Leaflets have been, and still are a really effective way of getting the word out about your business to a specifically selected audience. Whether you’re a local business promoting a special offer or a takeaway advertising delivery services, having the ability to target potential customers in your immediate local area is key!
We realise not everyone is a designer, or can afford to pay professionals to do all the work but with a bit of basic knowledge creating an eye catching, simple leaflet which gets your point across can be easier than you think!
We’ve put together a few tips which might help you out when it comes to designing, printing and distributing your next leaflet campaign.
Pick the right size
First things first, you have to get the size right! Too small and it will be cramped and hard to read, too big and you’ll have wasted space (not to mention the extra expense). Here are some common sizes for different styles of campaign:
- A7 Popular for on-street flyer distribution and small enough to fit in your pocket.
- A6 Postcard size and ideal for handing out or delivering through letterboxes.
- A5 The most common size for letter box leaflet distribution such as takeaway menus and invitations.
- A4 Standard paper size, usually used folded as menus or guides to display a large amount of information.
- A3 More for display purposes, such as a poster or a pinned-up advertorial.
A professional, clean look
Making your leaflet look professional is key, after all its proven that if your marketing has a slick professional look customers are more likely to take an interest, and more importantly trust your business. Having a leaflet crammed full with information, low quality ‘clip art’ images, badly spaced text and no colour scheme is bound to turn potential customers off.
Pick a colour scheme of 2 or 3 colours which compliment each other and suit the mood of your business (you can find information about colour theory and what colours that work well together online), no cheesy 90s style multicolours, keep it clean!
The same goes for images, as they say a picture is worth 1000 words. Use quality high-resolution images, if you don’t have your own photography, websites such as Pexels or Pixabay offer free stock images to use in your projects. If you’re looking to print your leaflet always make sure your images are 300DPI (dots per inch), which is the quality needed for professional print. Images are the first thing that attracts a readers attention, so ensure they are interesting, eye catching and relevant to the subject or branding of the leaflet.
If you have the option, it is always a good idea to run your design by somebody who has experience in graphic design or print. The longer you work on a project the less you notice, so a fresh pair of eyes to spot any mistakes, potential improvements or typos is always a massive help!
Use strong copy to grab and hold the readers attention
When a potential customer picks up your leaflet you have a short window in which to grab their attention, which is why using images and text wisely is key! Write a strong headline, not necessarily your business name or product category but instead a tagline that generates interest and makes people want to keep reading. Sales or discounts are always effective at enticing people to read on, just remember the most important thing, the less ‘waffle’ the better. Don’t use 10 words when 5 will do, keep things simple and to the point, a clean example of a structure could be;
– Headline / Sub header
– Intro (What is the leaflet promoting)
– Features / selling points (3 max)
– Supporting info (joining discount / customer testimonial / guarantee)
– Call To Action / Contact (What do you want the reader to do and how can they do it)
There are plenty of great examples online you can take inspiration from for your copy structure. Don’t forget, most people quickly ‘scan’ through leaflets so its important to give the reader information in a digestible way. Just keep it simple, nicely spaced and correctly sized with no huge blocks of hard to read text and you will be on the right track!
Effective Distribution and Tracking
Now that you have a professional, attention grabbing leaflet to promote your business, now comes the most important part, getting it into the hands of your target audience!
There are various ways to distribute your finished leaflets, including digital only email, hand-outs in the streets, letter-box distribution, and delivering to other businesses in the local area. Each one of these can be effective for different kind of businesses depending who you are looking to target. This is the step where we defiantly suggest getting professional help if you’re looking to get the most effective distribution strategy and R.O.I.
Targeting the correct audience is key. If you’re a local takeaway delivering menus to homes 15 miles away is pretty pointless, whereas if you’re a handyman you might want to branch out further to reach more potential customers.
Once you’ve delivered your leaflets, either through a professional company like ourselves or yourself, its important that you track how your campaigns effectiveness so you can make improvements next time or try a different strategy alltogether.
The easiest way to do this is by using a specific phone number, email address, promo code, or QR code on your leaflet design which allows you to know exactly who has responded directly as a result of your leaflet campaign.
If you would like more information about leaflet campaigns, including help with design, print or distribution get in touch with us today and see how we can help!