Do Leaflet or Brochure Delivery Work ?

[motivationbournemouth]

Many people have unrealistic expectation from leaflet distribution and as a result, draw inaccurate conclusions about this type of marketing. Here are some tips to consider about leaflet distribution which will help you plan and sustain successful leaflet distribution campaigns.

Customers will not always need your products/services immediately:

Door to Door Leaflet distribution is a marketing strategy which is recognised and utilised by many established companies and start-ups. There are reasons why companies use this form of marketing; however one common consensus is that IT WORKS! Leaflet distribution is an established way of;

Building a brand

Engaging your customers.

Introducing a product or service.

Building customer trust.

One of the biggest mistakes made by campaigners is expecting to receive an unrealistic response from a leaflet distribution campaign. For example, an I.T. support company distributes 5000 leaflets and expects 500 calls the very same day. Unfortunately leaflet distribution is not as simple as that and there are many variables to consider in this instance. For example, is there computer broken at that moment in time? Though potential clients may have an interest in your services, they may not require it at that moment in time. Therefore your card, flyer or leaflet will be stored or put aside until needed in the future.

Is there a need for your products or services in your campaign area?

This is very important when choosing your campaign geography. If one is advertising a niche product or a service which is normally utilised by a certain calibre of people. Your leaflet distribution campaign should be targeting areas which require that product or service. There really is no point in advertising £2500 custom made handbags to the poorest parts of London. You may receive responses; however you would not receive enough to justify your advertising expenditure, simply because your target audience cannot afford what you are advertising. This also applies to services. It is prudent to plan, research and execute a door to door leaflet distribution campaign properly, with a view to achieving a sensible return.

Are your prices competitive?

If you have opted to include prices on your material, please ensure they are competitive. Your prices do not necessarily have to be the cheapest; however they must be attractive for maximum response.

Depending on your industry, you may wish to give an idea of prices rather than absolute figures. For example, using phrases such as ‘from as little as’ and ‘starting from’ is an excellent way of informing potential customer of what to expect. It is advisable to include your lowest priced product or service to attract your customers; however it is important to be ethical.


Is your advertising material to the point and easy to read?

Many people will look at a leaflet or flyer and with a glance determine it its interest to them. If your leaflet or flyer isn’t direct or ‘beating around the bush’, chances are it will end up in dustbin. When you are designing your leaflet or flyer for distribution, it is important that you structure the information to be;

§ Kind on the eyes

§ Easy to read with large text and short precise information.

§ Images should be appropriate for what you are advertising.

Try to design flyers or leaflets which grab attention. Be creative with your artwork by using original images. Hit your customers with bright, direct and catchy phrases. For example, if you were a restaurant you could use this approach, “Tired of the same Friday night takeaway!”.

Is there an incentive?

Customers are 90% more likely to buy into your products or services when they are offered an incentive such as a coupon or discount code or voucher. Always remember you are never the only company or person selling the service or product. There will always be a competitor, therefore ask yourself this, why should customers choose my product or service when they receive my flyer?

Keep your brand, services and products in your customers’ domain:

The reality is, ‘out of sight out of mind’. Invest into your leaflet distribution, don’t see it as funds wasted but funds invested. Sometimes potential customers are wary of new companies and will not respond immediately. When they see you leaflets once, twice and three times, they get a sense of reassurance because you are still in business. They feel more trusting after seeing your flyers a few times through their letterbox.

Other reasons stem from them losing your flyer or leaflets. Eventually your potential customers will require your product or service. When they realise they had dumped your material, they often go looking for the product or service, which in turn means business lost. Try to plan and execute your campaigns regularly, this way you stay within their domain, building your brand awareness and increasing your chances of acquiring their business.

This is standard Industry Advice from the Internet.

 

[Scott-Copywriter]

A testimonial from a recent client of mine:

After a couple of failed attempts at designing and writing my own leaflets I decided to hire a professional. From the very start Scott was informative, understood my needs and provided exceptional advice on design features and copy to include.

