As a means of promoting your business,
leaflets are fantastic. However, it is important that they be done correctly. A
great leaflet is likely to be rewarded with increased custom, but a bad leaflet
can mean a loss of business. Here, we have provided you with a brief guide to
creating and delivering the perfect leaflet. It’s not fool proof, but if you
follow our guideline, you can be sure of creating a leaflet that will stand out
from the crowd.
The Message
The key point in leaflet design is getting
your message across. You need to ensure that the person reading the leaflet is
engaged. There are two steps to this process:
1.
The first bite is with the eye.
You need to hook people’s attention with great design. You do this by choosing
an unusual style of leaflet, such as pocket media cards; or, you do it by using
bright, attractive colours and designs. Preferably, you would combine the two;
for example, pocket media cards in bright, eye-catching, colours.
2.
The content of the message
needs to be relevant. If you’re selling a product, then your aim is to convince
potential customers to buy that product. You do this by using emotive language.
So, first you hook them visually, and then
you take their hearts – that sounds a little macabre, but it isn’t, you’re
simply telling people what a great product you have and how much they can
benefit from buying/using the product/service.
Always frame your product or service in a
manner that shows how it can benefit your prospective customer. For example, if
you’re selling mailing services, then you should tell your customers that mail is
opened 92% of the time, in contrast to email, that is opened 55% of the time,
meaning that their product gets greater exposure through mailing work.
Blurb
Many people get carried away when creating
their leaflets. They’re trying to convey too much information in too little
space. Remember, that people only like to be presented with one or two salient
points at a time. If you present them with too much information, they switch
off. Keep things short, succinct and to the point, if you want to keep their
attention.
Key Information
People usually understand that too much
blurb is bad, and this then leads them to cut too much information from the
leaflet. You must remember to include salient information. A leaflet that sells
a product, for instance, should include the following:
·
An explanation of the product
·
An explanation of the benefit
for them of the product
·
How they can get the product
(e.g. your contact details).
That’s all you need to explain. Remember to
include all of the above.
Delivering the Leaflet
You have a number of different options, and
your choice should depend on the product/service and the target audience.
Common delivery methods include:
·
Email
·
Post – with supplied database
·
Door drop – to a specific area
·
Street-level distribution –
someone literally stands on the street and hands the leaflets out.
Your choice of delivery is important, and
you should research each in turn to establish which is best for your business.
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