Help for Designing a Flyer

Before starting out, do you know why the prospect should choose your business, product or service over your competition?

Don't try to convert the world target those already interested or most likely to buy.

Advertisements that look like news stories achieve a higher response.

Use a headline that draws attention. (Solution to a problem good.)

Use key words New, Free, Save, Now, Easy, Proven, Amazing, Help.

Include a photo of people in the business if appropriate.

Write about benefits to the customer.

Use "You" and "Your" - reduce "We","Us","I","Our". Ensure at least 2-1 ratio with red and green markers.

For Headings (and text) Use Upper and lower case ALL CAPS GET lower response.

Avoid using reverse text - many readers overlook reverse text. (Reverse starbursts etc. OK)

Keep text lines short don't exceed 70 - 80 characters maximum per line/column.

Avoid solid horizontal lines across the page they stop the reader.

Use indents, tabs, spacing after "Return", headings etc. to make text interesting.

Increased leading (space between text lines) improves readability. (Some ads space text lines 3 lines apart.)

Do not type to the edges - you are not creating a classified ad - use smaller point size text.

Include a guarantee - that you can meet.

Include a call to action e.g. - Call Now, Fax Your Order Today, Mail coupon now for brochure, etc.

Include "Limited time", "Only while stocks last" etc. when possible.

Include validity/expiration date.

Ensure telephone number included not oversize but legible, differentiated from fax - and easy to spot.

Use a phone symbol (picture) - it achieves a higher response.

Include a small map if appropriate - for calling customers.

Ensure your street address is included. (Unless you don't want customers showing up at your doorstep.)

Include your hours of business.

Avoid oversized company name or logo - unless well known.
(Include well known brands if possible.)

Use colored paper and/or ink for flyers to increase response.

Stick to one or two legible typefaces in your piece. Use boldface type sparingly to emphasize key points or headlines. Try using italics instead of underlining.

Don't go overboard with the special effects (twisty-type, drop shadow, etc.) and clipart. They should enhance your message - not become the focus of your piece.

Leave adequate margins on all four sides of your piece. Most photocopiers will not copy within a quarter inch or more from the edge of a sheet. Most offset presses need a minimum of 3/8" on the feed edge and 1/8" on the other four sides.

Portions of the above list courtesy of Harry Brelsford, P.O. Box 65, Robina Qld 4226, Australia