Most importantly, the leaflets he designed provided an immediate return on investment. In the first week I recouped all the money spent on the campaign (including design, printing and distribution) and the lifetime value of the clients acquired will mean a ROI in the 100's of %.

So, in a word, yes they do work . However, the content of the leaflets completely dictates how well they will work. Get them right and they could bring in hundreds of new customers. Get them wrong and they could fail to bring in a single sale. There really isn't much of a margin for error, so making sure that the content has at least some fundamental copywriting principles in place is vital.

 

[graphics and print]

Hi,
We have written many articles about this subject and it is clear that leaflets, flyers and brochure delivery does work and can complement any marketing campaign. Here are a few key points below;

• Be clear on why you want a brochure. What is the objective of having it? Is it to promote offers, display a professional image etc…
  
• Write the brochure with the CUSTOMER in mind. What does the customer want to know? What do they care about? Just because you understand jargon associated with your industry, don’t expect the reader to. Keep content brief, simple and straight to the point.
• Decide what you want to draw the attention of the reader to and make sure this stands out. Is it a special offer for example or a unique selling point about your business? Critically, motivate the reader to want to read more just by looking at the front cover.
  
• Explain why your company is different from the competition. Avoid simply saying “we offer a better service than anyone else”.
  
• Decide what paper you are going to print on. Do you want your brochure to be Gloss, Silk or uncoated and do you want to add that high end professional touch such as embossing, having a laminate finish or spot UV to really stand out from the crowd.
  
• Keep it interesting! Consider use of imagery and infographics to get your points across. You may think paying a professional designer is an expense you could do without but their expertise could help make the difference.
  
• And finally, by now you should hopefully have the customer wanting to talk more so explain what they need to do to proceed and offer them flexibility as to how they contact you.

Feel free to visit our blog for more info.

Thanks
Mike

 

[Talay]

Some folk who act in design can help the truly clueless but when compared to professionally designed and produced material, their version of "professional" is laughable.

In my experience, around 10% of those who profess any talent are more than moderately talented and from that number, very few affordable ones are truly outstanding.

 

[GeoMal]

Some folk who act in design can help the truly clueless but when compared to professionally designed and produced material, their version of "professional" is laughable.

I see this all the time.

In my experience, around 10% of those who profess any talent are more than moderately talented and from that number, very few affordable ones are truly outstanding.

Could you name any? I'm planning to use leaflets for a new business venture.

 

[Scott-Copywriter]

Some folk who act in design can help the truly clueless but when compared to professionally designed and produced material, their version of "professional" is laughable.

In my experience, around 10% of those who profess any talent are more than moderately talented and from that number, very few affordable ones are truly outstanding.

Then there's the added dimension of whether it actually works or not from a sales point of view.

I've seen a lot of graphic designers who are artistically brilliant and produce leaflets which LOOK great, but ultimately create a leaflet which performs very poorly when it comes to bringing in sales.

It's the content which sells. Not the design. Good design impresses prospects to a point, but it's not going to impact the sales response rate in any serious manner. However, the quality of the selling contact can completely dictate the response rate to the point where a campaign brings in hundreds of new clients or absolutely none.

Any designer or business owner who emphasises design over content is destined to have a poor campaign. Why? Because usually, the most aesthetically pleasing design rarely results in optimum readability.

It happens with websites as well. I worked on one client's website (professionally designed) which had very small dark grey text on a light grey background. Design-wise it looked good, but readability was utterly awful. Similarly, the main headline, which is absolutely vital for grabbing the attention of their target audience, was in a tiny font and shoved up in the corner somewhere.

In attempting to tick the boxes of aesthetically pleasing design, the designer ended up unticking the boxes of what is proven to produce the highest sales response rate for websites and marketing literature.

Design is always there to aid the content. Never the other way around.

 

[Qualitymatters]

Hey its simple, just provide an offer or voucher with that leaflet/flyer so that they can easily grab the attention and it will force them respond immediately

 

[MikeJ]

OP was stolen from here...

http://www.asadistribution.co.uk/resources/leaflet-distribution-tips.php

 

[KreativeJuice]

Good design impresses prospects to a point, but it's not going to impact the sales response rate in any serious manner.

