Affiliate marketing guru James Martell, who revolutionized Internet marketing and continues to be a leader, is fond of saying that on the web “content is still king.” He’s certainly correct about the Internet and what he says also holds true for your presentation folder. It’s a given that you want your folder to look great, but like a fantastic looking website, if that folder doesn’t contain something of substance then chances are you’ve wasted your money on simply looking good rather than being good.
Defining Great Content
But what is great content? There are various ideas and
theories regarding this. Here are a few things to consider when it comes to the
content for your presentation folder. The first is that you must remember that
everyone is busy these days. That means your content must be interesting,
illustrative and to the point. All writing, like the images you use, must be
focused. Also, there should be no spelling or grammatical errors. If you cannot
write great content, then hire a professional. It’s worth the cash and usually
not that expensive.
What Will People Remember?
Ask yourself what will people remember of your text? They
should certainly recall images you use but have you offered them key points in
the text and have you highlighted those points visually in order to make them
stand out? Short phrases can say a lot. Use these to focus your message.
Headers that utilize such phrases can be very effective.
Images + Text = Message
Remember that the artwork on your presentation folder’s
cover, including your choice of color, image and logo, offers potential
customers a first impression. That initial impression needs to be powerful,
accurate and focused. If people are confused by looking at the cover of your
folder, then you’re in big trouble. Any text and images you use in your
presentation materials along with your cover will create your overall message.
Catch Phrases
Finally, a great catchphrase can say it all or at least
enough to connect potential customers with your product. For years Coke was
“the real thing” and when today you hear “I’m lovin’ it,” you instantly think
of McDonalds. Find a catch phrase of three to seven words that will make your
company and products or services instantly recognizable. Be sure from start to
finish, through image, color, logo and text, that your presentation folder
works for and not against you.
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