When done right, promotional flyers can be a valuable tool for your business. Capturing the attention of your prospect can be a challenge. However, a value-added flyer with an innovative design can help guide your ideal customer toward a meaningful buying decision.
Below are the necessary components, as explained by Katelynn Strawmatt from Paperboy Marketing, for a high-converting flyer.
Your flyer needs to leave no doubt about what you provide. There should be no confusion about your product or service, the benefit it provides, and what makes you different. You have a few seconds to intrigue the viewer, so make the message short, sweet, and direct.
The headline is the first thing the person will read. You should position the header on the top of the flyer in a bold, vibrant font. The headline sets the tone for the rest of the flyer and should incentivize the viewer to read further about your product or service.
As readers consume your headline, they should have no doubts about what you do. The message should also pull on the emotional strings of the reader. When you craft the ideal headline, make sure to highlight how much you care about the customer.
Your flyer is competing for attention. People see hundreds of advertisements per day, so how will you make yours stand out? It starts with crafting a design that flows well. Not only should the design be easy to digest, but it should catch the eye of the prospect.
Many of your potential customers will be visual learners, which is why you need a set of engaging photos. Make sure you provide a meaningful vision of what you provide. When viewers look through your flyer photos, they should envision themselves benefitting from your services.
Not only should the pictures accurately describe your product or service, but they should also flow well with the rest of the flyer. The flyer’s design and layout should be pleasing to look at, and the pictures certainly help that.
In addition to the photos, the colors of the flyer should also flow well. When we view colors on signs or flyers, the color choice affects us subconsciously. As you integrate the different colors, try to avoid mixing too many, which could be a distraction. Keep it simple but try to invoke positive emotions from the viewer and your potential customer.
Below is a quick breakdown of the different colors and their psychological effects:
- Yellow – optimism, warmth, and clarity
- Orange – happy, cheerful, and confident in the brand
- Red – bold, youthful, and exciting
- Purple – creative, wise, innovative, and imaginative
- Blue – trust, solitude, and dependable
- Green – healthy, wellness, and growth
- Gray or silver – calm and balance
As you craft an effective flyer, it is essential to think about reasons why customers wouldn’t buy from you. If you can address these points, you have already done the hard work. Once potential customers know you can solve the pain points, they will be likely to read further. Write out the most common objections and offer your solutions throughout the flyer.
Anticipate Common Questions
Much like you plan out common objections, you should also focus on the most asked questions. Use your FAQ section as inspiration for this part of the flyer. These points do not necessarily need to be objections, but they should speak to what most people wonder about.
Call To Action
Without guiding your prospect toward a desired action, you have wasted the prospect’s time. Once you gain the person’s trust, make the rest of the process easy. Toward the bottom of the flyer, leave different contact methods or call to action to set up an appointment or consultation:
- Phone number
- Email address
- Website link
Showing authority in your industry instills confidence in your prospects. They will be more comfortable interacting with a company that has a proven track record. In your flyer, mention how you have helped other members of the community. You could also list a few statistics, such as:
- The number of customers you helped in the last year
- How long you have been in business
- Customer testimonials
Qualify the Prospect
Your prospects will decide if you are a good fit for their needs, but you also want to make sure the customer is an ideal fit for you. The best way to do this on a flyer is to qualify with a base price. Stating something like “starting at X price” will help the buyer assess their budget and if they can proceed with you.