Advertising brochure is a well-known advertising channel that each of us has encountered more than once. We held it in our hands at an art exhibition, hid it in our pocket when leaving a furniture store, took it out with correspondence from mailbox, were thrown into the nearest trash can with relief, having received from the hands of the promoter...
By the way, can you remember the form and content of at least one of these booklets, brochures, leaflets? If you’ve been remembering for a long time and haven’t saved any of them for a more detailed study of the information, you haven’t yet come across a real masterpiece of booklet design. Because you would definitely remember this one.
What is holding you back to think through? booklet design and order a ready-made layout in printing?
- No idea how this is done...
- Expensive in terms of money and time consuming...
- It’s long and tedious to tell designers what needs to be done and how...
- It’s ineffective and it’s not a fact that it will work...
- Flyers- all look the same and still in the same trash can...
But if you are one of them, then only until you read this article. Now I'll tell you about creating a booklet everything you need to know from theory and how to put it into practice.
If you have patience and read to the end, you will see how simple it is. And you will be sincerely surprised why you still don’t have a “selling” advertising booklet for your stores. At least you'll know for surewhat to say and how to explain to designers when going to order advertising brochure sample.
What is a booklet?
In most cases, we mean by this word a brochure, . But this is not true - and I will show you the significant difference between a booklet and a brochure.
Booklet(from the English booklet) is an advertising brochure, a booklet, a mini-catalogue,paperback printed material, folded(“folded”) sheet several timespaper. Traditionally, text/graphic advertising information is placed on the sides of the booklet - hence the name “ advertising brochure».
Brochure- This is a purely book publication, large in volume - up to 48 pages. It is correct to say “advertising brochure” because there are a huge number of advertising brochures. It is incorrect to call a brochure an advertising booklet.
Let's summarize: if there is 1 sheet of paper and it is folded in one/several places, it is a booklet; if there are 4-48 sheets, it is a brochure.
Goals and objectives
Firstly, it is a marketing project and advertising tool. Heneeded for advertising your stores and you make it for yourstarget audience. Your first step is to make a portrait potential buyer and determine the objectives of the booklet.
I am sure that it is worth starting with these two key questions. creating a booklet. Sit down and write this down:
Portrait of your Target Audience
The purpose you want to get from the booklet
Detailed structure
Ok, we have determined the purpose and target audience of the booklet. What's next? It is necessary to think through the structure of the advertising booklet in detail. And there is no difficulty in this -do just 2 things:
- Make a list of all items that will be present.
- Determine the order of these positions and place them in the layout booklet
Design Rules
#1 Conciseness is the key to success. It's small advertising medium, its purpose is to inform briefly but interestingly. A booklet with a bunch of text evokes nothing but a burning desire to immediately throw it in the trash.
#2 Focus on target audience – attracting the attention of potential clients, the target audience of your advertising message, taking into account its interests.
For example, the color and style of the booklet. For women – red, pink, pastel shades; for young people – juicy, bright, acidic; For business people– gray, blue, discreet.
#3 Visual emphasis - no need to be small small booklet format. It’s better to have a couple of juicy images – “anchors” for the eye – than a lot different pictures, distracting attention.As a rule, live photographs are used for advertising brochures, which are easy to use.
#4 Readable fonts convey information, and not vice versa, interfere with its perception on the scale of a small advertising booklet format. Do not use more than 3 different fonts - this is “bad form”. It is better to use bold, italics, and underlining to create text accents.
#5 The hook is the value put into the booklet. For example, about tear coupon, discount card. Everyone loves a freebie.
How to make a store advertising brochure? Highlights
Essentially, this is an A4 sheet ( A4 booklet), folded into 3 parts, which describes your proposal. Of course, you can order printing. But you can also print on a regular printer. The main thing is the text!
There is no need to print many copies. This applies not only to booklets, but to all printed materials in general. Because some mistakes are possible from the very beginning.
