How can you make a dramatic difference?
We help you to communicate those messages to your target market through carefully and professionally designed marketing materials – from business cards through to newsletters and company brochures.
We love to work with small business owners who are passionate about the value that they offer to their clients.
In order to give you a better understanding of my role as a graphic designer in corporate literature, I thought that I would showcase a ‘Before & After’ e-mail newsletter. As you know I help companies to communicate to existing and potential customers; staff; and stakeholders by translating their written communications in a visually engaging and professional way whether it be newsletters, brochures, annual reviews… etc.
A good e-newsletter design tends to go unnoticed – at least on a conscious level. You expect a professional person or company to have a professional design, and when it plays out that way – like a good waiter at a restaurant – you don’t usually take note or remember.
Poor or amateurish design, on the other hand, can be jarring and reflect badly on a company – especially if you expect otherwise, based on a nicely done website, a face-to-face meeting with a company representative, or some other experience with that company.
While I strongly believe good content is what carries the day, if your e-newsletter – or any other company literature for that matter – looks homemade or unprofessional, it detracts from your overall brand. In fact, it can be so distracting that it prevents readers from hearing your message!
Headlines that grab interest. Emotional.
Engaging stories or articles that draw people into the conversation.
Clear, high-quality photos that people can relate to.
Connection points: items that encourage engagement and feedback.
So, what does Warren want to leave in prospects minds?
Does his e-Newsletter achieve this and meet the basic criteria?
This is where my role as a graphic designer comes in!
I have built a new design framework for Warren’s e-Newsletter – one that is professional and recognisable – that would help him to achieve the goals he has for his e-Newsletter.
1. Headlines: Immediately grab your interest; they are bold and easy to read.
Lead article that also uses sub-headings for ease of reading.
Eat Well. Live Well. A section to include a healthy recipe. Something practical for people to use.
Motivators: How to step it up. Exercise section. Practical application of healthy principles.
Simple, healthy, delicious: Meal planning made easy. A plug for Herbalife products that isn’t “in your face”.
Client testimonial. Short, external validation from local clients.
You will also see that I have used quotes to help “pull people in” to the articles.
3. Good quality photos that people can relate to and that also highlight the ideal – slender, fit, healthy – whether young or old. Since Howick’s demographic is an older generation, Warren could use photos that focus more on them.
4. Branding: A Masthead that immediately shows what the newsletter is all about. Include a tagline. Incorporate corporate Herbalife colours that shout out health, organic, sustainable and enhances the company reputation and image. Company logo.
Also included a short “bio” on Warren. Friendly and engaging, not a bunch of facts!
Talk less about what you do, and more about what you believe, and you’ll make it easier for prospects to hear you, understand you, remember you, and (ta-da!) hire you.
Newsletters have four times the readership of a traditional ad.
Readers find newsletters to be more credible than ads. A professional newsletter helps establish your company as an authority and leader in it’s field. It also improves name recognition and sets your company apart from the competition in the minds of readers.
A newsletter allows you to give more in-depth information to readers than an ad. Once customers fully understand the benefits of your services or products, they’ll be more likely to buy.
Newsletters have a longer shelf-life than ads and are more likely to be read by multiple people.
Newsletters can be used to attract new customers, increase repeat business, enhance your company’s reputation as an industry leader and improve customer communications. They can be printed and/or emailed. However, a newsletter will only be effective if it is carefully planned and looks professional.
In business, it is typical that someone only becomes your client or customer after their second purchase from you. It is also well documented that it takes an average of five to seven interactions with a potential client before they buy from you. The average South African business only makes about two!
1. Who is top of mind.
3. Who they have a relationship with.
1. Keep you top of mind.
2. Position you as an expert in your field and therefore helps to build trust.
3. Helps you to build a relationship.
Newsletters can be printed or e-mailed.