Leaflet wording

Hi! I do leaflets and sales letters for clients all the time so I am sure I could help you out. I'll drop you a message through here if you like, or you can contact me. I look forward to working with you.

Perhaps you could share it here once you've finished? We'd be super-interested to see what kind of changes you've proposed! 

Hi. I operate a leaflet distribution service so I'm always seeing different leaflets from different business categories, and am always trying to learn from each of their responses to pinpoint what really works in practice and what doesn't. I'd like to offer a few tips if I may- based on practical experience- which I hope may be of some help. 

Firstly though, responses from leaflet campaigns- as with all advertising- is very fickly and unpredictable, but as long as you are able to deliver the right appealing offer to your target market, then you'll get results! (This means knowing your target market/customer, knowing what they want, and knowing where they live, of course- but I'm sure you're ahead of the game there.) Here are some tips..

• Before you start writing, first consider your 'message'. What is the purpose of your leaflet and how do you want people to respond? Is it to sell an existing service, promote a new offer, or tell people about a new product or service, for example; and do you want people to ring you now, visit your store, or check your website? Focus on one single goal and make your message as direct, clear and simple as possible.
• Consider the style, size, and paper to use for your leaflet. Many options are available with varying prices, so it’s wise to first check what’s available with your local printer or the internet. It’s a good idea to use both sides of the leaflet. Printing costs are only slightly higher for twice the advertising space, and printing on both sides prevents your prospects from seeing a blank piece of paper on their doormat (which will immediately be thrown away if not turned over).
• Try to include an offer. An offer, such as a discount or free item/service, can really boost the response. And you can’t have an offer without a deadline- So don’t forget to include that too. Generally, the shorter the deadline the better, but make sure it allows enough time for your leaflets to be printed and delivered.
• When writing your ‘copy’, consider the marketing mnemonic AIDA:

1. Your leaflet must first grab the Attention. And it must work fast- because you only have 2 or 3 seconds until it’s too late and in the bin! Start with an attention-grabbing headline, which can be your offer or a key benefit of your service- but NOT your business name.
2. Now you've got to get their Interest. A good picture, such as a relevant before-and-after picture is a great way to create interest. Unless you are using a before-and-after picture, be aware that a single larger picture generally has more impact and effect than multiple smaller pictures.
3. Create Desire. Tell them how your product or service will benefit them- Make them want it!
4. And finally have a call to Action. You have to ‘Ask for Action- And Now! So, instead of just listing your telephone number, a carpet cleaning company might say ‘Call Us Now For New Looking Carpets At Half-Price!’

• A great way to get a feel for the right overall design is to make a point to study leaflets when you see them and try to critique them yourself to think what's good and bad about them etc and why they work. You can be pretty sure the ones you see more often and used by the bigger more successful companies are the ones that work best- and there's nothing wrong with a little plagiarism, so if you can't improve on theirs, why not use some of theirs in yours!

One last thought. When printing your leaflets, do make sure that you first check online printers as well as your local- Which are often half-price or less! Most internet companies also offer excellent quality with fast (even 24hr) delivery. Another great way to save money on your printing (and delivery) is to share your leaflet- using one side each- with another business, and split the cost. So why not suggest a shared leaflet with other local businesses, particularly those that complement yours, such as a carpet cleaner with a general cleaning service or oven cleaner, or a tree-surgeon with a gardener.

I know it's a lot to take in at first but practice- and monitoring responses to help you test, tweak and refine- will make perfect. We do also design leaflets ourself by the way, so please feel free to email us your design if you'd like us to take a look and comment on it for you. 

Best of luck,

Warren, for The Extra Mile Leaflet Distribution.

Some great tips there, good post