You are totally wrong.

Kind regards

Karen

 

[Scott-Copywriter]

You are totally wrong.

Kind regards

Karen

It's true. By "good design" I mean design that's aesthetically pleasing and also results in the highest levels copy readability.

Once you reach a level of "good design" with the fundamentals in place, then the conversion rate isn't going to alter in any serious manner depending on how you adapt or change that design. For example, if you have a flyer with a good design which provides a 4% response rate, then creating a different design of a similar level of quality and with the same content isn't going to push the flyer down to 2% or increase it to 6% of anything near that. It simply makes no logical sense. If the copy is sound, then why would a change in design make an extra 2 people per 100 recipients pick up the phone and buy a product or service of £X value when they weren't going to previously? It's not that powerful.

The copy is what sells and convinces people. The design will impress people and make the copy easier to read and easier to absorb, but that effectiveness reaches a ceiling.

Obviously bad design will have a considerable impact. For example, if a main headline was made in such a small font that it was barely noticeable, then obviously a design with a much larger headline will perform much better.

Another way to look at it is that I could write some copy on a blank sheet of white A4 paper (something I actually do a lot in the form of sales letters) and get a strong response rate. No real design. Just pure copy.

However, someone could create the best design imaginable, but if it has bad copy then it's going to seriously struggle to sell anything. There are some exceptions to this, but not many.

Don't get me wrong. Design is key if you want to achieve the highest possible response rate. However, it's not going to achieve much on its own without good copy to actually do the selling and close the sale.

 

[Vectis]

Copy writer says the copy is the most important.

Graphic designer says the design is the most important.

Funny that!

 

[KreativeJuice]

Graphic designer says the design is the most important.

Funny that!

nobody said that

 

[Scott-Copywriter]

Copy writer says the copy is the most important.

Graphic designer says the design is the most important.

Funny that!

They're both important of course. If you want the best sales conversion rate and the most sales out of your campaign, then you want a leaflet with top notch design and top notch copywriting.

However, when it comes to putting information across to the reader and persuading them to buy something, then obviously the content has the biggest role as it's the only thing which really describes the product or service and explains why the reader should buy it. There are some situations where that isn't the case (for example, jewellery, where the right photograph will make the largest difference) but it's true for the majority of cases.

Unfortunately, whilst copywriting and design are both important, a lot of people spend their entire budget on design and don't even think twice about the copy or how it could be improved to make the product or service sound more appealing so more people buy it. Recipients need to have good reasons to put their hands in their pockets, so putting across the right reasons in the right ways will obviously make a huge difference as to how well the leaflet works.

 

[Talay]

I've seen some shocking copy lately. I went out to a few supposed experts who came back with truly amateurish nonsense. Not from the Fiver brigade either, rather stand alone outfits.

 

[GeoMal]

I've seen some shocking copy lately. I went out to a few supposed experts who came back with truly amateurish nonsense. Not from the Fiver brigade either, rather stand alone outfits.

What I would really love to see is an example of a leaflet for a small business, done professionally by a copywriter, that does work.

Any copywriters care to share an example?

 

[Scott-Copywriter]

I've seen some shocking copy lately. I went out to a few supposed experts who came back with truly amateurish nonsense. Not from the Fiver brigade either, rather stand alone outfits.

Sadly it's a completely unregulated industry. People often confuse sales copywriting with just being able to write good English. I've lost count of the number of "copywriters" who start out as journalists and then decide to start writing sales copy when they're completely unrelated.

Unless a copywriter has spent time learning sales psychology and the many proven methods and techniques, then they shouldn't take it upon themselves to mess around with the sales copy of businesses when it plays such a pivotal role in their sales. Get it right and you can add thousands of pounds of sales, but get it wrong and you can lose thousands as well. It often amazes me how nonchalant people can be about it.

 

[GeoMal]

Sadly it's a completely unregulated industry. People often confuse sales copywriting with just being able to write good English. I've lost count of the number of "copywriters" who start out as journalists and then decide to start writing sales copy when they're completely unrelated.

