When designing any marketing or sales collateral, it’s important to understand that most people make decisions based on emotion, not logic. I know that many people think that they are immune to this reality, but studies show this is true for the vast majority of people. Knowing this will help you reach your target market and generate more sales. In addition, here are my top six tips to apply when developing a flyer, brochure or any sales or marketing piece.

1.    Have a Memorable Headline. Grab their attention quickly by answering this question that is in your reader’s head: What’s In It For Me? Let them know immediately that this flyer include information they need. Here is an example:

“Six Ways to Create Marketing Collateral that Sizzles”

This headline got you reading this article, right? And therein lies my point!

2.    Keep Their Interest. Now that you’ve gotten their attention, you must keep it! You do this by telling them exactly what your headline promises. No need for fluff – get right down to business. Tell them what they want to know starting with your first sentence. Don’t waste your valuable space on the flyer with unnecessary information. Make it easy for people to read by using bullet points and easy-to-read fonts.

3.    Benefits, Benefits, Benefits! You must create a desire for your product or service, and the best way to do that is spell out the benefits of your offer. You can tell them what they’ll gain from your offering or conversely, what they’ll lose if they don’t make the purchase. Use emotion-based words like new, younger, save, free, guarantee and so forth. Here’s an example:

“Look and feel 10 years younger!”

4.    Clear Call To Action. Many people actually forget this part. It’s easy to do because in your mind, you’re thinking, “This is the greatest offer in the world! My phone will be ringing off the hook!” However, if you don’t make it very clear what you want the reader to do, chances are you’ll never hear from them. Here are some good examples:

“Click here to register today”, or “Call me at XXX-XXXX” or “Visit www.someURL.com for this special.”

5.    Use a P.S. I know this seems strange, but some people will only ready your headline at the top and the P.S. at the bottom. Use the P.S. to get your prospects to order now and also as a last call to action. Here’s an example:

P.S. Order today and receive a free copy of my new book valued at $27! Order today at www.someURL.com.

6.    Great Layout. While you need to cover the main benefits of what you’re selling, it’s also important to have some “white space” so you don’t overwhelm your reader. White space is nothing more than empty space on your flyer that gives your reader’s eye a rest. Also, be sure to select colors and images that are congruent with your branding.

While a flyer or brochure will not likely sell hundreds of products or services by itself, if you apply those basics to your next marketing piece and present it to those you are building relationships with, you will enjoy great results!