Distributing leaflets is a cost-effective form of direct marketing but its success often comes down to the leaflet itself. Designing a lucid and engaging leaflet that appeals to your audience is essential if you want to maximise response rates and help ensure campaign success.
Using an engaging headline is essential; it’s the first thing readers will see and must grab their attention immediately. Avoid puns and clichés as these often blend into the background. Draw attention to a problem or concern the recipient may have, or succinctly explain why your solution should be considered. Use an active sentence made of snappy words – these are easier to read and pack more punch.
As a general rule, active sentences with strong verbs should always be favoured when writing persuasive copy. This rule is especially true when writing leaflets; you don’t have much time to persuade your readers which means being conservative with words and making sure each one counts. Another good tip is to end each sentence on a strong, punchy word. This sets the tone for the next sentence and encourages readers to continue.
The best leaflets contain plenty of white space; if there is too much material to get through and it feels like a chore then the leaflet is likely destined for the bin. Make use of bullet points and sub-headings, as well as bold to draw attention to the most important details. Make it easy to work through; signposting works extremely well on leaflets. You want wish to use graphical designs, such as pie charts or arrows, to make your message clear.
Know your audience
Ensure your content, including images and language, reflects your audience. This can be difficult when sending out thousands of leaflets so you may have to opt for a ‘house style’ to ensure readability and engagement. You may wish to analyse your market, develop a target customer and then design your leaflet as if every recipient were your target customer. There are a number of avenues to take; you may need to try several out and see which is most successful.
Use of images
Long chunks of text are not only had to read but generally fail to engage readers. Images are easy to look up and help break up text by giving readers something interesting to concentrate on. Use high-quality images that relate to your message, and make sure they complement the text rather than detract from it. You may choose one larger image or a few smaller ones.
There are a range of simple smart tools available to help you create graphics to help you engage with your customers - take a look at some of our favourites.
Nothing makes people throw away leaflets faster than the feel of poor-quality, cheap paper. Many associate these leaflets with junk mail. Invest in good-quality paper and consider using A4 or A6 size; these are somewhat unorthodox and avoid the negative connotations often associated with A5 leaflets. Use a professional printing company to ensure the actual content looks great.
Clear call to action
Ensure you tell readers what you want them to do in unambiguous terms. One of the biggest mistakes firms make when designing leaflets is not being clear enough in what action they want recipients to take. This may be calling a number, going onto your website, attending a local event or making a lifestyle change. Whatever it is, use simple language and ensure that only your intended meaning can be taken.