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From Passion to Promotion: How to Create Compelling Brochures and Flyers to Market Your Business Laura Willis, founder of Willis-Works Communications, is presenting “From Passion to Promotion: How to Create Compelling Brochures and Flyers to Market Your Business”. Though a substantial amount of marketing your business is done online these days, it’s often necessary to still have a few printed pieces for a variety of situations to help promote your business. In this workshop you’ll learn the basics on how to create a message and visually appealing brochure or flyer that will project your passion and resonate with your target audience, as well as a sampling of the tools and templates you can use to create them yourself using online resources that can provide affordable design and print options.
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From Passion to Promotion:How to create compelling
brochures and flyers to market your business
Presented by Laura Willis
Willis-Works Communications
Overview
Introductions: what do you hope to get out of this workshop?
What do you want the piece to do? Where does it fit in to your marketing plan?
What makes a great brochure? Messaging & Imagery – some rules to follow
What’s your competition doing & how to stand out
Composition
Tools & templates Printing
About Laura Willis
– Business owner since 2004• BFA in Advertising and Design• 25+ years of experience in advertising
agencies and corporate environment with focus on strategic and integrative approach to marketing & branding
Is it a brochure, a flyer, a postcard?
Identify the purpose
Lead generation? Drive clients to web site? Special promotion? Networking handout? Direct mail? Multi-purpose?
A Piece of the Marketing Pie
The Message: What’s your passion?
Define story of your truth/promise Why are you in business?
Why your passion?
Differentiates from competition Delivers positioning for customers to
choose & believe
Audience
Identify your audience The basics
- demographics: age, gender, financials, geographic location
(This will affect on the tone of your piece and style of imagery)
Make message & imagery pertinent to them.
Needs to be customer-centric What’s going on with them? What can you do for them? What is their frame of mind in relation to
your industry or business? Identify opportunities to solve problems
Make message & imagery pertinent to them.
Features vs. benefits The “so what” theory Rational/actual need Emotional need What is your promise to them?
What’s your competition doing?
How are you different? What need do you fulfill that they
don’t? How can your materials look different
and stand out?
Define your business personality
Define your business personality What is the voice or tone?
fun or serious? standard images or unusual?
You need to stand out!
Build the Message
Headline: “Key promise” or the top benefit : fulfills customer need, solves a problemRemember the customer frame of mind -- emotionally
Build the Message
Subheads: Should reflect and support the “key promise”
Captions & skimming
Match-Up Imagery
You have the message, now how do you create a feeling?
Combined Message & Imagery Can Be Powerful
How do you tug on the heartstrings? (
CPR Brochure Concepts
IMPORTANT!Rights to Use Imagery
You CANNOT just take imagery off the internet.
Photos have copyrights
Rights managed vs. royalty free
Rights managed vs. royalty free Istockphoto.com http://www.istockphoto.com
Gettyimages.com http://www.gettyimages.com
Get Creative!
Look for a unique interpretation of an image you want
Combine or manipulate images to create a new one Photoshop Illustrator Powerpoint
Composition & Layout
Where does your eye go?
Break up the copy Images subheads Captions Quotes Testimonials
Composition & Layout
White space
Connect Your Marketing
Include URL’s for web site
Social media Consistency in look
and feel
Tools & Templates
Microsoft Templates: some free, some fee
Word Publisher Powerpoint
Tools & Templates
Pre-fab brochure paper – links to templates online Avery – http://www.avery.com/Products/Cards/Brochures
Tools & Templates
Templates & Printing
VistaPrint
Templates & Printing
Overnight Prints Step-by-step
Support Your Local Printers
Personal service See proofs Small quantities, full color (1000 or
under) Ask for digital printing
Examples: Roll up your sleeves
Senior Equity Financial Newsletter Microsoft Template New Template
Strength in Consistency
Integrate your media Traditional media: radio, TV, print Social media, e-mail, web site, blog
All should relate and connect.
Strength in Consistency
Think Out of the Box
One good idea – endless opportunity
Promote Your Passion
Passion is contagious Connect on an emotional level When you share the excitement you
feel for your business, others feel it, too!
Questions??Are you interested in other tips or workshops to promote your passion for a powerful brand?E-mail: [email protected] hear about the Promote Your
Passion webinar series.
Thank You!
