Being involved in the launch of a new product can be a very exciting time, especially for products which represent something completely new to the market. For small businesses and individual entrepreneurs, who will likely have been intimately involved in all stages of bringing the product to market, the launch of a new product usually represents the end of a very long, and sometimes very challenging, road. Having put such love and dedication in to the process thus far it would be a great shame if the product subsequently flopped.
There are a number of different pieces which need to come together in order for a successful product launch, the work done thus far will obviously be important. No amount of work at the end of the process can fix flaws in the design of the product itself, but such issues should already have been identified during quality control tests.
Why Leaflets Matter
The most important thing to focus on as you gear up for the actual release is the promotional materials that you send out in the run up to release day. This includes marketing materials and advertisements which are designed to help your product reach new audiences, and also the instructional and informational materials whose purpose is to inform about your product and hopefully encourage others to buy it.
In this second category are, among other things, product leaflets. An effective product leaflet will inform the customer about your product and make them want to buy it but without giving itself away as marketing material. Once we know that something exists to sell us something else then we experience a reflexive distrust of what we are being told.
Just as the final version of your product, the one that is released onto the market, should reflect the very best that you are capable of, so too should the product leaflet that you use to promote it. Many businesses fail to consider the importance of seeking quality when commissioning flyer printing, but those who print flyers that look unprofessional create a poor first impression of their product. Unless you have access to the best possible equipment, you should approach a professional outfit to print leaflets on your behalf.
With a product leaflet it can sometimes be tempting to assume that, because you are already familiar with the product and all the relevant information about it, you can dive right in and start writing it, however this approach is wrought with difficulty. It is much better to sit down beforehand and carefully think about what you want to include and what the best way of conveying the relevant information is. It’s not just the raw information that you need to consider either, you also need to make sure that you give some consideration to the overall layout of the leaflet, including the use of shapes, graphics, and colour in order to draw and hold the reader’s attention.
As far as the information contained in the leaflet is concerned you need to make sure that you inform any potential customers and users of the item of anything that they need to know to decide whether to make a purchase or not. This information will include what the product is, where it can be purchased, how much it will cost, and anything else that you would want to know if you were a potential customer.
Keep it Factual
Alongside information about what the product is you should also include any facts that are likely to entice audiences to make a purchase, however make sure that all the information you present is factual. It is important to avoid editorialising because if your audience starts to think of the leaflet as marketing material, rather than a factual document, you might inadvertently create a sense of suspicion in the reader’s mind.
Instead think about the aspects of designing the product that were most important to you during the design process. Once you start thinking about it, you’ll be surprised how many persuasive points you can make about a product without having to introduce an opinion.
Hire a Professional Photographer
In addition to the text and information about your product you will also want to include some photos of the product, both on display and in use if possible. Now that there are cameras all around us it can be tempting to just grab the nearest one and take a photo of the product yourself, however it is well worth investing in the services of a professional photographer. A poor photo or product leaflet can end up deterring, rather than encouraging, customers to purchase your product.
Once you have designed a leaflet you should aim to have it printed professionally. Today it is perfectly possible to combine cheap leaflet printing with a quality final product. The quality of the leaflet printing will be considered by many to be a reflection of your professionalism as a business and so it is of paramount importance that you take it seriously.
A good product leaflet can make all the difference when trying to persuade customers to take a chance on a new product. Producing a good leaflet isn’t rocket science, it does require a degree of planning and, as is always the case with design-related activities, the more effort you put into it, the more you and your customers will get out of it.
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