Designing a flyer

[maidofkent]

Hi All,

Today is the first time I've been to this particular forum and I can see some very good quality advice being traded, so am hoping for some myself.

I'm planning to distribute a flyer, advertising typing, data entry, bookkeeping, admin services, etc, which I want to undertake at home.

I see two main audiences - sole traders & business start-ups (largely for the bookkeeping and admin), and larger, established businesses who might use 'temps' on either a regular, or occasional basis, and as I think more deeply about it, I realise I will need a very a different approach with each of them. At the moment I'm trying to make it attractive to all.

I've jotted down quite a few ideas, and written a fair amount of the copy (which I keep changing, on an hourly basis!), but I'm struggling with ways of making a single flyer appropriate for these two types of business.

Two questions: Should I aim my flyer at just one audience, and deal with the other at another time?

Second, terrified of a major omission on my flyer, can anyone summarise what considerations I should have when trying to make an as-yet unestablished business attractive? What are the pitfalls to avoid? What are the major 'must do' things? How can I make it stand out?

It's incredibly hard to be objective about it, and I've probably written and re-written it a dozen times. I'm not asking anyone to do it for me - just some pointers in the right direction.

MoK

 

[freeindex]

Hi MOK

What size did you want the flyer? A5?
Will it be put through doors or distributed in another way?
All these questions will help you with the design.

With your copy: Remember to focus on the benefits to your target market. How will you help them, take the stress out of their lives etc etc.
Don't sensationalise yourself though so as to sound to good to be true!

Can you add a short testimonial from a satisfied client?

Also remember you will not have long to grab their attention, this will also depend on how the flyer is delivered.

I would say that the flyers are probably more suited to your sole trader and start up audience. The larger businesses will need some thing more.

Print quality is very important - If you want to give the impression of being a professional and quality service then I would make sure your flyer is good quality and nicely designed.

Hope this all helps

Toni

 

[maidofkent]

Hi Toni

I was thinking of an A4, 3-fold glossy or semi-glossy, hopefully to be posted to individuals.

But I've almost abandoned the posting idea, because it will take a month of Sundays to get 100 individual names, and I don't feel I've got that amount of time.

Thanks for the other tips, I'll note it all.

MoK

 

Hi All,

Today is the first time I've been to this particular forum and I can see some very good quality advice being traded, so am hoping for some myself.

I'm planning to distribute a flyer, advertising typing, data entry, bookkeeping, admin services, etc, which I want to undertake at home.

I see two main audiences - sole traders & business start-ups (largely for the bookkeeping and admin), and larger, established businesses who might use 'temps' on either a regular, or occasional basis, and as I think more deeply about it, I realise I will need a very a different approach with each of them. At the moment I'm trying to make it attractive to all.

I've jotted down quite a few ideas, and written a fair amount of the copy (which I keep changing, on an hourly basis!), but I'm struggling with ways of making a single flyer appropriate for these two types of business.

Two questions: Should I aim my flyer at just one audience, and deal with the other at another time?

Second, terrified of a major omission on my flyer, can anyone summarise what considerations I should have when trying to make an as-yet unestablished business attractive? What are the pitfalls to avoid? What are the major 'must do' things? How can I make it stand out?

It's incredibly hard to be objective about it, and I've probably written and re-written it a dozen times. I'm not asking anyone to do it for me - just some pointers in the right direction.

MoK

A few pointers....

(a) The more targetted the advert and offer, the greater the conversion - certainly if your offer or service is different to the two groups the flyer must be different too.

The next issue is...

(b) It is all about copy, not design: provided the design is business like , focus on the words


And now here are the stages of a successful ad...

(1) Grab attention. Make a big promise. Use a compelling headline

(2) Get them to read to the end , by using chatty conversational english...short sentences. Imagination. In short use the words you would
use if you were sat next to them over a coffee. Not third party formal english...tell a good story!!!

Write all about the benefits for them, not about you. Try to remove the word WE!!!!

(3) Establish credibility...why should they believe you? - for sure testimonials help...but also a cracking guarantee.

(4) Make an irresisistible offer!! to them....and give a reason why the offer.

(5) prove the value of that offer...using apples to oranges comparison.

(6) And call them to do something!

(7) Give a reason why they must do it now.....


Most flyers get no response because there is no offer to respond to.

Bad ads. read

Big logo
Big fat company name
We do this
We do that
Established 1926
Family run
Quality
Great service
Bullshit bullshit
RIng now....
Big telephone number URL

Good ads read

Big promise
Why you
Why me (credibility)
Why this (offer)
Why it is valuable
Why now
Hurry, Do it now!!!!

Consider whether you need a flier or whether a well crafted letter might do better.
If your future depends on this, it could be a good investment to have it crafted by a copywriter - some will do this on a success guarantee.

