How to Create a Fantastic Leaflet

Leaflets are an effective means of advertising. Many businesses have moved their advertising avenues online, but the problem with this is that the market is saturated, and savvy internet users block any advertising. So, although the internet is the latest technology, when it comes to advertising, it is lacking. Leafleting is still one of the best means of advertising, particularly if you have a small budget, as small run leaflets are relatively cheap. However, the key to success with leafleting is design, and, unfortunately, many businesses fall short on their design. Here, we’re going to provide you with a brief guideline to creating a fantastic leaflet.

1.       Focal points are essential to any visual aids: this includes leaflets. You need to say what you need to say as quickly as possible. You need a focal point that explains the number one reason for the leaflet. It needs to capture the eye while delivering information. If you can grab people’s attention, they will read the leaflet. If your leaflet is boring, cluttered, or messy, people will turn away. A focal point needs to attract the eye first.

2.       Headlines and mind grabbers: you need a good hook to attract people into reading further into the leaflet. If you create a headline, make it interesting and give people a reason to read on then you are much more likely to sell your product/event/services. At the very least, people will remember you, and this is essential because they will draw on that memory when they’re sourcing your particular product or service in the future.

3.       Keep it succinct: we live in an information age. We are constantly bombarded with texts of all sorts crying for attention. We don’t have time to read everything we see. This means that you need to keep your sentences short, sweet and to the point. No one will read what you have to say unless you say it in the simplest terms. There is too much going on in the modern environment for people to spend time reading long walls of text.

4.       Say what you want to say, but don’t say it again: a common problem that we see on modern leaflets is repetition. If you repeat the information people will quickly turn away. You only need to say what you’re going to say once, and no more.

5.       Layout: your layout needs to be attractive. It must first grab a person’s attention, and then keep their attention. People often make the mistake of making their leaflet too bold. Too much colour and too many pictures will confuse the brain, and people will turn away. Keep your layout simple and elegant.

6.       Design: many businesses continue to use leaflets, and so the area is quite saturated. You need to make sure you stand out, and you can do that by using an interesting design. For example, z pocket media is relatively unique. People don’t often see z pocket media, and so it captures their attention. Because they fold up, they're also capable of holding a lot of information, while remaining convenient. These are the types of leaflet that you will see at special events.

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What Makes a Good Leaflet Campaign?

With the advent of the internet, many people have written off leaflet distribution as a means of advertising, but this is wrong. Leaflet distribution still has its place, and, indeed, given the fact that most people over look internet advertisements (or just block them as a matter of course) leaflet distributions are actually more lucrative as an advertisement avenue. Here, we’re going to explain how you can get the best from your campaign.

How are you going to Distribute Your Leaflets?

The first thing that you have to do is establish your means of delivery. You have three general options:

1.       Handing out leaflets on the street: this is fairly effective, but it depends on the leaflet and what is being advertised. You often see leaflets scattered on the floor after such a leaflet campaign.

2.       Leaving a bunch of leaflets in strategic locations, this way, if people are interested in your service, they will take a leaflet, if not, they’ll leave it. This helps to save a lot of waste.

3.       Send your leaflets by mail. This is a fantastic way of reaching the right people. You can tailor your mailing lists to people and places that you know will use your service. Response rates for mailing jobs runs at about 10%, so it’s very lucrative. However, mailing has become increasingly expensive, so you will need to weigh the cost of mailing versus your expected return at 10%.

Timing

Next, you need to think about the timing of your leaflet campaign. You need to think about the time of the week that you plan your campaign, as well as the general season. For instance, you wouldn’t start a Christmas campaign in summer (well, so companies do, but most small businesses don’t).

You need to think differently about your leaflet campaign depending on the delivery method. For instance, if you are handing leaflets out on the street, you need to choose a time of day when you know that people will be around, but also you need to catch them earlier in the day, because as they day goes on they’ll get tired and be less willing to respond. On the other hand, with a mailing campaign it is better to plan for the mail to fall on a Tuesday, Wednesday or Thursday; the beginning of the week is too early, and the end of the week is too late.

Print and Design

Finally, you need to make sure that you design an attractive leaflet. As we stated above, leafleting remains popular, and because of this, your leaflet will be competing against a number of other leaflets. For this reason, you need to make sure that your leaflet stands out. Do something different, such as using Z pocket media cards. Z pocket media cards are good because they’re useful, they’re compact so people can put them in their pockets, and they're different, so people will remember them.

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Folding Cards: A Better Leaflet Format

Many people will tell you that there is no need for leafleting campaigns, letters, or the written word. They say this because they assume the internet has taken over, and in some ways, this is true, but the written word is far from dead, and if you are a business trying to get your name out there, then leaflets remain a powerful means of communication. Of course, the standard A5 leaflet is boring, we need to pep it up if we want it to stand out, and a great way to do this is to use pocket folding cards, instead of the standard leaflet.

Whatever your purpose, whether a business trying to promote a new product or a group trying to advertise their am-dram class, paper is still a great way to deliver information. There is something about the smell and feel of physical paper that will always set it aside from the technologies of the internet. We love a bit of tradition, and we will not be letting go of our paper for a long time yet.

But what is a pocket folding card? These are similar to brochures, because they hold a lot of information that is separated in pages, but in this case their tiled on a bit of paper that unfolds to form a traditional leaflet. When collapsed they can be as small as a credit card, when open, as large as an A3 sheet. This makes them convenient, because people can keep them in their pocket, but also useful, because they can contain a lot of information.

They work well in certain settings, for instance, you will often find them used at venues and events where some sort of map is needed. For example, large music festivals will use them: on one side they may have a map of the various arenas, food stalls, etc. and on the other side they may have a list of the various line-ups. You also see them a lot at theme parks: a map on one side, and then special offers and things on the other side. They are useful because they fold up and people can put them in their pockets, hence their name: pocket folding cards.

A large number of businesses are starting to use this style of leaflet, and there are various reasons for this:

1.       People are much more likely to keep them. They can put them in their pockets, handbags and wallets. Couple this with some useful information, such as a calendar, and they will be keeping the business’s information for a long time. In other words, when the time comes for that person to use the services of a similar business, they have the information on hand.

2.       They are long lasting. They often have waterproof panels for the outer sections (when folded) and this means that they are much less likely to show signs of wear and tear, when compared to a leaflet, and in turn, this means that people will keep them for longer. This further enhances the odds of the person using the service in the future.

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