We’ve used this blog to give advice on producing visually pleasing printed leaflets before. However, on its own, good visual design isn’t enough to create a leaflet that will engage viewers and turn them into customers. You also need to make sure you have compelling leaflet content. In order to create top-notch content, you will need to think about tone, style and structure.
1. Choosing the perfect tone
Leaflets aren’t as serious as marketing letters or as in-depth as brochures: they are a light, easy-to-read medium that can be used to introduce consumers to your business and pitch your products or services. Your tone depends on your product, but we recommend adopting a friendly yet professional voice. This tone is ideal because it allows you to explain what your business is in a persuasive and engaging way, appealing to the emotions of your potential customer while still providing all the information they need. A more formal tone may be intimidating or stuffy, whereas a completely casual tone may make the reader question your business’s legitimacy. Remember to use words and phrases like ‘help’, ‘advice’, ‘friendly’, ‘talk to us’ and ‘we offer’ to appeal to your reader.
2. Focus on USPs and support them with persuasive language
When a potential customer picks up your leaflet it’s because they have a problem which needs fixing, such as a boiler in need of repair or a website to create – whatever your service may be. Therefore, the majority of your printed leaflet’s textual content should show them how you can solve their problem by drawing attention to the unique selling points of your business or products. You should lead with the benefits for the customer by integrating positive, persuasive language into your content in order to support and reinforce your USPs, it’s important to relate this to your leaflet design as well. There are plenty of websites that can show you how to use persuasive language; one example is Copyblogger: The 5 Most Persuasive Words in the English Language, which offers a list of persuasive language techniques with examples.
3. Adopt a clear structure
The structure of your leaflet’s textual content should be clear and easy-to-follow so that readers aren’t put off by it. In basic terms, think of it as telling a story: start by focusing on their problem, what they need to fix it, and how you can help. A simple, straightforward structure makes reading a piece of text easier while good-quality images and a clear colour scheme in the leaflet design can help to draw readers in. We suggest using short paragraphs of 2-3 sentences, bold subheadings to clearly delineate each subject that you tackle, and bullet points for easy scanning.
When you have created the textual content for your leaflet, check out our range of leaflet printing options at PrintUK.com or call us for advice.