Okay, we've talked about the fun things. Business cards, magnets, bookmarks, postcards, coasters and flyers. Now we're getting into serious territory: The brochure. But can we really take brochures seriously anymore?

Why have a printed brochure when you already have a website (and maybe also a digital flyer)? Surely printed brochures are out-of-date, old hat, passé?

Mais non! Brochures still have clout in that crazy, madcap spot called 'The Marketplace'.

A few good reasons to have a brochure:

• You won't be caught spamming
  Unsolicited postal material is generally better received than unsolicited emails.
   
• You have something decent to put on that networking table/in an event showbag
  Rethink stapling a teabag to your brochure – this has been done.
   
• They are colourful, concise and engaging bits of paper… 
  …to insert in information packs with boring-looking A4 b&w printed sheets. 
   
• It gives the poor sods something to read… 
  …while growing cobwebs in tedious waiting rooms and reception areas.
   
• Your potential client won't have to muck around with new-fangled technical things… 
  …like computers, iPhones, iPads, etc. to understand what you're about – the printed brochure is right there in front of them.
   
• They generally fit nicely in brochure racks
  Well, if you choose the right dimensions for your brochure, that is.

Some different brochure formats:

The two most popular layouts really do have the silliest names.

1. The ever-popular tri-fold brochure really means TWO-fold to DL size (to fit in a standard envelope). 'Tri' relates to the brochure having three panels. 
2. And the half-fold brochure actually has one whole fold (again, to fit into a DL size envelope). 'Half fold' means that you fold the paper in half to make up the brochure.
   

Gate fold is a name that assumes all gates have two doors – and that when going through them you walk smack into a wall.

'Roll fold' is a brochure format that appears much like the Dead Sea Scrolls after a sumo wrestler has sat on them.

Z-fold is purely designed to confuse the reader who thinks it's a tri-fold brochure that's been incorrectly folded.

And the Z-fold can be expanded to more than three panels, making it a concertina fold brochure (which could be mistaken for a very small screen-off door or, as we now know, an accordion).

Whatever the format, your brochure must look professional, enticing and communicate succinctly what you are promoting. 

You need to be careful

Try to avoid being too creative. Brochures that operate akin to Master-level origami can be damned irritating.

The format and layout needs to make sense – and this is where so many people go astray (including certain graphics designers who shall remain anonymous).

Some content layout tips

Like first pages on websites, people tend to scan information on a brochure rather than read it attentively like a book.

In order for whoever is reading the brochure to find the information they need quickly, there are some standard content layout approaches worth considering.

Cover of brochure:

• Top: have a great 'hook' line
  Have a powerful line that will grab your target market's attention (in case it's sitting in a brochure rack and all you can see is the top bit). A relevant question that has 'you' or 'your' in the line is one way to engage. 
   
• Middle: Have a relevant image
  An image that links to what your brochure is about, something that your target market will respond emotionally to.
   
• Bottom:
  Logo, tagline, contact phone and/or website address.

Back of brochure:

• Call to action: Explain the process the customer/client goes through to get quote/buy product 
• Perhaps include how to find you physically (a simple map, opening hours, etc.)
• Bottom: logo, tagline, contact details

Other parts:

• If it's a tri-fold brochure, the third outside panel: 
  List of key benefits (i.e. how your product/service most benefits your reader). 
   
• Inside left hand side:
  Key features of your product/service (explained in terms of benefits), who you are and why I should trust you (profile).
   
• Inside right hand side:
  Support information (and possibly a testimonial/case study/review).

About communicating your message powerfully…

Read the previous flyer post. It's basically the same approach.

Hope this post will help make your next brochure a 'bro-sure'. Boom-boom!

This post was written by Megan Hills.  Megan is a writer, cartoonist and marketing consultant who has no shame when it comes to appalling puns. Find out more about Megan.

When we say 'flyer' we don't mean that your promotional material needs to be airborne. Though many a flyer has been thrown willy-nilly out of aeroplanes. Often in large-budget, low-IQ Hollywood movies. 

