| A marketing collateral or sales literature is often | | | | attractive. All these elements help your marketing |
| associated with materials used to present | | | | collateral to further emphasize the message you |
| information on a business. Often, the information | | | | have. They also help you communicate your |
| is about the business capabilities, offer, products | | | | message in a more visual manner. |
| and services. Marketing collateral may be in the | | | | Message and Text |
| form of brochure printing, print flyers, direct mail | | | | More than your design, what matters most in |
| pieces such as postcards, fact sheets, custom | | | | your marketing collateral is your message. So you |
| catalogs, and any other communication materials | | | | are able to attract them to your collateral, what |
| printed and produced by the company to | | | | next? What do you want to convey to your |
| promote its business. | | | | target clients? Your message is the focal point of |
| As your marketing material would represent you | | | | your marketing campaign; hence, you should write |
| and everything about your business, they should | | | | it in a way that your target clients will easily |
| therefore be able to embody your overall | | | | understand and comprehend what you want to |
| marketing message and brand image. Your | | | | say to them. Here are some of the questions you |
| marketing collateral therefore, should amply | | | | need to ask in order for you to come up with a |
| represent the brand that is YOU. | | | | strong message: |
| There are special considerations that you have to | | | | 1. Is it easy to read? |
| think about when printing brochures for example. | | | | 2. Is it simple and clearly written? |
| There are several elements that you have to | | | | 3. Does it have clear and grammatically correct |
| consider when you plan to have marketing | | | | texts? |
| collateral in your arsenal. These elements include: | | | | 4. Does it pique the curiosity of your target |
| Design and Layout | | | | audience? |
| When planning for the design and layout, always | | | | 5. What is the tone of your marketing message? |
| remember to create a visually appealing material | | | | 6. What are the benefits to your offer? |
| that would grab attention. Bear in mind that even | | | | 7. Does your message affect a favorable |
| before your target readers read your message, | | | | response from your target readers? |
| they should be attracted first to your design. If | | | | 8. Does your message clearly state how your |
| your marketing collateral such as your brochure | | | | target audience can contact you? |
| printing does not invite your reader to open or | | | | Lastly, when planning for your marketing collateral, |
| read further, at that first step, you have already | | | | be creative. Do not be stuck with age-old designs |
| failed miserably with your marketing material. In | | | | and ideas that have lost their appeal. Think of |
| addition, remember too that your design and | | | | words and phrases, slogans and headings that |
| layout should always complement the message | | | | catch the attention of your readers. In fact, |
| you would want to convey to your target | | | | highlight the benefits. Make a pitch on an incentive |
| audience. | | | | that you know your target readers would likely |
| Format | | | | respond to. Always remember that no matter |
| When designing the format of your design and | | | | how great your design and layout, if your target |
| layout, keep in mind to include these things: | | | | audience do not respond to your message, all is in |
| balance, white space, fonts, paper stock and size, | | | | vain. It takes one strong and effective marketing |
| color, graphic images, photos, illustrations, charts, | | | | collateral to make a difference in the growth of |
| and any other graphic elements that you would | | | | your business. |
| want to add to make your design more | | | | |