What makes a successful leaflet?


In today’s social media obsessed world, it can be easy to forget the humble leaflet ...

But with good quality printing and a clear message, leaflets can be a brilliant way of getting the message out about locally available products or services. And they’re perfect for handing out to get the conversation started at networking events!
Today on the blog we’re looking at some ways you can help your leaflet stand out from the crowd.

consider size

There are loads of different sizes and styles of leaflet available today – you could opt for A5, A6, bifold, trifold or postcard, and that’s just to start. Your decision may come down to personal preference, but you’ll also need to consider how much space you need to deliver your message.

Start by sketching out what it is you want to get across and decide how key the visuals or photos are to this. For example, if you are selling affordable art or interior design services you may decide that your pictures need to be given pride of place and so choose to use a larger sized leaflet without a fold.

don’t make it too ‘busy’…

This is one of those occasions where less is definitely more. Don’t overcrowd the page with endless chunks of text, graphics and photos all vying for people’s attention so they don’t know where to look first. Concentrate on just a few key messages - or one, if possible - use subheads and bullet points to help guide the reader. And make sure the visual design enhances the text. If you only have a small space there won’t be room for all of your ideas - don’t be afraid to save some for next time.


…but do make it stand out

Assume your leaflets will be sitting on a table among countless other piles. How will yours stand out? What will compel someone to pick it up and begin reading? This could be bold, eye-catching colours, beautiful photos or well-written copy. More likely though, it is a combination of all of these things.

create attention grabbing headlines

If people don’t instantly understand what you are offering them, they’ll move onto the next leaflet rather than sticking around to figure it out. Be simple and clear and your audience will easily be able to decide whether your message is relevant to them. Questions can work well, such as “Are you looking to move house?” or “When was the last time you had a massage?” If you can get someone nodding or answering in their head then you’ve already got their attention. And that’s half the battle!

make sure it feels and looks nice

How your leaflet feels may not seem all that important – after all it’s about getting the message across, right? Actually feel is important. If your business is about selling luxury cruises or high-end bathrooms, you want your leaflet to reflect the quality of your products or services. Consider this in the paper stock and printing you choose. If the quality of the leaflet is poor, what does that say about the business behind it?


use clear and consistent branding

Don’t forget that even though your leaflet is not going online, it still needs to look like it belongs to your brand. Hopefully you have logos, fonts and specific colours that you use on your website and social media, sp make sure you use the same ones to create your leaflet. You should consider your brand tone of voice when you come up with the words too – it may only be a small amount of text, but it can make a big difference to your brand consistency.

include a clear call to action

A clear call to action (CTA) is arguably the most important part of your whole leaflet. Don’t believe us? Think of it like this. If you’re spending money creating and producing the leaflet you need to make sure your chances of getting a return on investment are as high as they can be. In order for this to happen, people need to know what you want them to do. Whether that’s as simple as “call us on…” or “visit our website at…” you need to make sure people don’t just read your leaflet and then put it down and forget about it. A good leaflet is about moving your potential buyer onto the next step towards that sale.
If you need a hand with any elements of your leaflet production, from concept and design to top quality printing, get in touch and we’ll be happy to help