Creating a leaflet that is effective and produces results is not always easy, there are a number of issues to consider such as your target audience who are you selling to or who is it you are wanting to give information to, this could include people young, old, single parents, homeowners, business’s, public sector, not for profit, education etc.
Your content is key having the right tone of voice, information, unique selling points, images including photographs and illustrations is critical making it crystal clear what you are trying to say, sometimes it’s easy to say too little or even too much try to find the right balance that will give you maximum impact, this sometimes has to be edited at the design stage.
Choosing an appropriate style ie fun, aggressive, conservative, funky, type only or photographic etc. The best format size, landscape, portrait, folded etc.
As you can see this is just the tip of some of the considerations, but here I will outline 5 basic steps to creating that successful leaflet.
1. Have a focus for your target market and the message you want to convey keep the message concise if you want to convey more than one message prioritise them you don’t want to confuse people with throwing in the kitchen sink.Also consider your budget if you do it yourself you will need to figure in key elements such as a copywriter, designer, photographer and printer, or you could employ a design agency to manage the project for you.
2. Write the content identify the key features of your products or services and write in a tone that is engaging and interesting be persuasive. This is where you outline the benefits of your products or services and that you have the answer they have been looking for.
If the leaflet is for a technical product you could have one side for highlighting the benefits for the user and on the reverse outline the technical specifications.
3. Design the leaflet that meets the criteria as above, their is little point in designing a technical product leaflet in a way that is opposite to the message ie like a sex pistols album cover, however if you have a clever copywriter/designer that takes an approach that could utilise that imagery then why not.
4. Review the design and content, it’s not always possible to get good feedback due to deadlines, but if you can show some prospective buyers the leaflet you will get a good idea of how it will be received in the market place. You should also check spellings, grammar and that the correct images are being used.
5. Print, choose your printer carefully all printers are not equal if the leaflet is 4 colour process ie no special colours such as silver this lessens the impact of anything going wrong. If you are using specialized papers and inks then ask to see printers samples of similar leaflets and always get a quote from three different printers. A good printer will lead you through the process from artwork, proofs to printed leaflets.
I love the smell of fresh print. You should now be confident in taking those important steps to create your very own leaflet.