You’re launching a new business, service, or maybe you have a recent promotion and a first-rate offer that people offline just have to know about.
A key piece of content marketing material is an eye-catching, service-selling leaflet or brochure.
Don’t be fooled however, into thinking that because it’s only a small leaflet or 2 page brochure that it doesn’t deserve the same care and attention as your website, business brochure, or any other weapon in your marketing arsenal.
A great leaflet can:
- Grab the attention of potential customers
- Sell the benefits of your business
- Make someone keep hang on to it
- Make someone buy from you
However, a poorly written or put together leaflet can:
- Go completely ignored (not even to be used to wedge under the leg of a wobbly table)
- Bore your audience
- Not inform an audience about your business benefits
- Make you look unprofessional
Remember, with a great leaflet comes great responsibility – and you owe it to your super new fangled business / service / product / widget to give it the best possible introduction to potential customers that you can.
So, to improve your chances of your leaflet being kept in a warm pocket rather than under a cold table leg, here are some simple tips to bear in mind.
Know what you like
Go to the nearest shop, train station, pub or café and you’ll see thousands of different leaflets. If you’re taking the time to write a leaflet, it’s worth checking out the competition. Which ones catch your eye? Which ones hit your blind spot? Make a pile of the good versus the bad and try to identify the trends.
Chances are the good leaflets:
- Have an interesting design (not necessarily elaborate)
- Are easy to read
- Use language that appeals to you
- Are clear in what they offer
And the pile of bad leaflets:
- Look dull and /or are boring to read
- Are unclear, or have too much information
- Insult / patronize or annoy you
- Sound insincere
- Have grammatical or spelling errors (I know this is enough to send some people into a rage)
So once you have the good the bad and the ugly examples, it’s time to start drafting your own.
Write to your audience
This might sound a little obvious, but the main thing to remember when composing any content marketing material is that, it’s not about you.
