5 Steps to Great Leaflet Marketing

Step 1 - Get Attention!

The first challenge is to get attention. Fail here and nothing else can help.
An effective title may do it. If it bleeds it leads. Something punchy, catchy. Instructive. Incentive. Crook. Hook... you get the idea. Don't be confined to the dictionary - feel free to make up words or use symbols. Perhaps a provoking question, something that people have always wondered about.

Consider the paper you are using - the size, shape and thickness. A thick card can make you stand out and have you associated with quality and substance.

Images and colours can help to get attention too, but they should all work together purposefully.

Step 2 - Make it Easy

People are naturally lazy and you're trying to get them to do something. Make it as easy as possible. Use plenty of white space, or low intensity space especially around the title to make it easy on the eye. Break up the text, and use simple language to reach a wider audience.

Make the whole layout natural to the eye. People will look at pictures first, then titles, then captions, then body text.

Most of all make it easy to contact you, or take whatever action you're soliciting.

Step 3 - Communicate Clearly

It's vital to think clearly about what you want to say, then say it. People will be tuned in to what's in it for them, so speak benefits, not features; write about them, not you. Give a clear idea of what the reader is expected to do, and keep that in their mind, and conclude with a call to action. Use emotion - reason opens the mind, but emotion closes the deal.

You might ask a friend to review it. See what they remember after seeing it for just a few seconds.

Step 4 - Consistency

Colour, images, typefaces, and use of language - all should be consistent with your industry and/or the spirit you wish to convey. This will give credability. Consistency should also be across different media - website, letterhead, flyers etc. This will also bring familiarity which encourages trust.

Step 5 - Distribution

Repetition and volume are needed for best results. By repeating to the same area/audience several times you should get greater responses, so gather the apples well from one tree before moving on (but don't annoy people by repeating too soon). A 1-3% response is usually considered successful.

If your leaflet is being distributed door to door then be aware of how many other leaflets it's being distributed with. Too many at once and people may feel like someone is emptying litter through their letterbox. Expect better responses on a Sunday when there's no other mail.

One last thing - remember, your leaflet may be all your prospect has to judge you by, so make it look good too. Need some help with design? We'd love to!