Before we get to how to make a good flyer, we need to understand the strategy behind a high-quality one. Here is a basic overview of a door hanger. As you can see, we don’t have much space to work with. This means that we have to choose our words carefully. The first line you see is the largest and is meant to grab the viewer’s attention and qualify them.
Right away the person knows what we are trying to sell here. Private Works Management Services. Just below, you will see a picture of a house that would look like our target customer. Below is a brief description that reinforces credibility by mentioning years of experience with all kinds of projects.
Anyone looking to renovate their home will immediately identify with this brochure. We ask them the question “Do you have a project in mind?”, always qualifying them. The next line tells them what we want them to do, which is to call for a consultation.
Door hangers work great compared to regular ruffles. For one thing, you won’t have to worry about your message getting lost in the mail. The direct mail route is often expensive and your ad will compete with priority mail like invoices. On the other hand, everyone has a front door and your ad will attract their full attention.
Flyer Title Examples
Arguably the title is the most important part of the flyer. Some people spend most of their time trying to choose the right image that grabs the customer’s attention and dazzles them with their creativity. Sounds good. It is simply not the case.
The reality is that we have 1 second to capture the attention of the person we are trying to reach. We have to talk about what THEY want instead of what we are offering. In the example above, Private Construction Management might not be an ideal headline. Instead, we could have said something like “Do you have a construction project in mind?”
It may or may not be well received. The key is to capture attention and weed out anyone who won’t buy from us while we select those who would. We could write an entire book on choosing the right title, but adhering to a few guidelines should get you on the right track. The following are some good examples of headlines for flyers or for any advertisement in general.
How To Headline: People like to learn, and How To Headlines are everywhere. How to hire a good construction management company. How to make a million dollars in 20 minutes. You’ve seen it before. Works.
Question holder: Same as suggested above. Asking a question engages the reader and causes them to answer it subliminally or consciously. Either way, we have them communicating with us only through the headline.
Testimonials: Testimonials are great anywhere. They reinforce your brand and your authority. No one wants to buy from the new kid on the block. They want someone tried and tested.
Crazy offer: A crazy offer can be very useful. A very long way. You should always have a crazy offer in your brochure regardless. If it’s good enough, it should be the first and biggest thing they see.
Choosing the best image for flyers
As we said earlier, finding the perfect image for your brochure isn’t as important as some people might think. A fun or creative image will get a positive response, but it won’t necessarily give us the exact response that will lead to sales.
Our image should flow well without our headline and service. If we are advertising a taekwondo school, you can use an image of children in their GI uniforms.
An image like that will help people quickly identify what your service is and if it’s for them. The image must be able to function independently of its title, and vice versa.
The tone of the elevator
Flyers have limited amounts of space for words and images. We want to get in as much as we NEED to, not as much as we CAN. This is where many people go wrong. They design their brochure to include every detailed explanation of what they do.
You must remember that the brochure should not serve as an alternative to your website. Your website is the place your customers will go if they want a deeper understanding of your company and your services/products.
The next section to include in your brochure is a brief description of what you do and why they should choose you. In short, it’s a little elevator pitch about his company.
“We manage construction projects for homeowners and have done so for over 20 years.” Simple but effective. At this point, we have a headline, a photo, and a little elevator pitch to help us deliver the knockout blow.
How to make a good flyer or offer
How to make a good flyer is based on the offer you give. An amazing offer has a time limit and you just can’t pass it up. These brochures receive a success rate of over 8-10%. You really have to be able to give tremendous value, or you won’t get too many responses.
A simple brochure with no offer can expect a 1% conversion rate. This means that we will convert 1% of people who view our flyers into paying customers. You send 10,000 and they return 100 customers. Pretty simple stuff.
If you present a great offer, you may see 800-1000 customers from 10,000 flyers. Suddenly it makes a lot of sense to give away a great deal. Restaurants, for example, would benefit greatly from offering a free appetizer. They may lose some profits in the short term, but they will gain in the long term.
Flyer campaign strategy
A good design is useless without a good distribution strategy. We know that brochure advertising is a numbers game, so we need to choose our target customers carefully. A restaurant could benefit more from home delivery rather than street promotion. That’s not to say that a restaurant shouldn’t use street promotion as part of their campaign. However, if you don’t have enough foot traffic near your restaurant to justify it, you’re better off just targeting houses in the neighborhood.
These customers are going to be your loyal repeat customers. The cost of acquiring one of them is inconsequential in relation to the value they will provide as a customer for life. For homes, door hangers work best. The reason is that other flyers need to be placed in other places around the house. They may be stuck in the mailbox or squeezed between the door frame. On the other hand, a door hanger goes on the doorknob. Basically, to get into your house, they’ll take you away from the door and look at you for about a second.
They should be able to see exactly what you’re offering, how much, and what they have to do to redeem the offer. For example, you are advertising a pizzeria. A really good flyer for this type of strategy would be “Get a free slice of pizza with a pizza order and a soda.” The customer takes the flyer and sees that they get a free slice of pizza and all they have to do is go buy 1 and a soda.