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Creating the Material to drop


Leaflet Structure PDF Print E-mail
Written by Chris Petterson   
Wednesday, 23 June 2010 21:47

 

When creating the leaflet, don’t fall into the common ‘graphic designer’ trap, ie someone who has been trained to make it look attractive. That may win awards & look great in an awards show. What you actually want is something that works in real life.

 

Key points to consider:

 

  • A bold, attention grabbing headline at the top [NOT the company name, that’s best off at the bottom of the flyer]
  • simple clear bullet points in an easy to read font
  • a simple explanation
  • a ‘call to action’ with contact details
  • the company name & address at the foot of the leaflet.
Last Updated on Sunday, 13 August 2017 19:32
 
Leaflet Planning PDF Print E-mail

 

When undertaking the design of a leaflet, there are several key points to consider:

 

  • The Aim & Purpose of the leaflet
  • The Headline / Attention Grabber
  • The structure of the leaflet
  • Main Points of the campaign Unique Selling Points [USP’s]
  • Contact Details & Response Handling

 

Even with all of that in mind, there are a few things that can be done to improve responses, alternative forms of contact are best, some like to call, others to email or even call in. 0800 free to phone numbers can significantly improve response, conversely purely having a mobile number will deter some callers, due to cost & doubts.

Ideally personally answer all calls rather than using voicemail or an answerphone, if you can’t, then consider a live answering service instead. Over 65% of domestic callers will hang up without leaving a message.

 

 
Campaign Plan PDF Print E-mail
Written by Chris Petterson   
Wednesday, 23 June 2010 21:29

 

As well as the obvious benefits to a leaflet campaign such as local targeting & small set-up costs but several less obvious ones can play a significant roles as well.

 

  • Due to the flexibility of leaflets, it is very easy to set up slightly different variants, trying different headlines, ampoule offers or bullet points to figure out which works best.

 

Test, Test, Test

 

  • The process also allows for simple, inexpensive reinforcement. It is far better to target the same person three times, than flyer three different people. It takes repetition for your message to sink in.


Repeat, Repeat, Repeat

Last Updated on Sunday, 13 August 2017 19:53
 
Leaflet Text PDF Print E-mail
Written by Administrator   
Monday, 11 August 2008 17:14

When writing copy [marketing speak for preparing the words to be used in promotional literature], you can follow most of the experience built up over the years from the copywriters from advertising, direct mail & brochures but it is important to remember what the leaflet or flyer is designed to do … ie it isn’t to sell your product or service.

With the most commonly read copy, ie direct mail letters, the accepted strategy is to write as much as possible and to ‘close the sale’ by the end of the letter however with leaflets, in most situations, it is merely there to encourage a call, request an info pack or visit a website … that is when you can include all the “details”.

Don’t pack too much information onto the flyer, you will achieve little or no impact. Concentrate on benefits not features of your product or service otherwise prospects may believe that you can’t help them without asking the question.

Using clear bullet point lists of USP’s & benefits provides more impact, is much clearer to comprehend & quicker that a paragraph with ‘padding words’ added in.

Follow the AIDA principle….

Last Updated on Sunday, 13 August 2017 19:37
 
Desire PDF Print E-mail
Written by Administrator   
Monday, 11 August 2008 15:14

Make them want it. Make it irresistible. If you can; remove the risk by giving them guarantees of their money back or sweeteners ie extra special bonuses or discounts.

Don't forget to state the urgency - make your offer time sensitive. You could try "Order within 7 days and get this free pen set. If you're not 100% satisfied, we'll refund you in full", “Call today, tomorrow may be too late”.

Fear of loss can be a great motivator … many people are more keen “not to loose” than are “driven to win”.

Last Updated on Sunday, 13 August 2017 19:47
 
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