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HOW TO CREATE A SUCCESSFUL PROMOTIONAL PIECE

By: Martin Russell

What is the first thing you look at when you pick up a promotional brochure or other material?

Usually it would be the pictures/illustrations and then the headline. If those things don't interest you, there is little chance you will read the copy. So bear this in mind when you are creating your next advertising campaign. People are busy these days and need information quickly, and unless it is easy to understand, it will simply get thrown away or forgotten about.

Use a simple image to attract attention and describe your product or service. It is usually a good idea to use a photograph or image with a person actually using your product or service. Stay clear of complex illustrations and images unless you are certain your target readership will understand and appreciate them. The reason for showing your product or service in use by a person is to try and get your reader to visualise him/herself using your product. Once you have achieved this you are much closer to a sale.

It is generally not a good idea to try to be funny as not everybody will understand or appreciate your humour and it may look like you aren't serious. The same goes for gimmicks.

Make it simple and easy to understand. Have you ever seen an advertisement on television you thought was really clever but didn't know what it was for? Don't let that happen to you.

Make sure your message is clear. Don't try and con people into buying your product or service. Lines like 'Best carpet cleaner in the world' are hard to believe without any proof. Are you not a little skeptical of companies that advertise this way? 'CHEAPEST Business cards in Australia!' Surely the reader would ask him or herself questions such as: Why are they cheap? Is it because the quality is poor? Are they really the cheapest? The service is probably bad and I will miss my deadlines, etc etc.

Your headline. This must be the second most important item in your promotional piece. Try not to get everybody's attention. You only need to get the attention of your target market. Keep it simple and informative.

Let us say you are looking to have your carpet cleaned. What type of headline would grab your attention? I haven't put much thought into this but maybe something like: New chemicals keep your carpets cleaner for longer. There should be enough people out there who need their carpets cleaned. You don't need to try to convince young Bobby in the car section who lives with his parents that he should have his carpets cleaned.

Your copy. First you should find out exactly what your customers are looking for. In the carpet cleaning example, it may be fast service or environmentally friendly chemicals used that won't hurt the kids etc.

What are you customers concerns? If you were the customer, what would you be worried about? I know I would be concerned about my carpet being destroyed or stained or the cleaning aids taking too long to dry so I can't walk around the house and so on.

What do your customers ask when they phone you? Write all these things down and address them in your copy. Not only will this limit your time on the phone but will also give you a huge advantage over your competitors. Why? Because you have answered all the questions in your prospects mind. There is no need now for your prospects to phone up your competition and ask these questions.

Your promotional piece should show you really care about carpets as well as offer a good service.

No-one cares that you use the latest Vacu2847 super turbo reverse-interflux 5-speed diesel powered vacuum cleaner. So don't try to bluff people with high tech nonsense. Unless your target readership understands, it is better to leave it out.

At Martin Print we don't try to win awards with artwork. Instead we try to create something that makes our clients looks professional and works for them. After all that is the whole idea is it not?

Martin Print provides discount full colour printing of business cards, stationery, brochures / flyers, magnets, stickers, envelopes and much more. Free delivery Australia wide. Request your free sample pack at http://www.martinprint.com.au

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Martin Print provides discount full colour printing of business cards, stationery, brochures / flyers, magnets, stickers, envelopes and much more. Free delivery Australia wide. Request your free sample pack at