 

[maidofkent]

Thank you, admagic,

That was exactly the kind of thing I was looking for.

I'm re-inspired now!

MoK

 

[freeindex]

You can buy lists..but you need to be sure of the quality of the data. Some data companies don't 'clean' as much as they should.

You can also buy lists of new companies which would cover your start up audience.

I have to say though through previous experience I have lost faith in direct mail strategies. 1% return is not that great.

I would be reluctant to send out expensive brochures to a cold audience, unless you were coupling it up with another strategy.

This is only my opinion though, so don't be put off, I'm sure many would disagree with me

Toni

 

[maidofkent]

Toni,

Would you suggest an alternative to direct mail?

MoK

 

You can buy lists..but you need to be sure of the quality of the data. Some data companies don't 'clean' as much as they should.

You can also buy lists of new companies which would cover your start up audience.

I have to say though through previous experience I have lost faith in direct mail strategies. 1% return is not that great.

I would be reluctant to send out expensive brochures to a cold audience, unless you were coupling it up with another strategy.

This is only my opinion though, so don't be put off, I'm sure many would disagree with me

Toni

Direct mail still works, and can work well - but more than ever it is vital to make that big promise...

And to use handwritten unusual enverlopes

In the case of freeindex for example.... if you track the clicks thru on your client links..so you knew the stats

A letter based on a promise headline

"Our plumbers got an average of 245 local enquiries last year - and whats more (unlike the yellow pages )ALL those enquiries were FREE!"

So what have you got to lose?? etc etc

preferably with a reason to sign up... eg Whats more, we will tell you what to put on a page, to turn those enquiries into sales...download the free ad booster guide here!!!

It could work even better with an attached attention grabber ...eg adaptations of the classic 0"dollar bill letter" using say a lottery ticket.

 

Toni,

Would you suggest an alternative to direct mail?

MoK

Joint ventures work well with a lift letter, where a third party recommends you to their list...in return for a cut......

eg a JV with a local printer to put your flyer into the box with stuff they send out. or promote to the email list.....

 

[directmarketingadvice]

I'm planning to distribute a flyer, advertising typing, data entry, bookkeeping, admin services, etc, which I want to undertake at home.

Personally, I don't see a flyer as the right tool for this job.

I think a letter or postcard and a phone call follow up would probably make more sense.

I see two main audiences - sole traders & business start-ups (largely for the bookkeeping and admin), and larger, established businesses who might use 'temps' on either a regular, or occasional basis, and as I think more deeply about it, I realise I will need a very a different approach with each of them. At the moment I'm trying to make it attractive to all.

If you've got 2 different offers, IMO, it makes sense to have 2 different sets of copy.

Hope this helps,

Steve

 

[maidofkent]

Thank you Steve,

Yes, it makes perfect sense. The whole thing has evolved, and it's getting clearer. In the beginning, I had all these things to offer, without thinking through who I would offer them to. Next stage, I separated what I was offering, before realising different businesses would want different things.

Does THAT make sense?

I'm also beginning to realise that a flyer probably isn't right, and a well-drafted letter would be better.

Thanks to you, and everyone else, your input has been extremely helpful.

MoK

 

[freeindex]

Direct mail still works, and can work well - but more than ever it is vital to make that big promise...

And to use handwritten unusual enverlopes

In the case of freeindex for example.... if you track the clicks thru on your client links..so you knew the stats

A letter based on a promise headline

"Our plumbers got an average of 245 local enquiries last year - and whats more (unlike the yellow pages )ALL those enquiries were FREE!"

So what have you got to lose?? etc etc

preferably with a reason to sign up... eg Whats more, we will tell you what to put on a page, to turn those enquiries into sales...download the free ad booster guide here!!!

It could work even better with an attached attention grabber ...eg adaptations of the classic 0"dollar bill letter" using say a lottery ticket.

Thanks Admagic,
Sorry it has taken me so long to reply.
I see what you are saying and those are good ideas. I will think some more on it. Our only issue is that because we provide all our services free we would have to be very sure of the success of such an activity before we ploughed loads of money into it. Sign ups for us don't generate a revenue.
Thanks again

Toni

 

[freeindex]

Toni,

Would you suggest an alternative to direct mail?

MoK

I think you would do well with some online stuff. Promote your website. SEO and PPC. I reckon your target market would certainly be looking online for your type of service.

Toni

 

[SenditOver]

Hi there MaidofKent,

If you wish to get your flyers distributed, please feel free to give me a call, we have very competitive prices, and are based in Oldbury West Midlands.

 

[maidofkent]

Hi,

Actually, I had already noted you, and I may well give you a call. First though, somebody on this thread suggested a letter might be a good option, and I'm trying that tack first.

If I get to flyers, I certainly don't fancy the idea of trudging around the streets myself, especially in this weather - your name is in my address book!

