Leaflets can be the best way of approaching clients that you really want to contact. Whether it be by area or a specific client this is an unobtrusive way of providing information on your company. The most important thing to remember when designing a leaflet is that it has to grab a persons attention within 5 – 10 seconds. If the interest is not raised that quickly it can be the most expensive leaflet ever produced but it will still be going in the bin. There are many factors to weigh up when deciding on a leaflet. The most important is…will this be a mass market leaflet campaign over a wide area covering everyone or is it going to be more specific to an area or industry. Let’s look at area specific first. You may want to promote a special offer for those people in a specific town like Whitstable or a county like Kent, by offering a generous discount in these areas you may convince people that they should choose your service or product. They are being offered something purely based on where they live (a no cost discount for them!)

If you are looking to portray an upmarket image for your product or service the last thing you need is a cheap and tacky leaflet printed in black on a piece of inferior weight paper.

These may work for a purely price driven service or product like advertising the local car boot sale where people don’t expect quality. If however your product or service is professional and of good quality, the leaflet you produce should represent this. They may cost a little more to produce but the amount of clients should increase exponentially. A quality leaflet will also ensure the type of customer you get will be more suited to your product.

Colour or Mono? Mono is a lot cheaper to produce than colour but does have disadvantages. In an age where the majority of leaflets or flyers through people’s doors are in colour the mono leaflet will not stand out or catch the attention of your prospective customer.

The thickness of the leaflet is also important. If you have these produced on a thicker card they will last longer and will not curl up when pushed through people’s letterbox.

The images produced on your leaflets should be as good as your budget will allow as a poor photo or grainy image can put people off before they even read about your special offer, no matter how good it is!

In short, leaflets are there to get your phone ringing. Please don’t think they will sell the product for you they are purely a lead generation tool. A very effective one but you will still need to sell your company to the potential customer when they call.