'Tip' Leaflets and how to maximise their usefulness....

[Comspec]

I have recently started printing up little B&W double-sided leaflets, which I give out to all my domestic customers as they collect purchases, repairs, etc. They are cheap as chips to produce and I design them myself when bored.

On one side I have a tip (with step by step instructions), useful to most layman PC users (a large chunk of my customers if I was honest). This first one is 'Cleaning out cookies & temporary internet files'.

The other side is our contact details, plus a 'special offer' of some form or other. This one is for a PC cleanup at a discounted rate upon production of the leaflet.

I have not used these for long, though a lot of customers seem to like it already, so have no real data on how effective this might be.

I'd like tips from anyone who has an opinion on:

1) The idea and how to develop it further to maximise my target audience
2) How best to make use of the 'advert' side of the leaflet
3) Anything else I have overlooked

Cheers in advance.....

[compuclean]

Hey Comspec,

Feel free to use anything from my website, particularly the helpful hints series - although keeping it it simple and minimalistic may pose problems.

How about a 'recommend a friend' offer? I've tried that, found it effective - my particular offer is 'recommend a friend, get a £5.00 voucher."

[BusinessIdeas]

I like the idea of the £5 voucher! I suppose if you were unscrupulous you could offer them £5 off their next bill and inflate the bill by £5 so it would cost nothing! ;)

[Comspec]

I like the idea of the £5 voucher! I suppose if you were unscrupulous you could offer them £5 off their next bill and inflate the bill by £5 so it would cost nothing! ;)

I like the £5.00 off voucher idea, and might incorporate it into the next batch I print off. I have an offer on there which is probably worth £10 to the holder at present though (but I'm not sure it is obvious that it is as much off tbh).

I have no qualms at all about giving a discount to a returning customer, or someone they recommended, etc..... it keeps my clients as mine, and helps my word of mouth referrals, the core of our business tbh. I think I sub-consciously try to give discount to all regular customers already without actually making anything of it.

[davidshaw89]

This is a very good idea, and is something that is likely to have the leaflet kept.

Although some tips are just one off and they will think "oh, I'll remember that" and throw it out.

What about something that makes them think "This must go on the wall behind my computer because I'll use it every day" like keyboard shortcuts in microsoft word (for example).

As for the other side, the idea of some kind of voucher sounds good, or you could even partner with a local shop whose customer base is similar to yours, and do a referral exchange?

[Scott-CopyandDesign]

I have recently started printing up little B&W double-sided leaflets, which I give out to all my domestic customers as they collect purchases, repairs, etc. They are cheap as chips to produce and I design them myself when bored.

On one side I have a tip (with step by step instructions), useful to most layman PC users (a large chunk of my customers if I was honest). This first one is 'Cleaning out cookies & temporary internet files'.

The other side is our contact details, plus a 'special offer' of some form or other. This one is for a PC cleanup at a discounted rate upon production of the leaflet.

I have not used these for long, though a lot of customers seem to like it already, so have no real data on how effective this might be.

I'd like tips from anyone who has an opinion on:

1) The idea and how to develop it further to maximise my target audience
2) How best to make use of the 'advert' side of the leaflet
3) Anything else I have overlooked

Cheers in advance.....

I do leaflet design and copywriting (http://www.chapmancopyanddesign.co.uk/) from the site in my signature so I'll dish out a few tips.

The most important part is having benefit driven copy on your leaflet. This is text which doesn't just explain the features but also the benefits your service will give to the reader. This then creates a reaction on an emotional level which gives them the urge to buy what you're offering.

Don't forget the features too though. A lot of people make the mistake of assuming that visitors know much more than they do. You may have to explain your services on very simple terms and explain precisely what you will be giving them and what it will do.

Also make sure you have a strong headline on both sides of the leaflet. You might be giving free advice on one side but it still has to be sold to the visitor as they're investing their time to read it, so you need a big headline which has a benefit or question to create curiosity.

Offers are good but they don't come anywhere near being the deciding factor (unless you're offering 80% off) so you still need to sell your service.

Also make sure there is a good call-to-action. It's best to direct readers towards giving you a call or visiting your website, even if it's just for a chat. Once they do that you can then hit them with further sales messages to fortify their decision.

It isn't deceptive selling tactics, it's just making sure the prospect realises how speedy and clean their PC will be, and how much time and effort they will save by using your services.

Hope this helps.

[admagic]

I have recently started printing up little B&W double-sided leaflets, which I give out to all my domestic customers as they collect purchases, repairs, etc. They are cheap as chips to produce and I design them myself when bored.

On one side I have a tip (with step by step instructions), useful to most layman PC users (a large chunk of my customers if I was honest). This first one is 'Cleaning out cookies & temporary internet files'.

The other side is our contact details, plus a 'special offer' of some form or other. This one is for a PC cleanup at a discounted rate upon production of the leaflet.