Make a test batch first. Test it, measure the response. If you are satisfied with the result, you should increase the circulation. If not, find flaws, change the description, change the headings, play with words.
Don't order production of booklets in a printing house or advertising agency. Test it on a small batch, try it out, and then you can increase the circulation. NIt’s important to test all the methods and see what kind of response there is from each offer: how many people called, how many came to the store, how many visited the website. This is necessary in order to evaluate effectiveness.
Important elements of a “selling” booklet
Catchy title
The most important part of a booklet is a catchy headline. The client must understand from the title alone what he will receive in the end; he must see a specific result. Maybe a headline that grabs attention for further reading of your ad.
A good headline is 80% of success. Take this moment seriously. Look at how headlines are written in the yellow press or look at good selling texts describing information products and model them.
Here list of the best headlines, which you can use. Take the one that suits your store, model it, fill in the missing words:
- A new way has been found...
- What are they hiding from you...
- The most expensive... Why do they buy it?
- Are you too busy to find out how to save time (money) on...
- We are looking for people who want...
- You will never be able... until you do...
- Why do people buy our..., it's all about...
- You can do...without help...and save...
- Reduce your expenses - this is made possible thanks to...
- Imagine... your dreams. We have experience in implementing just such solutions...
- Stop thinking about where to get money for... There is a simple solution...
- Place your orders from the comfort of your home and save up to... with every order...
- An amazing secret for those who no longer believe in anything...
Emotionality of the text
Most purchases are made on emotions. This has been proven. Make the text of the booklet emotional. At the end, you can once again talk about the results of using your product, product or service.
Benefit or benefit of your proposal
What exactly will your customer receive as a result of ordering or purchasing your product? Very few people write about this, but a good brochure should be customer-oriented. Most often, the proposal sounds like this:
We are such and such a company. We offer such and such goods/services. Buy from us. We have been on the market for 10 years.
A person does not understand what exactly he will receive, what benefit he will receive from purchasing such a product...
Why will your product help solve a problem?
Explain to the client why your store will help solve their problem. And then list, point by point, all the advantages of the product, service, store.
Call to Action
At the very end, at last page write a call to action. Write what exactly a person must do to receive your product: “Call such and such a number,” “Send an SMS,” etc.Many people neglect this element and, as a result, don’t get enough clients.
If you need buyers, you want to work on your advertising, make it as effective as possible -
P.S. More ways effective advertising you will find in . And, of course, at the training to get results!
P.P.S. If anything remains unclear on this topic, please ask your questions in the comments. I will definitely answer each one.
Are sales falling? Don't know what to do?
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.With faith in your success, Valery Dubinetsky.
As you know, smart people learn from the mistakes of others, and fools learn from their own. So let's learn. Let's start by looking at several typical situations of how things work with brochures in companies. While we are analyzing the situations, dear reader, I ask you to try them on for yourself.Situation 1. The company does not have a brochure. And the client, having contacted the company, will not receive anything. At best, he will take with him good advice from the seller. But this will only happen under the following conditions:
the seller will be really well prepared;
he will have a good mood and well-being;
the client will have a lot of free time.
And only if the stars come together in such a “correct” combination will the deal happen. What if they don't get along?
What is the probability of success? Are all your sellers and clients ideal? Well, now imagine a REAL SITUATION when the seller is rather weak. What impression will be left about the company? And if there was a booklet, then there would be more tools to establish contact with the client. And this unsuccessful contact could have been corrected.
Situation 2. The company does not have its own booklet, but there are manufacturers' booklets. And the client, having contacted the company, receives these materials instead of a “contact”. Such materials are very burdensome, since usually a good half of the text in them is written in a specialized language. What do you do with this waste paper? Right! At best, it then lies around your house. In the worst case, it ends up in the trash bin as soon as you leave the office or sales area. Everyone has observed this picture a thousand times and at least once personally been in such a situation. Now put yourself in the client's shoes. How will you feel when you are “loaded” with all this information? People with normal mentality try to avoid repeated “loading” contact. No one wants to be put in a situation again that makes them feel incompetent. Nobody wants to look stupid. Is this your goal when distributing manufacturers' catalogs to your clients? Are these efforts actually moving your company toward sales growth? What is more in such marketing interaction with the client: benefit or harm?
