If you thought that flyers were old-fashioned marketing, then think again; flyers work.
Even in the 21st century the power of print is still alive and well, and if you do flyers right, you’ll get customers that you wouldn’t have got in any other way.
1. They WILL be seen
An email might not be opened, but a flyer will GUARANTEE that your prospect will, at the very least, scan your message.
Every single person you’re sending the flyer to will glance at it, and, with the right design and headline, you’ve got a great chance to draw them in.
2. They’re cost-effective
Yes, it will cost you to print them and a little to distribute them if you don’t want to do it yourself but that’s all you’ll need to pay for. It really isn’t a big expense.
3. They’re trackable
You can easily track and measure the success rate of a flyer.
Just include a promotional code, a tracking phone number or a custom URL on the flyer, and you’ll be able to measure your precise return on investment.
4. They have a massive reach
Agreed, a lot of the world is online, but that doesn’t mean that your target audience is spending ALL their waking hours browsing the web.
A flyer gets to your prospect whether or not they’ve been online that day. And having the power to get your message right into your prospect’s hand really is a good thing.
So how do you craft the perfect flyer?
WHO are you planning on sending your flyers to?
As with all marketing, you should always start with your Market.
You need to clearly know who you’re targeting before you can write the message for your flyer or start any design work.
Now that you’ve defined your target Market, you need to create the perfect Message for them.
Look at what your customers want to achieve, what values do they have, what are they struggling with, what are they scared of – what are their pain points? Then look at how you can incorporate them into your copy.
The more relevant you can make the message, the more it resonates to the reader and the more effective it will be.
Flyers aren’t that big. Often A5 size, sometimes smaller! So there’s limited space when it comes to getting your message across.
It’s therefore super important to keep your copy brief.
Focus on short, snappy sentences – not lengthy paragraphs.
We all know that first impressions count, and your headline will invariably be the biggest factor that determines whether someone starts reading your flyer, or simply doesn’t bother.
A headline can make the copy. If you get it right it will create enough excitement or interest to compel people to read the rest.
Your Headline must:
- appeal to your reader’s natural self-interest
- explain what the biggest benefit in your copy is
- and tell them exactly what that benefit means for them.
Bullets and lists
One of the most effective ways to write your message on a flyer is to use bullet points and lists.
They will make your flyer:
- Look Better
- Read Better
- Be More Easily Understood
Most people are pushed for time these days, so they are not going to read every word of your flyer.
Truthfully, your readers are more likely to scan your copy rather than read every single word.
- Keep bullets points short. Aim to summarise your most important benefits.
- Communicate one idea per bullet point, and avoid long-winded bullets
- Keep your bullets a consistent length. Don’t have some much longer than others.
- Don’t get into confusing jumble of bullets, and sub bullets. Use then to add clarity.
How To Order Your Bullet Points
Most people won’t make it to the bottom of your bulleted list and the longer the list, the less chance there is of them making it to the bottom.
So, prioritise your bullet points. The most important and attention-grabbing bullet right at the top. Don’t put your main selling points at the bottom of your list, because there’s less chance of them getting read and even if they do, they’ll seem less important than the points higher up the list.
Structure Your Bullet Points
Bullet points should have a similar structure – making it easier for your reader. Start each of your bullets in the same way, for example with How to…
- How to order bullet points
- How to structure bullet points
- How to number bullet points
This makes them easier to scan and understand quickly. Consistency also helps your list flow better, and it makes it easier for your readers to absorb your main points.
Keep your list short
Keep your bulleted list fairly short, around 3-5 bullets is ideal. This makes it more likely to get read, and it prevents you trivialising all of your points because there are so many of them.
Benefits and features
No matter what you’re selling and how obvious the benefits might be to you, they probably won’t be obvious to some of your readers. Making the benefits of your product or service 100% clear, and it’s not difficult.
And NEVER think that features are the same as benefits.
I’m sure you’ve heard the saying;
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
Here’s a simplified example of the difference between Features and Benefits:
Features / Benefits
8GB of memory Stores thousands of your favourite songs.
Digital FM tuner A wide choice of crystal clear radio stations.
Impact resistant case and armband Worry-free workouts. Listen to your music at the gym without damaging your MP3 player.
USB connection Easily transfer your music between different computers wherever you are.
Uses 1 rechargeable AA battery Listen up to 15 hours on a single charge, and never buy another battery again!
The best way to communicate your benefits will often be in bullet form, it makes them easier to read and digest than tied up in long paragraphs. You should be able to distil each of your most important benefits to a sentence or so to make sure that your reader understands exactly what your product or service can do for them.
Don’t hint or imply a benefit, spell it out clearly. And make sure that you list every benefit you have; don’t leave any out, you’ll never know if the one benefit you don’t list on is the one that would have convinced that reader.
The best way to work out ALL the benefits of your product or service is to take a piece of paper, write all your features on the left, and all the benefits on the right. I guarantee that whatever you’re selling will have benefits that people wouldn’t normally think of – it’s your job to tell people about them.
For more information on features and benefits this blog may help.
Everyone who picks up your flyer is going to be thinking to themselves (even if it’s on a subconscious level!): who are you and why should I listen to you?
The less that your reader knows about you, the more important it is to establish your credibility.
If your flyer is going to recent customers of yours, it is less important, although you’ll still need to underline to them credibility of whatever new product or service you’re selling.
If it is a fresh prospect, who knows little or nothing about you, then your credibility becomes a key aspect of your flyer.
How can you build credibility in your flyer:
Include at least one (preferably two) really great testimonials. They don’t need to be long. But they do need to talk about your benefits.
If you are a member of a prestigious society or group or you’ve won awards, been featured in publications, then those logos and badges should DEFINITELY be on your flyer.
These are instant credibility boosters.
Call to action
I am amazed at the number of flyers I get through my door or handed to me in the street which DON’T have a call to action on them!
A Call to Action is where you tell the reader what you want them to do, and how they can do it.
This is a really important; you have to tell people exactly what you want them to do… or they can’t do it!
So if you want people to visit your website, or give you a call… whatever it is – make sure it’s big bold and clear on the flyer.
If the reader has to LOOK for the call to action, it isn’t clear – it’ll cost you sales.
Be sure to include all the relevant contact information that they’ll need as well. I saw a flyer the other day asking me to call them… but there was NO PHONE NUMBER on the flyer!!
Don’t make that mistake!
How do you get your flyer into the hands of your target audience?
There are loads of ways to do this but some of our favourites are:
In the Street
Sponsor an event
At networking events
Door to door
There’s no excuse today for not know exactly how much every piece of marketing has bought/cost you.
So, how you can track the success of your flyer…
Tracking phone number
Unique URL or a specific web address to direct the user to
And that’s it!
Everything you need to create, send and track the perfect flyer for your business.
So whether you’re marketing an event, a product or a service – you can successfully add flyers into the marketing mix!
Want some help? Book a call and we would be delighted to help you.