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10 steps to flyers and leaflets that earn business


In today’s world of social media, leaflets and flyers may seem a little ‘old hat’ for promoting your company, but when it comes to getting the word out, they can still be very effective. If you do it right, that is.

Here, in 10 easy-to-follow steps, you’ll learn how creating leaflets and flyers can help generate business in a way online promotion just can’t match.

1. Choose a message

Before you even think about working on the design, you need to know what it is you want to publicise. Do you want your flyer or leaflet to give a brief overview of your business? Do you want it to sell a specific service, or advertise a special offer or event? Knowing what you want to say is key to designing the perfect leaflet or flyer.

2. Identify your audience

Consider who the leaflet is being aimed at. You should bear in mind:

  • Where the audience is from – local, regional, national or global?

  • Interests – what particular niche are you targeting?

  • Needs – what would the reader look to learn from the hand-out? Information? Contact details?

  • Accessibility – do some readers have specific needs around colour schemes, text spacing, and fonts?

  • Information format – paragraphs, bullet points, images, or a bit of everything?

3. Leaflet or flyer?




  • Flyers are best for impact – they’re a great medium for grabbing attention in one shot. Think events, sales, and advertising specific, standalone services.

  • Leaflets are ideal for informing – if you’ve got something more extensive to say, such as promoting a range of products or services, you’ll want the extra paper space and the additional time people will likely give to looking at it.

  • Pick the right paper size and shape – not only will this define how much you can say, it can also really catch the eye. At Solopress, for example, we do everything from plain-old A5 through to strips and squares.

Using a sketchpad and pen/pencil or by going digital and creating a basic plan or a wireframe, you can map out how the finished product might look, being as creative or restrained as you like, to give yourself a better idea of what and how much you’re going to need in the way of text and images – and also whether you might be able to do the artwork yourself or need to have someone else on it. Do several sketches if you can to give yourself more choice when the time to design arrives.


5. Work on your copy





  • Make your copy persuasive; explain why what you’re advertising will benefit the reader.

  • Create a headline that will immediately grab people’s attention.

  • Ensure your text is easy to understand so that it appeals to the broadest possible audience.

  • Try to break up any long text with subheadings to make it easier to digest.

  • Take into account where images might go.

  • End with a call to action to encourage people to do what you’re asking e.g. ‘get in touch’ or ‘come along’.


  • What goes where – make sure that it all flows and is in the right order.

  • Colours – ideally, they should fit in with either your company’s branding or the tone of your leaflet and flyers. For example, red suggests urgency, which might be great if you’re wanting people to act on a limited-time offer.

  • Fonts – again, these should fit in with your branding, as well as what you’re trying to sell.

  • Imagery – good quality shots are the order of the day. If they’re unique, as opposed to stock photos, that’s even better.


8. Don’t forget





  • Email address.

  • Web address.

  • Phone number.

  • Social links, e.g. Facebook, Twitter, Instagram, YouTube etc.

Alongside contact details, it might be worth adding a tear-off coupon or form for people to fill in. A form could invite people to enter a competition, sign up for special offers or even apply for membership. As for coupons, they can act as incentives for customers to come to your premises and also make your perforated flyers stand out. Again, this is an option we at Solopress offer. If you’re going with another printer, check they can do it before you place your order.

These steps can give you everything needed to craft a leaflet or flyer that will help to generate those extra sales. For a small cost, you could see an increase in business and boost in brand awareness that online marketing just can’t deliver.

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