with high quality graphics. You can’t go wrong!