Business cards, pamphlets, postcards, flyers. Marketing materials come in all shapes and sizes, and in an age of increasingly popular web ads and pay per clicks, paper literature offers a uniquely tangible form of branding. However, many clients are bombarded with print ads and cheap flyers, and only the most engaging copies earn a read. Home care providers, whose clients may be more responsive to mail advertisements than other age groups, should carefully evaluate the message their materials send to potential clients.

Here are six secrets to making sure your marketing literature turns into business and not just trash:

1. Keep it simple

Pamphlets and brochures should serve as a snapshot of your company. In both design and content, stick to the essentials. Don’t say in ten words what you can say in five, and be direct about what you have to offer. Think about what your clients need to know about you right away, the rest can wait until a consultation. Pages full of plain text are overwhelming and generally boring, whereas white space—open space between paragraphs and lines of text—offers visual relief to your readers. Breaking text down with bullet points and headers also makes the information easier to digest and navigate. Simply put, if content is easy to read, people are more likely to read it.

2. Use interesting photos

Chances are that you’re brochure is neither the first nor the last that a client will flip through as they start to evaluate their options. Quality photos draw attention and can make the difference between appearing clean and professional and appearing sloppy and amateur. Even if you’re a small company, it is worth the cost of investing in professional photos of your facilities and staff. These photos will also leave an impression in your client’s mind of the care you provide. Is your company image crisp and proficient or familial and friendly? Your pictures will tell that story without you writing a word.

3. Brand everything

Place your logo on all of your materials and focus your content on what makes you unique. All of the materials you use, from business cards to notepads, should be a small representation of what your company stands for. That also means that all of your marketing materials should be consistent. In color and design, each one should coordinate with the other forming one unified company brand. If I received your pamphlet last week and your business card today, would I know that they came from the same company? If not, you may want to make some changes.

4. Use testimonials and awards

Did you receive a Best of Home Care Award this year? Does anyone know that? This is not a time to be shy. Toot your own horn for a change and note your awards and recognitions in a prominent location. Awards offer third-party proof of your quality of care and provide legitimacy to your company image. Testimonials also serve as a glimpse into the client experience that can give a ‘real person’ authenticity to your service claims.

5. Make it personal

Company brochure is not synonymous with business textbook and it is definitely not synonymous with boring. Your content should be personal and engaging. A well placed metaphor or joke can add life to an otherwise dry subject. How would you explain your company to your grandma? What would she want to know? Try writing it that way. A good brochure will not only be informational but also interesting.

6. Remember your audience

During the writing and design processes always consider who you’re writing for. Is this directed to seniors? You may want to increase the font size. Is this brochure for potential referral sources? Maybe you should give a more noticeable spot to your awards section. The age range, income, etc. of your target audience should play a major role in your word choice and content selection.

Marketing materials can be a first impression or a last impression depending on how well they’re presented. Taking the time to thoughtfully write and design your marketing literature is an investment in your company image that will pay off across time.