Situation 3. The company has a booklet, but it is made clumsily, somewhat similar to a bad homemade product. The booklet contains unprofessional, low-quality images that are not directly related to the topic. With a quick glance, it is difficult to understand not only the uniqueness of the company’s offer, but simply anything. A booklet executed in this way is distracting. The absurdity of the images is annoying. Remember the image of a blonde, which usually accompanies booklets of car washes, bathhouses, and chain stores selling cars. What company do you see behind the facade of such printing? What do they usually say about such companies? Do you think such a company has an image of being reliable and professional or young, inexperienced and “speculating”, trying to please the client in any way? Does such a booklet help the company create a positive background for sales? In this case, the marketing impact will be positive for the public who appreciate blondes, but at the same time it will discourage the audience who prefer to deal with partners who inspire confidence. This means that such a booklet is also not a very “working” marketing tool.
Situation 4. The company has a booklet, but what is written there is boring, and in general, somehow not very connected with ME, THE CLIENT. Reading this booklet, you feel like you are at a “plenum of the CPSU Central Committee,” or at a reporting meeting. The booklet says everything the same as in other booklets. The company is “renowned, famous, customer-oriented.” The product offer is “optimal in terms of price and quality ratio.” And a lot of other “important” information. But only for me, the Client, so what? How can all this help me? Why should I, the Client, choose this company over another? Why should you bring your money to this company? Will such a booklet help the seller? Is it worth spending resources (money and working hours employees) for such a tool? Will such a booklet be a brick in the foundation of the deal or will it simply not leave any trace of itself?
Situation 5. The company has a booklet and, reading this booklet, you are surprised and think: “Well, it’s as if they wrote about me. How exactly did they notice that this is exactly the problem I am facing, and this is what is very important for me to get from the company offering these products. “I’ll go to this company and talk to the seller. Maybe we’ll make a deal.” This is the kind of sales support tool every salesperson dreams of having! But to create such a booklet you need to know a lot of subtleties or details and apply a systematic approach. They used to call it talent
Technology for creating a company booklet
1 step. Determine the role that the booklet plays in the process of guiding the client from indifference to the product to interest in purchasing. What do you want: to stir up the client’s interest? bring the client up to date? tell the client something special or new? The main thing is not to solve more than 2-3 problems in one booklet. The average person has 3 (give or take 2) attention units. That is, from 1 to 5. On average 2-3. This means that a person, studying one material, is able to absorb no more than 2-3 key ideas. And there is no need to try to cram everything into one advertising material. Because as a result, the client will not remember anything.
Step 2. Decide on the structure of the material in the booklet.
The following pieces of information should be included in the booklet:
Home page (first cover)
A picture reflecting the semantic idea of the business for clients included in your target segment
Slogan (advertising slogan) of the company
Company logo
Brand-building elements (colors, special fonts, shapes)
Back cover
company details: name, addresses of sales offices, website, logo
Step 3. Research your customers, and then rewrite the previously stated “benefits of your offering and business to the customer” in the customer's language. This means that in the booklet you need to use the same words that your client uses. Believe me - this is fine work. But she's worth it. The client will answer you with gratitude - verified!
Step 4. Study your clients' lifestyles to find an image that clients recognize as "themselves." ATTENTION! There is also a subtle point here. People receive 90% of information non-verbally (images, general impression, paper quality, etc.) and only 10% verbally (text itself). Nice image can “say” more about the company and its offer than a few sheets of text! And here is one more point: the main thing is not to “get creative” and not to “be clever.” Keep it simple and people will follow. In the case of an image for advertising, this is no joke.
Step 5 Research competitors to introduce the company's personality and reflect this in texts and pictures. This is an even more subtle nuance - “detuning from competitors”. The important thing here is to talk about the benefits in the customer's language - in a way that is different from competitors.
