Designing Effective Leaflets

This guide will provide you with tips on how to design effective leaflets to maximise your response rate.


1) What to say

What is it that you want your leaflet to achieve? Identify what your objective is for producing a leaflet:

  • Create awareness of your services
  • List your different products and prices
  • Direct people to your website
  • Promote a specific offer, product, competition or event
  • Remind customers of your services or your Unique Selling Point

2) Who to say it to

Before you can write the content or copy, you need to know who you will be targeting with your leaflet and what your message will be. You need to decide exactly who your leaflet will be aimed at.

  • Potential customers?
  • Existing customers?
  • Intermediaries?


3) How to say it

You should consider the following points before designing any promotional material.


a) Leaflet size

This all depends on who you are targeting, how much content your leaflet needs and where it will be distributed. The most popular size for dropping through doors is A6 & A5. Street distribution tends to be A6 or smaller. These leaflets are usually low on content and more of a call to action. If you are targeting other businesses you may want to provide more detail and consider a larger size leaflet i.e. an A5 booklet or A4.

We offer some great design and print packages for all types of leaflets, get in touch for more information.


b) Attention grabbing headline

Your customer will want to know ‘What’s in it for me?’ You should identify what is important to your reader, what selling point does your message have that will attract their attention or generate interest? Create a short, catchy headline that will persuade them to read on.



c) Short sentences

Get to the point. People don’t read text heavy leaflets. The leaflet should deliver your message with a call to action. If your reader wants more information then they will act. Keep your content brief and to the point, don’t risk losing your reader’s attention. Get the message across with bullet points; make your points clear and easy to read.


d) Images

A picture can say a thousand words, but only if the image is relevant. Use images that reinforce your services and are relevant to the text. Pictures can make your leaflet much more eye catching and break up your text. You can buy professional stock images online.


e) Leaflet Colours

You should use consistent branding on all your promotional material. This will help your customer to distinguish and identify your business from the competition. If you do not have any branding for your business we’d be happy to help, get in touch.


f) Call to action

Your leaflet should motivate an action, whether it is to make a sale or find out further information. Make sure your contact details are prominent. e.g. you may refer to a website for more information.

REMEMBER the business formula AIDA:

Make it eye catching – with good use of a headline, colour, design, logo and shape etc.

Once you have the attention of your customers, you need to keep them interested. What benefits can you provide? Something that is new and different?

Create desire, include a photo of your product or service and provide persuasive information on the benefits. Bullet points are a good way of keeping this information concise.

The end of the leaflet should encourage your customers to take action. Be clear what you want customers to do next e.g. use the voucher, visit the website, attend an event or call?


4) Look Professional

The image of your company is being portrayed through your leaflet design. An unprofessional leaflet will provide your customers with the wrong impression of your business. It is worth using the services of a graphic designer to make your promotional material stand out. We’d be happy to help, take a look at our Design & Print services.

5) Don’t keep your leaflets on the shelf

Once you have your leaflet printed, make sure you get them distributed to the right people. In your marketing plan, you should have identified who your potential customers are and where to find them. Refer to our free ‘Writing a Marketing Plan Guide’ for more information.

Consider different distribution methods: direct mail, inside free papers, on public displays, cafes, pubs, health clubs, sports clubs. Where you distribute will all depend upon your service and your customer




Find out how we can help with your leaflets or any aspect of your marketing by arranging a FREE Marketing Review.



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