Separating Subject Matter

I’m always collecting leaflets for research purposes.  I had to get my spare tyre replaced (the car’s, not mine!), and while I waited, I noticed the literature the garage had on display.  Two factors were brought to my attention: the first was a repeat of the concept stated in a previous blog about cluttered versus simple information, in this case tiny dense writing in wide columns compared with clear diagrams of tyres with appropriate explanations and guides.

The second concept was something I had learned from a recent marketing course, which had spawned from the idea of headings and well laid-out details beneath: separate topics presented on individual leaflets and displayed together as a set.  This series of A5 glossy sheets were collated within a tiered-leaflet-holder, each exhibiting their subject in clear, concise and uncluttered terms using the corporate colours and corresponding imagery to best show off their contents.  These were suitable both as a group or  individually, as customers were able to choose which were the most useful to them.

This concept of separate leaflets enables you to focus on individual benefits for customers and how best to present your solutions in an easily digestible form.  Appropriate incentives can then be displayed to entice the public in, each relevant to the subject concerned and updated on a regular basis.  Jumbling them up into one 3-fold leaflet may not enable you to adequately get your message across, and is far less likely to get read and understood.


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