Step 6 Show a prototype of your brochure to clients and observe the reaction. If the reaction is positive, publish a booklet and use it to increase sales. If the reaction is not very good, go back, go through the steps again, eliminate mistakes or fill in the gaps.
Now you see that behind a simple booklet there is painstaking work and the whole system! Since a booklet is one of the basic tools of the marketing and sales system, you understand that a carefully designed booklet greatly supports and strengthens sales. And how systematically the company approaches the execution of the booklet determines whether it will become a tool that helps or hinders sales. But the situation in the middle (neutral booklet) is not. If your brochure has a “neutral impact,” then the company simply wasted time and money, which means it still lost.
Some statistics:
a good brochure increases the likelihood of contacting the company by 50%
a good booklet can reduce sales force training efforts by 70-80%
a good booklet allows you to avoid ineffective advertising and marketing costs by 100%
And that's just one simple tool!
http://korovainfo.ru
Rybakov Mikhail
E-books are currently rapidly gaining popularity. Indeed, traveling in public transport with a “reader” is much more convenient than with a paper book. Not to mention that for actively reading people e-books this is a real find that does not require shelf space and, of course, significant expenses.
In turn, for writers, an e-book is an alternative to printed publication, their own creation in the event that all publishing houses unanimously said “”, but you don’t want to publish and organize implementation. By the way, many popular authors manage to make good money from selling e-books even before concluding an agreement with the publisher. The only thing they sell is drafts - and .
How to sell an e-book? There are several ways.
1. Selling from your website.
Of course, if you have friends who will help with creating, filling and processing data. E-books are sold from websites in two ways:
- mailing: an introductory part of the text is posted on the website, and the full version is sent by email after payment has been received;
- “reading room” system: a book can be read only in a certain format, and only on a website with constant Internet access.
The mailing method is good for novice authors who are not afraid of theft. And currently they work according to the following system. In the Internet section (LJ, etc.) they begin to display the book and immediately open a subscription. If the book is liked and in demand, then, having finished writing it to the middle, the author says: that’s it, the rest is for money. And provides a list of possible payment systems. And he sends the book himself, upon payment.
Among popular writers, the second method is most in demand. The reading room system guarantees better protection books from theft, although, of course, it is not convenient for everyone. In addition, the “reading room” programs are quite expensive, and authors sometimes set significant prices for their books.
2. Cooperation with online stores and online libraries.
The most famous of the online stores - liters.ru - sells not only e-books from popular authors, but also little-known ones, and is open for cooperation. In addition to this, there are many similar resources on the Internet. The main thing is to choose the right partner. And don’t forget that the service is not free; part of the money from the sale of the book will go to partners.
Paid online libraries are less common than online stores, but they do exist. They work according to the “reading room” system: you pay, download the necessary software and read. Not very convenient, but reliable. And, again, part of the proceeds from your book goes “to help the hall.”
Many sellers have to sell services rather than goods. This area is in demand. Such services are provided in medical, educational institutions, in beauty salons, taxis. They are provided not only by companies, but also by individuals performing certain work. But not everyone knows how to properly organize a business so that it brings a stable and high income. How to sell services will be discussed in the article.
Why is this necessary?
Entrepreneurs are often called upon to sell services with goods. Many companies pay more for this. But not all sellers understand why this is necessary. Is it possible to sell services if the business has just opened? This must be done. You just need to use proven methods.
It all comes down to the fact that the service is considered, that is, the profit from it is higher than from goods. For example, the markup on an air conditioner may not be noticeable; during the season, the sale of this equipment often brings a small profit. But if the installation of equipment is ordered, the company will receive a high income, which will pay for everything.
Principles of selling goods
All people have different methods of receiving information: a person can be visual, auditory or kinesthetic. Some remember everything visually, others by hearing, and still others by touching the object. For a full-fledged person, all 3 methods work, but there is always a more comfortable one.
