Constant research is important. It is always recommended that you constantly research different materials available to you. Always keep an eye out and review brochures and other marketing pieces that "catch your eye." You can find many interesting and innovative.

We'll explore some of the facets of these brochures that did their job in getting your attention. We'll also look at some basic design concepts that will get you started in creating your marketing materials, which will set the image of your business.

An important acronym in marketing that will help guide us through this process and develop the flow of your materials is "A.I.D.A." which stands for "Attention, Interest, Desire, and Action." Think of the all the ads and marketing pieces that begin with a question that targets a problem and offers a solution and suggests that you "act now", or "call now", for more information.

Every marketing piece for your business should have each of these elements. These elements are sequential and if you miss one of the steps, you won't get to the next one.

So how do you get someone's attention, build interest, create desire and motivate him or her to action? There are many basic methods involved in accomplishing this. There are several elements in designing your materials to look at. The paper, or stock, the style of the paper, and the colors of papers and inks you use, and the layout and design. Each of these also support and enhances the most critical element, your words that describe your business, what it does, and the value you have for you clients.

Let's start by reviewing the elements that do catch our eyes. Color is at the top of the list. Not just one color, rather the color scheme of the brochure. Design elements such as logos, pictures or graphics, quotes and bullet points are part of what the reader will see. A critical element is the layout of the piece. Where the elements are placed, how much "white space" is used and how the colors are used in blending and supporting the design. White space means that copy was not placed in every square inch of the paper. There is spacing around the elements used, which gives room and space, which allows the elements to stand out.

This is a good time too pause and look at those brochures that caught your attention. Look for these elements and ascertain how they were placed and used. Once you recognize them, think of how you can use the same concept in your materials. Let's see how all of these elements combine to make your marketing materials really reach out.

Something else to consider are the services that many print shops offer in helping you create your materials. If you have a good idea of what you want, more than half the battle is over. There are also many graphic designers who can also help you. If you're not sure, some professional guidance can keep you from going wrong.

You might focus on something simple such as a quick education to potential clients as to what your business really is. So what should your copy say? You can use the same information you normally use to educate your potential customers like some points to spell out all the services your business does what the client can expect and will receive. This information is the basis of what your company does.

Remember K.I.S.S. and use bullet points and short and simple sentences and paragraphs. Before we begin, keep in mind that you can use several different types and styles of materials. While one style might work very well, you should not limit yourself to just one. Variety can work for you as you address different type of industries and different types of "pain".

Let's look at the print stock for our brochure. The paper you use can vary in size and type. You can use the standard 8 ½" by 11" for a single sheet or fold it in a three fold or double fold brochure. The print stock can be of different weights from basic standard letter to 60lb heavy card stock. You can also use 11" x 17" paper that folds into a four sided 8 ½" x 11" for a larger brochure. Different configurations of paper, ink, and layout will determine what you finally decide to use.

Another element to consider is plain, semi-gloss, or glossy paper. This can determine the type of colors and inks you might use. Glossy paper brochures do cost more, but the perceived difference is well worth it that subtle touch and the extra investment. You can also get paper with different textures; however, the challenge will be insuring that ink prints correctly over the entire paper stock. More general paper stock is less expensive but the look is not as classy. When choosing your paper stock, you might consider colored paper instead of plain. Using colored paper and just one color of ink with different tones; your materials can have the look of a more expensive multi-color piece.

If you're not sure that the materials are going to be long term or you plan to make some changes to your materials, go with a less expensive printing process and paper. Smaller printing jobs do cost more, but you won't be stuck with materials you don't want. As soon as you find the right marketing combination for each piece, have it printed in volume.

If you have a logo or are going to use photos or graphics, they can have a strong determination on the colors you can use. Remember that the colors you use also become recognize as part of your company (i.e. the brown of UPS or the red, white, and blue of Fed Ex.) Use complimentary colors and the most important part of the brochure is your message. Don't let creative graphics overwhelm your message. A simple rule to manage the use of graphics or photos is to ask if they will enhance and support your message. If not, don't use it just because you have it. Look again at the materials that "caught your eye" and evaluate their composition.

What should your copy be in your material? Your message should be simple but should follow the WW process. Now that you have their attention, the materials should be written to capture their interest.

Let's review the A.I.D.A. steps again. Remember when we spoke about addressing your customers' pain? If they have a problem and they see something that could alleviate that pain, you have their interest. If your service is easy to use and can start relieving that pain right away, you have created a desire. A good marketing piece does not close the sale. It should offer some way for the customer to take action and fulfill the desire you've started. Think about advertisements that say, "call now for more details!" Once they have made the call for action, the motivation to buy is very strong and your job is much easier. Think of it this way. You have just thirty seconds to tell a potential about your BUSINESS and convince them that you are an answer to their problems. Write that down and that will be a great start for your marketing brochure.

As you target more specific clients, you can create copy to address their specific pains and have a targeted marketing piece for that industry.