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Blue Flyer

Are Flyers Really Cost-Effective for Small Businesses?

One often debated topic in marketing is whether or not flyers are still a cost-effective tactic for small businesses.
When done correctly, flyers (also called leaflets or pamphlets) are an excellent marketing tool – both affordable to produce and effective in making your business known. But there are a few ground rules to follow.

We’re going to give you advice on crafting a flyer so it’s even more effective at getting people to respond. We’ll discuss the best time to send your flyer, and how you can make them more compelling. You want your business flyers to pull people in, engage them and get them interested in what you’re offering!
By following these best practices, you’ll start to see how flyers are still an affordable and effective marketing tool for small businesses.

Understanding Junk Mail Blindness

People receive so many advertisements in the post these days that they’ve developed what’s known as “junk mail blindness”. Their minds don’t even process what’s in their mailbox – they simply see that it’s an advert, and throw it away.
This creates a problem for small businesses. Even if your flyer is delivered to the right person at the right time, they may overlook it since their brain isn’t processing advertisements.

So how do you get around junk mail blindness?

The first thing to understand is that most people will not read a flyer unless it speaks directly to them. So here’s a piece of advice: don’t try to be everything to everyone.
If your business is local, then target your flyer at a specific location or group of people. For example:

• If you run a nursery and only service the local area, focus on distributing flyers to the districts that you cover
• If you’re running a landscaping business and have many customers in one neighbourhood, target that area in particular
• If your company is particularly popular with older customers, focus on postcodes that are more likely to be home to those age groups – for example, small towns rather than city centres
If you’ve got an evergreen business (one with customers all year), then target your flyer in the same way. For example, if it’s a local hairdresser, send flyers to anyone within a 20-mile radius of your shop.

The AIDA principle (Attention Interest Desire Action)

Another way to combat junk mail blindness is to use the AIDA framework. This is one of the oldest marketing techniques around. It stands for Attention, Interest, Desire, and Action.

This means your flyer should:

• Capture their attention immediately
• Pique their interest with a compelling offer
• Focus on their desires to solidify that interest
• And tell them what action to take to claim your offer
People have been seeing advertisements using this framework for so many years that they are almost conditioned to respond if it is used effectively. So be sure to take advantage of decades of marketing research and incorporate the AIDA principle into your flyers.
Here’s an example of an AIDA framework for a flower shop called “Sally’s Flowers.”

Attention:
Do you love fresh flowers?
Interest:
We have a fantastic selection of fresh, high-quality bouquets and arrangements that are perfect for any occasion. You’ll find something for everyone at Sally’s Flowers.
Desire:
We want you to see our beautiful selection and pick out your favourite flowers today! Get 10% off on all purchases over £50 with the code “10OFF”.
Action:
Bring this flyer to our shop at 123 High St., or visit us online at sallysflowers.com and enter the coupon code for your special discount. But hurry! This offer expires on August 12th!
By following this flow, you’ll quickly move through all of the psychological triggers that compel people to act on an offer.

How to Create a Cost-effective Flyer

Flyers can absolutely be cost-effective for small business, provided that you follow the AIDA principle and target your specific audience. But what’s also key is creating a flyer design that will immediately catch your readers’ attention, and make people want to read it, rather than discarding it without a second glance.
Here are our top tips on creating a flyer that will effectively spread brand awareness, and translate into sales for your company.

Make People Notice Your Flyers

Flyers are more likely to get picked up or opened if they’re different from what people typically see. You’ll get more responses if you utilise a colourful flyer that includes photos and has an exciting design. It’s a better idea for your flyers to be eye-catching than bland and simple. Ensure you include your business’s logo prominently on the design, to help build brand recognition.
123Print’s flyer creation tool allows you to design striking flyers with the click of a button. You can customise the background colour, add your own artwork, and choose an attention-grabbing font with ease.

Make It Clear What You’re Offering

If you’re trying to sell something in particular, then let people know what it is that you’re offering. If someone doesn’t know what you’re selling, how will they be able to respond?
Keep the number of words on your flyer limited so people can see in a second or two precisely what it is that you want them to do. Less writing and more design will mean more responses because people won’t have to stop and read a novel on your flyer.
Use “Free” to Draw People In

If you’re trying to get people interested in sampling your products or services, or pull in new customers, then put something free in their hands. It’s incredible how many people look at flyers but immediately discard them if the offer isn’t compelling enough. It’s the free stuff that will get people to look at your flyer, but it’s also what may give them an idea about how you can assist them with their problems.

Include a Personal Note

When you have flyers made up for your business, include a note on each of them, which lets people know who they’re talking to. Tell them a little about yourself and what your company does in a friendly, conversational tone.
This reveals the human side of your business, and makes you seem more appealing. People are always more willing to spend money on companies that they perceive as having real people behind them, rather than faceless corporations.

Include a Call to Action

Don’t just advertise your products or services: give whoever is reading the flyer a clear action that you want them to take. For example:
• Visit our website today!
• Call us now to place an order – spend over £50 and get free shipping!
• Order before 1st December and receive 10% off!
You don’t necessarily need to have a long list of things that people should do if they want to get in touch with you. In fact, the more detail you go into, the less likely your customers will read it all. Make the call to action simple, attractive, and easy to follow.

Make Your Flyers Time Sensitive

If you don’t give people a nudge, then they’re going to forget about what you’re offering them. So, when introducing a special offer, sale, voucher or coupon code, always include a deadline.
By including a deadline for action (i.e., “Sale ends this Friday”), you’ll add an element of time-sensitivity to the message that will keep your offer at the forefront of their minds. If you don’t, they might place your flyer in a drawer and think “I’ll do that tomorrow” – and tomorrow never comes.

Keep Things Short and Sweet

Don’t be tempted to include several paragraphs of text on your flyer – keep things brief and easy to read. Nobody wants to read an essay that they didn’t even ask for!
Short, punchy copy is the key to capturing attention and motivating people to action. So be concise and to the point on your flyers. Tell them your offer, the timeframe available, and what they need to do to act.

Get Others’ Opinions

Even if you’ve designed several different flyers on your own, it’s still a good idea to take some time and get feedback from other people on what they think. You can either ask friends and family members for their honest opinions or post the flyer online and try getting responses from potential customers and clients about what they think of it.
By asking for open and honest opinions of your designs, you can save money by catching a bad campaign before it even gets started.

Order Professional Flyers Today with 123Print

Flyers are a very effective marketing tool for small businesses when done effectively. So there is no need to feel like you have to abandon this time-tested marketing tactic just because it’s not a digital medium – especially if your budget doesn’t allow for more expensive advertising methods.

It’s always best to source your flyers from a true industry professional, like 123Print. We offer high-quality, full colour, glossy flyers professionally printed at unbeatable prices.
Using our easy editor, you can create the perfect design in no time at all – and we always aim to dispatch orders within 48 working hours. With a 100% satisfaction guarantee offered with all orders, you have nothing to lose!