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It doesn't matter what you do, sell clothes, provide legal services or sell bakery products, manicure your dogs or provide overnight accommodation for tourists - you need customers.
And in order to increase the flow of customers, entrepreneurs in the sphere go to different tricks. In fact, these are usually various advertising campaigns. And often in their composition there is, seemingly insignificant, but still important, an item called leaflets or, as they are also called, flyers.
The leaflet is very convenient for the client, and a relatively cheap way for businesses to advertise. The person she is interested in will have contacts and a list of services and special offers at hand.
And everyone seems to be happy, but ... Usually passers-by throw away a piece of paper that they received from a person in a funny suit.
How to make the right flyer?
Initially, it should attract attention to itself. No monotony and “acidity” (acid colors make sense to use only in rare cases, usually in order to emphasize youth style or parties).
Colors should be balanced and rich, but not irritable. You need to think carefully before applying a dark background, and this is a sin for many.
Flyer design should first of all match the overall style of your business and you need to test the impact of different design options.
In practice, often simpler leaflets with a white background and highlighting key inscriptions in red usually work more efficiently, but not always.
Write the essence of your activity clearly and concisely in the largest font (clothes, shoes, products, concrete). Next, in a little small letters, briefly write a promotion or offer (50% discount, sale, big sizes, exclusive entry).
Or vice versa, we highlight the information about the stock more, it is desirable to test several options.
We write the main text in a smaller font. But, make sure that the eyes do not ripple from a different font, try to minimize the style options to two.
And fewer curls, otherwise in the contacts column the buyer will take a long time to sort out exactly which number you wrote on the phone. And when you get tired of disassembling, he will simply throw out the leaflet.
By the way, it is better to write contacts on the same side as the main text. It's more convenient for the client.
The less text, the better.
The ideal flyer contains a product image or logo, an offer and contacts with the required action.
If a person is interested in the offer, he will visit you or call you to clarify the details. And if the action did not interest him, then the leaflet will fly into the wastebasket. With or without text.
But once again I draw your attention to the fact that it is not enough to write an address or phone number, it is very important to write “come in”, “call”, etc. in the imperative mood.
A person will take and keep the leaflet that carries useful information. But useful information must be presented correctly.
We exclude denials
Eliminate from the text the expressions “If you ...” and negations. The text should be clear, without double meaning, without professional terms (the buyer simply won’t understand what it is about), from short sentences and do not forget that a potential client is reading it.
This means that the product must be presented in at its best from the client side.
It is better to highlight the main elements with bullets, but limit the enumeration based on 7 +/- 2, i.e. optimally from 5 to 9, less can be, but not more. Do not use bullets in the form of ‘-’, as on a subconscious level, psychologically, this is perceived as a denial. It is better to highlight items with checkmarks or large dots.
To whom are intended
Pay attention to which contingent your customers belong to. If you sell exclusive clothes and young wives or children of oligarchs buy it, then focus on exclusivity in the text. In your clothes, the buyer will be "ahead of the rest."
If your clothes are purchased by a business woman, then quality is important for her! She earned this money herself, and she doesn't want to pay for junk.
The paper on which the leaflet is made must be of high quality. And give it value. Let the flyer be a discount coupon or offer to exchange it for a gift from the company. And then no one will pass by your little paper trick. And this means that the circle of your potential customers has expanded significantly.
Test
Never, I repeat, never limit yourself to a single flyer option.
The effectiveness of any advertising medium must be tested. Always! And in the end choose the most effective options.
Good sales to you!
Sergei Berdachuk
Customer Acquisition Expert.
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Flyers are an inexpensive, popular and effective form of advertising for any business. They can also be used as announcements in the event of a lost pet, as a mailing list, or as invitations to an event. The first leaflets appeared in the 18th century. At the beginning of the 20th century, they were mainly used for military-political agitation. Underground organizations dropped leaflets from the rooftops of high buildings near crowded places. The wind picked up the paper sheets and carried them around the city blocks. The English word flayer translates as "flying". The advent of airplanes allowed companies to distribute their flyers over vast areas. During the war, propaganda leaflets were scattered over enemy territories. They are currently used for advertising campaigns. An elongated version of a leaflet is called a flyer. A large number of flyers are thrown away immediately upon receipt. There can be many reasons, but most often it is unfortunate.
How to make a flyer
Creating a good flyer is not as easy as it seems. A designer needs to take into account hundreds of nuances when creating flyer templates: format, type, target audience and others. To understand all the subtleties you need a lot of experience.
