Are you planning on a leaflet distribution campaign to generate more business? Then read this article and learn 10 of the worst leafleting mistakes that can KILL your campaigns response rates and how to avoid them.
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1. Avoid distributing leaflets the same day as the local paper
How often do you get one of those free papers in the mail and it includes a bunch of flyers and papers you don’t need? And what do you do with it? You probably gather them up and throw them out, right? That’s exactly why you want to keep your leaflets out of the way when that happens.
When you can hand out your leaflets or send out your leaflets on different days you’re going to have a better chance of someone actually looking at it and deciding to hold onto it instead of just scooping it up with the junk mail.
2. Create a beautiful impression
You want a leaflet that looks great and that’s going to require you to work a little bit harder. You’re going to need to pay attention to the look of the font, the template that you’re using, the white space and the decorative elements.
You’re going to want to create something that draws the attention and makes people really stop and take notice. When your leaflet is looking great you’re going to have more people who pick it up from their letterbox and read it and maybe even pass it on to other people that they know.
3. Look for high quality services to distribute your leaflets
Hiring someone to distribute your leaflets is going to make sure that you can focus on other things. But it’s not all about just hiring anyone and letting them go.
You want to make sure that you hire a company that knows what they’re doing and one that is going to take care of getting your leaflets out in the right way. If you hire the wrong team you might not get the quality that you expect, and that’s definitely going to be a waste of your money, so it’s something you want to avoid at all costs.
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4. Leaflets are not the same as business cards
Your leaflet is not your business card. It’s not supposed to be just something you pass out with potential customers the same way you would a card. You want to make sure that you create something that really explains who you are and expresses your best features.
A business card only shares how to contact you, a leaflet should share a little bit more and make sure that people who get the leaflet are going to look into more. They should be able to get at least a small amount of information just from that leaflet.
5. Use A and B testing
When you start out creating a leaflet you want to make sure that you get the best one. After all, you’re going to have a lot of time and money into creating just the right leaflet and you want to get the most out of it.
You want to make sure that you’re not spending too much money on a leaflet that’s not going to get you the results that you want. By creating two different leaflets you can see which one is getting you the most return, but you have to make them unique enough.
That means you need to have a different web address or coupon code so you can see which one the most people like.
6. Keep the first run small
Don’t spend a lot of money on a full run of a leaflet until you get a better idea of how it’s going to work for you. You want to make sure that you create something that people are going to like or you’re going to be wasting your money.
By starting small you can see what people like or don’t like. Then you can create a new set to try. From there, you can keep going as much as you want and you’ll be able to find the idea leaflet to get the best out of it.
When you’re first starting you don’t really know what you should be creating and jumping in too large can be a difficult thing.
7. Not making a large enough budget
You’re going to need a good budget in order to afford the leaflets you really want and need. You’re also going to need a good budget for distributing the leaflets as well. Make sure that you’re paying for the type of quality that you’re looking for.
That doesn’t mean you automatically have to go for the most expensive option. But it means that you don’t want to choose the cheapest option. It’s not likely to be a good fit and it’s definitely not likely to give you the right balance of quality that you’re actually looking for.
8. Overloading the text
If you put too much text on your leaflet it may seem like a good thing. After all, giving people a lot of information about you and your services is important, right? But if you overload a little too much you can definitely turn off a lot of people.
That’s because people get overwhelmed by so much text and they tend to just turn away from it all. If they feel overwhelmed they are more likely to throw out the flyer than they are to actually read everything that you’ve put (so painstakingly) on your leaflet.
9. Getting too confusing or complicated
If you try to create a really unique and stylized flyer but you just don’t get the message across clearly enough you could find yourself struggling to get clients interested. They need to understand what’s going on in order to really want to contact you, after all.
When you pass on your information you want to make sure that anyone who looks at your leaflet is going to understand it immediately and not have to try and decipher exactly what you’re saying. If you try to get to ‘cutesy’ or too cryptic then you could turn off your potential clients.
10. Problem graphics
The graphics that you use are extremely important for any type of leaflet. You want graphics that are clear, high quality and that you are legally allowed to use. Not only that but you want something that really relates to your business and to what you have to offer.
Poor quality graphics can derail your entire leaflet and can make it difficult to understand what’s being said. So, make sure that you look carefully at the graphics you’re considering using and then pay attention to how you can even make it better. The graphics are an important aspect though, so make sure that you are paying a lot of attention here.
By avoiding these common leafleting mistakes you’re going to have a much better result for your business. You’ll also be able to save some time and some money when you’re avoiding these, because you won’t have to reprint anything. So make sure you pay close attention and go for the right options.