Last week I moved house.
It all happened very fast. Decision and move all completed in just under a week! In truth I have a tendency to be spontaneous (ask my husband!) but the house move was well timed (and perhaps essential) because we’d outgrown our first home.
And so too with your leaflet advertising.
You were probably really happy with your leaflet when you first created it.
But no doubt your business has evolved since then. Perhaps you’ve gained more experience, have a clearer idea of what works, or realised you could word your message that bit smarter.
When I critique marketing leaflets I often discover common mistakes. So if it’s time to review your leaflet, read on and discover the 10 critical elements which will help make your next one a success
1. Start with a hungry headline
Your headline is always the most important words you write when advertising.
That’s because whilst 8 out of 10 people will read your headline, only 2 out of 10 people will read the rest. And that means if your headline fails to bite, the rest of your message is lost.
Headlines that leave readers hungry for more will:
- Hone in on your biggest benefit.
- Focuses on something that really matters to your target audience.
- Builds desire to discover more.
2. Piggyback on a topical event
Topical events can provide a great hook for your leaflet advertising.
For example the summer Olympics offered a great opportunity (within tight restictions) to be creative with your advertising message.
However when using this tactic you need to be careful you don’t get carried away.
- Any link to a topical event supports, not buries your message.
- The link isn’t so vague it leaves your target audience confused about the offer.
- It’s still clear what your leaflet is about (for example serviced offices, not a sports event).
In short don’t lose yourself in your attempt to piggyback off a current event. Instead only use it if you’re clear the connection will resonate with your target audience and attract more attention than you could have achieved without it.
3. Ask your audience to do something
Your call to action is copywriting jargon for what you want readers to do next?
Every piece of persuasive writing MUST have a call to action.
Skip it and you’ll leave your audience hanging and miss out on sales.
“But it’s obvious” I hear you cry. And here you’ll be right. But it’s obvious to you because you know your business inside out and upside down. However it’s not obvious to a reader who may have simply glanced at your leaflet and half-heartedly scanned your offer.
So remember this rule. If you want people to respond, you’ve got to ask them…
And when you do you need to be clear, specific and straightforward…
Here are some examples:
- Ring 07954 580 039 today and speak to Georgina to book your free copywriting consultation.
- To download your free copy of Inspire Your Way To A Successful Micro Business click here.
- If you liked this blog post, please retweet.
4. Showcase your credibility
If you offer professional services and you have accreditation from a professional body, it’s worth including in your leaflet.
Similarly, if you offer beauty treatments, massage therapy or coaching make it clear you hold the appropriate qualifications.
In fact, whatever your business, if you have third party validation that builds credibility for what you offer, showcase it. Do this and it will help address readers objections and start building that all important trust.
Testimonials can also work well for achieving this.
5. Answer these two pressing questions
Potential customers are cynical and tough. And they want to know two things. And to have any chance of persuading them you need to answer these two pressing questions:
- What’s In It For Me (WIIFM?)
- Why should I pick you over everyone else?
In truth that’s all customers want to know.
And if you can’t answer these questions you’re going to struggle to attract attention and capture the interest.
The answer will often be found in your Unique Selling Point.
And whilst tempting, don’t make the mistake of making your advert all about price.
You see, if price is the only thing you can compete on beware, someone can (and will) always undercut you. Instead focus on the aspect of your business that only you provide, then craft a message that attracts customers based on that.
6. Focus on benefits NOT features
A common mistake is to focus on features in your advertising.
On the surface it makes sense – after all you’re telling customers what they are going to get. However people rarely make buying decisions based on need (apart from the essentials of course). Instead we buy because we want. And it’s product / service benefits which elicit the emotions that draw out the “I need that now” feeling.
To achieve that you need to work out how your product or service enhances your customers’ lives.
- If you make black-out blinds you’re selling parents a good night sleep.
- If you offer website critiques you’re selling the opportunity to attract more customers and make more sales.
- Through your ebook you provide a route to more knowledge and success.
7. It’s about YOU not me
Unfortunately customers are not that interested in what you think.
But they are very interested in what they have to gain or how they will benefit from what you do.
A really easy way to supercharge your leaflet is to shift the emphasis. Instead of “we do this” and “we offer that”, appeal directly to your customer and use the word YOU. You’ll be amazed how this will influence your response rate.
8. Include appropriate information
When you’re creating your leaflet advertising you must ensure you stand in your customers’ shoes.
If you don’t you risk missing out something critical they need to read to make their buying decision.
Here are some examples:
- If you have a clinic where you offer treatments include the address.
- If your leaflet is promoting serviced offices tell clients where they are located.
- If you want customers to get in touch, include contact details.
9. Don’t waste the back page
If you are paying to have leaflets printed and delivered, it’s worth going for double-sided. Here’s why:
- You’ll double the chances of getting your message read.
- You can say more.
- Include a map and / or directions to make it super easy to find you.
- Include a case study to show how you have helped a specific (typical) customer.
- Write a top tips article – if it’s useful, your reader is more likely to hang on to your advertising.
10. Get your words right!
OK I would say that, I’m a copywriter after all!
But joking aside the words you choose to present your sales message are critical. In fact they can make the difference between a customer enquiry and the recycle bin.
The concept and hook chosen to attract the attention of your target audience is also critical. So if you find your advertising is missing the mark, or you’re not quite sure you’re saying the right thing, do get in touch 😉
Over to you. How do you make your leaflet advertising successful? What steps do you take to ensure your leaflets generate a response? Do let me know in the comments below
Get your FREE leaflet creation checklist
When creating your leaflet copy, there are a lot of aspects you need to consider to ensure your leaflet sells.
To help guide your thinking I’ve created a comprehensive, 21-step checklist for you to download. It’s FREE. Simply complete the details below and I’ll whizz one straight to your inbox.