As we are living in a digital age, a lot of marketing now comes to us through emails or promotional material that draws our eye while browsing the web.
Despite technology coming on leaps and bounds over the past few years, there is still plenty of room for physical leaflets to promote your brand whether you are a B2B or B2C organisation. In fact, research by the Royal Mail claims that 87 per cent of customers in the UK can recall receiving a particular leaflet. In comparison, only 35 per cent can remember being the recipient of an offer email.
Reach out to potential customers through a method that has been going strong for almost 150 years by following these tips:
1. Always remember that less is more
Choose to have a huge amount of text on your leaflet and you run the risk of putting potential customers off your brand before they even know what you’re about.
Instead, keep all of your sentences short and snappy so people can understand your brand in easy-to-digest, bitesize chunks.
Spread the text out across the entire area of your leaflet too, using high-quality and relevant imagery to separate each of your key messages.
2. Nail the title
The headline is the first thing that someone will spot when picking up your leaflet. With this in mind, you will want to ensure it grabs a person’s attention. To ensure your title has a message that will encourage them to read on, focus on the biggest benefit that you can provide and is of concern to your target audience. Make sure not to give everything away in your headline — more information can be provided as potential customers read through the remainder of your leaflet.
3. Use something topical as a hook
By focusing on a topical event, you will not only deliver your brand’s message through your leaflet but also show that you are up to date with current events. Is your company tied to the sports industry? Now will be the perfect opportunity to get creative with themes related to the Euro 2016 football championship of the Brazil Olympic Games. Have a focus on video games? The renowned E3 exhibition is just around the corner. Have a target audience who love their TV? It’s less than a month until the British Academy Television Awards take place. There’s literally an endless amount of topical events that you can focus on — get creative with those tied to your industry.
4. Conclude your leaflet with a call to action
In the world of copywriting, a call to action is basically the point where you guide your potential customers into the move that you’d ideally like them to do next. As a result, it makes sense to have your call to action at the end of leaflet. Make it clear, specific and incredibly easy to understand, with the following all effective formats:
- Provide a phone number or email address for people to get in touch with you about the services you are advertising.
- Share details of your social media pages so that potential customers can keep up to date with your company and your services.
- Include a QR code which leads people to your website—this tactic is also great for bridging the gap between the digital and print advertising worlds.
5. Have an effective distribution strategy in place
Just imagine the scenario — you’ve spent a lot of time creating a perfect leaflet that clearly gets across your brand’s message. Unfortunately, the leaflets then fail to offer much benefit to your company as they aren’t put in front of your target audience.
Avoid this marketing disaster by drawing up an effective distribution strategy ahead of sending out your first batch of leaflet, or seeking out a specialist in leaflet distribution like Direct Letterbox Marketing. They have a seasoned team of professionals who will carry out research to ensure your message is most likely to be delivered to an audience who are actually interested in your brand.
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