Build a-brochure workshop: How to Create Compelling Brochures and Flyers to Market Your Business

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?

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
problem
Remember 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

Build a-brochure workshop: How to Create Compelling Brochures and Flyers to Market Your Business

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

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.

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: laura@willis-works.com
to hear about the Promote Your
Passion webinar series.
Thank You!

Build a-brochure workshop: How to Create Compelling Brochures and Flyers to Market Your Business

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Build a-brochure workshop: How to Create Compelling Brochures and Flyers to Market Your Business