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Creating and printing your own marketing material

Ian Wilson
 


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As a call out to your targeted readers, printed flyers will help your business reach a wide audience they will attract customers to your website, store, or blog. By using everyday desktop publishing software you can create and print your own custom leaflets with images, colour and text to raise awareness about your brand. (This article is based on using Microsoft Publisher but most software will be similar). Designing and printing your own flyers you maintain control over cost, design and print and you will also have the saved copy for future use.

Effective marketing copy

Before you go ahead designing and printing your flyer here’s a few tips on writing effective marketing.

Advertising and marketing messages can be overwhelming; people are bombarded with them on a daily basis making it difficult to make a connection with potential customers. So how do you get your message across?

The short answer is to make your message a personal one aimed at the people it is likely to interest; aim to develop a personal connection with the reader and make your point quickly, and precisely, but also compelling reading. There is n need to be flashy, effective marketing should elicit a response.

Get as much information as you can about your customers, the market you are aiming for, and your competition. Use these facts to build a credible marketing strategy that will connect with potential customers. When writing your flyers listen to your customers needs this will help you develop a more personal, empathetic touch keeping them interested.

When producing a flyer, an email or an advertisement, good marketing writing always follows the same rules, which are as follows:

Find your target market; this can be from sales data, previous testimonials and endorsements of your products and services, Industry news and collected data or simply just by talking to your customers.

What results do you want? Knowing what you want to achieve helps you to stay on-track when you develop your content.

People tend to stay interested if an article is easier to read. To make your flyer easier to read split it into smaller chunks

Let the reader know your Unique Selling Point (USP) What makes your business different from the others? It could be price, service or expertise.

Appeal directly to the reader by using the words “you” and “your”.

Don’t forget contact details, phone, fax, email, website, address; these are the most important details

Ask the reader a question; it creates interaction making your flyer more interesting.

Encourage customers to give your company a try, offer money-back guarantees or free delivery.

Don’t use any jargon or clichés, it just confuse the reader.

Design

Open Microsoft Publisher. Instead of starting from scratch use a pre-designed publisher template and substitute your text and images. Select Flyers from the left-hand Publication Types pane.

In the Publication Types pane on the opening screen, you will find Microsoft flyer templates. Choose a flyer that suits your own product or service you want to advertise. For example, if you are offering discount on your products select the Special Offers category.

Once you have opened the template customise it to your requirements adding images text in the generic placeholders. Colour and font can be changed to match your branding. Text and images can be reorganised in Page Options. Page size and page orientation can be changed in Flyer Options or you can change the template to a different one if you are unhappy with your first choice.

Print

Printing your leaflets so that you get the most out of the page takes a little practise. Use draft mode for the first few prints and then print in the correct settings for your paper or card once you are happy with the print-outs. Use good quality printer ink cartridges or toner cartridges , there’s nothing worse than receiving a flyer through the door that’s been printed poorly.

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