Unless a copywriter has spent time learning sales psychology and the many proven methods and techniques, then they shouldn't take it upon themselves to mess around with the sales copy of businesses when it plays such a pivotal role in their sales. Get it right and you can add thousands of pounds of sales, but get it wrong and you can lose thousands as well. It often amazes me how nonchalant people can be about it.

Could you share an example with us? Just one?

 

[Scott-Copywriter]

Could you share an example with us? Just one?

It's tricky as I would need permission from the client. I would never post up work I've done for my clients without knowing that it was okay to do so. At the end of the day, once I've finished the work, the design and copy becomes their property, so it's not my place to share it.

However, I'm currently creating some case studies for my website with permission to share certain pieces of work, so once I can do so I'll be happy to send you some examples of the type of flyers which work well. I did one for a personal trainer a few weeks ago and he recouped the entire cost of the design, printing and distribution in a single week, so good copywriting certainly does pay off!

PS: I don't want this to come across like copywriting is some sort of mystical force which only us copywriters are capable of doing. It's all about how well you do three main things:

1). Explain the product or service being sold.

2). Explain why the reader should buy it.

3). Sell the results and sell the benefits the product or service will have on the reader's life.

It might sound simple but it's startling just how many flyers and other pieces of marketing literature fail to actually do any selling. They just explain what their product or service is, state a phone number and expect that to be enough for people to call them and hand over hundreds of pounds of their hard earned cash.

 

[GeoMal]

It's tricky as I would need permission from the client. I would never post up work I've done for my clients without knowing that it was okay to do so. At the end of the day, once I've finished the work, the design and copy becomes their property, so it's not my place to share it.

However, I'm currently creating some case studies for my website with permission to share certain pieces of work, so once I can do so I'll be happy to send you some examples of the type of flyers which work well. I did one for a personal trainer a few weeks ago and he recouped the entire cost of the design, printing and distribution in a single week, so good copywriting certainly does pay off!

PS: I don't want this to come across like copywriting is some sort of mystical force which only us copywriters are capable of doing. It's all about how well you do three main things:

1). Explain the product or service being sold.

2). Explain why the reader should buy it.

3). Sell the results and sell the benefits the product or service will have on the reader's life.

It might sound simple but it's startling just how many flyers and other pieces of marketing literature fail to actually do any selling. They just explain what their product or service is, state a phone number and expect that to be enough for people to call them and hand over hundreds of pounds of their hard earned cash.

Thanks for the reply, particularly the ps. One reason I think copywriting appears mystical is that your 3 points above do not, to those outside the industry, appear to be that different from the example of the bad flyer you follow it with.

This is not directed at you, but the reason I have yet to use a copywriter (and I want to) is that I never see real examples of their work. Before employing a graphic designer, photographer, or web designer I can visit their websites and view actual past examples of their work, even though as you say the rights belong to the clients not the creator.

Copywriters do not appear to do this, even though their work is either published in print to be viewed by thousands (or tens or hundreds of thousands), or printed and posted through the doors of thousands.

 

[Scott-Copywriter]

Thanks for the reply, particularly the ps. One reason I think copywriting appears mystical is that your 3 points above do not, to those outside the industry, appear to be that different from the example of the bad flyer you follow it with.

This is not directed at you, but the reason I have yet to use a copywriter (and I want to) is that I never see real examples of their work. Before employing a graphic designer, photographer, or web designer I can visit their websites and view actual past examples of their work, even though as you say the rights belong to the clients not the creator.

Copywriters do not appear to do this, even though their work is either published in print to be viewed by thousands (or tens or hundreds of thousands), or printed and posted through the doors of thousands.

There are a few reasons:

1). Duplicate content which Google often doesn't like for SEO reasons.

2). Copywriting can often be personal and written as if it's from the perspective of the business owner when it actually isn't (ghost copywriting, if you will). A lot of clients would prefer that this is kept private for obvious reasons.