The immediate visual impact of seeing hundreds of bits of paper fluttering out of the sky is large, granted. But the litter created and the sheer waste of paper is no longer 'fashionable'. We're an eco-friendly bunch now, aren't we?

Let's take a moment to hug a tree….

…

…

…

Okay, you can stop hugging now.

So what is the best way to get your flyer noticed
so a tree hasn't died for nothing?

Dimensions

A printed flyer is generally a one sheet format that can be just about any size (that's still easy to hold in one hand).  The most popular dimensions for flyers are DL (99×210mm), Letter/A4 and 1/4 page.

• DL and full pagers fit nicely into racks and post easily (Letter/A4 needs two folds to fit into a DL envelope). 
• Full page flyers are also handy to pop into presentation packs (yours or to be included in someone else's).
• 1/4 pagers are a good size for placing on seats, handing out and pinning up on notice boards.
• 1/3 page flyers are handy for promotional door hangers (need a hole cut into section near the top to slip the door handle through).
• 1/8 page flyers are like the size of clothing tags. Being larger than business cards, this dimension can be good for placing on networking tables for visual impact (i.e. by being a really weird size).

But I'm getting ahead of myself

Before you decide what dimension you want your flyer to be, you need to decide what you want to say and the creative concept behind it.

All the while keeping in mind who you are wanting to reach.

People are now becoming immune to flyers being thrust at them from every direction. They've developed a kind of promotional blindness as a 21st century coping mechanism. You probably have too. 

So now we need to be twice as creative and appealing to grab the eye of those we want to connect with.

Note: Also shoot for not being irritating. 

Your message 

What do you want to say?

• What is the key message you want to give? 
• How can to boil that baby down to an essence?
• What's special about what you are saying (what makes it different from similar messages out there)?
• Why is it helpful/exciting?
• What can be in small print, or left off completely? 

Who do you want to say it to?

Think about the person who's reading the flyer. You know, that guy or gal you want to connect with.

• What else is going on in the life?
• What are their problems, their dreams?
• How does what you are telling them relate to their problems and dreams?
• Why should they care about what you are saying on the flyer?

Tip: Communicate to the reader as if you are one of them and understand them completely. In short, pretend to be psychic.

Why should they act upon the information you are giving?

What will lure me to act on the information in your flyer – and sooner rather than later?

• Is it a event? By tickets early and receive….
• Is it a service? Book for a consultation by (specific date) and get…
• Is it a product? Free trial, discount, etc. by (specific date)

You can use your content to incite a visit to your website for further information. This raises your ranking and creates a stronger relationship with your reader (i.e. they learn more about you by visiting you site). 

Idea: Consider having a coupon at the end of your flyer (easy to cut out) that visually indicates taking action for a time-limited opportunity.

About writing style…

Be concise – be really concise.

But also consider creating a connection by using 'emotive' words (the emotion you want to create) – don't be afraid to be human. And try to write from the perspective of your reader.

Tip: Avoid cliches like the plague (boom, boom). 

Headline oomph

To give the flyer 'look at me' presence, you need a good, active headline or ‘hook’. 

Note: If the flyer is in a brochure a rack, the header is all you see – so be sure to have a catchy headline there.

Some ideas include:

• Directly addressing a problem that is relevant to your reader
• Asking a question, rather than making a statement
• Using 'you' or 'your', rather than 'I' and 'we'
• Inserting an emotive word (feeling, emotion)

 Again, be concise.

Tip: If you are creating a flyer for a world-wide celebrity, you just need to use the celebrity's name and photo (and ignore all the advice above).

Design

Glow with an aura of professionalism by having a professional-looking flyer. This also helps to create a sense of trust between you and your reader.

An image

A picture can say a thousand tweets.

Your can buy a fancy photo cheap from online photo libraries like istockphoto or dreamstime.

