Your goal for any marketing campaign is to command attention. And letterbox flyers have great power in achieving this mission.
More tangible and obtrusive than digital channels, letterbox flyers are harder to ignore.
You can quite literally put your brand on the kitchen table, in front of your target audience, and tell them what to do next.
So, what’s the secret to compelling people to act on your flyer? Like any other advertising, there is a proven recipe to creating a winning flyer campaign.
Here are four essential ingredients to make sure your letterbox advertising is designed to convert:
1. Call to action
What do you want your customers to do? It may seem obvious but having a clear call to action on your flyer makes all the difference. A call to action, or CTA, gets people to do what you want or go where you want them to be, when you want.
The best way to achieve this is to word your CTA as a command, such as “Visit our website” or “Call us now”. The reason for this is simple: people follow instructions. It’s the same reason website buttons use the words “click here” or “like this”. The call to action might only be three words on your flyer, but those three words hold the greatest power and deserve attention.
Pro Business Tip: Don’t overcomplicate things by putting multiple calls to action on one flyer. Make it easy for your customer to know what they have to do. This also means you’ll be better able to measure your campaign’s success.
2. Repeat, repeat, repeat
People are busy. Communications bombard us everywhere we look. Even in the home, your flyer is competing with lots of distractions – social media messages, TV ads, yelling kids, newspaper headlines, not to mention other flyers. If you want results, one letterbox drop will not be enough – you need to repeat it.
Research shows that people need repeated exposure to a message at least three times
if they are going to remember and act on it. That’s why marketing campaigns repeat words, messages and images. How many times did you hear Australian Bananas' “Make those bodies sing” before the song stuck in your head?
Repetition is one of the easiest methods of persuasion. Reusing certain images, words and messages creates a sense of familiarity, making it more likely that people will remember your brand and (hopefully) like it. As an added bonus, according to research, repeated exposure to a message leads people to believe it (this is known as the “illusory truth effect”
). All of these things added together mean people will be more compelled to act.
Pro Business Tip: Create a balanced plan of regular communication. If you’re not sure how much is enough without becoming too much, take time to test and measure results so you can find the right balance.
3. Three's the magic number
Keep it simple. Successful companies all around the world simplify otherwise complex ideas using the Rule of 3. Steve Jobs was the master of this rule – he used it in nearly every product launch and speech
(you can read more about how the Rule of 3 works in this article
Try applying the Rule of 3 to your flyer design for greater cut-through. It will make your message easier to understand and improve recognition. If it worked for Steve Jobs, it can work for you.
Pro Business Tip: Select three products at three different price points to highlight in your next flyer campaign. Focus on three unique benefits (perhaps described in three words, like Jobs). Distribute your flyers three times.
The colour of your flyer can dramatically influence a customer’s decision to buy from you. It all has to do with colour psychology – that is, the way people respond to colours and how they can evoke certain emotions.
Take the colour red. Studies show that when people see the colour red, their reactions become faster and more forceful. They get a boost of energy that momentarily reduces analytical thinking. Their heart beats faster and they feel a sense of urgency. It no coincidence that fast food restaurants choose red interiors and that playing with red poker chips seems to make people bet more
than those using blue or white tiles.
When it comes to flyer design, everything from the colour of the words to the tone of images has a role to play. So understanding basic colour psychology and harnessing it in your flyer campaigns can be surprisingly effective in compelling customers to act.
Pro Business Tip: Red is a great colour to incite urgency and get people to BUY NOW! Use it to announce your short-term promotions and offers.
When it comes to a winning flyer campaign, take the opportunity to push the boundaries with colours and direct your target audience to that all-powerful call to action. By following these simple truths you’ll create a winning flyer campaign nobody can resist.