So you want to create a flyer that sells your services but you haven’t got the time (or desire) to master the latest design software. We get it – even as a tradie, you cannot expect to be a Jack-of-all-trades. But while you may be outsourcing your flyer design, there are still some important things you need know in order to get the best bang for your buck. Here are 8 flyer design tips :
1. Know your audience
This is the number one step for every marketing technique. It’s marketing 101: know who you are targeting. Then picture them as you write each word and choose every image. Your ultimate goal with any letterbox flyer is to prove to your potential customers how your service can make their lives better or easier. What are their challenges? What are they looking for – is it the best quality service from a trustworthy professional, the fastest service or the cheapest? Understanding this puts you well on the road to success.
2. Use images to grab attention and tell your story
You know the old saying “a picture tells a thousand words”? This is where it actually rings true. Nobody has time to read a thousand words on your flyer, so use digital photography and simple graphics to tell the story. But don’t go picture crazy and put them everywhere. Pick one attention-grabbing photo or image for your hero shot – something that will get people’s attention immediately and entice them to read on, such as a picture of your latest and greatest project. This should be placed in the top half of the page to get the best visibility. Then, if needed, group a few smaller pictures so they collectively form a single element. You can also use simple icons.
3. Don’t be afraid to gloat
There’s nothing special about being “almost the best tradie” in your local area. You need to prove to people you’re the best choice for the job. One way to do this is to include raving reviews from previous clients (remember to get their permission first). You only need to look at online review sites to know that people put a lot of trust in what other people think of a business. If you have happy customers, ask them to speak out.
4. Be persuasive
Why you? What makes you different from the other tradespeople out there? This is where you need to get persuasive. Think about your unique selling point (USP) and how you can prove it. Are you the fastest? Tell them how fast. Are you the most qualified? Include your certifications and years in the industry.
5. Tell them what to do
Your flyer should make it crystal clear what the reader should do as a result of reading the information. Do you want them to visit your website, send an email or pick up the phone and call you? State it as a command – this is the “call to action”. It might be as simple as “Call today”.
5. Avoid jargon
There’s nothing that will turn your potential customers off quicker than a flyer full of industry jargon and TLAs (three letter acronyms). Choose simple language and avoid jargon at all costs.
6. Keep it clean and professional
There a few tricks to keeping your flyer design clean, uncluttered and professional. The first is to limit the number of fonts to a maximum of two – one for the headlines and another for the main (“body”) copy. And while you’re there, try not to fill every last piece of white space. White space is the easiest way to draw attention to things – check out the Apple website for inspiration. Don’t be afraid of blank space!
8. Don’t be a stranger
Nobody wants to bring a stranger into their home, try introducing yourself to the reader with a photo. Human faces are very powerful. Studies show that when we see a face we are automatically triggered to feel a connection with that person, so by including a photo of yourself you’re encouraging them to relate to you and trust you. Which is great news, because the chances are your prospects will only choose you if they feel comfortable that you will solve their problems and won’t rip them off. Of course, you need to look trustworthy! A human face also catches attention and adds personality to your flyer (and brand).