Simple Collateral Design Tips | 6 Design Tips To Make Your Marketing Collateral Stand Out
Simple Collateral Design Tips | Today’s budget-conscious business owners often wonder why they should spend more on printed marketing collateral if they’ve already spent a lot of money on setting up an effective website. The answer is, because it helps to grow your business. There are countless benefits of printed marketing collateral: it gives your potential clients an opportunity to engage with your business on a tangible level and enables them to instantly get a sense of the nature of your brand.
Your clients are a tactile group. No matter the kind of business you’re running, or what product or service you’re providing, printed collateral will play a huge role in creating, sustaining and growing a profitable relationship with your target audience. Marketing collateral items tell your business story, so that clients understand who you are and what you can do for them; they help build your brand, so that people understand your value proposition, and they assist salespeople in moving potential clients through the sales cycle. Unlike online marketing, print marketing materials cannot be tweaked and changed once they’ve been printed, so if you’re a small business owner on a budget, the pressure is on to get it right the first time.
Create A Style Guide | Simple Collateral Design Tips
Marketing collateral is ideal for building a consistent brand identity, and a style guide is an effective way of sorting out the different elements that make up your collateral. It enables you to define your brand elements and how they should be used – from your logo and any key graphics, to your fronts, key phrases and brand-oriented words. Having a full range of matching collateral pieces will help improve your image and credibility, boost your ability to reach your target audience and your success at staying in front of them.
Know Your Specific Marketing Objective(s) | Simple Collateral Design Tips
Designing effective marketing materials requires that you understand the thought process your potential clients go through when they view your content. How will the collateral be used? As a lead-generator, leave-behind piece or a sales closer? One way that many marketing materials go astray is unclear messaging. A professional designer should work with you to figure out what the most important message of your item is, because this will be the meat and bones of each marketing piece. Understand where the collateral piece fits in your own sales process, how it will be distributed and who your target audience is.
Tell Your Story Clearly, Simply, Visually | Simple Collateral Design Tips
People are scanners, so it’s important your marketing collateral is able to hook them with a strong visual design. Hierarchy in visual communication is about using the right information in the right way, making your message clear, concise, actionable and understandable. This means high-impact graphics, killer headlines, bulletined text divided into short paragraphs. Simplify the design, get rid of the jargon and define clear takeaways. Keep in mind, thought, that visual and textual hierarchy shifts from piece to piece based on available space. A brochure will use a different hierarchy than a business card, because it will have less information and the need to communicate key messages more quickly.
Use Quality Base Materials | Simple Collateral Design Tips
The type of paper you use, how quickly your website loads and even the quality of your recorded video all contribute to how well your potential clients respond to your marketing collateral. You want your business to appear professional and reliable, which means that you have to have the highest quality paper and printing that your budget allows.
Integrate Physical With Digital Collateral | Simple Collateral Design Tips
Entrepreneurs tend to forget that it can be a good idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical media can help your potential clients access your business’s digital side, which in turn gives them another chance to find out more about your offer and even do business with you.
Solicit A Strong Call To Action With A Sense Of Urgency | Simple Collateral Design Tips
Make it clear what you want your potential client to do next, how to respond and when. Make it easy to find that information and give the impression you’re accessible and waiting for their response. Calls to action such “call us now,” “visit our website today,” and “find out more” can all be effective as long as the relevant contact information is clearly stated on the marketing collateral.