Leaflets may not be the latest or most earth-shattering way to market your business or raise awareness of your products or services, but that doesn't mean that they should be archived or forgotten about. Most importantly, you shouldn’t think they have stopped working! In fact, leaflets are still a great marketing tool whether you’re posting them through people’s letterboxes, leaving them in waiting rooms and shops, or inserting them in printed publications. They are still a great way to deliver a timely message to people in a traditional offline way.
However, the biggest question is how do you make your leaflet exciting, enticing and one which people want to read? And what do you need to get your leaflets produced cost-effectively and quickly?
Before you get carried away with designing and formatting your leaflet, you need to decide what the purpose is. Do you want people to phone you, email you, or visit your website? Are you offering a special discount, capturing their data or giving them directions to your premises? While leaflets offer lots of space to include many marketing messages, the most important step is deciding what the real call to action is.
Think about whether you want people contact or visit you. And think about what key messages you want to deliver. The secret is not trying to cover too much in one go. People can be overwhelmed by lots of text and too many calls to action, so it is better to focus on one key goal than try to offer them too many.
If you want people to visit you, make sure your address details are very clear. Include opening times and directions to your premises. If you want people to book an appointment, give them a few options — phone and email are the most popular. If your website can take booking enquires or contact forms then consider making this your primary source of contact; you may even include a QR code for ease.
Before you get started, make sure you have all the content that you want to include such as:
Having all the content ready in advance makes the next steps considerably easier.
When looking through the content you’ve prepared beforehand, you’ll need to think about the purpose of your leaflet to help you decide on the best format. Not only that, but you will need to think about how it will be distributed too. If it’s to be inserted in a magazine for example, then a simple single or double-sided A5 flyer would be ideal. If you are looking for something with a bit more interest or something to go on a stand at an exhibition or conference, then a simple tri-fold leaflet may be the right option as it almost acts like a mini brochure. If you have lots of images to include, you might want to opt for a leaflet with fewer folds so they can be more prominent. But if you are creating a text led leaflet (like a menu), then the trusty tri-fold leaflet ensures you can cover all the content you want to include.
Another thing that will help with inspiration is looking at other leaflets that you want yours to be similar to or features you’d like to include in yours. There are several templates available that you can use for your own design, or you could go for something more bespoke. Both have their benefits, but you need to consider your budget and which works best for communicating the messages you need to.
As we’ve already covered, a leaflet has a fair amount of content that goes into it. Therefore, finding an ideal layout can be a struggle. However, take your time to consider what sits best and where. You may want to enlist the help of a graphic designer for this… or speak to a trusted printer, like GP Print. We work with our customers to ensure they get the leaflet that they want - that will work for them - with all of the support needed to get it printed right, the first time.
Choosing the right paper and finish is key when designing your leaflets… and there are more options than you might have first thought.
You’ll need to consider:
Now you’ve got the design of the leaflet and decided on the paper, you will need to make one last decision: How many do you want to order?
Gone are the days when you used to have to print thousands upon thousands of leaflets to make the costs worthwhile. Nowadays, you can print what you need or what you can afford to. Prices are still likely to improve per copy as you add more quantities, but low volumes are still very cost-effective.
When going through the process above, you should consider why someone would want to keep your leaflet. What makes your leaflet one to hold onto? Or are they just going to ignore your leaflet and bin it without even glancing at it? So it's important to make a unique / interesting leaflet that provides useful information which someone could use.
A leaflet needs to be attention-grabbing to increase the chance someone will read through it. This includes the design and the content itself, so it is important to have a clear, concise title that also works well at drawing attention.
Far too many leaflets have way too much copy on them. Too much text is an issue because it can make a leaflet lose its purpose. You do not need to write perfectly formed paragraphs either; bullet points will do. Remember, the leaflet will have contact details, so any fairly niche questions can always be answered on your website, over the phone or in person.
A good call to action is a must in the majority of marketing leaflets. However, you could also increase the motivation for someone to take action by having a discount when ordering before a certain date or receiving a free gift. There are many ways you can encourage people to take action after looking at your printed leaflet.
Leaflets have been marketing staples for years. Even as the world becomes more and more digital, leaflets are still an incredibly popular way to communicate with customers and prospects offline.
The options are endless for leaflet printing and it really does depend on your goal, your budget and your business. We recommend going through the above steps carefully as you plan your own; you might also want to read 5 printing mistakes to avoid.
If you’re ready to start planning the contents of your next promotional push or have any questions and need a bit of help with your own leaflet printing conundrum, give us a call. We’re on hand to help every step of the way. Shop our leaflet printing and get a quote today.
