Most flyers end up in the recycling bin within seconds of being picked up. Not because print marketing does not work, but because most flyers are written and designed in a way that gives the reader absolutely no reason to keep reading.
If you are investing in printed flyers for your small business, here is how to make sure yours is one of the ones that actually gets read.
Start With the Headline, Not the Logo
The single biggest mistake small businesses make with flyers is putting their company name and logo at the very top in enormous letters.
Here is the hard truth: your potential customer does not care about your company name yet. They care about what you can do for them. Your headline needs to answer the question in their head: “What is in this for me?”
Compare these two approaches:
- Bad headline: “Smith & Sons Plumbing Services Ltd”
- Good headline: “Leaking Tap? We Can Fix It Today.”
The second headline speaks directly to a problem the reader might have. It is relevant, it is specific, and it gives them a reason to keep reading.
The Body Copy: Keep It Short and Benefit-Focused
Once you have grabbed their attention with the headline, your body copy needs to do two things. Confirm that you can solve their problem, and give them a reason to trust you.
Keep it to three or four short sentences maximum. Focus on the benefits to the customer, not the features of your service.
- Feature (boring): “We have 15 years of experience and use the latest equipment.”
- Benefit (compelling): “We fix most plumbing problems in a single visit, so you are not left waiting around for days.”
Every word on a flyer needs to earn its place. If a sentence does not make the reader more likely to contact you, cut it.
You Must Have a Clear Call to Action
A flyer without a clear Call to Action, is like a sales pitch that ends with. “…anyway, that is what we do. Bye!”
Tell the reader exactly what you want them to do next. Be specific and make it easy.
- “Call us today on 07XXX XXXXXX for a free quote.”
- “Scan the QR code to book online in 60 seconds.”
- “Bring this flyer in before the end of the month for 10% off.”
A deadline or an incentive dramatically increases the response rate. It creates a reason to act now rather than putting the flyer in a drawer and forgetting about it.
Design: Simple Always Wins
A cluttered flyer with five different fonts, three different colours, and images crammed into every corner looks unprofessional and is hard to read. Simple, clean design is almost always more effective.
Use your brand colours and fonts consistently. Leave plenty of white space; it makes the flyer feel premium and makes the key information stand out. Use one strong image if possible, and make sure it is high resolution (at least 300 DPI) so it does not look blurry when printed.
Proof It Before You Print
There is nothing more frustrating, or more damaging to your credibility, than printing 500 flyers and then spotting a typo in your phone number.
Before you send anything to print, read it out loud (this helps you catch errors your eyes skip over), ask someone else to proofread it, and double-check every single piece of contact information is correct.
A well-written, well-designed flyer is a genuinely powerful marketing tool. By following these simple principles, you can create something that stands out from the pile and actually drives enquiries for your business.
About Dead On Digital
Dead On Digital supports UK small businesses with practical websites, digital marketing and smart automation that help improve and strengthen their online presence. Everything we do is focused on keeping things clear, simple and aligned with how real businesses actually operate day to day.
We believe your website and online presence should keep working for you as your business grows, not be built once and forgotten. If you are reviewing where you are now or thinking about ways to improve things online, we are always happy to offer friendly, honest advice.