Getting the right information to your customer base can continue to be a key challenge in your marketing objectives.
Direct marketing can continue to play a big role in meeting these objectives and keeping your brand and your name fresh in the mind of customers.
Getting a leaflet right is not always easy and the challenge is to try and make it stand out for the reader and provide the necessary information to drive sales and enquiries.
The Perfect First Impression
A professional design can often go a long way for creating the perfect first impression with your leaflet. There are a number of steps we would suggest following to help create a great leaflet.
Let’s first look at the the anatomy of a perfect leaflet.
Although every leaflet design is different to an extent, there is a proven formula that will ensure the creation of a successful leaflet, no matter what industry you’re in.
This formula was originally coined by Elias St. Elmo Lewis and is named: AIDA. It does apply to many different aspects of marketing but for leaflet design, it’s the perfect formula to follow.
Here is a quick overview of the formula:
Attention: Your leaflet must grab people’s attention and invoke their initial curiosity. You can use a variety of factors such as a bold headline, imagery, colour and white space to ensure your leaflet is eye-catching.
Interest: Once you’ve grabbed the initial attention of your target audience, you need to keep their interest. You do this by ensuring that you follow through on the promises made in your headline and also communicating your message in a way that your target audience will respond to.
Desire: It’s not enough to just establish interest in your product/service, you need to ensure that your target audience actively desires what you have to offer. This can be done through the inclusion of persuasive copy and high quality imagery.
Action: The final step is to entice your audience into taking the appropriate action. You might want readers of your leaflet to visit your website, give you a ring or email you; whatever it is, don’t be afraid to let them know. This is generally known as a call-to-action.
What is the goal of your leaflet?
It can be all, or a few, of the following:
- I want my leaflet to inform people about my product (s)/service(s)
- I want my leaflet to inform my target audience why I stand out from the competition.
- I want my leaflet to inform potential customers about a new product/service
- I want my leaflet to promote a special offer or event
- I want my leaflet to entice potential customers to visit my premises/ website.
Of course, you’re not bound to one goal.
In fact, you’ll likely have multiple goals. For example, if you wish to inform potential customers about a product, it’s likely that you’ll also want them to visit your website or take a particular course of action after reading that information.
Just try to limit your goals to no more than three things, otherwise your design might end up a little confused.
Use Colour to your Advantage
Colour is one of the most powerful tools you can use when it comes to obtaining that initial attention for your leaflet.
Often, leaflets are presented alongside other leaflets (i.e. in pubs, bars, shops or information centres) and therefore, you need to utilise every trick you can to ensure that your leaflet stands out from the competition.
Using colour is a great way to do this as more often than not, leaflets that utilise bright bold colours will demand more attention than dull boring leaflets.
Hopefully, after reading through this article, you’ll have a much better idea where to start when it comes to designing a leaflet for your business.
It’s never easy to design a hard-hitting, eye-catching leaflet but if you make use of these tips, you should be able to ensure that your design ticks all the boxes and generates a good ROI for your business.