Whether it's for a commercial business, a non-profit, an academic institution or a private event, a flier communicates a call to action. Its purpose is to sell the public on a product, a service, an action or an event. A well-designed flier is a creative way to communicate information. It requires conception and planning, a precise call to action, a compelling layout and the right images to bring your message alive.
Plan your call to action--what you want the reader of your flier to do. Do you want him to consider a product, visit your store, attend an event or donate money to a cause? What is the primary reason you want to distribute a flier? Your call to action should focus on something specific. Rather than trying to convince someone to buy a complex product, maybe convince him to attend an event to learn about the product.
Decide on the audience you want to target and tailor your title and call to action to that audience. Create a draft title and call to action for your flier. You may want to hire a marketing consultant and a good content writer.
Refine the wording of your title and call to action. Speak to your audience members in a language with which they are likely to identify. Search the Internet to find out how your audience addresses the topic your flier discusses. Interview consumers to find out what is important to them and pay close attention to the words they use. The words of the title should draw the reader into the rest of the flier’s content.
Write the content of the flier to focus on the benefits your audience will receive by responding positively to your call to action. Your audience will want to know what's in it for them. Write from your readers' perspective, focusing on such words as “you” and refraining from statements incorporating “us,” “I” or “we.” Keep the content focused and to the point. Use bullet points and short paragraphs.
Place graphics on the flier that complement or enhance your content. The graphics should catch the reader's attention and serve as a focal point. Use images that convey the right mood for your message. A good graphic designer will help streamline your message with images that help the flier come alive.
Complete the layout of your flier by incorporating boxes and borders to divide the content visually and keep it organized. This will help the reader digest the important points without much effort. The objective is to make your flier stand out and easy to read.
Finalize your call to action and include it last. Tell your readers exactly what you want them to do and exactly what they can expect if they respond. Make the call to action simple, such as to attend an event or sale.
Include your contact information. You want people to know how to contact you if they have questions about the event, product, service or sale. How a potential customer responds to your flier may hinge on one important question. If your prospect can't get the answer easily, she may not respond at all.
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