Collateral Design Expert Tips | The What, How, And Why Of Marketing Collateral: Design Tips For Business Owners

Collateral Design Expert Tips | The What, How, And Why Of...

Collateral Design Expert Tips | As markets become increasingly efficient and the number of competitors grows, forgetting about your marketing collateral materials or failing to apply best principles of good collateral design can be disastrous. If you have a sales or marketing team that uses marketing collateral on a regular basis, have you thought of the ways you can boost the overall design and sales process in order to get better business results?

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You can learn a lot from the quality of a company’s marketing collateral. Having a great website is good, but do you have marketing materials just as good to match it? Are your logo, fonts, and color scheme consistent throughout all of your printed and digital materials? Collateral is often the first impression that potential clients have of a business, so leaving the best impression is absolutely pivotal. Businesses will often be judged based on the relevancy, consistency and overall quality of the materials that they send out. Here are some simple rules that apply to all types of collateral materials.

What Is Your Goal? | Collateral Design Expert Tips

Just as every campaign has a goal, so too should each individual piece of marketing collateral. By defining this goal at the beginning, business owners can design the ideal collateral around it. It’s fine to have secondary goals, but be clear what the main goal is, because every single element of the piece has to effectively support that goal. You should ask yourself questions such as “Why am I designing this piece?” and “Will this help boost credibility and memorability of my business?” Other topics to consider include whether the piece is for first-time buyers or existing clients, who the target audience is, and what the general goal is (for example, generating a lead versus pushing to close a sale).

Collateral Design Expert Tips | The What, How, And Why Of...

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What’s The Main Message? | Collateral Design Expert Tips

This is related to the main goal. It’s the vital point your marketing collateral has to effectively convey to your potential clients. Begin by defining three to four of the key problem for every audience you’re targeting and how you can help them solve them. Research shows that customers respond to content that discusses their challenges and pains — not your service. By extension, you also have to organize your message in a way that makes sense to the recipient. Feature the most significant points of your materials boldly in order to make an instant impression on the reader. Write an eye-stopping headline and brief, succinct body copy.

Make Collateral A Part Of Your Overall Content Strategy | Collateral Design Expert Tips

It’s crucial to make sure your marketing collateral is aligned with the types of content you’re using in your other marketing materials. It means you should not simply throw together any old business card design, send it off to the printers, and then worry about all the rest of your marketing collateral later. While designing a business card, for example, think in advance about whether the fonts you’re using, the color schemes, the logo, and the layout of the card will translate well to other materials like flyers, brochures, and websites.

Integrate Physical With Digital Collateral | Collateral Design Expert Tips

We all have brochures, flyers, one-sheets, and lengthier pieces of material that we use to tell people about our products and services. But what if you could get more mileage out of those pieces? One of the best ways to do this is to integrate your marketing collateral into your digital ecosystem. Business owners tend to forget that it can be a smart idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical media can help clients access your business’s digital side, which in turn gives them another chance to learn more about you and do business with you.

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Collateral Design Expert Tips | The What, How, And Why Of...

Consider The Layout | Collateral Design Expert Tips

Once the right assets are chosen, you have to arrange them in the right layout. This is where consistency comes into play. The perfect collateral will grab the attention of potential client and encourage them to read the entire message. Interesting images can draw recipients’ eyes to specific calls-to-action and reinforces the brand’s personality. On the other hand, poorly arranged content will cause clients to pass over content without so much as a second glance.

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Use The Right Base Material | Collateral Design Expert Tips

The stock of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your audiences respond to your marketing collateral. You want your business to appear professional and reputable, which means that you need to have the highest quality paper and printing that conveys the nature of your business. The paper you choose needs to align with your brand values and suit your target market. Supermarket catalogs offering price-based deals, for example, are on low-quality paper to appeal to the cost-conscious.

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