I have not used these for long, though a lot of customers seem to like it already, so have no real data on how effective this might be.

I'd like tips from anyone who has an opinion on:

1) The idea and how to develop it further to maximise my target audience
2) How best to make use of the 'advert' side of the leaflet
3) Anything else I have overlooked

Cheers in advance.....


It would be more valuable long term, if they had to sign up on your site to get that information...

So the leaflet would become a Big Promise, and web address to sign up....


Use a question headline eg that they cant answer without signing up.

Do you know these five ways to speed up your computer??

Whatever...


I have often wondered why Computer companies dont use a more physical thing....like some kind of strain relief for laptop cables which carry logo id....

Point is, for something small and physical you can offer to send it to anyone who signs up with an address on your website.....

[davidshaw89]

I do leaflet design and copywriting (http://www.chapmancopyanddesign.co.uk/) from the site in my signature so I'll dish out a few tips.

The most important part is having benefit driven copy on your leaflet. This is text which doesn't just explain the features but also the benefits your service will give to the reader. This then creates a reaction on an emotional level which gives them the urge to buy what you're offering.

Don't forget the features too though. A lot of people make the mistake of assuming that visitors know much more than they do. You may have to explain your services on very simple terms and explain precisely what you will be giving them and what it will do.

Also make sure you have a strong headline on both sides of the leaflet. You might be giving free advice on one side but it still has to be sold to the visitor as they're investing their time to read it, so you need a big headline which has a benefit or question to create curiosity.

Offers are good but they don't come anywhere near being the deciding factor (unless you're offering 80% off) so you still need to sell your service.

Also make sure there is a good call-to-action. It's best to direct readers towards giving you a call or visiting your website, even if it's just for a chat. Once they do that you can then hit them with further sales messages to fortify their decision.

It isn't deceptive selling tactics, it's just making sure the prospect realises how speedy and clean their PC will be, and how much time and effort they will save by using your services.

Hope this helps.

another great post by Scott

[Modern Print]

I have recently started printing up little B&W double-sided leaflets, which I give out to all my domestic customers as they collect purchases, repairs, etc. They are cheap as chips to produce and I design them myself when bored.

On one side I have a tip (with step by step instructions), useful to most layman PC users (a large chunk of my customers if I was honest). This first one is 'Cleaning out cookies & temporary internet files'.

The other side is our contact details, plus a 'special offer' of some form or other. This one is for a PC cleanup at a discounted rate upon production of the leaflet.

I have not used these for long, though a lot of customers seem to like it already, so have no real data on how effective this might be.

I'd like tips from anyone who has an opinion on:

1) The idea and how to develop it further to maximise my target audience
2) How best to make use of the 'advert' side of the leaflet
3) Anything else I have overlooked

Cheers in advance.....

Hi,

It is good to see people like yourself being pro active in the current climate.

My first tip would be to have a range of leaflets and offers and then hand them out to customers who are curently not using that poticula service to try and up you customers average spend.

Secondly if you are going to offer a discount don't offer something that looks small. Ie 10% off is nothing when people see 50% off signs all around them. Far better to offer a free service when they purchase a particular product from you.

An finally you are doing exactly the right thing by putting useful tips on your leaflet. That way even if your offer is not of interest to a customer the tip will make the leaflet relevant to them.

Having a printing and graphic design (http://www.modernprint.co.uk)company in Pembroke Dock, West Wales we deal with issues like this all of the time. Give me a call if you would like any free advice. I promise not try to sell you any printing!

[lex]

I think including tips on a leaflet is a good idea, but admagic has a good point too making customers sign up for information.

What about include some tips on the leaflet and tell them they can get more great computer information if they sign up for a newsletter on your website. That way you can provide them with bi-weekly/monthly computer tips and keep them up to date on all your latest service providings.

[Comspec]

Thanks folks...It is nice to know my little late-night idea meets with such approval. :)

You have given me a lot to think about for the next batch tbh, and printing them inhouse gives me more flexibility over refinements, so I'll stick with that for a while (I have a full colour laser who can churn out excellent quality leaflets for pennies anyways).

Thanks to all for giving me some more ideas to implement into this new scheme.

[dancreative]

Hi,

Just going off what other people have said... I like the idea of having a line - "Do you want to know the answer to this question?... go to etc" but I think you might need to give the customer a bit more to go on.

I'd have 1 or 2 really good tips to get them interested, then say "visit our site for more free advice"

You could even have on the website, a downloadable 'Tip-Sheet' with your logo and contact details on, and say "Visit this website to download our Tip-Sheet'

...just some thoughts anyway.. :)

Dan

[cmcp]

I like the idea of sticky information - the shortcuts suggested is a good one. Might be good and a guaranteed keep if it was on one of those plastic credit cards.

If it's just BW copies why not spread the number of copies over 5 designs, and target them better for each type of sale / customer.