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4 copywriting tactics for better flyers

Posted on 20/10/2015

copywriting tips for flyers

Flyers are a critical part of almost all small business marketing strategies. Flyers are simple to produce, reasonably economical compared to other marketing tools and can be used to market just about any product or service. Crucially, however, the results your flyers will achieve will come down to how well they are designed. Here are five copywriting tips to help you to maximise results from your flyers.

1.      Use an inspirational headline

Joe Sugarman, a renowned copywriter, once stated that “Every product has a unique personality and it is your job to find it.”

A good flyer must have a headline that grabs attention. If the headline doesn’t give the customer the urge to read further, it won’t matter if your good your offer is. Relay to the customer the most important benefit they will get if they take up your offer. Another great way to demand attention is capitalising on the curious nature of the human behaviour by asking a question, or adding a sense of urgency to your message by including a special offer.

Make sure that your headline is legible and can read from several feet away. You only get one chance so you might as well get it right!

2.      Include the benefits

When it comes to flyers, you need to place more emphasis on benefits, rather than features. Customers want to know what’s in for them, instead of the jargon that often comes with product specifications.

Features typically describe what your product or service entails, whether it’s 24 hour service or 16GB of memory. Features are the things that make your offering unique. Benefits, on the other hand, explain in clear terms how useful these particular features are to the customer. They should help your customers answer questions such as “why do I need 16GB of memory” or “how will your 24 hour service help me?”

Think of five key benefits of using your product or service, then list these in bullet point format on your flyer so the reader can process the information quickly.

3.      Include a call to action

The whole point of flyers is to encourage the reader to take action. Therefore, the reader needs to be told clearly and unambiguously what that action is. Examples of call to actions include visiting your website and or making a phone call. It is best practice to include a call to action at the bottom of the flyer.

4.      Go easy on the fonts and graphics

When it comes to designing flyers, simplicity is usually the best way to go. It can be very easy to over-complicate your design and use too many fonts or graphics. You should use no more than two font styles, while the headline should use a bold font style that is easy to read. Your copy should be simple, clear and easy to read. Try to use only one or two images that reinforce your message, as too many images can distract from the headline. It’s also a good idea to leave enough white space so the various element stand out.

For flyers that achieve maximum impact, look no further than Axis Design and Print. Click here to learn more about our Flyers service, or call us on (01) 524 0560 to discuss your design options.