3). Copywriting is very difficult to judge. It isn't like design where someone can say "that is good" and "that is bad" with a general consensus. There are a number of scenarios where two pieces of copy may look and read reasonably similar, but one vastly out-performs the other in-terms of the sales conversion rate. I find it's better for both me and the client if they can have a chance to chat to me first and find out about me and my work. I'm even happy to send them samples in private. However, what I do like to avoid is simply displaying an example of copy without the chance to explain why it's written that way and why it works (that's one of the reasons I'm in the process of creating case studies as it remedies that issue to some degree).

4). Clients pay for the ideas behind the copy as much as the copy itself. A good idea or hook can be worth thousands of pounds. For that reason, clients are rather protective of them. Whilst their marketing is out in the open for all to see, a copywriter's portfolio is a basically a source of effective ideas for people to steal and use with reasonable proof that they work well (otherwise they wouldn't be in a copywriter's public portfolio).

5). My own website copy is a fair reflection of my writing style, so if they like that, then I'll usually be the right copywriter to work with.

6). Copy is very unique and tailored to individual clients and their businesses. I could put a range of copy samples on my website but they might be nothing like what I would write for the person requesting them. Style and tonality can be completely changed to suit what the client is looking for. For that reason, samples can often be more of a hindrance than a help if they pigeonhole copywriters into certain styles. I could remedy that by simply making my portfolio massive to cover every possible type and style of copy, but that's very difficult to do when so many clients would prefer that their copy was kept private! I'm sure you can see how it can actually be quite difficult to do.

However, as I mentioned before, if a prospect really wants to see samples first, then most good copywriters should be able to send some over upon request.

 

[Talay]

I should also add that I've followed up on testimonials given by said professional copywriters and found all these scenarios:

1) Stupid business owners who neither knew nor seemed to care whether it was a success.

2) Business owners who realised what they had been given was utter rubbish, often regurgitated.

3) Very few owners who could statistically back their choice of copywriter.

 

[JonathanSEO]

Design and copy are of equal importance.

Anyone who says that changing an already good design can't have significant effects on response / conversion rates obviously hasn't run any tests before. It can and does because even what you may think is a good design is never really finished.

Think adding or removing a telephone number, changing a picture so the persons eyes draw your own elsewhere, adding or removing a form etc.

Design can effect response the same way changing copy can and does effect response rates.

Most people make the mistake of doing the design first then fitting the copy around it. Should be the other way round where the design is created around the copy. That's especially true for websites but even leaflets too really.

Direst response copywriting is the toughest to get right IMO.

 

[KreativeJuice]

Design and copy are of equal importance.

Anyone who says that changing an already good design can't have significant effects on response / conversion rates obviously hasn't run any tests before. It can and does because even what you may think is a good design is never really finished.

Think adding or removing a telephone number, changing a picture so the persons eyes draw your own elsewhere, adding or removing a form etc.

Design can effect response the same way changing copy can and does effect response rates.

Most people make the mistake of doing the design first then fitting the copy around it. Should be the other way round where the design is created around the copy. That's especially true for websites but even leaflets too really.

Direst response copywriting is the toughest to get right IMO.

Amazing ....somebody who actually "gets it".

 

[burn1972]

I've gotta agree JonathanSEO as he brought to mind a notion that gets lost in the shuffle at times, that really good marketing materials are a collaborative process. The average consumer thinks that flyers, leaflets and the like are relegated to the cheap disposable pieces of paper that can be found on your windscreens or through your letter box and not a high-end design venture which can result in pieces like these. Heck, even the aforementioned quick-print jobs require a unity in message and form but so many get fixated on one or the other, resulting in a diluted message. That's why I advocate that editorial and design teams should be situated alongside each other so that they can be informed of each others decision making processes, ensuring a cohesive end-product.

 

[Scott-Copywriter]

Design and copy are of equal importance.

This is what I disagree with. A flyer with good copy but a poor design can still sell with a good conversion rate, but a flyer with good design and poor copy will struggle.

Sales letters are nothing more than normal word document text without any graphics or images to speak of, yet the right copy can create a sales letter which results in a massive response rate.

