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Making leaflets work as a successful marketing tool

20th July 2015

Printed leaflets are a well-established piece of marketing collateral which have been printed and distributed by businesses for years, and it is due to their success that they are still a very popular method of communicating your company values.


Leaflets are only as successful as their content and their quality and it takes a well thought out plan to make sure you get the most out of your leaflets. With years of experience in delivering marketing leaflets to businesses we have put together a 10 step process from design, to print and distribution to help you get the most out of your printed leaflets.



1. Have a plan

When is comes to producing a marketing leaflet you need to make sure you know what your goal is. Work out who your target audience is and what you are trying to achieve. The next step is deciding what the key messages are and keep this in mind when you are designing your leaflets to make sure you don’t get off track.


2. Get the size right

Leaflets come in many shapes, sizes and formats so it is important to choose the size that is most appropriate for your specific leaflet requirements. There is no point having a large multiple page leaflet if you only have a short and simple message to get across, in the same vein it is never a good idea to cram too much content on to a small leaflet as this will dilute the strength of your message too. The size will also impact the cost of the print run, so it is important to choose the best size for you. Ask your designer or printer for advice on the most appropriate size for your leaflet.


3. A head above the rest

Leaflets are often put in to a typical leaflet stand where a viewer may only be able to see the top third of your leaflet at first glance, it is therefore important to make sure you get your key message and branding across within this area. Use the top of the leaflet to really sell your company and make sure it will grab the attention of the end user and stand out from the crowd.


4. The 3 second challenge

Based on a single sided leaflet, there is a general rule that the key message should be read and understood by the viewer within 3 seconds. This means a simple glance is enough to draw in your reader and encourage them to read on instead of throwing it in the bin.


5. Less is more

It is easy to try to put as much information on to your leaflet as possible, but cramming in too much content can actually end up diluting your message altogether. A lot of text means a small font size, which is difficult to read and makes it more likely for the end viewer to lose interest.  Try to break your content up in to sections or bullet points and keep your messages short and punchy.


6. Use your leaflet wisely

As well as delivering your key messages you can use your leaflet as a marketing tool to link to your website, social media or any other digital outlets which you would like potential clients to visit. This allows you to keep your messages brief yet push them towards more content heavy resources to learn more about your brand and your business. A QR code could be a useful device to add to your leaflet to allow readers to scan and be taken directly to the URL of your choice.


7. Pictures speak louder than words

Clever use of imagery can help to draw your customers in and make a powerful statement. Try to find images which are relevant to your brand and your message, make sure the images are high resolution at 300dpi and position them carefully to make the biggest impact.


8. Keep it simple

Keeping your leaflet design unfussy and simplistic allows you to grab attention and keep your readers engaged. Try to avoid cluttering your design with multiple messages, images and graphics – remember empty space is a good thing, allowing the reader to relax and clearly read what is on the page. Your leaflet should be supported by your other marketing collateral such as a roller banner to attract customers from a far and brochures for more informative content, so use your leaflet space wisely and don’t overcomplicate it.


9. Have a call to action

Your leaflet should always have a call to action, this may be directing the reader to the website, to get in touch, or to book now. The call to action should convey a sense of urgency. Look at using a graphic device in your design to highlight the call to action and leave your reader feeling like they need to engage with your business now.


10. Check your copy, content and design!

Once your leaflet is ready to print make sure you proof it well, thoroughly checking the content, spelling and grammar is correct, your images are all high resolution and it is set up with the appropriate bleed for the print. Spotting an error after your leaflets are printed means you have wasted valuable money and time and can mean you need to get a full reprint done. We cannot stress enough the importance of proofing your leaflet before hitting send.


Follow these 10 simple steps when designing your leaflet and we are confident it will be a successful marketing tool for your company.





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