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leafl et
master
class
Many things will a
ffect the response
you’ll get from yo
uurr l leaeafl e ett campaigncamcaammpaipapaiiggn
.
Answer these questio
ns and make your lea
fl ets work harder for y
yoouu::
WHO’S YOUR TARGET
MARKET?
HOW WILL YOU REACAC
HH M MMEME?
Who are you trying to r
each? Are you selling t
o There are many way
s to getet y youyoouour messessageage o out.u
t. F Fiirstst
consumers or businesses
? Where do they live? Wh
at or second class po
st is s hhigigighlhlyy t taargergeteted, butu
t q quiuitete
industry are they in? Wh
at age group? If you can’
t pricey. Try inserts in a l
a loocacall ffreeee nneewspspaperper, o
orpr payay
answer these questions, y
ou’ll fi nd it a bit trickier t
o some local kids to d
o a leafl et drop. For a m
ore
fi nd the right way of targ
eting your market.
targeted approach try an
insert in a magazine rea
d
by your target market. S
elling crochet saddles? P
ut
WHAT’S YOUR POINT,
CALLER?
an insert into ‘Your Pony M
agazine’.
Presumably you’re inves
ting in marketing to w
in
Zul Suriya
more business. We do it
all the time, so there’s n
o WHAT WILL IT LO
OK LIKE? Homes Dubai, Salford
need to be shy. Think abo
ut what makes you differe
nt We’d recommend t
hat you spend at leas
t 30%
printing.com always have
or special. What problem c
an you solve? What need
of your budget on des
ign. Design can mean t
he
effective ideas, great turnaround
can you satisfy? What’s y
our Unique Selling Point –
difference between suc
cess and failure. A bad
ly
times and deliver quality
your USP? Why should th
ey buy from you?
designed leafl et may d
o more damage than y
ou
products. Our sales staff get
think. There’s no such th
ing as a second impressio
n,
WHAT’S IN IT FOR ME
?
excited when we print new
so get it right fi rst time. We c
an help. Design is our
We’ve seen leafl ets which a
re no more than business
material!
business, after all. Talk to u
s.
cards – a name, a numb
er and maybe a list of st
uff
they do. When you get a l
eafl et like that, what do y
ou WHEN’S THE BES
T TIME?
do? Save it or bin it? The m
ost effective leafl ets use
This will depend on wh
at you’re selling, althou
gh
time-bound offers. May
be “half price this mont
h”, according to the D
irect Marketing Associ
ation,
“free teddy with every q
uote” or “free consultati
on October is the prim
e time for inserts. You’ll p
robably
during November.” Think r
eally hard about offering
get a lower response in s
ummer months, since yo
ur
an incentive – and the le
vel of it. “5% off” may b
e recipients may be su
nning themselves in Ben
idorm
enough to get some inter
est... but what would “25%
or Barbados. At Christm
as, your message will ha
ve
off” do to the response?
to work harder to compe
te with all the others.
WHAT DO YOU WANT
ME TO DO?
ANYTHING ELSE?
What’s the next step? Y
ou don’t need to close t
he Leafl ets are a wond
erfully effective marketin
g tool…
deal there and then (alth
ough, if you can, do it!) T
ell when they’re used
correctly. We want yo
u to be
them what you want the
m to do next. “Call now f
or successful for selfi
sh reasons – you’ll inve
st more
a free sample”, “Bring th
is leafl et to…” or “Email u
s with us if you are. L
et us help you succeed – g
et us
for a quotation.” Spell it o
ut. Make it easy for them
involved from the start. A
nd, good luck!
to buy from you.
58 leafl et masterclass
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