Two of the most effective physical media you can use to promote a small business are flyers and brochures. These items offer a tangible form of marketing that can leave a bigger impression on people’s minds than other types of materials, and they can complement other physical marketing content, such as direct mail.
If you’re not sure how to approach professional flyers or brochures, the following guide will help you develop a strategy around these promotional materials.
The Different Types of Flyers and Brochures
Depending on the kind of copy and visuals you want to include in your print materials, you can use various types of flyers and brochures for your business.
Types of Flyers
Some of the different types of promotional flyer designs include:
- Pamphlets — Also known as leaflets, these materials typically consist of conventional paper to allow for cost-effective mass production and distribution.
- Posters — Some larger flyers are called posters, which include different types of content like images and other visuals along with text info. They typically attach to different types of vertical surfaces like walls and bulletin boards.
- Handbills — These flyers are essentially a version of a pamphlet with minimal information. They can include everything from concise ads and coupons to promotions for grand openings and other announcements.
Types of Brochures
You may also use various types of brochures, such as:
- Bi-Fold — This is the most popular type of brochure. It consists of a single piece of paper folded in half, and you can print copy and visuals on all sides to form four different panels of information.
- Tri-Fold — While the bi-fold brochure uses a single fold down the middle to form two halves, the tri-fold brochure uses two folds to form three sections. Using these brochures, you can include information and graphics on six different panels.
- Z-Fold — These brochures are much like the tri-fold, only they fold into a zigzag shape instead of a closed-in tri-fold. The Z-fold also allows for six panels that you can use to present a large amount of information.
- Gate-Fold — This format includes three or four sections, with the two on the edges folding into the center to form a kind of gated cover. When you open the gate fold, you can see more information on the panels within. Typically, these allow for eight panels that are ideal for more extensive promotion.
What to Include in Brochure and Flyer Copy
If you want to grab and hold audiences captive with your brochures and flyers, you must approach the copy the right way. If your copy fails to connect with people, they’ll be more inclined to throw your promotional materials away soon after receiving them. Even if your images are compelling, the copy must equal it.
The following are some ways to create the best copy for your promotional flyers and brochures:
- Limit yourself to a single product or service to focus on. Doing so will keep people invested without overwhelming them with too much information at once.
- Make your headlines appealing. Much like the colors and images you use on the front of your promotional materials, your headlines must attract audiences and inspire them to dig deeper. Something with a unique value proposition that gets people to read on could be invaluable, like “Don’t miss this exclusive offer!”
- Get to the point with your information. If you include an overabundance of details about your offerings without clearly listing the benefits to the reader, this will make your brochures and flyers painful slogs to get through that wind up in the trash. Instead, remain concise and clear with your message.
- Let the reader know how they benefit. Indicate the specific advantages and selling points of your offerings to show why people should care about what you have to offer over competitors.
How to Create Effective Flyers and Brochures
To help you connect even more with your audiences, you must effectively design your flyers and brochures in a way that goes beyond optimizing copy.
You can create strong flyers and brochures in various ways, such as:
- Designing with your audience in mind — What kinds of messages and visuals appeal to your audience? Some audiences might respond differently to certain color schemes, visuals, and messaging than others. Look into competitors and see what they’re doing and be mindful of what your audience wants to see in promotional materials of any kind.
- Including a compelling call-to-action — Your promotions shouldn’t stop with the flyer or brochure. Encourage people to take the next step with a clear call-to-action that moves people along the customer journey. You can even get people to visit your website and create a designated landing page for these materials, which you can then use to track your campaigns’ performance with the help of analytical tools.
- Crafting a solid and balanced layout. The information and visuals you include in your promotional materials should be easy to understand while remaining visually appealing. Figure out how to lay information and graphics out in a way that truly resonates with readers.
Where to Distribute Flyers and Brochures
There’s no limit to the places you can distribute these promotional materials. Here are some options to give you ideas:
- Bulletin boards in your community
- Expositions and conferences
- Community events
- Elevators
- Utility poles
- Municipal buildings
- Chambers of Commerce
- Direct mail
Get Help With Your Flyer and Brochure Printing
Looking to develop top-quality flyers or brochures for your business? Consider working with reliable printers who have the resources you need to get the job done right.
At Superior Resource Printing & Graphics, we can meet all of your printing needs with the right solution. Reach out to us today to learn more about our flyer and brochure printing capabilities. You can also work with us to create a plethora of promotional products, large-format signage, and more.
