How to make great leaflets/flyers

in 5 easy steps...

Step 1 — Get Attention!

Fail here and you're doomed. But don't get too extreme!
An effective title is very important. Something punchy, catchy, or perhaps a provoking question?

Images and colours can help to get attention too, but they should all work together purposefully. One big colour picture is usually more effective than several small ones. Try www.sxc.hu for free hi res images, or even better use www.istockphoto.com for affordable premium images.

Step 2 — Make it Easy

People are naturally lazy. Make it as easy as possible. Use plenty of white space, or low intensity space especially around the title to make it easy on the eye. Break up the text, and use simple language to reach a wider audience.

Make the whole layout natural to the eye. One or two elements can dominate the design, but don't let too many things shout for attention. People will tend to look at pictures first, then titles, then captions, then body text, so let that flow be natural.

Most of all make it easy to contact you, or take whatever action you're soliciting.

Step 3 — Communicate Clearly

It's vital to think clearly about what you want to say, then say it. People will be tuned in to what's in it for them, so speak benefits, not features; use "you", "your" not "we", "us" etc. Give a clear idea of what the prospect is expected to do, and keep that in their mind, then conclude with a call to action. Use emotion - reason opens the mind, but emotion closes the deal.

You might ask a friend to review it — see what they remember after seeing it for just a few seconds.

Step 4 — Consistency

Colour schemes, images and typefaces - all should be consistent with your industry and/or the spirit you wish to convey. This will give credability. Consistency should also be across different media - website, letterhead, flyers etc. This will also bring familiarity. Familiarity encourages trust.

Step 5 — Distribution

Repetition and volume are needed for best results. By repeating to the same area/audience several times you should get greater responses, so gather the apples well from one tree before moving on (but don't annoy people by repeating too soon). A 1-3% response is usually considered successful.

If your leaflet is being distributed door to door then be aware of how many other leaflets it's being distributed with. Too many at once and people may feel like someone is emptying litter through their letterbox. Expect better responses on a Sunday when there's no other mail.

One last thing - remember, your leaflet may be all your prospect has to judge you by, so make it look good too. Need some help with design? We'd love to!