Flyers are an essential part of of almost all small business marketing strategies. Flyers are easy to produce and relatively inexpensive compared to other marketing tools. They also can be used to promote a wide variety of products and services. Flyers can even be used to re-market to existing customers by informing them about current promotions. But the effectiveness of flyers can vary significantly depending on how well they are designed. Below you can find five copy writing tips to help you maximize your flyer response rates.
1. Use A Headline That Demands Attention
David Ogilvy, arguably the world’s most famous copywriter, once noted that “On the average, five times as many people read the headline as read the body copy. It follows that, if you don’t sell the product in your headline, you have wasted 80% of your money.”
A successful flyer needs to have a captivating headline. If the headline doesn’t inspire the customer to read further, it won’t matter how good the offer is. Types of headlines that get attention include -
Benefits – What is the most powerful benefit that the customer will get if they take up the offer in the flyer? Include this in the headline and show the reader why they need to keep reading.
Questions – Asking a question in the headline is a great way to make the reader curious. Our brains are designed to be unsatisfied when we have an unanswered question. Take advantage of this by piquing the curiosity of your customers with a question.
Urgency – Ever heard of F.O.M.O? It means Fear Of Missing Out and it’s something that almost everyone suffers from. If you are running a special, limited time deal include it in the headline.
Lastly, make sure that the headline is large enough that it can be read from several feet away and can fit on a single line. You only get one chance with your headline so spend some time getting it right.
2. Leave Some White Space
White space should be included around the different elements of the flyer. White space makes the flyer easier to read and allows the images, headline and bullet points to stand out. To make room for the white space you may need to reduce the amount of sales copy. Rewrite the sentences on the flyer until you can express the same point in the minimal amount of words. A good flyer will usually have no more than five sentences.
3. Include The Benefits Not The Features
One of the most important copywriting concepts is features versus benefits. A feature is a specification of your product or service, a benefit is the advantage that the customer will get from using it. For example, a feature of a juice blender might be 400 watt power motor. The benefit is smoother juices in less time. Customers care about benefits not features. They want to know what purchasing a product or service will do for them. List the five major benefits of using your product or service. You can then list these in bullet points on your flyer.
4. Reduce The Number Of Fonts And Graphics
When it comes to designing a flyer more is not always better. One common mistake is using too many or unusual font styles. Font styles should be kept to a minimum of two different types. For the headline be sure to use a bold clean font style, preferably sans-serif. For the details below the headline you want a font that is easy to read. Stay away from ALL CAPS in your body copy as this is difficult to read when there is a lot of it. Stick to something simple and clear.
A good flyer will not have too many images or graphics. Try to use only one or two images. A well chosen image can help to attract attention and reinforce the benefits in the sales copy. Too many images can distract from the sales copy including the headline.
5. Include A Call To Action
You are sending out your flyer because you want customers to take action. But customers need to be told explicitly what that action should be. Examples of call to action may include visiting your website, making a phone call for more information or visiting your store. No matter what the call to action is it should be clear and to the point. This call to action can be included at the bottom of the flyer.
Finally, even the best written flyer will struggle to make sales if it is poorly printed. The printing is a direct reflection of the quality of your brand and so you want to make sure that you are sending the right message. Choose from a selection of gloss and matte paper stock that clearly demonstrates you are a business that pays attention to the details!