Copy does the selling. Design does not sell. Design does not put across information which explains what a product or service is, why it's so valuable and why the reader should buy it, so how can it be of equal importance to copy when it is copy which achieves all of these key factors of persuading someone to buy something?

Anyone who says that changing an already good design can't have significant effects on response / conversion rates obviously hasn't run any tests before. It can and does because even what you may think is a good design is never really finished.

Think adding or removing a telephone number, changing a picture so the persons eyes draw your own elsewhere, adding or removing a form etc.

A telephone number and a form are both content, not design. I think you might be getting the two mixed up.

Design is how you would take the same content of a flyer (the copy, the contact details, the forms and any other pieces of information) and make it aesthetically different. As soon as you start adding or removing pieces of information, it enters the realm of content.

Most people make the mistake of doing the design first then fitting the copy around it. Should be the other way round where the design is created around the copy. That's especially true for websites but even leaflets too really.

I agree with this, and whilst I also agree that design and copy are both very important for the best results, the fact that the design has to be tailored around the copy does indicate that the copy is ultimately the most important thing to get right.

 

[JonathanSEO]

This is what I disagree with. A flyer with good copy but a poor design can still sell with a good conversion rate, but a flyer with good design and poor copy will struggle.

Sales letters are nothing more than normal word document text without any graphics or images to speak of, yet the right copy can create a sales letter which results in a massive response rate.

I think its very misleading to say that garbage design with good copy can still have good conversion rates. Whereas good design with bad copy can't. It's like you have siloed them both and this is all coming across as a sales pitch for a copywriter. A good copywriter would be much smarter than that

A sales letter is a sales letter, design doesn't come into it so why you're using that as an example I have no idea.

Based on your theory, the below would do well, as that is good copy fused with my bad design right?

I don't think it would do too well.

Copy does the selling. Design does not sell. Design does not put across information which explains what a product or service is, why it's so valuable and why the reader should buy it, so how can it be of equal importance to copy when it is copy which achieves all of these key factors of persuading someone to buy something?

Think of visual hierarchy, typography, white space, long form landing pages, short form landing pages.

First impressions are all design related, it creates trust, snap judgements (made in milliseconds, there are tests) are made on design not on copy. That is fact. So your leaflet might be in the bin before anyone even had chance to read the copy to know if they liked it.

A telephone number and a form are both content, not design. I think you might be getting the two mixed up.

How or where they are displayed is very much design. Next you will be telling me you can make phone numbers read even better.

I agree with this, and whilst I also agree that design and copy are both very important for the best results, the fact that the design has to be tailored around the copy does indicate that the copy is ultimately the most important thing to get right.

Nah, it just proves it's the most logical way of doing things. Not that one is more important than the other.

 

[Scott-Copywriter]

I think its very misleading to say that garbage design with good copy can still have good conversion rates. Whereas good design with bad copy can't. It's like you have siloed them both and this is all coming across as a sales pitch for a copywriter. A good copywriter would be much smarter than that

A sales letter is a sales letter, design doesn't come into it so why you're using that as an example I have no idea.

Because a sales letter has no images and no graphics. Nothing. It's just plain text on a few white sheets of A4 paper. However, if it's written right, it can create a considerable response rate.

Now try having a good design with no or poor copy. No matter how good the design is, the whole piece is still going to fail to explain why the recipient should buy the product or service and why it's so good, so how is it going to work well?

That is why you claiming that design and copy are both "equal" when it comes to the actual sales response rate is simply untrue. They do not have an equal influence over the amount of people persuaded to hand their money over.

Based on your theory, the below would do well, as that is good copy fused with my bad design right?

I don't think it would do too well.

It wouldn't do well, but that's just because a single headline won't convince someone to use a copywriter. If I could convince lots of people to spend hundreds of pounds on my services with a single sentence then I'd be a very wealthy man.

Think of visual hierarchy, typography, white space, long form landing pages, short form landing pages.

First impressions are all design related, it creates trust, snap judgements (made in milliseconds, there are tests) are made on design not on copy. That is fact. So your leaflet might be in the bin before anyone even had chance to read the copy to know if they liked it.

Design certainly does play a big part in trust, but you don't sell products and services just with trust, do you?