Selling something to visual and kinesthetic learners is difficult. The seller can talk a lot about the product, but if the buyer does not see or touch it, then it will not be easy to sell it. Many customers search for products on their own, so they focus on their senses. So it is important to use sales methods that suit the majority of people.
Features of service delivery
The service is considered a more delicate thing. For the client to like it, you need to learn how to present it correctly. How to sell services? You should rely on proven principles:
- services must be of high quality, otherwise they will not be popular with clients;
- training of sellers plays an important role, since the success of trade largely depends on them;
- it is important to create visualization of services: brochures, leaflets, posters, folders, presentations - this is how buyers perceive information better;
- clients must be assured of safety and receiving an individual approach.
If you take these rules into account, you can correctly sell goods and services. This will help attract customers who may become regular ones. At the same time, it is necessary to improve the work of your company, improve the quality of service and find new methods of attracting customers.
Step by step instructions
What services can you sell? Any, the main thing is to use proven methods:
- it is necessary to choose an implementation method taking into account the needs of clients;
- it is necessary to introduce unique features into the activity that are unlike competitive ones;
- it is important to clearly position the company;
- it is necessary to use flexible pricing;
- you need to create a convenient purchasing process;
- it is necessary to advertise services;
- An individual approach is important for each client.
With such principles, you can promote any services, making them in demand. It is important to choose an appropriate distribution method, for example, by telephone, via the Internet or other media.
Visualization
Consumers need to see the work, so they need to be shown a video or photo. You can provide consultations and conduct trainings. If this is information work, then you can submit reports on electronic media, for example, screenshots, presentations.
Consumers need to evaluate performance results, so they should be shown. Facts about the work done have great value. If the consumer is satisfied with everything, he will definitely seek help.
Selling services by phone
This type of sales is considered one of the most difficult. This is how they work now various companies: banking services, Forex. Investments, installation of meters, Internet connection. How to sell a service over the phone? You must adhere to the following rules:
- due to high competition, good sales scripts are needed to help with clients;
- sellers must use sales techniques and also know everything about the services they offer;
- it is important to be able to work with objections and close transactions correctly;
- telephone sales should be carried out using paraverbal communication - intonation, voice;
- It is important to make the required number of calls in a specific period of time.
It should be borne in mind that whatever service is offered, if it is in demand, it is necessary to find a client. This is often done with the help of It is necessary to monitor the work of competitors.
Internet use
How to sell legal services, as well as medical, transport? You need to have your own website designed according to modern requirements. What services can you sell using it? Perfect for booking tickets, making translations, and consulting in various areas of life.
The site should contain informative, optimized articles. There must be feedback, payment acceptance function, reviews section. It is necessary to take advantage of opportunities social networks, which can be used to create a community. This will allow you to come into contact with customers. You can create advertising on the Internet in other ways.
How to lure clients?
Business requires strong people. And if there are a lot of clients, you should not relax. Competitors can lure them to their side at any time. How to sell services so that there are always people willing to buy them? Poaching methods must be used. Now this is practically the only option to increase sales.
Competitors have pros and cons. Marketing policy should be based on shortcomings. It is important to offer more favorable conditions than other companies. For example, Internet providers offer free connection and setup. Such techniques will help you find many new customers.
Dumping
How to sell services so that it brings high profits? You can use dumping - reducing the cost (below the market price). This tactic is needed to force small firms out of the market. Dumping is great for promoting a company.
Just keep in mind that those customers who came for the price can quickly disappear. They will not be permanent, because they are attracted by more profitable options that may appear in other companies.
Competitors' mistakes
How to properly sell services in other ways? You can take advantage of your competitors' mistakes. We need to benefit from this. For example, if a provider has a communication outage, competitors whip up panic using the media. At this time, it is important to offer more favorable conditions.
Secrets of successful selling
You need to focus on the client, not the service. This is the key to success in business. For a client, you need to become a friend who is attentive to his interests. Every little detail is important to service users. You should quickly respond to requests, phone calls, and greet politely. The first impression is important.
