build a-brochure workshop: how to create compelling brochures and flyers to market your business
DESCRIPTION
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.TRANSCRIPT
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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
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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
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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
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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?
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A Piece of the Marketing Pie
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The Message: What’s your passion?
Define story of your truth/promise Why are you in business?
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Why your passion?
Differentiates from competition Delivers positioning for customers to
choose & believe
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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)
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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
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Make message & imagery pertinent to them.
Features vs. benefits The “so what” theory Rational/actual need Emotional need What is your promise to them?
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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?
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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!
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Build the Message
Headline: “Key promise” or the top benefit : fulfills customer need, solves a problemRemember the customer frame of mind -- emotionally
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Build the Message
Subheads: Should reflect and support the “key promise”
Captions & skimming
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Match-Up Imagery
You have the message, now how do you create a feeling?
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Combined Message & Imagery Can Be Powerful
How do you tug on the heartstrings? (
CPR Brochure Concepts
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IMPORTANT!Rights to Use Imagery
You CANNOT just take imagery off the internet.
Photos have copyrights
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Rights managed vs. royalty free
Rights managed vs. royalty free Istockphoto.com http://www.istockphoto.com
Gettyimages.com http://www.gettyimages.com
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Get Creative!
Look for a unique interpretation of an image you want
Combine or manipulate images to create a new one Photoshop Illustrator Powerpoint
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Composition & Layout
Where does your eye go?
Break up the copy Images subheads Captions Quotes Testimonials
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Composition & Layout
White space
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Connect Your Marketing
Include URL’s for web site
Social media Consistency in look
and feel
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Tools & Templates
Microsoft Templates: some free, some fee
Word Publisher Powerpoint
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Tools & Templates
Pre-fab brochure paper – links to templates online Avery – http://www.avery.com/Products/Cards/Brochures
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Tools & Templates
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Templates & Printing
VistaPrint
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Templates & Printing
Overnight Prints Step-by-step
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Support Your Local Printers
Personal service See proofs Small quantities, full color (1000 or
under) Ask for digital printing
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Examples: Roll up your sleeves
Senior Equity Financial Newsletter Microsoft Template New Template
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Strength in Consistency
Integrate your media Traditional media: radio, TV, print Social media, e-mail, web site, blog
All should relate and connect.
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Strength in Consistency
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Think Out of the Box
One good idea – endless opportunity
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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!
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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!