MoK

 

[compuclean]

A few pointers....

(a) The more targetted the advert and offer, the greater the conversion - certainly if your offer or service is different to the two groups the flyer must be different too.

The next issue is...

(b) It is all about copy, not design: provided the design is business like , focus on the words


And now here are the stages of a successful ad...

(1) Grab attention. Make a big promise. Use a compelling headline

(2) Get them to read to the end , by using chatty conversational english...short sentences. Imagination. In short use the words you would
use if you were sat next to them over a coffee. Not third party formal english...tell a good story!!!

Write all about the benefits for them, not about you. Try to remove the word WE!!!!

(3) Establish credibility...why should they believe you? - for sure testimonials help...but also a cracking guarantee.

(4) Make an irresisistible offer!! to them....and give a reason why the offer.

(5) prove the value of that offer...using apples to oranges comparison.

(6) And call them to do something!

(7) Give a reason why they must do it now.....


Most flyers get no response because there is no offer to respond to.

Bad ads. read

Big logo
Big fat company name
We do this
We do that
Established 1926
Family run
Quality
Great service
Bullshit bullshit
RIng now....
Big telephone number URL

Good ads read

Big promise
Why you
Why me (credibility)
Why this (offer)
Why it is valuable
Why now
Hurry, Do it now!!!!

Consider whether you need a flier or whether a well crafted letter might do better.
If your future depends on this, it could be a good investment to have it crafted by a copywriter - some will do this on a success guarantee.

What a fantastic post! This should be made into a sticky.

I've used the suggestions in this post, and come up with my own flyer - what do you guys think?

COMPUCLEAN WILL RID YOUR COMPUTERS OF IT'S​

DUST, DIRT, GRIME AND GERMS​

Your computer is filthy - covered in dirt and dust, and home to millions of harmful microscopic germs and bacteria - it needs to be cleaned NOW!​

As a professional computer cleaning service, CompuClean has the experience, knowledge and ability to fully valet your home or office PCs, restoring them to factory cleanliness and safeguarding your investment.​

For the month of June only, the cost of Computer Valeting will be​

SLASHED ​

from £25.00 per PC to ​

only £15.00 per PC​

This offer is strictly limited - so if you want to lengthen the life of your PC, and protect the health of yourself and your family, you need to book your personal computer valeting service today.​

Call now on 0779 xxx xxxx, or email [email protected]​

More details are available online: www.webaddresshere.com​

Open to constructive criticism on this peeps!​

Cheers.​

 

[googler]

A good start for any business is to get your name out there in the market. Advertising yourself, with your USP as you’re for front. USP stands for unique selling point, which sets you apart from all your competition. Then find a decent good quality printer at reasonable prices. When I started out I found this new company Print24.co.uk which was very helpful for me, and very reliable.

 

[maidofkent]

Hi compuclean,

I can't comment on how good or bad your flyer is (although it looks ok to me), but can I just make one grammatical point, and one word-choice point?

On the top line, take out it's. The apostrophe isn't correct, and the tense doesn't agree, but actually, I think it would make a more direct statement to say 'Compuclean will rid your computers of dust, dirt, grime and germs'

The other thing is, I would take out the word 'filthy'. It might be considered personally offensive (sub-consciously) to tell people that their pcs are filthy (even if they are).

I think it would read just as well - if not better - to say 'Your computer is covered in dirt and dust....................'

I may be being pedantic, but they were just my thoughts.

Otherwise, I think it looks good.

MoK

 

[maidofkent]

Or how about ......... 'Lurking behind your (keyboard/monitor/pc, etc) are millions of harmful microscopic germs............................... ' etc..

People may not want to also know that their computers are 'covered in dirt and dust'.

MoK

 

[maidofkent]

I've just re-read my last two comments, can I scrap them, and start again, because together they don't make sense. (I'm not just trying to get my posts up, I promise)

I posted the first one too quickly, without thinking it through.

Keep the remark about the 'it's'.

What I was trying to say is that I don't think you should tell people that their pcs are filthy, OR that they're covered in dirt and dust. It may be inferred that you're saying they don't do cleaning or dusting of any sort.

I hope this makes sense when I read it back this time!

MoK

 

[dunners8021]

Hi Toni

I was thinking of an A4, 3-fold glossy or semi-glossy, hopefully to be posted to individuals.

But I've almost abandoned the posting idea, because it will take a month of Sundays to get 100 individual names, and I don't feel I've got that amount of time.

Thanks for the other tips, I'll note it all.

MoK

A4's pretty old hat now - I'd consider A5/A6 - much more attractive to your audience!

 

[maidofkent]

Thanks for the tip. I hadn't thought seriously about A5 - I imagined they might get lost amongst the other bits and pieces.

