So much of our marketing is done through screens now, from viral videos to digital ads, but hardly any of it can compare with the benefits of a truly impactful leaflet. Leaflets capture attention, deliver information, and spark genuine interest – and, when combined with digital campaigns, they guide the reader along the buyer’s journey to make a conversion.
Find out how to design a leaflet that takes your potential customers from A to B with our step-by-step guide, and don’t forget to partner with us for quality printed leaflets that complement your digital strategy.
There is one rule to remember when designing a leaflet: ‘less is more’.
It may be tempting to pack as much detail as possible into the limited space available, but this is a guaranteed way to design a leaflet that is cluttered and confusing. So, before you write a single word, decide upon a clear layout that includes:
1. A Title: This heading must capture attention from the very first glance, so don’t overcomplicate it or add too much detail. Simply state what it is that you do and what your business offers.
2. Your Core Message: This section is where you will go into more detail regarding your services or products, but it should only take up one third of your design, so keep it concise.
3. Clear Branding: Your brand’s visual identity should be clear throughout. This includes your logo, but also two or three colours that are associated with your brand, that are used in the text, background, and graphics.
4. Plenty of Images: Photos and graphics are an asset for any leaflet (provided that they are high resolution) as they tell the story of your brand without any words.
5. A CTA: Keep this section short and to the point (we will discuss how to craft the perfect CTA in more detail later).
You might be designing a leaflet to:
⦁ Announce a new product launch.
⦁ Raise awareness of an upcoming event.
⦁ Highlight your valuable services.
⦁ Or deliver special offers to entice new customers.
But the key aim of your leaflet is to interest the reader and give them just enough information to make them want to find out more. To achieve this, it’s important to avoid any unnecessary detail and to keep the text as simple as possible, whilst also sticking to one font, size, and colour.
Like a poster, a leaflet must deliver all the information you want to share in just one page, so choose every word with intention. Key details to include are your contact details, your core business offerings, and your USP, which can be delivered in a few impactful bullet points. The reader should be able to understand exactly who your brand is, and exactly why they should choose you, simply by glancing at the leaflet they have been handed.
If you include all the details that a reader needs to know in order to make a conversion then your leaflet will be far too detailed. This risks confusing your target audience or losing their interest, so design a leaflet that directs them to your website instead where they can learn more, view options, and take action.
Think of your printed materials as the stepping stone between real-world interactions with your clients, and digital campaigns that finalise their conversion journey. Drive them to your website with a banner in the footer, or a high resolution QR code that takes them to your landing page or downloads your app directly onto their phone.
By doing this, you free up plenty of space in your leaflet that would have otherwise cluttered the design and detracted from its impact.
Once your readers know exactly who your brand is and what it offers, it’s time to drive them to take action.
A CTA (Call to Action) is a short, direct statement that shows a reader exactly what type of action they should take next:
⦁ Find Out More: This is where you should include the website link or QR code.
⦁ Get In Touch: This can be a statement followed by your phone number or email address.
⦁ Sign Up Today: This is best used to encourage readers to sign up for a repeat service.
⦁ Connect With Us: This should be used to drive attention to your social media, so make sure the reader knows exactly where to find you on each platform.
⦁ Join Us: This is a good way to promote signups for an in-person event.
⦁ Visit Us: If you have physical premises, then include a clear map that shows exactly where to find you, along with the postcode and parking details.
Don’t devote too much space to a CTA – it must be visible but brief, and should feel like a natural conclusion to the journey they have taken through your leaflet. Include it at the end of the design so that it lingers in the mind, and then give the reader an extra reason to take action with a time-limited offer, social media competition, or exclusive discount.
Once you are happy with the finished design, it’s time to have your leaflets professionally printed, but not before you have fully checked it for mistakes.
Don’t rush this crucial final step. It is easy to miss errors in your own work, so ask at least two other people to check your leaflet; one to proofread your copy, and the other to assess the layout and design. The final version that you send us must be correct in order to avoid any reprints or disappointments, so get in touch with us if you are struggling to finalise your design and we will work with you to design a leaflet that secures the conversions you need.
We provide large quantities of both single and double sided leaflets, printed on 150gsm silk or gloss. Our sizes start from A6 (perfect for sliding inside an envelope) and go up to A4 (great for including more information), so contact us today to start your order.
Our prices start at just £20 for 100 leaflets, with Same Day Printing available on up to 2,000 leaflets.
We are able to produce larger quantities on request, and for additional information please contact our team on 0121 236 2784 today.
