Do your flyers lack pizzazz and personality? Are they capturing the clients you want to work with?
As your company’s in-house graphics person —perhaps more by default than by intention—you’re pressed to be a jack/jill-of-all-trades. You want to learn how to make a flyer that sells, but you have little time to master advanced design and marketing skills. Your ongoing challenge is learning to do a little more to get a lot better results--quickly and painlessly. How can you improve them?
What Techniques Can You Apply NOW?
Take these 3 flyer design tips to heart. Using them consistently will save you time in the long run and attract more customers.
1. Use digital photography and illustrations to grab attention and tell your story
Establish a visual focus of your flyer design with an attention-grabbing photo or illustration . Choose from stock photo libraries on the Internet or hire an illustrator to do a custom illustration. A few quick tips:
The results? Photos and illustrations help you add the "eye" appeal that translates into "buy" appeal.
- Place your strongest image in the top half of the page where it will get the best visibility.
- Using one large picture makes a stronger impression than several smaller ones.
- Group several small pictures so they collectively form a single element.
- Juxtapose a small picture with a larger one for contrast.
2. "Hook" customers with persuasive writing and a "call to action"
Make a habit of doing these two things: Use persuasive words that "hook" their interest, and include a well-defined call to action in every flyer. What can you do to make your flyers more effective? Apply these basics:
- Create a catchy or provocative headline
- Know who you are writing for and keep their preferences in mind as you write each word.
- Put your message in terms of "you" rather than "I" or "we." People don't care about what "we" offer; they care about how your product or service can make their lives better.
- Make it clear what your readers should do, think, or believe as a result of reading the information you present.
- State your intention as a command—known as a "call to action." It can be as simple as "Call Today " or "Order It Now."
The results? The whole point of designing your flyer is to encourage your prospects to take action! Whether it’s to send an email or pick up the phone and call you, using precision wordsmithing persuades your prospects to take action . . . now!
3. Limit yourself to 2 fonts with their families
To give your flyer a unified and professional look, I recommend that you limit the number of fonts you use. It is best to use one font (preferably a bold one) for your headlines and another font family for the body copy. (A family is all the related styles that come with the font, and usually include bold, italic, and bold italic.) You can use italics or bold variations within the family for pull quotes or call-outs, captions, and sidebars.
The results? Your flyer design will look unified and professional, giving your company integrity in the marketplace.
Karen Saunders is the author of the award winning e-book, “Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools!” Since founding MacGraphics Services in 1990, she has produced thousands of successful marketing projects and has designed the covers of 21 books that have become best-sellers or won awards, including a “Writer’s Digest” Grand Prize winner for the best self-published book in America. For more information or to download her free e-course “5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them” go to www.BuyAppealMarketing.com