A business flyer or handbill is a great way to announce upcoming events or create awareness for your business. They are an inexpensive and efficient way to promote your services. But there are a few ground rules for making an effective business flyer that helps you reach new customers. Read on to learn:
Why should you make a business flyer?
Business flyers effectively introduce yourself to potential customers or inform existing customers about promotions, sales, or product launches. For example, you can introduce your business to new customers by adding a QR code that links to the about us page on your website. Meanwhile, at an event, like a trade show or grand opening, business flyers can drive traffic to your store or booth.
The best way to get business flyers in customers’ hands is to give them directly to your current customers. A retailer with a new product launch might put flyers with a coupon in each customer’s bag. While at a trade show, you can display flyers promoting upcoming specials in a holder at your booth. A salon might even display flyers promoting an upcoming special on hair and nail services at the desk or in the waiting area.
Be strategic if you use flyers at another business, though. A bridal salon might be a good fit for flyers for a makeup artist. However, they wouldn’t be a good flyer to place in a hardware store.
Your business might also consider having team members hand out business flyers directly to customers for higher customer engagement. Most people will accept a flyer if someone hands it to them. If you use this approach, though, make sure your team is comfortable giving a short sales pitch and answering basic questions. For added credibility, have them wear apparel with your logo.
Another method for distributing flyers is by going door to door to potential customers. This can be especially effective if your business offers home-related services like painting, landscaping, or driveway refinishing. However, be sure to check local ordinances regarding door-to-door distribution and street promotions.
Suppose you have a customer database or can buy a targeted list. In that case, you might even consider sending flyers to potential customers through direct mail. To do so, you can work with a mailing house or mail the flyers yourself.
Business flyer purposes
The first step in choosing what to put on a business flyer is deciding its purpose. Of course, the overall objectives are to increase visibility and drive sales to your business. In general, business flyers fit into one of three categories. Each type has a different use and different requirements to include.
Event
A common use of flyers is to announce upcoming events. Use these to inform customers of upcoming sales, performances, or special events, like an author’s visit to a bookstore. Distribute event flyers at the point of sale, post them on community bulletin boards, or hand them out on the street.
An event announcement should state the time, place, location, and date of the event. Also include other key information, such as an event theme. For example, a flyer for a local production of the Nutcracker ballet might note that children can be photographed with the lead dancers after the show. That lets parents know to bring children in holiday apparel.
New business awareness
These flyers are designed to get the word out and drive traffic to a new business. For example, a new nail salon might display flyers in a local hair salon. A new restaurant might hand out flyers near a local theater.
Include information on how to contact your business, including web address for more information. Be sure to mention the dates of any grand opening promotions.
Product information
Often used at industry trade shows, a product information or fact sheet flyer gives potential customers information on a product or service. Usually printed two-sided, these flyers are also included in sales packets.
This is one type of flyer where the reader is expecting detailed information. Include product specifications, uses, benefits, and more. For example, suppose you’re at a home security trade show and are trying to sell outdoor cameras. In that case, you’d want to include information on image resolution, connectivity, integration, pricing, etc.
One important thing to note with this type of flyer is that potential customers will want to know “what’s in it for me?” So, write the copy from their perspective, including using “you” rather than “we,” “us,” or “I.”
8 tips to make an effective business flyer
Design and write your flyer so potential customers can tell at a glance what the offer is. That requires a concise copy, eye-catching graphics, and strong photos. Here are eight tips on how to make an eye-catching flyer.
1. Keep it concise
With a business flyer, you only have a few seconds to pique a customer’s interest. Keeping the copy concise is one of the most important flyer design tips. Limit the text to essential information and make sure that information is noticeable. For example, use a large font type for the time and date of an event or show a website address in a bright color.
2. Divide your content into sections
Large blocks of copy can turn off a reader. A design with strategic white space—the space between text and graphics—is often more readable. For example, use headings to break the text into small, digestible sections or summarize your information with bullet points and infographics.
To make the most of limited print space, arrange the copy into a grid. Make two columns of text, and for more visual interest, make one column wider than the other and use bold subtitles.
If you’re creating the flyer yourself, online graphic design platforms offer business flyer design templates to allow you to create custom flyers.
3. Create an engaging headline
The headline is the first thing the reader will look at. It should be big and bold and engage the reader. Make sure the benefit of the offer, such as “2-for-1 happy hour,” is apparent. A few powerful words that attract consumers’ attention include “save,” “love,” “new,” “free,” and “guarantee.”
4. Include a call to action (CTA)
What do you want the customer to do after reading the flyer? The call to action (CTA) statement is one of the most important parts of the flyer and should be evident at a glance. Common examples of a CTA include “call today,” “order now,” or “register now.”
Include contact information for your business, such as your phone number or physical address. Include a QR code, web address, or social media information to make it easy for customers to check online for more details.
5. Limit your font choices
To keep your graphic design from looking cluttered, use only two or three typefaces. Choose simple, readable fonts and vary the size and boldness to create an interesting design. For example, the san-serif type doesn’t have any small lines at the end or base of letters, with Calibri, Arial, and Avenir being good examples. A classic serif font, like Georgia, is also a popular choice for flyers.
The body copy shouldn’t be smaller than 10 points. Customers will glance at a flyer and decide if they want to do business with you. Larger fonts are easier to read and can more quickly get a message across.
6. Think about the use of color
Like typography, color sets the tone for a professional flyer. Bold colors and contrast can make your flyer eye-catching. Color has an emotional impact on the reader and can affect whether they pick up your flyer.
For a striking and optimistic tone, consider citrus colors like oranges and yellows. These work well for informal flyer designs. For a cooler, tech-forward feel, use icy blues and grays. These create a more corporate image.
Achieve a look of timeless elegance with black-and-white photography with design elements in complementary colors. Another option is to base the color scheme on your brand colors.
7. Use eye-catching images
It may seem obvious, but include an image of your product. Photographs should be high-resolution images if you want to make an impression of professionalism. Blurry, low-resolution photos can make your company look amateurish. It’s recommended to have a minimum of 300 dots per inch (DPI) for every image printed.
Not all photographs have to be dramatic or unusual, though. Consumers relate to images of smiling faces, so don’t hesitate to use a friendly face on your flyer. If your budget permits, consider hiring a photographer to take photos of your staff looking warm and friendly. While this approach is more expensive than buying stock photos, you’ll have a more authentic picture and no worries about it showing up in the marketing materials for other companies.
8. Consider abstract shapes and design elements
Using shapes and geometric design elements can add visual interest to the business flyer design. For example, if you have multiple photos, consider creating a modular grid and positioning the photos in the shapes.
Emphasis draws attention to a specific element. So, a store that sells tropical fish could show an image of a bright orange fish against a black-and-white background. The image highlights the company’s product.
It’s also important that the visual elements look balanced on the page. They could be placed symmetrically or radiate out from a central focal point, for example, drawing the eye to the center. Even a seemingly random design should come together with a balanced look.
Whether you’re designing a business flyer or a webpage, the core design principles will help you create an eye-catching design.
Short-handed? Hire a freelance business flyer designer
Take your promotions to the next level with well-designed business flyers. While there are several business flyer templates to choose from, make the most of your marketing materials with the help of a professional designer. They’ll have the design skills to ensure your business flyers are high quality and convey the right message.
