Despite the evidence to the contrary, many people still claim that leaflet distribution does not work and is just a waste of time and money.
However, in most of these cases it is not the distribution that is letting them down, but their leaflet design itself. So, if the leaflet design is wrong, then nothing will save their campaign and they end up out of pocket, disillusioned and disappointed.
Leaflet distribution has a very successful track record as a marketing tool if done right, so if you want to promote your services and attract fresh leads into your business, creating a leaflet that sells is a very important factor in the process.
Many businesses both large and small use door drop leaflets to launch their enterprises and they continue to use them to win new clients or to establish their company brand in the eyes of their target market.
19 ways to ensure your leaflet design is effective
There are many factors involved in creating effective leaflet designs. Below we have listed the top 20 things to think about when designing a leaflet to ensure it performs well.
The Headline
Your headline copy must be immediately engaging. It must give your prospect a compelling reason to keep on reading. A boring headline will just get your leaflet confined to the waste bin.
Captions
Are your captions as compelling as your headline?
Captions underneath illustrations are the next most read part of your copy after your headline. You must ensure they send out a strong selling message.
Your Contact Details
Make sure your prospect knows exactly how to contact you. Give them your address, your e-mail address, your telephone number or numbers and your website address. And check the details are correct. Check them twice, call the numbers to be sure. You cannot afford to lose a sale.
The Call To Action
Have you told your prospect what they must do? Your call to action (CTA) must give them clear instruction on how and when they should respond. Leave them in no doubt what they need to do next.
One Big Thing
Is the message on your leaflet focussed on one thing? If your message wanders from the main point you are trying to make, you will confuse the reader and lose their interest. Stick to the point; don’t waffle.
Include Relevant Images
Are your images relevant? Do they accurately portray what your product or service will do for the prospect? Images put on just for decoration are a distraction, a waste of space and money.
Include Your Benefits
Your sales message must tell your reader of the benefits of your product and how will improve their lives. It must convince them your offer is specifically designed to help them. They are only interested in themselves, nobody else.
Include a Compelling Offer
Your offer must a compelling offer that your reader cannot refuse. It should be placed it the start of your copy and if possible you should repeat it next to your call to action.
Creat Urgency with a Deadline
Creating urgency on your leaflet will ensure it’s not just put in a draw to deal with it later. Does your sales message contain a deadline to encourage your prospect to respond before a certain date? Does it tell them what they will gain if they respond before a certain date?
Design it Double sided
Are you using a double sided leaflet? Remember you must use both sides to their full advantage. Do not waste money by filling the second side with irrelevant information.
Does each side stand alone? Each side of your leaflet must be able to sell your product as if it were a single-sided leaflet as it cannot be guaranteed which side lands face up once it’s delivered.
Check the Accuracy
You must check all of the details on your leaflet. Then double-check it and check it again. Nothing will turn your prospect off than a stupid typo, or an incorrect contact detail.
Angle
Have you approached your sales message from the right angle? Do your headline and copy tell your reader exactly what you are offering? BE CLEAR!
Ensure the response is Measurable
Do you have a plan in place for tracking your responses? You must know how many replies you get from your leaflet. This information will help you plan your next campaign.
Check the Clarity
Have you read your leaflet over and over again to make sure your offer is clear and concise, leaving your prospect in no doubt about what you are offering?
Check the Personality
Your leaflet and the message it carries must reflect the personality of you and your business. This will make your prospect more inclined to respond than a cold impersonal message.
You: We Ratio
It has been proved that sales message with “you” / “your” or “yours” in the text get better responses than “I” or “we”. Using “you” and its derivatives lets the reader know you are focussing your offer on them.
The Logo Position
If you are placing your logo on your leaflet, make sure it is placed at the bottom. Do not place at the top so it dominates your message and distracts the reader from what it is you’re offering.
Include Social Proof
If you have good and positive testimonials from satisfied customers, then make sure you include some of them on your leaflet. An accolade from a happy customer will increase your response rate.
Guage the Overall Look
Is your leaflet easy on the eye? Is it easy to follow and do the colours add to its readability rather than clash with the eye? If possible get someone that isn’t involved with your business to read your leaflet and get their opinion on its readability.
If you need assistance in writing a leaflet that sells, why not contact the experts today and get all the advice and help you will need.
