More Help On Writing Great Business Leaflets

This is a follow up to a post I wrote about writing a business leaflet that doesn’t suck.

Leaflets and flyers can be useful in generating interest in your service, particularly if you have a local product or event.

Recently I picked up a handful of leaflets and picked out 2 to show you examples of different leaflet styles and things to bear in mind when writing your own business leaflet.

Leaflet One: Drop-In Yoga Classes with Kevin Donovan

When you’re writing a leaflet and you want it to stand out, it’s very easy to get caught into the trap of using word play or puns to get across your message.

It isn’t a good idea if you are just starting out or your business isn’t very well known. What can happen is people remember the pun but forget how your business can changes their lives for the better.

This leaflet takes on a fishing theme and has many fishing comparisons including the main title which reads:

“Tired of fishing around for a good yoga class? Cast about no further!”

As one of Brighton’s most experienced and senior teachers, I bet Kevin really knows his stuff as Brighton has plenty of yoga instructors. Customers of Kevin probably leave their session feeling chilled out and pretty good about themselves. They probably think it’s one of their best luxury treats of the week that is actually good for them.

If Yoga is your business, you want other potential customers to think in these terms about your service as well. You want them to have images of calmness, relaxation, a healthy mind and sexy lithe body.  you don’t want them to have images of salty water, fish, galoshes and sea sickness.

If the service combined the two, such as a yoga based fishing trip, then the copywriting would work, and the leaflet would stand out for all the right reasons. From the leaflet alone I was unable to find out any other reasonable connection to fish.

But, there is still a good use of space for information on the leaflet including:

• When the sessions are
• How much they are
• Where they are
• What levels are catered for

With a little tweaking, this could be an even better leaflet if it:

• Explained the benefits of the service
• Explained how people will feel after an hour of “Dynamic Flowing.”
• Used a quotation from a current customer: “I love going after work because it’s convenient and relaxes me after the stresses of the day”
• Used a more relaxing image

Leaflet Two: Hove Champagne Festival

This leaflet is a good example of the design suiting the sort of people who would be interested in the event.

Champagne conjures images of luxury, style and elegance.

What works:

For the casual passersby, the large title states clearly what the event is, followed closely by when, where and what is included.

Design is a big part of successful copywriting and front of this leaflet works well to reinforce the imagery associated with champagne and the festival: Good looking people on a sunny day, exquisite food and music.

They give the essential information on the front and use the space to give more details about the event for those who want to know more, including a link to the website for bookings and more information.

This is a well designed, and well thought out leaflet, and if I had to make suggestions for the copy it would be to translate more of the listed features into benefits to reinforce an emotional response from the reader.

For example:

“Experience bliss and exclusivity as you relax away from the crowds inside the VIP Enclosure. Sip your welcome champagne drink and enjoy canapés served throughout the day…”

Hopefully this has given you more inspiration and advice when it comes to writing your own business leaflet, let me know in the comments if there are any other aspects of leaflet writing that you’d be interested in!