Two More Tips to Boost the Effectiveness of Your Printed Materials

Last week, we began our series of tips on how to improve the impact and results of your printed materials.  This week, we share with you two more helpful tips:

2) Use Photos and Graphics that Tell the Story

The old saying “A picture is worth a thousand words” is very true in designing effective printed pieces.  The photo must be one that makes the customer experience the proper emotion to be most effective.  Captions under photos should be included to best explain what is going on in the photo that is important to the customer.  Don’t assume that the customer looks at the photo and understands the importance.  Make it easy for the consumer to get the intended message.

Use graphics that are additive to the message and that make it easier to understand the message.  For example:  A service area map is always more effective than a list of counties or cities served.

If you use graphics or photos designed to “grab” someone’s attention, make sure that they are consistent with the image and message you are building.

3) Use Effective Headlines

The headline must tell the reader exactly why they should consider your agency.  Crafting the right headline should be something that you get professional help with.  The right headline can make your brochure or advertisement ten times more effective.  This is especially true for print ads and Yellow Pages ads.  The headline is the single most important item in these ad designs.

Use sub-headings to explain each section or each paragraph.  This will make your copy more effective and easier for the customer to find what they are looking for.  You cannot expect the customer to read every word in a brochure—they will skim the headlines and read the information that answers their question.

Next week:  Two more tips in our series.  Be sure to check back then!