As the founder of a folder printing company, I often get asked how to design folders that effectively guide prospects through the buying journey. Given the frequency of these inquiries, I’ve decided to share my insights on creating impactful sales folders.
A well-designed sales presentation folder goes beyond mere folded paper with pockets. With the right printer, you’ll have access to a nearly limitless combination of presentation folder features that enhance appearance and expand functionality. Moreover, it provides a strategic platform to engage potential clients, convey key messages tailored to their needs, and ultimately drive sales conversions.
As entrepreneurs, we know these presentations can be deal-makers or deal-breakers. The following folder tips will help you to finalize that next contract.
1. Design with Engagement in Mind
Anyone can design a folder, but crafting one that makes people say “Wow” is an art form few have mastered. For inspiration, check out my folder design gallery, created to help spark your creativity while featuring several styles, colors, and layouts for various industries.
Front
The front cover offers you a blank slate to introduce your brand. Feature your logo here to entice prospects to look inside. For a stronger directive, include a call to action, an arrow, or a preview image that suggests an opening motion. Uniquely shaped covers can also entice recipients to open the folder.
Interior
Interior pockets might not seem like a standout feature at first, but they play an important role in extending your brand’s narrative. When your recipient opens the cover, a well-crafted interior panel will reinforce your message. Including a thoughtfully placed business card slit not only offers easy access but also seamlessly integrates with the folder’s overall design.
Back
Don’t overlook the back cover of your folder—it’s just as important to your design as the front. Use this space strategically to include your contact information, making it easy for prospects to reach out for more details. While engaging with the folder is important, the ultimate goal is for the recipient to engage with you or your business.
2. Write a Strong Call to Action
Use a call to action (CTA) to move recipients toward your end goal. Although it may seem straightforward, clearly displaying your contact information—often on a pocket or the back cover—provides a direct point of contact, helping to transition them seamlessly to the next step in your sales funnel.
Other effective CTAs for a sales-focused folder might include inviting recipients to connect on social media for updates, offering a limited-time discount on your products or services, or encouraging them to scan a QR code to access exclusive sales materials or product demos.
Make CTAs stand out with a contrasting color or larger font size. Remember, a CTA is not just a call to action—it’s also a call to attention.
3. Build in Functional Tools
To effectively serve its purpose, your sales presentation folder should incorporate practical features that simplify the selling process. Incorporating specialized pockets, secure attachment methods, and robust materials will boost the functionality and utility of your folder.
Inserts
Opt for stepped folder inserts to display multiple sheets in one pocket. Each sheet is designed to be slightly taller than the one in front, showing only the header. This approach clearly shows how many pages are in each pocket and the subject of each one, keeping your folder pockets neatly organized.
Capacity Pockets
Pockets come standard on presentation folders, but sometimes they need that extra breathing room. For example, some capacity folders come fitted with a conformer expansion score, allowing the pockets to expand and accept more material while maintaining structural integrity. Even when filled with sales material, both panels stay level and resist bulging, maintaining a sleek and professional look.
Brochures
Add brochure slits to your sales folder for optimal placement of product and service advertisements—or, opt for a stitched-in brochure. This feature, securely attached to the folder’s spine, elegantly presents your brochures in a page-turning display upon opening, ensuring they appear in the precise order you intend for a professional and impactful presentation.
Plastic
Poly folders are made from a durable plastic resin designed to withstand frequent handling, making them ideal for sales environments. They’re especially useful as in-store tools that staff can use repeatedly without wear and tear, perfect for situations where the folders aren’t given to customers. Plus, they double as promotional tools. If sustainability is a priority, plastic folders are reusable and eco-friendly.
4. Attract Attention with Light and Texture
People are more likely to recall information when using multiple senses. Embellishments can add texture and shine, making your folders more engaging.
Metallic Ink and Foil
Sometimes, regular ink just isn’t enough when you need to attract attention. Metallic ink, with its reflective metal particles, creates a captivating sheen that adds sophistication to any print material. Similarly, foil stamping imparts a brilliant shine, drawing the eye to key details. Both options are highly effective for improving visual appeal, giving your sales materials an edge that sets them apart.
Coatings and Embossing
Coatings do more than provide a tactile experience, they add personality to an otherwise standard sales folder. A glossy coating can give a sense of luxury and vibrancy, catching the eye with its shine and suggesting high-end appeal. In contrast, a matte finish offers a more understated look, evoking refinement and subtle elegance.
Likewise, embossed folder features amplify sales appeal. Raised designs, such as logos, capture attention and invite hands-on interaction, increasing the perceived value of the material inside.
That wraps up my list of the best sales presentation folder secrets. I hope these tips have answered your questions and inspired new ideas for your sales materials. Implementing even one or two of these strategies can help you create folders that look impressive and drive results. Keep these insights in mind as you design your next folder, and let me know how it impacts your sales pitches.
Contributed to EO by Vladimir Gendelman, an EO Detroit member and founder and CEO of Company Folders, Inc., an award-winning online printing company that has helped over 5,000 businesses print more than 20 million presentation folders. Vladimir has shared his expertise to help entrepreneurs get the most for your printing budget and save big on custom-printed materials and take advantage of downtime in a recession to build your brand.
