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Designs That Sell! Top 5 Design Tips When Developing Sales & Marketing Materials

The barrier between sales and design is often a challenging one.

For a Sales Manager, a marketing material (such as a product catalogue or sales flyer) needs to be sale-sy, But, this can often be tacky and too pushy. For Designers, their main goal is maximising the creative look – but sometimes forget the sales component.

Whether you design your own marketing materials or you have design team or agency to develop for you, the same principles still apply.

Here are the top 5 tips to maximise the outcome of your sales and marketing materials.

  1. What’s in it for me? Often referred to as WIIFM, “What’s in if for me?” is the golden rule when developing sales/marketing communications. A customer is only interested to read or review something that has interest or relevancy for them. Businesses often fall into a trap of writing extensively about me, me, me. “We do this…”, “We offer this…”, “We guarantee this…”. But… does the customer really care? Make your messaging relevant for your customers. Illustrate how your product/services benefit your customer (avoid just listing the product’s features only). And finally, avoid starting sentences with “we” or your company’s name.
  2. Short, punchy copy. Using short, punchy copy keeps your customer engaged with what they’re reading. Long-winded sentences and paragraphs will lead the customer in losing interest, and quickly throwing it out.
  3. Use relevant images, not images that you like. As the saying goes, a picture tells a thousand words. When a picture accompanies copy, it’s even more valuable. An image gives not only relevancy but a sense of emotion for a reader. So, for your sales/marketing materials, maximise the effectiveness of your images. Make them relevant, align with your target audience/customers, and reflect the outcome of your business’s products (i.e. how it will help your customers solve a problem or improve their lifestyle). For example, if your business is a professional recruitment agency, profile  use an image of a successful happy candidate (and choose a young person if that is your targeted clientele).
  4. Align the look with your brand. Branding is one of the most important principles of marketing. Why? Well – let’s say, for example, your business is a premium consultancy company. Your point of difference is above-and-beyond service and professionalism. This is the perception you want your customers to remember of your business. So naturally, all your sales and marketing materials should therefore reflect this perception. For this example of the premium consultancy company, you would use elegant or classy fonts, colours that reflect quality and premium, paper stock that’s thick and of high quality. Avoid tacky colours, cheap paper stock, or cluttered copy. Another example, of say – a fun games workshop, use a fun and creative font, vibrant and happy colours (yellow, green, etc), and include pictures of happy children or teenagers playing.
  5. Strong Call-to-action A ‘call to action’ (CTA) is what you want someone to do after they’ve read your sales or marketing materials (even your website). Not only is it essential to have a call to action, it’s equally important to have these prominent and clear. For example, for your sales flyer, product catalogue, or even simple pamphlets, place on every page with a prominent “For a 30 day free trial, contact us today on 1800 xxx xxx” or “Call 13 xx xx now.” Without a CTA, your customer or prospective client will have no reason to contact you.

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