Sales literature

Many goods and services are more easily sold if the customer can be given explanatory

literature. This may be offered in an advertisement, accompany a mailing shot, be supplied with a product or be available at the point-of-sale. There are many forms of sales print, including the following:

•  Leaflet . This is a single sheet of unfolded paper.

•  Brochures and booklets . If multiples of four pages are used they can be bound by some form of stitching.

•  Broadsheet . This is a kind of folder, which unfolds to a size similar to a large newspaper page. Maps, charts and small posters can be produced in this style.

•  Catalogues . These are brochures, which describe and usually illustrate the range of products available and give their prices. They can be of any size, from pocket-size to something bigger, according to the nature of business.

•  Picture postcards . Useful publicity can be gained by supplying customers with postcards as with hotels, airlines and shipping lines. People often collect these pieces of sales literature.

•  Stuffers . These are leaflets inserted (or ‘stuffed') in the package. They contain instructions on how to use a product and can also be used to advertise the product.

•  Swing tags . Attached by card to products of many kinds, they identify the product and may give advice on how to use or take care of it.

•  Price lists and order forms . These may be combined or separate items. Order forms need to be designed so that they are easy to complete and produce accurate information such as the correct total amount of the order or payment and the full address of the sender. Orders cannot be fulfilled if the information given is incomplete.

•  Competition entry forms . These are important pieces of sales literature requiring very careful writing and design so that they are easy to complete.