The following applies to flyers regardless of where you’re putting them…but I’ve used events as an example.
Going to an event or exhibition?
Need to create flyers to take with you? Want them to attract customers? Read on…
When you know you’ve got an event coming up, it’s easy to fall into the trap of “Marketing! We need flyers for the exhibition we’re going to.”
“What sort of flyers?” They ask.
“Information about our services – an update of the old ones should be fine, and let’s throw an offer or two on there”.
Marketing hurriedly gets to work creating flyers so they’re ready to take to the event. The flyers are turned around on time and sit on your stand looking smart, but they’re not doing anything other than filling space. They’re not bringing in customers.
What’s gone wrong?
A case of generalitus – creating a flyer without a specific purpose. Also known as a scattergun approach. Trying to cater to everyone, lucky to attract anyone.
Establish the goals of your flyer
It’s time to get specific. Before you create your flyer. Ask yourself:
- Who is the flyer aimed at?
- What do you want to achieve?
I was working with a client recently who wanted a flyer they could hand out while they were at a business expo. They wanted to encourage businesses – both exhibitors and delegates, to book a free consultation (with no obligation) for their service as a way of introducing their service to potential customers.
Following a briefing phone call with the client, I was able to understand…
- Who it was aimed at – businesses at the expo
- What they wanted to achieve – businesses to book on to their free consultation with the long-term aim they’ll go on to use the paid services
Goals established, you’re ready to create your flyers.
8 easy ways to make your flyers stand out…at events or otherwise
1. Attention-grabbing headline
First job is to grab the reader’s attention. Your headline could be an offer, a question, or a statement, for example… In the example above, the headline was centred on the free consultation (replacing ‘consultation’ to give it a less stuffy corporate feel). It says what it is. Simple. If you go with something more quirky make sure it creates intrigue – not confusion.
Whatever you choose, make sure you can deliver the promise of your headline in the body of the text.
2. Easy to follow structure
Avoid going too text-heavy – your flyer should be easy to read and scannable. Some ways to create an easy to follow structure:
- Break up the text with bullet points
- Well spaced text
- Plenty of white space – don’t be tempted to fill the page
- Keep sentence lengths varied to make it enjoyable to read
- Add relevant images so it’s not too text heavy
3. Single message throughout
It can be tempting to use the opportunity to shout about all your services/products, but that will dilute your message. You’ve only got 1-2 sides of space to play with, so deliver what you promised from the headline – keep the content focussed with one message. If you have more to say on a different subject you might need more flyers.
4. Testimonials or case studies
The proof is in the pudding… If you’ve got enough space, a testimonial or case study is a great way to back up what you do and show your readers why they should use your products/services.
5. Focus on benefits
Don’t forget to spell out the benefits. If we take the earlier example, we know they’re being offered a free consultation. What benefits can we pull from that?
- It’s free – so they don’t have to part with cash which means no breaking the bank (plus, who doesn’t love a good freebie?)
- It’s a consultation – so they’re getting expert advice which will improve their knowledge and better improve their business and/or help solve their problem, giving them peace of mind
Win-win. And that’s without going into the details of the consultation.
It’s not about the services and products you offer, it’s about how they solve your readers’ problem.
6. Clear call-to-action
What do you want the reader to do after reading your flyer? Do you want them to visit your stand, contact you after the event or book online? Whatever it is, make it nice and clear.
7. Check it makes sense without any explanation
If someone comes across one of your flyers on its own, they should be able to pick it up and understand it without any explanation needed. Test it with colleagues – if you have to explain it, it’s not ready for your prospective customers.
8. Other considerations
- T&Cs – in some cases, you might want to include terms and conditions. For example, if you’re running an offer where readers need to claim within a certain timeframe
- Multiple events? If you’re going to other events/expos and want to reuse the same flyers, keep the artwork free of any information that could date it to save on design and print costs