Social networking might be the main marketing focus for a lot of companies nowadays, but don’t be fooled into thinking that offline techniques are no longer useful. People are still walking down the same streets, walking past the same billboards, listening to the same radio station on their way to work and subsequently, there is still a large platform for offline advertising to excel.
If we turn our attention to leaflets, this is a medium that has never really died down. Admittedly, you might be able to target the masses more easily through the internet, but these online developments have not had any impact on the effectiveness of leaflets. Some people will read them, a lot of people will bin them – but the principle remains the same; leaflets are cheap to produce and if you can convert just a handful of recipients into customers, they will prove to be very much cost effective.
However, they will only prove to be effective if you design them appropriately for your audience. We’ll now take a look at several design principles that you should stick to if you are looking to maximise your return from your leaflets advertising campaign.
A picture is worth a thousand words
It might be a cliché, but it’s certainly true. Some view the leaflet as the perfect opportunity to inject as much spiel and spin as possible – forgetting that few people are going to sift through all of the text. Instead, make sure you simply catch a person’s eye with relevant pictures and only include text which is absolutely necessary. You don’t need to highlight the 50-year history of your company – you simply need to say, in blunt form, what your current products or services are and why the reader should purchase them.
Invest everything in the front
The benefits of a leaflet in comparison to a poster is that you have numerous pages to populate – rather than just the static sheet. However, while you should of course make sure that every page is worthwhile, most of your resources should be ploughed into the front. This is the reason why someone who is walking past is going to pick up the leaflet from a stand that potentially has hundreds of other ones, so it’s crucial that yours is as exuberant as you can possibly make it.
Don’t produce a novel
You’ve probably found some leaflets that are about ten pages in length and if you happen to pick up some of these at a motorway service station, you might just be able to kill a few minutes in the car if you are travelling as a passenger. For everyone else, keeping the leaflet as simple as possible is key and as the products on www.pixel2print.co.uk show, the most popular types tend to be single and double-sided leaflets that can condense the information into just a small area.
Promote any form of contact
You might be trying to keep text down to a minimum, but always provide a point of contact for your readers. As you are only including the absolute essential information about your business, you’ll need to regularly make reference to your website or phone number to at least provide a source for additional details. The most effective way to achieve this is to place your web address or number in bold, vibrant lettering at the bottom or top of each leaflet page.