You know a bad leaflet when you see one – and you’ll have seen plenty. But how do you go about creating a marketing leaflet that beats the competition?
Nowadays it’s so easy to have a run of marketing leaflets produced that everyone is doing it. This effectively means that the market is awash with them – typically short adverts that come with professional print quality but mediocre design and content. The average customer will spend only a few seconds looking at one before they decide to hold onto it or throw it away. Yours needs to be one of the minority that are retained for future use. In a very competitive field, there are a few ways to raise your chances against the others.
Target your audience
It doesn’t matter how good your leaflet is if you send it to the wrong audience. Whilst some wastage is inevitable, this represents inefficient use of your marketing budget. Do your research, and make sure your leaflets go to the right kind of people and places. Think of local areas – streets and neighbourhoods of houses as well as public spaces – specific venues and publications that represent the demographic you want to attract. That way, your take-up rate is going to be far higher than a scattergun approach.
Put the customer first
The only reason your leaflet’s readers are going to become customers is because you offer something they want. Resist the urge to tell them anything they don’t need to know. You need to make reading your leaflet as fast and easy as possible – don’t give them a reason to pass on your pitch in favour of someone else’s. Present your business in terms that resonate with them and speak to their needs.
Brevity is key
Leaflet printing is not an exercise in cramming the maximum amount of information into two sides of paper. Instead, you need to distil what you offer into the most succinct form, grabbing your readers’ attention and giving them just enough information to take the next step. The more they have to read, the more you risk boring and distracting them. Every sentence has to count. Don’t think that you have to fill the space just because it’s there, or because other leaflets do the same. Your customers are going to appreciate a simple, clear, concise message more than having to plough through information they don’t need to make their decision.
Think about images
It’s fine to include photos or other images in your leaflet, just so long as they serve your wider purpose. As with your text, they have to be relevant and must bring value to the message. Otherwise, they are only a distraction or space-filler. A picture can communicate a lot more than words, but choose your images carefully.
Your leaflet will likely stand or fall on its headline and opening lines. If these don’t enthuse, your readers won’t go any further. Make sure your initial statements are strong, making it immediately obvious what you do and what you can offer the client.
Make it readable
Everything about your leaflet should make it easy to digest. Don’t use ornate fonts or complex language, and make sure the design is clean and uncluttered. You’re paying good money to have these printed and distributed: make every penny count by ensuring you’ve done your work at the beginning and you’ll see a higher return on your investment.
This article was supplied by printed.com, a supplier of quality leaflet printing and an accredited member of the World Land Trust.