Even though we are in the digital age, many businesses still utilize physical paper from time to time, by the way of flyers (also known as handbills, pamphlets, broad sheets, handouts, etc.).
When the time comes for a business owner to get a flyer created, there is often a feeling of anxiety. Butterflies in the stomach if you will.
It feels like rolling the dice. They might ask themselves: How do I know this flyer will work, how do I know it is done correctly, how do I know what makes a good or bad flyer?
Let’s answer a few of these questions now.
A good flyer cannot be stuffed so tightly with images and text that it looks like a sea of confusion. It must have sufficient white space so that a person’s eyes can find all the headings, text, and calls to actions without having to search for them! If the design is so complex that the viewer has to ‘work’ to find the needed information, then you have lost.
One call to action
A good flyer only has one call to action. Just one thing the viewer needs to do, the ONLY thing they are being asked to do. Oftentimes, businesses make flyers with multiple commands to the viewer, and this is folly. The confused mind takes no action. When you ask for multiple things to do you force the viewer to think and choose which to do, and if you are making them do that, they are likely to drop off, and not do anything at all.
A good flyer is not bland and ignorable. No, a good flyer grabs attention, by whatever means necessary: color, size of text, photos, etc. Remember, before a person reads your message you first need to have their attention. This is the same in all forms of human communication. Before you speak to someone, don’t you say hello first, or make eye contact?
Take these three tips and the next time you need to make a flyer, make sure they follow these points and you’ll be one step closer to having a flyer that actually delivers results.