6 tips for designing a plate commercial seller
Communication tool, the plate is the showcase of your company: it must arouse the desire to learn and, ultimately, trigger the Act of purchase. Our tips for a hard-hitting model.
1 set a policy specifies
The pitchbook represents a link in your business strategy. It is part of a comprehensive approach and therefore meets needs need you articulate. In other words, ask yourself, to begin with, which is the target, what messages and what branding convey. Answers to these questions determine the content and appearance of document, points out Anne Payot, communication and marketing manager of the Yellow communication agency, which recommends a benchmark of the competition at the same time. Objective: identify the codes of the profession to determine your room for manoeuvre in terms of originality, including aesthetic. This work assumes to also integrate the variable cost. Because for thousand units for example, prices range from 1 to 3 euros HT piece according to various criteria, such as the quality of the paper, the number of colors, format, etc.
2. choose a convenient format
A single watchword: pragmatism, launches Gaëlle Menin-Udom, manager of supply and sales and trading group training Cegos expertise. If the four pages A4 size document, it is not for nothing. It is easy to hold, store in a Briefcase to store in a workbook and send by mail, complete Anne Payot (Yellow). A round plate, postal card folded in accordion-shaped stand out for sure from your competitors at first glance. But what good fun or surprising if it is to finally lose a sale because the recipient has misplaced or thrown a trial support bulky, too offbeat or impractical. Hint delivered by the expert: the addition of a flap allows to include data sheets and a business card and thus to adapt the information to the target prospect. A way to avoid the use of multiple versions of the model base and, at the same time, combine customization and economies of scale.
3 stay concise and direct
It must resist the urge to say too. Gaëlle Menin-Udom (Cegos) recalls that ambition, in a first step, is of interest. Anne Payot (Yellow) drives the nail: A wafer is a product catalog, nor a list of know-how. It should therefore synthesize your competitive strengths and highlight the really crucial information. An approach that echoes your strategic thinking of starting. To save space and encourage the prospect to discover you more, why not insert a QR code. These visuals in Flash using a smartphone, wisely affixed on the margins of some parts of your document, can for example refer to a page on your site (datasheets, customer references, etc.) or a video (customers or demonstration...). Icing on the cake: you add a touch of modernity. And this, at a very reasonable cost (a few euros).
4. select relevant messages
Don't lose sight that the plate reader is looking for information useful, usable and perennial. The plate is immersive, without so far resemble a self-centered advertising brochure, says Anne Payot (Yellow). Drive does not expect what you were talking about him you, but that you bring him concrete solutions to its problems, stress Gaëlle Menin-Udom (Cegos). Also, the history of your SME does not automatically place in the document. On the other hand, a French production is an argument that can carry weight. Everything is about reassurance, point Anne Payot (Yellow). The information must be used as the message. Quickly obsolete, the news of your company or personal coordinates are to banish, insofar as the life expectancy of your strip can range from three to five years.
5 plan several levels of reading
Like a newspaper article, a plate of good invoice offers three levels of reading, i.e. three gateways. The voluntarily catchy title answers a question that may arise the target. It must be perfectly understandable and make want to continue reading. Next information, briefly detailed and classified with headings. At a glance, the prospect iterates through the main elements and chooses to deepen those parts which relate to it. Naturally, Hunt jargon and convoluted phrases. Made simple: subject, verb, complement, advocates Gaëlle Menin-Udom (Cegos). That also suggests breaths: whitespace, bulleted lists and phrases highlighted such slogans.
6 think to illustrate information
The plaque, as any medium of communication, must comply with your graphic. To make it pleasant to look at, visuals come spice it up. No question of simply wanting to look pretty with photos as a pretext. It is to consider the artwork as vectors of your message, says Anne Payot (Yellow). Prefer talking situation starts or who dream about shadow portrait family of your employees, taken to the slapdash by your assistant. The brand and your credibility also pass by the quality of the layout. Finally, don't forget to include the logos of labels and certifications you want to highlight.