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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Build a-brochure workshop: How to Create Compelling Brochures and Flyers to Market Your Business
1. From Passion to Promotion:
How to create compelling
brochures and flyers to market
your business
Presented by Laura Willis
Willis-Works Communications
2. 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
3. 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
4. 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?
6. The Message:
What’s your passion?
Define story of your truth/promise
Why are you in business?
7. Why your passion?
Differentiates from competition
Delivers positioning for customers to
choose & believe
8. 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)
9. 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
10. Make message & imagery
pertinent to them.
Features vs. benefits
The “so what” theory
Rational/actual need
Emotional need
What is your promise to them?
11. 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?
12. 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!
13. Build the Message
Headline:
“Key promise” or the top benefit :
fulfills customer need, solves a
problem
Remember the customer frame of
mind -- emotionally
16. Combined Message & Imagery
Can Be Powerful
How do you tug on the heartstrings? (
CPR Brochure Concepts
17.
18. IMPORTANT!
Rights to Use Imagery
You CANNOT just take imagery off
the internet.
Photos have copyrights
19. Rights managed
vs. royalty free
Rights managed vs. royalty free
Istockphoto.com http://www.istockphoto.com
Gettyimages.com http://www.gettyimages.com
20. Get Creative!
Look for a unique interpretation of an
image you want
Combine or manipulate images to create a
new one
Photoshop
Illustrator
Powerpoint
21. Composition & Layout
Where does your
eye go?
Break up the copy
Images
subheads
Captions
Quotes
Testimonials
29. Support Your
Local Printers
Personal service
See proofs
Small quantities, full color (1000 or
under)
Ask for digital printing
30. Examples: Roll up your sleeves
Senior Equity Financial Newsletter
Microsoft Template
New Template
31. Strength in Consistency
Integrate your media
Traditional media: radio, TV, print
Social media, e-mail, web site, blog
All should relate and connect.
33. Think Out of the Box
One good idea – endless opportunity
34. 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!
35. 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!