Some may say that printing on paper is on the way out and everything should be online. However, others argue the fact that print is on the way out is all the more reason to market using this medium! With most content moving online, less paper pamphlets are being handed out, which means less competition. Anytime there is less competition in any sector, potential customers will be more likely to see what you are advertising.
Making a pamphlet for your business may seem instinctual, but there are actually many factors that you must consider. You can pay someone to design a pamphlet for you, using a website like Fiverr, or you can create one yourself to help cute down on costs when you’re starting a new business. Surprisingly enough, there are excellent pamphlet and brochure templates available for you to customize directly on Microsoft Word. Simply open the program, click “File”, and scroll to “New from Template”. If you scroll down you will see a template for pamphlets that can be customized. Change the text and even the provided image to make it personalized to your brand.
The design of your pamphlet is just as important as the actual content. You want your design to go along with the image of your brand. For example, if you are selling medication to something, then you’re image choices should reflect happy, satisfied patients. Or, if you are marketing an educational service, you should portray people in your targeted demographic in either a group or one-on-one setting, even the use of books would be appropriate Make sure that the picture is easily relatable to your target audience and aligns with the message that your company is trying to portray.
Once you have your generally messaging and imagery figured out, there are still a few important factors to consider. For example, will you be printing your new marketing materials in black and white or in color? Printing in black and white can generally save you a lot of money, but make sure it does not undermine the professionalism of the design. Often times, with pamphlets or other printed collateral, this may be the only chance you have to reach a potential customer or client. So you need to be able to entice them to go to your website, and want to learn more about your business and the products or services you are offering.
The front cover of your pamphlet should draw people in with the name of your business, a professional looking picture as mentioned above, and a brief one sentence description of what your company offers. Refrain from putting too much text on the cover—save it for the inside. Ideally, you want to create something that will capture a reader’s attention in a split-second as they pass by.
Another good rule to follow it to refrain from putting the price of your product or service in your pamphlet. This method can help minimize the possibility of the reader solely looking at the cost mentioned without taking a chance to learn more about your merchandise or services, special offer you may be advertising, or simply visiting your website to learn more about the business in general. By encouraging the reader to visit your website (even if it’s solely to find your prices) you are greatly increasing your chances of moving them into your potential “lead generation funnel“.
Once the pamphlet is complete, it is important to distribute them in strategic locations where potential customers will be more likely to see. them If your company is selling holistic products, for example, you might want to go to local acupuncturists and chiropractors asking if you can place your pamphlet in their offices. The more you know about your audience the easier it will be to relate to them and their needs, thus making it easier to market to them. Here are 14 ways to help you narrow down your target demographic.
With the possibility that print pamphlets can help put you ahead of the online competition, what do you have to lose? Through additional exposure in local business events, as well as producing content that relates to your product or service, and ensuring that it is appropriately marketed to your desired audience, you can help boost your business’ visibility to potential clients and customers.
For more tips on creating successful business pamphlets check out these 11 tips.
Originally published Sep 23, 2014, updated Aug 12, 2020