If you're willing to put in the effort, leafleting can be a great way to promote your business
Distributing leaflets door to door is one of the most popular marketing strategies for new businesses on a tight budget. Although posting flyers requires a lot of physical effort, and doesn’t produce as many responses as more modern methods, it can be a great way of targeting your market by placing your information straight into their hands. With a response rate of around 2%, leaflet distribution may not be the best option for everyone but if you’re up to the challenge (and the walking) it may well prove to be an untapped resource.
Choosing Your Leaflet
There are a variety of different options when it comes to choosing which leaflet size you’ll use for your marketing, some popular sizes include A4 and A5 poster size, depending on your printing budget and how much text your advert will have. Consider where you’ll be distributing your information. If you’re planning on handing out leaflets on the street, you may want to consider printing smaller sizes of A7 posters – handy for people to keep in their wallets or purses.
Perhaps the most important aspect of leaflet distribution is the strategy itself. Every piece of marketing should have a well thought out purpose and clearly spell out it’s main call to action in order to encourage people to pick up the phone and contact you. Your aim is to attract the attention of your audience, keep their interest, sell your product and then prompt them to take action. It may be an idea to offer a promotion on your service in order to increase your campaign’s success, if people think they’re getting a good deal, they’ll be more likely to make initial enquiries.
Designing Your Leaflet
The first thing to consider when designing your leaflet is which software application you will use. It’s probably best to stick to a package that you’re already fairly confident in using as it can take quite some time to master new software, especially those relating to design. Whichever software you use, at the very least, you want to be able to print your final version and use texts and images in the design. Some popular design and layout packages include Microsoft Word, Photoshop, Publisher and InDesign. If you’re new to the idea of creating a flyer, it could be a good idea to base your design on a ready-made template which you could find quite easily online.
Everyone has their own preferences when it comes to design but considering the type of manual distribution you’ll be doing, it’s a good idea to keep your design simple and consistent. Begin by choosing the font you want. Be sure to choose something which is easy to read like Calibri, Arial or Times New Roman. Create an intriguing headline for your flyer – something that will grab the reader’s attention and make them want to read on. Also make sure that you include some graphics in your leaflet as well as a page full of writing can often put people off. Finally, make sure that your contact details are prominent on the advert.
Think About What You Want to Say
Sometimes it’s not necessarily what you say, it’s how you say it. Think about the tone of your advert. Do you want it to be professional, friendly, light-hearted? Keep in mind your target audience – the words you would use for targeting younger customers would differ from those you would use if you wanted to appeal to older customers. Write in paragraphs and in small, manageable chunks. Make sure you highlight the benefits of your services – why is your service better than the rest? How are you able to solve their problem or meet their need? Have you had any previous customers? If so, ask them for a testimonial and put it on your flyer – this reassures customers that you’re reputable and already fairly established. Finally, try not to get too technical. Avoid using too many jargon words that might confuse your reader.
The last thing you want is to come home from a hard day’s marketing only to find that you’ve missed a digit from your contact telephone number, so make sure you double check your leaflet first or better still, have someone else read over it for you. Check for spelling mistakes and grammar errors and triple check that your contact details are correct.
Where to Distribute?
Here are some places you might want to consider:
- Through letterboxes, delivered by you or a group of friends
- Shared distribution alongside other leaflets.
- As part of a newspaper of magazine insert
- On the street, handed to people as they pass by (prepare yourself for a few rejections)
- Placed underneath car window wipers
- Left in public places like a library, for people to pick up.
Judging The Success Of Your Leaflet Marketing
If you’re committed to this type of marketing strategy, you may want to experiment with different content and different headlines, or even different promotional offers. By identifying the types of leaflets and the local areas that produce the best results, you can begin to tailor your marketing more effectively. The easiest way to monitor the success of your campaign is to ask people where they found your details when they contact you.
Have you read our other article on Marketing by Business Cards?