Quantcast
Channel: Get Paid to Write Online » writing skills
Viewing all articles
Browse latest Browse all 10

How to Write a Compelling Business Leaflet

0
0

How to Write a Compelling Business LeafletWhen you work online, the temptation is to only promote there, but a business leaflet can help you market your services both online and offline. Here’s more advice from Kes of Printed.com.

How to Write a Compelling Business Leaflet

A well-crafted business leaflet is a powerful marketing tool. Bad business leaflets are worth less than nothing and turn people away. How can you get it right?

If you have a company or service to promote then you may well have thought about putting together a leaflet to show people what you can offer. The problem is that whilst you will have seen plenty of such leaflets around before, you will also know that a lot of them are badly produced and do not achieve their intended aims. Although some of the faults might be obvious, it’s still difficult to create a really effective leaflet. If yours is going to rise above the rest, you can’t afford to take chances.

Learn from others’ mistakes

One of the first steps in the process of designing a really killer leaflet is to check out the competition. You will have seen leaflets all over the place, including the ones that probably come through your front door on a daily basis. Some of these leaflets will be terrible, some reasonable, but few are ever outstanding. To start with, collect a range of leaflets from different companies and try to get a sense of what makes them good or bad.

It should go without saying that immaculate spelling, punctuation and grammar are mandatory. Such mistakes make you look unprofessional and can often be enough to send your leaflet straight into the bin. Beyond that, take a look at the text and layout. Is all the necessary information there? Is there too much – do the leaflets look crowded or busy? What about the use of colour and images – do they help or hinder the message?

Less is more

There’s a real art to crafting good leaflets, because it’s such a limited medium. That can be one of the pitfalls, too: the temptation can be to cram two sides of A4 or A5 with every piece of information you can. In reality, it’s far better to be spare. Your leaflets need to be readable – easy both on the eye and on the mind. The language should be clear and straightforward, and any pictures or styling should add to this rather than distract from the leaflets’ text. At the same time, leaflets that are dull or lack clarity will end up in the recycling. Check through the pile of leaflets you collected and try to gauge whether this was a factor in your assessment of them. People see so many leaflets that a badly laid-out one probably won’t get read at all.

Fix a problem

Beyond these basic principles, your leaflet needs to answer a question. Leaflets that describe what a company does or some wonderful new product have missed the point. Customers won’t be impressed enough to buy something just on the basis of it being amazing: it has to be something they actually need.

In many ways, leaflets aren’t about your company at all. Primarily they are about the customer. They have to engage with the reader’s needs, and present a solution to a problem that the customer has. Writing about a fantastic new carpet cleaner might make a sale, but you stand a far better chance if you tap into an existing concern. Replacing old carpets is expensive and time-consuming, but what if your product can breathe a new lease of life into them and avoid the trouble of a refit? People will be much more likely to look twice.

And finally…

Don’t forget to include clear contact details at the end of your leaflet. To finish, it helps to leave your reader with a strong prompt, reminding them of why they would want to call or visit your website and encouraging them to do so. ‘To rid your cat of fleas, visit…’ ‘To receive a 25 per cent discount, call before the end of the month…’ Otherwise, your leaflets simply present potential customers with some tantalising information but leave them waiting for a resolution.

This article was supplied by Printed.com, the new home of The Digital Print Partnership, a supplier of quality digital print and an accredited member of the Direct Marketing Association. (Image: KaCey97007)

The post How to Write a Compelling Business Leaflet appeared first on Get Paid to Write Online.


Viewing all articles
Browse latest Browse all 10

Latest Images

Trending Articles





Latest Images