How to create impressive marketing material in 5 steps

Design plays an important role in your external image and your recognition. Whether in digital or printed form. From the invoice to offers and letters to brochures, seminar documents, documentation or media data: your documents are the figurehead of you and your company at all times.

The layout and design are the packaging for your offer. Therefore, you should attach great importance to it and make it professional. Because you want to leave a lasting impression on your readers and (potential) customers.

But not only the appearance should be perfectly designed. The content is much more important. A professionally designed layout is of no use to you and your readers if you cannot communicate your offer and benefits clearly and in simple words. If your reader doesn’t understand what you’re trying to convey to them, you won’t be able to get them excited about your offer or product.

Therefore, in this article I will give you an overview of the five steps you should take into account when implementing your documents.

Step 1 – Define goal and benefit

You know your target group and you know how important it is for your marketing to know your desired customer and where their problems lie. The better you know your desired customer, the more specifically you can address and, above all, reach them. This is crucial to your visibility and success.

If you are unsure or don’t know how to define a desired customer, I’ll lay it for you this article by Sandra Holze to the heart. In it she describes step by step how to define your target group and get to know them better.

Before you start collecting ideas for the design of your marketing documents or hire a designer, think about your goals and how your service or product will benefit the customer.

What is the goal of your offer? What do you want to have achieved by a certain point in time? Set a clear goal that you want to achieve.

For example: I would like to generate 25 new orders with my new customer brochure by the end of August.

Step 2 – Create a clear structure for your content

A clear structure of your content helps the reader to understand information about your offer faster. Your reader and (potential) customer will keep track if you arrange and structure headings, text, images and graphics in an understandable way.

Therefore, first of all, deal in detail with the structure of your documents. For example, if you create a digital company brochure, you make an exact plan of your pages. This way you know what content is on which page.

If you want to know which pages are important in a brochure, you will find detailed information in my article “These 5 pages you absolutely need in your brochure”.

Step 3 – Stay consistent in your brand presentation

Especially in the different formats and media, it is advantageous to remain consistent in your brand presentation. This does not mean that you should always use the same images and graphics. But on the contrary.

However, stay consistent in your imagery, colors, and fonts. If you use a different font or color for each channel, you will confuse your reader and (potential) customer and even make you and your brand not recognizable at first glance. And you don’t want that.

But if you use your uniform appearance across all channels and media formats, you will be recognized.

Step 4 – Use high-quality photos of yourself too

Whether it’s a website, flyer, brochure or presentation: you want to create a personal connection with your readers and (potential) customers. However, if there is no photo of you on any channel or only in very poor quality, then there is no connection or even trust.

Observe yourself when you go to a website or look at a brochure whose content interests you, but you can’t find any information or even a photo of the provider itself. What does that trigger in you? There is a high probability that you will not take advantage of the offer or buy the product immediately. Right?

The same applies to the selection of your images for brochures, flyers, websites or similar. Only use good quality photos that also match your offer and convey the desired emotions.

If you don’t have the opportunity to have professional photos taken, it’s worth taking a look at image databases. You should definitely do some research there. Because it can happen that your selected photo has already been used by other companies and is therefore already known to your reader. Therefore, do not take the first thing that comes along or the cheapest, but invest a little more time in the selection.

In this article you will find “15 image banks for high-quality and free images”.

Step 5 – Use a professional layout program or hire a graphic designer

There are different layout programs that you can use to give your documents a professional look. For example, use Adobe InDesign or another suitable software for you to create your documents.

You can find tips and instructions for designing your material with Adobe InDesign in the following articles:
“25 things you can design for your business with InDesign”
“Create a spreadsheet with InDesign in 9 steps”
“3 smart ways to use InDesign templates for your business”
“7 Essential Tools for InDesign Beginners (+ PDF Download)”

In any case, I recommend that you leave the layout and design to a professional. Of course you can also take everything into your own hands and design it. But keep in mind that this may take more time than you currently have.

Even if you have a short technical question, no professional will be there to help you. And you start tediously searching the internet for an answer. Even more time you have to schedule.

A graphic designer not only saves you time when designing and preparing your documents. He also provides you with fresh input and has his finger on the pulse. He shows you new and creative ideas that you may not have thought of before. You can read in detail how to find the right graphic designer in this blog post.

Next week we’ll discuss the benefits of being a graphic artist. And I’ll show you why it’s worth getting a graphic designer on board.


In order to get your marketing material noticed, you need a clear strategy. Always set a goal. Gather the materials. Tailor your text to your target audience and use good quality photos. Be present and show yourself to your readers and (potential) customers. This builds connection and creates trust.

Manuela Aksu Manuela is the founder of Kreativcode and a passionate graphic designer from Munich. On her blog she shares her knowledge about graphic design and gives you useful and easy-to-implement tips that you can use immediately for your business.

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