Leaflets are not a new invention. Businesses and professionals have been using this age old method of marketing distribution since the invention of the printing press. But whilst this old, tried and tested reliable method of marketing feels familiar, do be fooled into thinking it’s as simple as print and go. As a company who has years of experience in offering leaflet printing London wide, we know that the successful marketing of leaflets is a well thought out process. So here is our 10-step plan to marketing leaflets.
1. Know what you’re aiming for
Always start out by knowing what your objective is. Who do you want to reach, when do you want to reach them, what do you want customers to do when they have received your leaflet. It’s also wise to bear these aims in mind not just at the start of your leaflet project but refer back to them throughout to check that you’re on the right track.
2. Size matters – for more reasons than one
Leaflets can come in a range of sizes and page options, so when you know what it is you want to achieve you then need to think about how you want to achieve it. And the size is not just important for effectiveness but cost too. So it’s worth getting advice from printing experts like to see what kind of size would suit your project.
3. Take it from the top
If your leaflet is going to be displayed in a stacked shelf unit of leaflets – like those in community centres or theatres, then chances are only the top third 9or generally 3 inches) will be visible until the reader selects it from the shelf. Take the time to consider what will take this space up to grab your viewers’ attention and make your leaflet stand out from others.
4. The 3 second challenge
It’s an old one, but a good one. If your leaflet is a one-side flyer that is going to be widely distributed it needs to pass the ‘3 second challenge’. That is, it needs to convey in the first few seconds all he key messages to the customer in positive way – to ensure it doesn’t immediately end up in the bin. Test it out!
5. Text heavy is attention light
Remember that you’re designing a leaflet not writing a novel. Too much text – irrespective of the font size but especially in small font – is tiring for the reader. It gets boring and takes too much time. If you do have messages that need to be conveyed in text format think of breaking it up into small paragraphs or better still bullet points.
6. Link your leaflet to other marketing tools
A great way to fully utilise your leaflet to link to your business, is to ensure it refers to other marketing tools, particularly your website. This means you don’t have to be over zealous in getting all information at once on your leaflet but encourages the customer to seek another area where your brand and company are exposed to customers. A handy way to extend this is to use a QR code so that your customers can easily swipe the leaflet with their phone and be right there at your website in an instant. And it’s not just website, you can link to your social media sites too!
7. Use the power of images
We’ve said it before and we’ll say it again. Use key and quality imagery to draw your customers’ attention to the leaflet. Keep it relevant, keep it of a quality resolution and keep it well positioned for it to have the most effective result.
8. Don’t be fussy
Less is most definitely more. Don’t be scared to leave some clean blank spaces on your leaflet – not every square inch has to be covered with text or images. This actually gives the readers’ eye a rest and relaxes them as they read – it also makes what is on the leaflet much more easier to read as it’s less fussy and messy.
9. Have a call to action
Ensure your leaflet has a point to it, a call to action – something for your customer to do with a sense of urgency so that they feel compelled to engage more with your business. Whether it’s a promotion, a competition, a limited service or a discount with every leaflet – these techniques have powerful effects.
10. Proof, proof and proof again
We cannot stress this enough. In fact that’s why we say it three times. You must proof, or get someone else to proof and then try proofing again. It’s not just the fact that making mistakes cost you more money in reprinting and redistribution costs. But missing an error can mean that customers get the wrong information or indeed spelling and typos just give a poor impression of reliability of your company. Avoid this by proofing until you’re all proofed out!
We’re confident that if you use these reliable 10 steps when marketing your leaflets you just can’t fail. And for more guidance, you can always contact us as the most reliable leaflet printers London has to offer!