Your customers will form a lot of opinions about your business simply by looking at your promotional material. For this reason, it's important to send them the right messages. It's important for it to look professional. All of the other tips included in this blog look at other aspects of your promotional material which are important, but if you don't inspire confidence in your business capabilities with smart, professional promotional material, the rest is a waste of time.
I often see businesses trying to cut corners with their promotional material simply to save a few dollars. They print it in one colour instead of four because it will save 20% on the cost. This is a false economy. The whole aim of promotional material of any kind is to attract more customers. It needs to look impressive. A potential customer needs to read it and say to themselves, 'Yes, I would buy from this business'.
Don't scrimp when it comes to presenting your company. Spend a few dollars and develop well-designed and well-written material that you will be proud of. Don't print brochures on flimsy paper - buy quality paper. Get a good laser printer in your office to make your documents look the best they can. Print up envelopes - they cost the same as buying them plain of the shelf. Do all of the things that will give your business a strong corporate image and that will inspire confidence in it.
Another point to remember here is that the use of scantily clad models to sell spanners is really inappropriate. Yes, sex sells, but we are in a slightly more sophisticated age than we were in the 1970s, where buxom young blondes were used to sell everything from fried chicken to socket sets. Use beautiful people in your promotional material by all means, but avoid being sexist. Opt for professionalism every time.