A leaflet is such a versatile piece of communication. Used to promote products or services at a business event or as part of a leaflet distribution campaign.
A simple yet effective marketing tool, but only if the design and production are up to scratch.
Take a bit of time at the start to consider why you want a leaflet and what it needs to do for you.
Think about your target audience, what would appeal to them and how can your product or service help them. Ultimately you need them to respond as a result of seeing your leaflet.
AIDA is a good starting point
This is a well-known marketing acronym that we often use to sense check the design and copy of a leaflet.
It stands for Attention, Interest, Desire and Action. Everything we want the reader to feel and do when they have your leaflet in their hand.
It needs to grab their Attention. Dropping through a letterbox you want it to be noticed, something that catches their eye.
Once you have their attention you need to make it of Interest to them. A good headline and copy can do this but so can imagery.
Generate Desire by giving them something they want. They might not fully understand how you can help them but they certainly want to find out more.
Taking Action as a result of the leaflet. Make it easy for them to get in touch with you by giving them a phone number or email address.
A licence to be creative
Your local printer will love to create a leaflet for you. To make this happen they work with their internal teams which includes designers, copywriters and production.
A creative brief is often produced so that everybody has the same information.
This usually entails them asking you lots of questions. Who are we targeting, what are the key messages, how are you planning to use the leaflet and what do you want to achieve?
By going through this process, you can discuss what you want and agree it before any design is undertaken.
Once these elements have been agreed the brief can be shared. It’s also a great way to review the leaflet concepts i.e. do they meet the brief.
This isn’t about personal preferences but appealing to your target audience and generating a response.
Finding a way to standout
The design of a leaflet is really important. First and fore most it must be appealing to the eye and easy to read. These are elements that a good design can deliver for you.
Using a striking image with a strong headline can work well together. Each element increasing the likelihood of your leaflet being read. But it has to be done in the right way. The whole piece needs to work as one.
How the information is laid out on the leaflet is another job for your designer.
You don’t want an overload of pure text. Coloured boxes, different fonts and sub-headings are all ways in which you can guide the reader through the content.
Quality will count everytime
A leaflet is something you pick up and read. Sounds very obvious but the look is as important as the quality. This is a piece of marketing communication that represents your business.
If it feels like cheap, flimsy paper what does that say about you. More importantly it will probably only travel from the door mat straight into the bin.
Nobody wants a badly designed and executed leaflet lying around on their desk or worktops.
The quality of the paper will not only improve the print production of your leaflet it will feel like a substantial piece. It demonstrates to your audience that you are a professional business who are keen to engage with new customers.
Have a chat with your printer, they can advise on paper stock as well as the optimum size.
Answer the ‘so what’ question
People don’t like to read a leaflet that is all about you. They want to know what’s in it for them.
Which is why it’s important to talk about the benefits rather than just features. Give them information about how you can help don’t just tell them how great you are.
It’s best not to write ‘War and Peace’ on a leaflet.
Stick to statements with a purpose, interesting sub-headings and bullet points are a great way to convey important information quickly. Use adjectives to describe. Introduce speed premiums such as ‘last chance’ or ‘limited period’.
The right imagery can say so much
If you find the right images, they can say a lot more about you than just the words. In reality the two work together. A carefully chosen image could reduce the amount of copy you need on the leaflet.
And please don’t use snapshots from your phone. There are so many images you can use on specialist websites, so there really is no excuse for out of focus or irrelevant images.
A good designer will be able to advise on this and probably give you some options to choose from.
Always look to generate a response
It’s what we call in the business a ‘call to action’. It simply means as a result of reading your leaflet what do you want them to do next.
Ring or email you, visit a specific section on the website or maybe fill in a coupon.
Whatever you do, don’t give them lots of ways to respond. Keep it simple and straightforward.
The more choice you give people the less likely they are to do anything. If they can’t decide what to do, they will do nothing.
Why not put a code on the leaflet and ask them to quote this when they respond? You can then track the response rather than guess if it was your leaflet that made them contact you.
PPS Print are experienced in the design and production of quality leaflets. We have also completed numerous door-drop campaigns for a range of businesses across the country.
If you have a need for a leaflet or want to know more about leaflet distribution, get in touch with us for a chat, we’d love to hear from you.