Graphics should enhance your copywriting — not take center stage.
Any time I get to hold in my hands a pamphlet, postcard or flyer that I designed is a tiny thrill.
Today I picked up the box of trifold pamphlets for a client's upcoming trade show less than 24 hours after I sent the files to the printer. They were literally "hot off the press."
I'm going to be completely honest with you; graphic design doesn't come as easy as writing copy for me. I know amazing design when I see it. I'm just not skilled enough to produce it like the pros do.
But copy — even good copy — needs graphics to complement and augment its message.
In this flyer, besides introducing my client and his expertise, there were three calls to action — one implied (visit the website) and two direct:
1. Call a phone number to book my client — a national speaker and best selling author — to speak at an upcoming event.
2. Download a free e-Book via a QR code.
Because I own the Adobe Creative Suite, I can manipulate photos, create e-Books and design web buttons. As a copywriter, I found along the way that it was easier to learn how to do this quickly when necessary rather than hire a graphic designer for some work. These skills come in handy when creating email templates and web banners as well.
When I saw the finished flyer I was conflicted. While it's not bad to look at, I've seen much more "elegant" designs from professional graphics designers. At first this design seemed very basic and just a touch too simple.
But here's the thing: the whole point of a flyer is to make a connection with a potentional customer. It's purpose is to instigate an action — even a small step in your direction.
The graphics and the copy must work together to get this done.
While I probably won't win a Photoshop contest any time soon, this flyer will do it's job well. The friendly image of the speaker on the front draws you in, and the inside graphics are simple enough that they don't distract from the copy. The text almost seems more powerful without super slick graphics to compete.
These flyers, while not stunningly eye catching, may even be more effective than ultra-elegant marketing materials! The trade show attendees will be the judges.
I always look forward to the results of trying new marketing channels and materials. I'll let you know how these pamphlets are received at the trade show and which calls to action were successful.