The simple flyer design may not be the most technically advanced form of marketing, but it has a great deal of potential which often gets overlooked. Even with the rise of online marketing, major companies still rely on flyers and leaflets to get their message out to customers. And as more and more literature becomes digital and customers are bombarded with onscreen messages, the promotional power of having a physical flyer in the hands of a customer grows.
Is your promotional flyer working as hard as it could?
Yet simply having a flyer doesn’t mean marketing success. Many businesses run flyer campaigns to attract new customers but are disappointed by the results and response rates. In some cases it may be that a flyer campaign is simply not right for your product and audience, but in other cases it may be the flyer itself that is not doing the business – and just a few tweaks may make all the difference.
So if your flyer design is not performing as it should, our Essex based graphic designers have put together the following top tips on how to change an average flyer design into a killer design which inspires action.
1. Review Your Images
Images are (nearly) everything when it comes to flyer design. Picking the wrong pictures to represent your business can make a big difference to your response rates. Using low resolution ‘fuzzy’ images will tell people you aren’t serious enough or professional enough to source something better. Using unimaginative stock images will not convey the personality or originality of your business – and can make people question what the ‘reality’ is really like. Good quality images can do wonders for your business and it’s brand so it is worth carefully considering how best to show yourself in photo form. If you can’t afford professional photography at this stage, then make sure you take some time to find something interesting and distinctive from an online stock library. Alternatively with the quality of modern digital cameras it can be worth taking some images yourself. Be sure to check out our 10 tips on taking great photography so they come out at the highest possible quality.
2. Cut down text
Flyers are about impact and getting a simple message across quickly. Paragraphs of wordy text may be suitable for brochures, but it pays to really cut down the words for a flyer. People will make a judgement about whether a flyer is relevant to them very quickly. So you need to very quickly convey who you are, what the key product/service is, and what they will gain. If you need to include a few extra details then a good way of simplifying them is to include bullet points or perhaps dividers to help separate any extra text into easy manageable chunks. The more inviting and simple your flyer looks to read, the more successful it is likely to be.
3. Attention Grabbing heading
The most effective way to really grab people’s attention (and fast!) is to include a punchy and short heading. This not only gives increased impact, but also acts as the hook – that thing which will draw the reader in to the rest of the flyer. In nearly all cases, this heading should be centred around the benefits you offer to your customer. Whether it is low cost, better service, time-saving, better for the environment . . . it is the benefits which will make your reader pay attention and read on.
4. Call to action
The Call to Action is something which is easily forgotten – but it is key to improving response rates. There is no point having a well designed and effectively written flyer design without making it clear what the reader should do next. Although you can put down a range of contact options, it can be good to focus the attention on the type of action which is most likely to result in a sale. This could be ‘phone one of our advisers now on…’ or ‘order now from our website’ or ‘visit our shop for more ideas’. You want to ensure that having engaged your audience, you lead them easily on to the next natural course of action.
5. The Right Paper Choice
You can do all of the above and have a great and effective flyer design, but the overall impression your flyer gives will rely upon the final print and paper quality. Your choice of paper needs to match the quality of your products and services. People are naturally sceptical when things ‘don’t add up’ about a company and can often use this unease as an excuse not to follow through with an enquiry. If you are a high quality and expensive provider, then this needs to be reflected in a thicker paper or card choice. If you are focusing on low-cost then a lighter paper choice will better match your message. If you are a funky and innovative company then consider re-enforcing this message with an unusual paper selection or a specialist finishing such as lamination or spot-UV.
When everything is working together to reinforce a single and unified message, the chances of inspiring definite action in your target audience will be that much greater.
Need help with your flyer design? Our Graphic Designers have created hundreds of successful flyer designs for companies across the UK and beyond. Why not get in touch for more information.