Free photos can be found on Free Digital Photos but you generally need to also print a photographer's credit alongside the image if you want to print it.

Make sure the image is relevant to your message – emotionally, demographically (the kind of person you are writing to), and factually.

Your brand

As with any promotional material, an attractive design that also ensures that your brand (your 'look and feel') continues on here. Even if it's just having you logo at the bottom of the flyer.

Creative concept

Some creative concepts for flyers include: 

• Montage of pictures 
  of people doing interesting things (e.g. band, festival or fair promotion), or interesting objects (e.g. exhibition).
  
• Parody of another advertising campaign
  creates attention through familiarity, but you need to get permission from whoever owns the images.
• A series of flyers which are obviously linked
  but bring about a whole new meaning when you have seen them all.

That's enough. Any questions? Aim them at the 'comments' box, press 'submit comment' and let those questions fly!

Next…

…we will take a gander at brochures. For instance, you will find out what info needs to go where on a brochure. Sooo many people goof on that one. But not you – not after reading the next post. No way, baby.

This post was written by Megan Hills.  Megan is a writer, cartoonist and marketing consultant who lacks interest in jumping out of aeroplanes. Find out more about Megan.

Okay, still on the topic of printed promotional material: We've talked about business cards and we've talked about promotional magnets….

'And you're about to talk about bookmarks, postcards and coasters,' Mavis, my inner-blog-critic, says while rolling her eyes.

'Well done,' I reply with forced gusto.

'Pretty obvious,' Mavis shugs, 'you mention them in the title of this post. I wouldn't go there, personally.'

'You don't like booksmarks, postcards and coasters?'

'They're a bit hokey,' Mavis says while looking over my shoulder at something more interesting. 'Particularly the postcard thing.'

'Postcards – if designed well – can be found on people's fridges, along with the promotional magnets,' I explain. 'It's even better if they are used as an actual postcard, posted to a friend. They can be great viral marketing tools, inspiring others to refer your business to their friends.'

'Come on, isn't sending a postcard more than a little old-fashioned? Don't most people refer by email these days?'

'Some do, some don't,' I reply testily.

'And why would someone keep a coaster?'

'I don't know yet!' I yell, then temper my tone. 'Read the post and, by the end, we'll both find out.'

At this point, you want to ask why I don't know how my own post is going to be written. But you decide not to ask. Very wise.
 

Bookmarks

Yes, people still real actual books, the paper kind. If you design an attractive bookmark with your promotional information on the back (or cleverly incorporated in the design) the receiver is more likely to keep it and use it.

Of course, bookmark promotion works particularly well if you're promoting a book!

A bookmark is a little different from the standard business card or flyer. They are handy for distributing on networking tables, leaving in cafes and inserting in presentation packs.

Best of all, bookmarks are cheap to print on card – unless you want to go fancy-like and do something with fabric, plastic or metal.

Idea: Build a tear-off coupon into design promoting a time-limited opportunity.

Postcards

Again, good design is the key to maximising this baby. If you have a visually striking 'cover' (that's also in sync with the values and 'look & feel' of your business) a postcard will not only be read but also has a chance of being displayed somewhere – an office pin board or at home on the fridge. This means more people will see it.

As mentioned, the idea behind the postcard is to encourage others to post it on. So give people the chance to write on the back of it.

There are too many promotional postcards out there that use up ALL the space on the back. There's no room to write a personal note – sometimes there's no room to even write an address and stick on a stamp! Talk about an opportunity missed.

Note: Stick to standard postcard dimensions if you want your postcard to be displayed in postcard racks  

Coasters

I'm talking about coasters that are square format card. If you design one that's a little funky and different it will stand out on networking tables. Your promotional information can still be on the back.

Consider creating a pack of four or eight (with four different designs) as giveaways. 

Perhaps you can create a co-sponsorship relationship with a cafe or club – i.e. they let you have your coasters at their premises if you hold an event there that will raise their presence (putting their logo on your event invitation and on your website).

