Use Your Leaflets to Present You and Your Business Well

Expert Author Susan Leigh
Leaflets can be used in a myriad of different ways, from a random house drop to specifically targeting individual clients. They are an opportunity to inform people and be read at their leisure. An interesting, informative leaflet may well be kept for backup support and referred to at times of need. As a business coach, I work with clients to help them appreciate how valuable a good quality leaflet can be.
A good leaflet will often be used to as a point of reference for people, as increasingly goods and services are being outsourced to external suppliers. Many people rely on having an efficient database of suppliers and consultants that they can turn to when they need specialist input into their business. Detailing clearly and concisely all that you have to offer can make you a crucial part of someones' support mechanism. It is important to make the most of that opportunity. Use your shop window well.
So think about the size and shape of your leaflet. How many sections are there to your business? Do you have many key personnel, products, locations, skill sets? Do they all need to be individually promoted or would some be okay as part of a sub-section? Pretend to be your own potential client. What would you want or need in order to come to you and your business? Focus on the key skills and benefits of your business and then endeavour to promote those areas as professionally as possible.
Use your leaflet as a way of encouraging people to contact you further. They need to enter the 'shop' and discuss their requirements. So it is important to focus on the main aspects to promote and how best to present them.
- Make your leaflet part of your company brand. Use a colour, logo, slogan, style that identifies you from the rest. Keep that theme on all your company promotional material so that you establish a recognisable brand identity.
- The front page of the leaflet has to have impact, something that catches a persons eye so that they choose to pick up and keep your leaflet rather than the others on offer
- Good quality paper, print and artwork all add to a professional appearance. A good graphic designer and printer are assets at this time.
- Make it easy to read and understand. Pithy bullet points are useful points of reference.
- Detail individual skill sets, training, areas of expertise if relevant. Maybe an example of a success story.
- Contact details, business locations, how to order, trading hours, discounts are all useful information to include.
- Pictures, imagery, humour are all worth considering.
- Keep your leaflet up-to-date. Times change, markets move on, so scrutinise your leaflet from time to time. Is it still up to date and relevant, or would it benefit from a face lift. Brands do move on and evolve. Stay with the times and use a re-print as an opportunity to evaluate where you are in your business sector. Decide if that is that okay or are you looking to expand or widen your client base? Your leaflet is a way of spreading that message.

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