5 tips on how to nail an effective leaflet
If you're planning a leaflet drop to promote your company and services you clearly understand that leaflets remain a very popular and highly effective marketing tool, one that numerous successful companies employ. This is why it is crucial that your leaflets immediately grab readers’ attention at first sight. To make sure you are heading in the right direction, here are some tips that our graphic designer has prepared for you.
- COPY – be concise and informative. You only have 3 seconds to grab your potential client’s attention. Tell your audience about your offer and what miracles it can perform for them, using short statements. Writing essays will definitely put people off; they will just scan the text looking for bold key words, and if they fail to process your message straight away, your leaflet will end up in a bin.
- STRUCTURE/LAYOUT – think about what you want to emphasise. If it is a special offer, then put this in a prominent place, usually at the top or central part of your leaflet. If it is for a general service, make sure that you have a strong header, with high quality, relevant pictures. Place your contact details at the bottom, but ensure they are clear and large enough to be read easily. Simply; the leaflet simply must read smoothly and effectively communicate the message you want to send out. Oh, and do use both sides of your leaflet; it’s just such a waste of opportunity when you go for one sided! Typically, there is not much difference in price.
- CONTACT DETAILS – check and then double check again. It sounds obvious, but you would be surprised how many times contact details go wrong. Make sure you include your up-to-date telephone number and email addresses. It is also a good idea to include your postcode, as it is a common practice nowadays to use a Sat Nav to locate a given destination. Graphic designers and printers take supplied copy as proofed, and most often will not check if the telephone number you have provided is correct. It’s just a nightmare when you realise you will not be bombarded with enquires once the leaflets are out.
- GRAPHICS – a picture says a thousand words. Here you should be really careful. People buy with their eyes, but we do not want them to become confused by being overloaded with images. In terms of an advisable number of photos to include on your leaflet, there is no agreed, accurate number; this is quite an intuitive process, and one that will be business specific. If you are a dentist, one set of Hollywood teeth will work just fine; you do not need to overload people with numerous photos of dentures. However, it would be quite a different story for a nursery, where potential clients will want to see the setting and colourful, activity-filled photos that will encourage them to place their child in your nursery. The same is true for estate agents, who should present attractive interiors and showcase the best houses in their portfolio.
- SIZE – the most popular sizes are A5 (notebook page size) and A6 (postcard size). Once you have a rough idea of what you want to put on your leaflet, it is important to plan the design around a selected size. Go too big, or really small, and your leaflets might go unnoticed. Yes, even the A4 leaflets do not always have as great a response as the A5 ones. People like sizes that easily fit into handbags or laptop cases; if they are interested in your services, but don’t necessarily have the time to immediately pursue your offer, i.e. they are on their way to work, the leaflet will be saved for later.