A leaflet can quite often be one of the most successful methods of marketing in a brand’s campaign, and good design should include both text and image, over a single page or booklet format.
Leaflets are cost effective, and are considered the most popular marketing tool for both small and larger scale businesses. Leaflets encourage versatility, enabling a brand to release numerous leaflets in order to market various products and reach a larger audience.
The design of your leaflet needs to be something unique and eye-catching to attract the consumer eye over your competitor, and of course, make an impression!
Follow these do’s and don’ts to market your leaflet to success and get the consumer reaction you want.
Do ask your audience to do something
Your leaflet should persuade your audience to ask ‘what should I do now?’ and be encouraged to get in touch ASAP to take full advantage of your offers and deals advertised. This may seem easier said than done, and if your leaflet is not very engaging readers will often just half-heartedly scan your leaflet and ignore the most important part, because you’ll have lost their attention at the start.
Be clear, straight-forward and specific in engaging with your audience. Use examples such as ‘Ring (input telephone number) today and book your appointment!’ or ‘To download your free vouchers visit our website’.
Focus on one action, because chances are, if you give your audience too many options they are more likely to do nothing.
Do answer the questions
Often, potential customers are far more cynical and tough to persuade. They tend to only be interested in two main questions, so be sure to answer the following questions if you want to stand a chance of changing their original decision.
- WIIFM – What’s in it for me?
- Why is your company better than any other?
These two questions are all a potential customer wants answered, and if you struggle to answer these questions clearly and directly – you will struggle to attract attention and capture interest.
Consider your USP (unique selling point) and really sell your product, without making your advert all about price! If price is the only selling point you have to compete with your current market, be careful, because there is always going to be someone who can undercut you! Focus on the aspect of your business that is unique to you and craft a message of a one liner that will really capture your audience and communicate solely to them.
Do use a good headline
Your headline will be the main focus of your front page, and often these can be the most important words on your advertisement.
8 out of 10 people will most likely read your headline, whereas only 2 out of 10 will actually read the rest. So if your headline fails to grab their eye, the rest of your message tends to get lost in translation. Headlines need to be short, snappy and to the point, so:
- Focus on your biggest benefit and what your customer will achieve from choosing you
- Encourage your customer to want to discover more
- Focus on something that really matters to your target market and provide them with something they need
A headline can often take a while to master, so don’t just choose the first thing that pops into your head. Ask your friends, family and even other professionals for their opinion and create something that really deserves attention!
Don’t leave the back page blank
While printing only one side is cheaper on your wallet, it can really make a dent on your professional profile. Double sided printing promotes more chance of your material actually getting read, and it also allows you to say more!
Some ideas to add to your back page to intrigue your audience can include:
- Include a map or location directions
- Include case studies or testimonials from previous customers to show how your services/product has helped others
Don’t finish passively
So, you’ve convinced your potential customers that they want your service or product, now you need to close the ad on just as strong a message as the headline. Adding offers such as ‘book before (date) and receive 25% off your next purchase’ or ‘buy before (date) and receive free delivery!’ can often create a relationship and encourage your buyer to get in touch ASAP and not miss out on the fantastic service you offer!