What do people do with coasters? They put their drinks on them. But if it has an interesting design they might take a closer look at it. Your coaster could become a talking piece. People also use coasters to scribble notes on the back (or phone numbers…). Sometimes they use it like a stress-ease squeeze ball, folding it and un-folding it. 

Tip: Use content to incite visit to your website for further information/lime-limited opportunities – call to action!

Okay, we got through to the end.

Mavis? …Mavis?  

I think she's gone. Phew. I thought that post went quite well, don't you?

This post was written by Megan Hills.  Megan is a writer, cartoonist, marketing consultant who is conflicted. She loves trees and birds. She also thinks that certain printed promotional material is damned handy. Her best resolve is to also strongly recommend printing on local recycled paper and card. Find out more about Megan.

Magnets follow logically from my previous post about Ernie, the business card.

'How so?' Mavis (my inner-post-critic) asks.

'Like business cards,' I reply, 'magnets are more likely to be kept and referred to for the longer term. Magnet are usually kept on the fridge. A place we look at again and again.'

'I prefer my fridge to be free of clutter,' Mavis says smugly.

'Good for you,' I reply. 'Can I write my post now?'

'Fine.'  Mavis sits back and folds her arms in a huff.

A promotional magnet often looks like a business card, but is one-sided and can be slapped on a fridge (or filing cabinet, or those funky metallic pin boards, etc.). So in some ways they are even better than a business card. Magnets are on display as a visual reminder and an introduction to others who happen to see it. 

Here are some tips to consider when it comes to promoting what makes you special via this most magnetic marketing tool.

• Promote what makes you special
  (Yes, Mavis, I'm repeating this for a reason). Magnets are not just a game of logo and contact details. Every piece of promotional material you have needs to promote what makes you different from the rest. Read my business card post for more info on this.

• Branding continuity 
  Ensure your magnet has the same 'look & feel' as your business card and all your other promotional material. Branding continuity is vital for building up trust in clients and potential clients.
   
• Basic contact details
  Always have your business name, phone number and website address. If you have a location you want people to drop into, then have the physical address. You can afford to lose: a PO Box address, fax number and email address (they can email through your website). 
   
• Make it look attractive
  You want the magnet to be picked up and put on display elsewhere. So make sure it's designed attractively – not only for the fridge owner but also for the friends and relatives who pop around and gaze at that person's fridge while the coffees are being made.
   
• Give them a good reason to 'fridge it'
  Tradespeople and healthcare givers seem particularly popular in the refrigerator realm. Easy reference for basic needs = fridge slap. If you're not in either of these sectors then it might be worth taking your magnet to the next level: the particularly inspiring or helpful magnet.
  Example 1: Have a famous amusing or inspirational quote that's also be relevant to your business.
  Example 2: Helpful reference info (e.g. a wine association invests in a larger-sized magnet to include a wine variety diagram).
  Example 3: Annual calendars, again on larger magnets (done to death but can still be handy)
   
• Sandwich board trick
  Business owners with metal sandwich boards can put the magnets along the edge of the sign to encourage passers-by to pick up a magnet on the way. This tactic means the magnets are not just used by current clients, but those who haven't used your services yet.
   
• Special offer distribution
  Print a time-limited offer on an attractive card and have a space to stick you magnet onto it (ensure it can be pulled off the card without causing damage to the magnetic side). Distribute through:
  -  Networking event tables or event 'show bag' 
  -  Through letterbox mail-drop in your targeted district
  -  Magazine/newsletter inserts
  -  Surprise bonus with any purchase (include in retail bag or direct mail purchase package)
  -  Give to treasured clients as appreciation for their support

Magnets are cheap to produce so it's worth a whirl – no matter what Mavis says. 

Next we are going to be talking about the secret pleasures of bookmarks, postcards and coasters…very exciting.

This post was written by Megan Hills.  Megan is a writer, cartoonist, marketing consultant who thinks you have a certain magnetic quality. Find out more about Megan.