How to make a leaflet people read (and that gets them to call)
A leaflet has a few seconds between the letterbox and the bin. If in that time it is not clear what you offer and why it matters, there is no second chance.
1. A headline about the customer, not about you
“García Bakery, since 1985” informs; “Fresh bread at 7 am, two streets from your home” sells. The headline must answer “what’s in it for me?” in a single line, in large type.
2. One offer, clear and with a date
When a leaflet advertises ten things, nobody remembers any of them. Choose the main offer and give it an expiry date: “20% off your first visit until 15 March”. The date pushes people to act.
3. What to do, in verbs
Always finish with a specific instruction: “Call…”, “Scan the QR code and book”, “Bring this leaflet”. Make sure the phone number, address or QR code can be seen without searching.
4. Less text, more white space
- Short sentences in everyday language.
- Three or four strong points at most.
- One good real photo is worth more than three stock photos.
- High contrast: dark text on a light background, or the other way round.
5. The format depends on the goal
A single-sided A5 works for offers and openings. A bi-fold makes sense if there is a menu, catalogue or price list. Slightly thicker paper conveys quality for mid- to high-priced services.
6. Designed for the neighbourhood where it is delivered
A neighbourhood of young families is not the same as one with many older people. Adapting the offer, the photos and even the font size to the type of resident multiplies interest.
7. Make it measurable
Put a different QR code or coupon in each distribution area. That way you will know which neighbourhoods respond best and where to repeat next time, instead of distributing blindly.