Truth 44. Fliers are easy all-purpose promotional tools
You may write fliers to promote your business, a new product, a special sale, an event, or even yourself. You may want to get word out that you’re available as a speaker, for example; or you may need a one-pager to hand out if you’re giving a presentation or exhibiting at a convention. Fliers are an easy and inexpensive promotional tool.
Fliers can be produced on paper and distributed by mail, at conferences and events, or even door to door. They can also be distributed electronically, as an e-blast. An e-blast can be sent out from a Web host or through a company that specializes in doing this. If you work on your own, you can probably send out e-blasts through your own e-mail Internet service provider, but need to know the limits of how many you can send simultaneously. (Some providers offer service upgrades that allow larger e-mailings for additional fees.)
Fliers are ubiquitous, but they aren’t always as effective as they should be. Here are some ways to produce good ones, using event promotion as an example:
1. Put your business or professional association name and logo near the top so readers know where the message is coming from—If you send out monthly meeting announcements or periodic event invitations, this will set up the recipients to “hear” your message, especially if they already have a relationship with your company or group.
2. Use a limited number of words and large type—Fliers are not letters and should not look like them. They’re meant to be read and absorbed quickly, and the more words on the page, the fewer of them will probably be read. Appearance is important, so if it’s a do-it-yourself project, spend time experimenting on your computer or get help from a graphic-minded friend. Aim for lots of white space, short paragraphs and sections, and not too much variation in type. Use headlines, subheads, and boldface to enhance readability. And, of course, apply your best tight-writing skills.
3. Put the bottom line on top so that it won’t be missed—For example, if you’re producing a flier inviting people to attend a company trade show, make the name of the show and the date the most prominent words on the page. The date should include the day of the week.
4. Create a strong title or headline—It should be specific and as compelling as possible. “Announcing a Trade Show for the Magic Business,” for example, is less effective than saying:
We invite you to
THE FIRST TRADE SHOW FOR MAGIC-MAKERS AND RETAILERS
THURSDAY, APRIL 9 AT NOON
Another example: Rather than titling a flier “Price Reduction at A-1 Hardware This Month,” it’s more interesting and specific to say:
OCTOBER SPECIAL: IT’S FALL CLEAN-UP MONTH AT A-1 HARDWARE
Take 25% off all leaf blowers, gardening tools, rakes, and more
5. If you’re promoting an event, describe it briefly but in terms your reader can identify with—Remember the “what’s in it for me?” principle: Why should the audience care? Tell people what they will learn or how they will benefit from what you’re promoting. Questions can work well. For example, if your event is a trade show, “Want to learn the best tips for selling more widgets?” is more effective than “We’ll give you tips for selling your widgets.” If you’re selling yourself, think in terms of, “What problems can I solve for you?” If it’s a new-product flier, “What can this gizmo do for you?” should be addressed.
6. Include all the important details—These include how and where to register, the cost of the event, and either directions to the venue or where to find directions to the venue. These items can be shown in smaller type, but they’re essential.
7. Include a telephone number that people can call to get more information—Add a Web site address if the site will list the event or if you want people to know more about your organization.
8. If you’re sending out an e-blast, be sure the subject line is clear, self-contained, and has a must-read flavor—For monthly meeting announcements, for example, you might include the name of your organization and the topic: “DMA December: John Ash on the 10 Best Ways to Find Customers.” The object is to get people to open the e-mail, of course, and there are various ways of doing this. A follow-up e-mail could have the subject line, “Last chance to register for John Ash on Dec. 12.”
And perhaps most important of all: Speak directly to your reader at all times. “You are invited,” “We invite you to join us,” “You’ll find out…,” and all the variations, according to your purpose, will focus your flier properly.