The company must be honest with consumers. Therefore, promises must be kept. Only quality services will be sought. If discounts and promotions are offered, then all this should be realistic for the client.
Correct positioning of services is necessary. Consumers rate this based on personal experience. This is how people’s opinion about the work of the company develops. If one consumer likes the company’s activities, he will offer to use its services to other people. Each person is unique, therefore, with the help of an individual approach, you can form a positive attitude towards the work of the company.
Services in demand
Currently the best selling services are:
- household;
- informational;
- advertising;
- transport;
- specialized.
Household services will always be in demand, as people constantly need help with everyday life. This could be home renovation, cosmetology work, or a hairdresser. Ateliers, clothing repairs, and dry cleaning are in demand. It’s no wonder that many such companies are opening now.
Household services include caring for the sick and children. Some use such help due to lack of time, others - due to lack of skills. Opening a company providing household services does not require large investments compared to other types of business.
You can sell household services using advertising, publications on the Internet, distributing brochures and booklets. It is necessary to regularly arrange discounts and promotions for customers, and then they will become permanent.
Information services are in demand. They allow you to receive advice from specialists in various fields: recruiting, searching for clients, auditing, consulting on special issues, collecting information, training courses.
Information services can be advertised through radio, television, newspapers, and the Internet. Each client should be provided with a business card and a brochure with types of activities. An individual approach to each person helps to attract buyers of services.
Advertising services, which are necessary for every company, are popular. You can create banners, organize events, place advertisements. The services of animators and promoters are in demand. Companies need help creating websites and promoting them.
Popular in Russia This can be the transportation of goods, passengers, courier delivery. All types of effective advertising are in demand for this activity. Specialized services include medical, legal, technical, and construction. Each of these areas is promoted through proper sales management.
On this site we talked about how to make money from book reviews. In this we'll talk about how to make money selling books online.
And we will sell books, electronic and paper, new and old, antique and not very old, second-hand and well-known... In general, all sorts. For simplicity and better understanding, we will divide all books into two groups: your books And other people's books.
By “ours,” I mean not those written with my own hand, but those that belong to us. To a greater extent we are talking about paper books. But we’ll also talk about “our” electronic books.
I consider as “strangers” those books that we do not own. We'll look at this point in more detail later.
So, let's start with “our” books.
Selling your books
Each of us has a book library. Big or small, collected independently or inherited from parents, but each of us has it. And it happens that we decide to sell it. Or sell some of the books included in it.
In our library, books can be very different. Most likely, most of them are ordinary fiction. Modern and past years. Plus a certain amount of non-fiction: various encyclopedias, tips, recipes, etc.
It happens that in the library, among old books and new books (“old” and “new” relative to the date of their writing, not printing), one comes across old or antique books, or second-hand book rarities.
In both cases, if you are going to sell only this finite list of books (limited by your library), then there is little point in building some kind of special sales channel for this. It is much easier to take all valuable books (antique or second-hand books) to an antique store and offer them there, and sell the rest at the nearest flea market.
It's another matter if:
- A) . You have the library really big and there are a lot of books in it or it is constantly replenished;
- b) . With book sales you're not in a hurry and are you ready to sell out the library gradually or are you just too lazy to go shopping and flea markets;
- V) . Price for your books in an antique store or flea market seems understated.
Then it makes sense to create a permanent and well-functioning sales channel.
With the most in simple ways To create such a sales channel there will be the following two:
- 1) . Word of mouth(tell your friends about your intentions, they will tell theirs, etc., in general, we are looking for buyers with the help of word of mouth);
- 2) . Internet.
With the first method everything is clear. But we’ll talk about the second one in more detail.
There are two ways to sell your books online:
- 1) . Use sites already available on the Internet;
- 2) . Create your own(their).
In the first case, we use message boards, specialized forums, etc. In general, we look for sites on the Internet where there are people who want to buy books, and we post our offer there.