And any good headline will grab the attention of a reader within the relevant target audience. That's what headlines are for, and it's why the quality of a textual headline makes a dramatic difference to both readership and therefore the sales conversion rate. You seem to like mentioning tests so you should know this.

How or where they are displayed is very much design. Next you will be telling me you can make phone numbers read even better.

How and where are very much design based elements. You're right. However, you didn't say that. You said adding or removing a telephone number. That's adjusting the content, not the design.

 

[Scott-Copywriter]

Oh, and by the way, I could almost certainly use that cartoon of yours in a promotional piece to draw in sales with the right sort of copy. In fact, coming at it from the right angle would probably make it a very effective little tool to grab attention.

 

[JonathanSEO]

Oh, and by the way, I could almost certainly use that cartoon of yours in a promotional piece to draw in sales with the right sort of copy. In fact, coming at it from the right angle would probably make it a very effective little tool to grab attention.

I was going to reply to your previous post. But then I read this, come on man, you may as well just admit design is equally important instead of resorting to saying you could make that cartoon work by copy alone.

You should be championing designers, they will put work your way.

 

[Scott-Copywriter]

I was going to reply to your previous post. But then I read this, come on man, you may as well just admit design is equally important instead of resorting to saying you could make that cartoon work by copy alone.

You should be championing designers, they will put work your way.

You could! Think about it. If you were a copywriter and you wanted to sell copywriting services, how could you use that cartoon as a part of a larger sales letter to grab the attention of potential customers?

I'll give you a clue: self-depreciating humour.

No matter what sort of cartoon or graphic you have, copy can always be used to completely change the context of it.

As for designers, I already work with a few and I even provide my own design services for things like flyers. I'll say again that design is very important for the best response rate, but in 95% of cases, it's the copy which is going to do most of the selling and is therefore more responsible for the sales conversion rate.

Remember that impressing people and persuading them to buy something are two very different things. You have to look beyond all of the superficial stuff to find out exactly what is going to make a recipient go "yes, I now want to buy your product or service, so here, take this £xxx".

 

[JonathanSEO]

You could! Think about it. If you were a copywriter and you wanted to sell copywriting services, how could you use that cartoon as a part of a larger sales letter to grab the attention of potential customers?

I'll give you a clue: self-depreciating humour.

No matter what sort of cartoon or graphic you have, copy can always be used to completely change the context of it.

As for designers, I already work with a few and I even provide my own design services for things like flyers. I'll say again that design is very important for the best response rate, but in 95% of cases, it's the copy which is going to do most of the selling and is therefore more responsible for the sales conversion rate.

Remember that impressing people and persuading them to buy something are two very different things. You have to look beyond all of the superficial stuff to find out exactly what is going to make a recipient go "yes, I now want to buy your product or service, so here, take this £xxx".

Like I said, first impressions count, people judge in milliseconds and they judge design before anything else. Proven by various studies.

So if they bin the flyer due to garbage design, the excellent copywriting had no chance to convert them.

So which is more important? The answer, they are of equal importance as if they aren't at least close to being on an even keel neither of them will work.

 

[Scott-Copywriter]

Like I said, first impressions count, people judge in milliseconds and they judge design before anything else. Proven by various studies.

So if they bin the flyer due to garbage design, the excellent copywriting had no chance to convert them.

So which is more important? The answer, they are of equal importance as if they aren't at least close to being on an even keel neither of them will work.

That's just nonsense really, but we'll agree to disagree.

 

[JonathanSEO]

That's just nonsense really, but we'll agree to disagree.

If the design is garbage and the leaflet gets chucked in the bin immediately, then no amount of great copywriting will help. Agreed?

Leaflets, websites, flyers, business cards etc. All applicable to those.

Like I said first impressions are judged immediately and solely on design. Reading copy is secondary. So garbage design means your copy never gets read.

 

[cameronnathan]

Leaflet/ flyer distribution is an established way of brand marketing but it is effective if flyer or leaflet contain attractive font, style and design, as these kind of leaflet/flyer get quick attention of user.