I routinely design and check designs produced by our clients, and it makes me happy to see so many of our clients using our proven “formula” of What are the Right Elements of a Successful Leaflet Design
But that’s not all…
Want to know what else I see? Leaflets cluttered with unnecessary elements that distract from their core message.
I have narrowed down the serious offenders to half-a-dozen critical points.
Read on for some elements you should REMOVE from your leaflet…
Trust me, I understand where you come from:
You want to give your prospects as much information as possible to make their decisions easier! I get it…
That impulse is even stronger when you’re using a bigger leaflet size. It has more room, so you should put more elements on it! The more a prospect knows about your business, product or service, the more they’ll want to do business with you. Right?
Wrong. More isn’t always more! In fact, the opposite is true in design: Less is More!
Your prospects are busy, and they’re already being bombarded with marketing and advertising messages constantly; by some estimates, as many as 7,207 PER DAY! If you give them any reason to throw your leaflet in the bin without reading it, they will.
So, in order to prevent that:
Not sure if I have stressed this before, but, NEVER sacrifice clarity for cleverness! Jamais… (that’s French for never; excusez-moi)
If your prospect doesn’t IMMEDIATELY know what you’re offering, they likely never will. Just presume that they are NOT going to put in extra time and effort — not one fraction of a second — to figure out what you’re trying to sell them.
Don’t overwhelm your recipients with too much copy (words). Too much text is a turn-off. People need short, easy to digest copy with a clear hierarchy: A bold headline, sub-headlines, bullet points, etc.
You know what they DON’T need?
See how easy that was to read? Bullet points, I’ll tell you! Love them, use them!
Photos that are low-res (meaning they appear pixelated or of low quality) come across as unprofessional and diminish your business message with prospects. If your photos are poor quality, your prospects will assume your product is, too.
Your smartphone can take a good-looking picture that’s high resolution enough to be printed on a leaflet, so if you don’t want to hire a photographer, take 20 or 30 photos yourself! One of them will be ready for all eyes to see!
One small caution:
If you’re in an industry where product appearance/image is important (for example, jewelry or interior design), it’s absolutely worth the expense to hire a professional photographer. You can’t expect people to invest in your product or service to enhance their own image if you won’t invest in yourself!
Your leaflets purpose is function, not form. If it doesn’t get your message across quickly, it doesn’t matter how pretty it is — it’s going in the bin!
Sure, use some cute effects if you have room and it makes sense for your industry — but NOT at the expense of valuable information.
Same goes for photos. Use only the BEST ones — the ones that most quickly show your prospects what you’re offering.
If it doesn’t promote your message, leave it!
Test specific offers, find which work best and use them. Splitting up a prospect’s attention with several offers on more than one service dilutes their interest. Include one or two GREAT offers, not four or five so-so ones.
It goes without saying that your leaflet should be free of spelling and grammar errors. (But if using “what’s up” instead of “hi” is on brand for you, go for it.)
But there are other, less outrageous offenses that you might not realize are hurting your credibility. Capitalizing Every Single Sentence, For Example.
Missing punctuation is another one. Avoid “unnecessary quotation marks” or too many exclamation points!!!!!!!!! It looks unprofessional. (Doesn’t it!?) unless, as I mentioned above; it is part of your brand personality and something your target market expects from your message and tone of voice.
So there you have it. Now you know what elements should and shouldn’t be on your leaflet. in case you are wondering; here’s a leaflet delivery checklist that goes through each of the most important steps in order to prepare your direct mail campaign: Leaflet Distribution Checklist
Call Us Today 016237155 or request a leaflet distribution price quote here