Basic Rules
How to make a flyer? At the beginning of the work, it is necessary to determine the target audience of the flyer. It depends on the style of the advertisement. After that, you need to decide how exactly the flyer will be made. Large companies hire professional designers. The layout of the leaflet can be made independently using special programs or online services on a computer. Another way is to draw the template by hand and reproduce it using a conventional photocopier. The leaflet should attract attention. Its design should correspond to the general style of the business. Often, simple flyers with headlines highlighted in bright colors work more efficiently than design flyers.
Picture
How to make a flyer? For leaflet templates, you need to choose a bright, memorable picture or photo. It is better to highlight the picture with a frame and add an arrow that points to the image. If a person is hooked by the picture, he will definitely come up and read the text of the leaflet. Do not use more than two images for one flyer.
header
Catchy title also plays important role. He must encourage potential client to action. For this, verbs in the imperative mood are used. A vague message will kill all interest in the flyer. The heading is highlighted in large and bold type so that it is visible from a distance of 3 m. Capital letters and unique curly fonts can be used. The heading is placed in the center of the leaflet or evenly distributed across the width of the page. It must fit on one line.
Main text
How to make a flyer? The content of the flyer should answer just three simple questions. What? Where? When? Other information is redundant. Every student knows how to make a leaflet in Word. Complex text won't work properly. It is better to use short informative sentences. Professional terms, words with double meanings, negatives and the expression "If you ..." should be excluded from the text. For body text, it is better to use a font that is different from the heading font. You can add subheadings that reveal the meaning of the advertising message.
Structured text will make your flyer layout more attractive. Lists should consist of 5-7 items. They need to be highlighted with large dots or checkmarks. Shouldn't be used a large number of formats. One or two accents in the text are enough. The text should cling to the client on an emotional level. It is worth addressing the client directly, using the word "you". It's important to convey necessary information in seconds. It is better to indicate at the bottom of the flyer a phone number and a website where you can get detailed information. You can make a tear-off version of the leaflet. In its lower part, contact information copied several times is placed. The flyer also contains and highlights information about the benefits that it gives to its owner. This could be free admission to an event or a discount on a product or service. You can also include customer testimonials and testimonials on the flyer.
Color
How to make a flyer? The next factor to pay attention to is the color of the leaflet. Do not use monophonic, irritable and acid colors for flyers. The dark background also does not grab the reader's attention. Black and white flyers are the least effective. You can leave blank spaces for headings and fill them with colored markers. For text, it is better to use a color that matches the color of the image. The main thing is that it is easy to read. To do this, the text is highlighted with a black outline.
Dimensions
The size of the leaflet will depend on the capabilities of the selected equipment. A standard flyer is a sheet of A4 or A5 paper. You can divide the standard sheet into several parts. For distribution use flyers of a smaller size. If flyers are placed on bulletin boards, it is better to use thick paper and waterproof paint for them. The finished flyer needs to be printed and hung on the wall. It should attract attention from a distance of 3 m. You can print a small batch of flyers, distribute it to friends and ask for their opinion on it. Thus, several variants of leaflets are tested and the best one is chosen. After checking the text of the leaflet is corrected. Grammar and spelling are checked again. Printed flyers are posted on bulletin boards, poles, bus stops and other crowded places. At the same time, restrictions on the placement of information for urban areas must be observed.
It is important who and how will distribute flyers. Promoters need to be dressed in branded T-shirts of the store. It is worth instructing the staff, explaining to whom it is better to distribute flyers. Flyers can be placed under car wipers, attached to a sales receipt. The most common mistakes: inconvenient leaflet size and too small font; excess information; lack of headline and call to action; illiterate presentation; lack of contact information.
Leaflets help attract customers, make the company more recognizable, tell about new products and promotions, sell goods and at the same time have a low cost.
Pros of flyer printing:
- ease of manufacture;
- relatively low price;
- visibility and accessibility.
Minuses:
- Leaflets are often perceived as paper spam.
The effectiveness of a leaflet, like any other advertising tool, depends on its content and design. Work on the creation of a leaflet begins long before it is printed in a printing house.
- take into account the characteristics of the target audience;
- attract attention;
- use customer reviews;
- add useful content to advertising information.
Create a flyer layout
Online constructor. The easiest and cheapest way to make a mock-up (does not require additional costs, except for the cost of printing flyers), you do not need graphic programs and special knowledge. You just need to choose the appropriate template and edit it.
Creating a layout on average takes 10-20 minutes.
Creating a layout in graphic editors. This method already requires knowledge of the basic tools of graphic programs and takes more time than working with an online designer.
