When it comes to designing a direct sales piece, whether it be a brochure or a sales letter, little things really do count. Focus as much on presentation as you do on message.
Keep these 10 essential tips in mind when designing your direct sales piece, and your results will go through roof:
1. Bullet Points - The human eye is drawn to text that is preceded by a bullet point. Bullet points shout to reader, "Pay special attention to me! I am important!"
Write up a laundry list of benefits. Make them easy to read so prospects can skim through them quickly and get gist of what you can do for them. And always keep your laundry list of benefits bulleted so reader can't miss it.
2. Cliff-hangers - Continue last sentence of your paragraph on next page of your direct sales piece. Try to ask a question or give a solution. This technique is called a cliff- hanger. If your reader wants to find out what will happen, he/she will have to turn page. Because so many people fail to make it to second page of a direct sales piece, it is essential to use cliff-hangers to hook your readers.
3. Simple Layout - Don't confuse your reader with tricky layout. Keep your indents, underlining, centering and subheadings consistent. And don't justify your right margins.
4. Mini-headlines - You can use paragraph headings like mini- headlines to help your message stand out and keep reader's eye flowing down page. Keep these headings same color as your letterhead to give them that extra oomph.