Why do some flyers get all the attention and some just bomb. Here are some important things to consider before you make your flyer. If you think you can improve your sales with a flyer but are working on a shoe string budget and can’t afford an advertising agency, copy writers and designers, look at the up side. Nobody knows your business better than you. With careful planning, you can do it yourself.
Over the years I have met many people who come to me and say they have an idea for a flyer and the first thing they show me is what it should look like with very little idea what is should say. The most important first things to consider are: What am I trying to sell and who is my target market?
In order to avoid some of the most common mistakes, follow these suggestions.
1. Flyers are designed to be an immediate call to action. Think of your message. Don’t try to sell your company, that's saved for brochures. Don’t try to sell your new equipment unless your target market in very technical. Do think about the benefits to your product or service to the customer, how will it make his or her life better by buying what you are selling.
2. Make a list of all the attributes you are offering, offer a compelling reason and a call for action before you think about the design. Write your copy first. The design will come to you once you have the copy. Make the design fit the copy.
3. Select powerful photographs and / or illustrations to attract immediate attention. You only have a few seconds to create interest. It’s okay to use stock photos. Do not copy from the internet. The files you steal are not high enough resolution to use for quality full color printing.
4. Keep your layout simple. Use a type font that is easy to read. Don’t try to be too fancy. Don’t use type sizes that are below 7 or 8 point. Avoid using font sizes that are too big or too bold. It’s better to go with a light hand.
5. Organize your flyer with boxes and boarders. You can include lots of information by enclosing it in a box or boarder.
6. Don’t make false or unrealistic claims or promises. It will immediately turn prospects off. You should be enthusiastic about your offering but if prospective customer think it’s to good to be true you will do more harm than good.
7. Decide on your most compelling idea or reason for your prospective client to act upon and make that the most important element on the page. Put your copy in a strong photo to attract attention and grab the reader before they have a chance to read your proposal.
8. Use only 2 colors that work together according to your taste. You can use lighter or darker percentages of your color choice but be careful not to overuse them. You don’t want your flyer to look like a circus, or do you? If you have company colors, now it the time to use them.
9. Use only 2 type font families. One for head and one for your body copy. You may want to use other fonts in your selections family. Bold and italic are sometimes used but be careful it doesn't get too busy. Look at the flyers of companies you like and see how they do them. I’m not saying copy it, but you don’t have to reinvent the wheel either.
10. Stay with your project. It takes thought and focus and it’s easy to get bored or distracted when you are designing your own advertising, sales and marketing literature. Use simple spoken language especially on the front side of the flyer. Give your prospective customer a reason to contact you. Make an offer that you would like to receive yourself. If you offer a technicel product or service, use the back side for this information.
Don’t let a low budget stop you from moving forward. If your business can’t afford a flyer, that’s the best reason to make one. Once you have your desgn and are happy with your copy, make sure to choose a printer who will check your files for free. This is important as printing can be as important as creating a good flyer. Look for a printer that will offer value as well as quality. Remember your flyer will reflect your business. With your good design and the proper printer, you can create a very cost effective way to get your story to your target prospects as well as re-enforce your branding with your existing customer.
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