Create a flyer in Corel Draw
Create a file ( File — Create). Specify the name of the document, select the format, specify the CMYK color model and a resolution of 300 dpi.
*** It is in the CMYK color model that printing machines work, if you create a layout in a different color model, for example, RGB, then the colors in the layout and the colors on paper may differ.
We make departures (continuation of the background of the layout beyond the edge of the cropped format by 2-3 mm). They are needed to avoid marriage when cutting circulation.
Click on the tab in Corel Draw Layout, choose Page settings.
In point Spreading(this is the name of the bleed in the Russified version of Corel Draw), indicate the presence of bleeds, for example, 3 mm and also check the box Show bleed area.
The dotted line shows the bleed line Add text, images, background.
What tools may be required:
Team File - Import to add images to the layout.
Crop to crop the original image to the desired size.
Text tool.
Team ctrl+q(to convert the font to curves).
To make the text easy to read, you should not use too small a font size or write the main text in a cursive, decorative style. Do not overload the flyer with a large amount of text.
The text should be simple and informative, honest and clear, highlight the main thing (so that a person immediately understands what it is about) and special conditions (discounts, special offers, bonuses, etc.).
Create flyer in Adobe Photoshop
We create a file of the desired format, taking into account departures (2-3 mm on each side). We select the CMYK color model and a resolution of 300 pixels / inch.
For convenience, you can add guides to visually separate the cropped format from the overhangs.
Create with Shift+Ctrl+N new layer. Fill it, for example, with white color (Alt + Backspace). Make sure the panel color(Color) CMYK sliders are set.
Add an image or more. To do this, create a rectangle using Rectangle Tool(U) (Rectangle).
By using Direct Selection Tool(A) (Partial selection) select the rectangle and on the top panel in the alignment menu, select Horizontal Centers (Horizontal centers). Let's move on File - Place Embedded(File - Place Embedded) and add an image to the document. Resize the image and place it on a rectangle.
Activate Rectangle Tool(U) (Rectangle) and on the tool options bar click on the button Mask(Mask). This function will make a vector mask out of a rectangle and apply it to the photo.
Add text with the Type Tool (T), select the font, font size.
Print Requirements
Regardless of which graphic editor you use to make the layout, it is worth remembering the rules for preparing a file for printing:
- layout elements must be in the CMYK color model;
- departures are made (2-3 mm on each side);
- fonts converted to curves;
- images must have a resolution of 250-300 dpi;
- the format of the layout must match the format of the finished product.
Flyers are an inexpensive and quite effective form of advertising. As a rule, in addition to informing, they play the role of invitations. Of the shortcomings, it can only be noted that most flyers are thrown away almost immediately after receipt. There may be several reasons: the promoter does not work well, the place for distribution is incorrectly chosen, or information occasion not interesting. But, more often than not, it's a boring design.
This is what ordinary flyers look like. They immediately want to throw out.
Making a good flyer is not easy. Only at first glance it seems: "Fi, some kind of leaflet." In fact, there are hundreds of nuances that a designer needs to consider in order to get a good result: this is both the format and the type (campaigning, informing, inviting), and the target audience of the flyer. Even the time of year matters! Deep understanding of subtleties can only be acquired with experience. We will list the basic rules that apply to all types of flyers. Even though this is a general guide, it will help you find the right path and make a working design.
1. Target audience
Before you start working on the design, be sure to determine the target audience. The style and presentation of the advertising message will depend on this.
2. Cool picture
The flyer needs to grab attention, so choose a cool photo or illustration. Given that this is still a cheap type of advertising, various printing delights (cutting, UV varnish, etc.) will not be available to you. Therefore, try to make a design that will be spectacular in itself.
3. Catchy headline
This item, like the next one, refers more to a copywriter, but this knowledge will not interfere with a designer either. Formulate the main message and make it the title of the flyer. An indistinct headline will kill all interest in the leaflet and speed up its entry into the trash.
4. What? Where? When?
This simple formula determines the content of the text in the flyer. It is enough to briefly and tasty answer these three questions. The rest of the information will be redundant and will only make the leaflet heavier. It is better to indicate a contact phone number or a site / group where you can get comprehensive information on the topic.
5. Discount, gift, bonus
Since the flyer often acts as an invitation card, try to indicate the benefit that it gives to its owner. It should be something that will make you put the flyer in your pocket, and then come to the event. For example, free admission or a cocktail, or maybe a discount on services. Be sure to highlight this information.
6. Cool Flyer Examples
This selection of creative flyers will help you find an idea and get inspired. Remember, nothing is impossible. Good luck!