I'm writing personal letters for now, but if I get to flyers I'll consider A5.

MoK

 

[Crystalgem22]

Hi this is my fist visit to this site too and have found your query and resposnes really interesting. This is exactly the business that I am in and I too work from home - have done this now for 11 years and have found the most effective advertising is yellow pages. I have tried various things over the years but always the work has come back from yellow pages or placing an ad in local pages

 

[30two Design]

A4's pretty old hat now - I'd consider A5/A6 - much more attractive to your audience!

I definitely agree with this. Now that postage is charged on size rather than weight, you want to keep your mailings to a C5 envelope - so go for a double sided A5 flyer (2ppA5) or an A4 landscape sheet folded in half to make an A5 booklet (4ppA5).

Take a look at some of the direct mail you get through your letterbox for an idea of how big companies do things (sky/npower/O2/british gas etc). Keep your offering and message simple and easy to 'get' in a matter of seconds and you won't go far wrong.

 

[maidofkent]

I might put an ad in Yellow Pages (even though I NEVER use it myself, apart from to send letters!), but that's probably several months away.

I haven't considered advertising in our local pages because I've yet to see anyone in my line of work doing it. We have three local papers (2 free), and I scour them all, but I've not seen a section for either accountants, bookkeepers or typists. And the cost.....................

MoK

 

[maidofkent]

Thanks Jamodu,

Have you read my PM about your name?

MoK

 

[compuclean]

Thanks for the useful feedback MoK.

That darn apostrophe.... I usually get it right, I'm always spotting mistakes, and now I make one myself. Back to school....

 

[itaufait]

COMPUCLEAN WILL RID YOUR COMPUTERS OF IT'S

Use of ITS is ambiguous there, whose dirt, CompuClean's or my computer's? If you mean the latter, you probably want to use 'their' anyway, since as you've used computers in plural.

Your computer is filthy - covered in dirt and dust, and home to millions of harmful microscopic germs and bacteria - it needs to be cleaned NOW!

People don't want to know how 'filthy' their computers are. Do you want them to be feeling disgusted whilst reading your flyer? Give them something positive to associate with you, interact with them, let their minds wonder:

Do you remember when you first got your computer? The look and feel of a clean keyboard under your fingertips. The smell of new computer? Plastic in pristine condition, not a single speck of dust? Do you want to relive that experience? Now for a limited time offer you can! Relive that experience now just for £15 (limited time offer)!

Obviously that's tailored more towards the home users and won't work with businesses. So you need to decide who you are targeting. A slightly more generic version:

Every second your computer is powered on, tiny particles of dust get deposited inside. These dust particles could block vital passages of air that is so desperately needed to cool critical components inside your computer. Save your computer from a meltdown and ensure that your computer will be your loyal servant tomorrow for a mere £15 (limited time offer)!

You can contrast the £15 with the cost of repair/buying a new machine as well...

For the month of June only, the cost of Computer Valeting will be

SLASHED


from £25.00 per PC to


only £15.00 per PC

I'd be left wondering: "Why is he 'SLASHING' the prices?", "Can he not get business?". Don't tell your customers you're doing the offer for the whole of June either - just say the offer is limited by time.

Writing any ad is easy, all you have to do is show how much better off people would be once they've taken your product/service. There really is no black magic there, just make sure you use the right words.

 

[martyn0800]

Hi there mok, just a quick intro, I supply memorable 0800 freephone numbers to businesses all over the uk. some of the cleaning companies we have on our books are having a great response. With us there is no monthly or yearly payment just a once off payment for the number and it is connected within 10mins. If you think this may be something for you then feel free to call me on my directline 01245 218 243.


Regards
Martyn Papprill
Global Communications Ltd

 

[Crystalgem22]

All the more reason to use your local pages then - this would suggest you have very little competition. the cost shouldn't be too much and worth the return. As a new business you are allowed a single free line entry in yellow pages so you could put your freebie line in for this year and then spend your advertising budget on an ad in the local pages - then next year you may be in a position to have a display ad in yellow pages and the loca pages

I haven't considered advertising in our local pages because I've yet to see anyone in my line of work doing it. We have three local papers (2 free), and I scour them all, but I've not seen a section for either accountants, bookkeepers or typists. And the cost.....................

MoK[/quote]

 

[maidofkent]

I can't see it that way......... there's PLENTY of competition (in yellow pages, for instance), but they just don't advertise in the papers, and I take that as a signal that it doesn't work.

Advertising like that has to be done on a regular basis, and I think I can get better value for money elsewhere.

MoK

 

[30two Design]

No, I hadn't spotted you email, sorry - I've read and replied now though!

Thanks

Thanks Jamodu,

Have you read my PM about your name?

MoK

 

[Calibre Designs]

Some great advice given on here. Well done.