The longest project is the one you don’t get started, and frequently where to begin is a problem. Knowing where to start is a boon, so here we’re going to cover some structure to provide over the creative process and which will help you manage the whole process while keeping it on track to help your business. It doesn’t matter whether you are creating a marketing brochure or a humble flyer, the principles are all the same, however you will need more of these basics applied when you deal with more complicated or larger projects. The Marketing Blueprint Establish a blueprint and then stick to it – this is your guide through the desert, so while you may exercise flexibility, you also should be careful that everyone is sticking to the plan too. A blueprint helps you be effective, stick to budget and be able to measure the results against your benchmark standards. Review Examples Find examples of work which has already been done, either by you or by someone else, especially competitors. Look at how this has been approached in the past and what has worked and what has not. Distil the best from this and apply it to the project at hand. Think Benefits Not Features Benefits are succinct and to the point – they show a customer or prospect how your product or service will satisfy their needs.

A leaflet is almost as simple to design and produce as a flyer – the difference between a flyer and a leaflet is that a flyer is usually printed one or both sides, but it is not folded. A leaflet is more akin to a newspaper – it is folded, sometimes with a bi-fold (one fold in the center) or tri-fold (turning the paper into a 3 page pullout. The leaflet is usually printed on both sides too, but because it is usually one color but has a layout which resembles a newsletter. The first thing to do when designing a leaflet is to roughly draft out the layout by first folding the paper into the format you are looking for

Whatever the business communication you are working on, even if it is not something for business use, the art of getting your message across is to concentrate on putting into words and images what is in your head.  This is what writing is really about; conveying your thoughts into a message which will be understood in someone else’s head and as a print design tip, it is one of the most powerful.