If you know the many benefits of door to door leaflet distribution over other marketing media, deciding to go ahead with a leaflet campaign can be an easy decision to make. Now comes the hard part… what to include in your leaflet and how best to design it to make the biggest impact?
Research shows that you have just 6-8 seconds to grab someone’s attention with your leaflet. People usually scan a leaflet rather than reading the whole thing, so it is vital that the design of your leaflet is not only eye-catching, but also conveys your message clearly. You want your potential client or customer to be interested or curious enough to take action or retain your leaflet rather than relegating it to the bin.
What to include in your leaflet design
The design of your leaflet and the information you choose to include will differ greatly from business to business, but there are a few key pointers to consider when designing your leaflet:
Keep colours and logo consistent with your current branding
If you are an established business, your leaflet should be instantly recognisable as yours from the logo, typeface and colours you use. If you are growing a new business, use the logo, typeface, colours and imagery that people will come to associate with your business as this will help them feel more familiar with your brand.
Strong images to draw the eye in
A mouth-watering dish on the front of your menu may make the difference between someone ordering or not. Use eye-catching images that help reinforce what your business can offer.
A clear call to action
What do you want people to do when they receive your leaflet? Do you want them to call you for a quote or place an order from your menu? Tell people clearly what you want them to do and make it easy for them. If you want people to visit your website make your web address prominent.
Full contact details
Make it easy for people to find or get in touch with you. Your address, telephone number and website are key in enhancing your credibility. You may also wish to add an email address and ways of connecting with you on social media.
An offer or discount code
Offers incentivise people to act upon your leaflet. You can also make offers and discount codes trackable to see how effective your campaign has been.
Other things to consider:
Knowing what you wish to include in your leaflet is vital when it comes to leaflet design. If you wish to include a lot of information – a menu with price list for example – consider a folded leaflet to allow plenty of space. Printing on both sides of your leaflet tends to look more professional and the cost of doing so is often not much higher than a printing just a single side. In considering the size of your leaflet, think how easy it will be to deliver. If you don’t want your leaflet to be folded, choose a size that will comfortably fit through a letterbox.
Printing your leaflet on quality paper or card makes a strong statement about your business. The cost may be greater, but a higher quality leaflet makes a better impression than something that has been printed on a tight budget.
Do you want people to hold onto your leaflet for future reference? People are more likely to hold onto something smaller, such as a business card or postcard, especially if it is high quality and pleasing to the eye.
Choose a typeface that is easy to read. You don’t want people skipping the details or making a mistake on your email or website because the font was too difficult to read.
Boost business confidence
If you have any awards or accreditations, add them in. Knowing that a business has received formal recognition helps gain respect for your business and build trust in your brand.
What sets your business apart from the competition? Originality is your strength, so don’t be afraid to make your leaflet distinctive and emphasise what makes you stand out.
Want to know more about design and print?
Give our friendly team here at Letterbox a call. We would be very happy to advise you on your next campaign and offer an in-house design and print service at competitive prices.
Now that you have a clearer idea of how to approach your leaflet design, you don’t want your marketing plan to fall down at the point of delivery. Make sure you use a well-established, reliable company to deliver your leaflets for you.
With over 30 years’ experience in the field of door drop, we work with clients in all manner of industries, from large franchises to small, local businesses. Give us a call on 020 8440 0400 or contact us to discuss your next leaflet campaign.