The Right Literature
most challenging part of producing new literature is defining what
are so many options available to you: the catalog sheet, the mini-sheet,
the post card, the
tri-fold, the multi-page, the catalog and so on. So often companies
see literature that they
like and decide thatís what they want to do.
better approach is to examine the piece from the standpoint of itís
use. That could be handouts at trade shows, personal presentations,
mailings, drip mailing campaigns, inserts included with other mailings,
and so on. Once the use is defined we need to look at content. If
itís a handout at a trade show, the message portrayed is entirely
different than a company image brochure. Likewise, if the literature
is intended for mailings, the content should be different than for
a piece that will be presented personally.
best starting point is gathering and reviewing lots of literature.
This does not have to be from competitors. Look at a wide variety
of styles and formats and note where you obtained each and every
one. Was it mailed to you? Did you pick the piece up from a literature
rack on a counter?
it presented to you by someone who reviewed it with you? What impressed
you? What did not impress you? Take notes on each piece. This will
help you to determine what is best for you. The alternative is to
contact a marketing professional to help you with this.
by Ron Meadows,
President, Meadows Marketing, Inc., www.meadowsmarketing.com
48 Purnell Place, Suite #13, Manchester, CT 06040
Tel 860-812-0065, Fax