What is direct mail …
In part 3 of our flyers masterclass, we’ll be working out how to best present those words you’ve so carefully crafted.
(If you missed part 2 on writing the copy, click on the image below to read it now.)
By this point you should’ve come up with some cracking copy that you’re excited to put out to your punters.
But there’s more to the flyer than just the words. The look of the thing has to make people want to read those words, or you may as well have sent a blank postcard.
And you know what always works well? Bullet points. Here’s why:
See what I did there.
The quicker you can grab your prospect’s attention and make your point, the better. See, people scan information first, then go back and read through it all properly (if the scanning phase has convinced them it’s worth their time to do so).
As you can imagine, bullet points can come in handy for those purposes. So here are some pointers on using them to shape your text:
Like I just said, your reader might not make it all the way to the end of your text, so it’s really important to prioritise the information that goes into your list.
Start with the most important, attention-grabbing point at the top (now’s not the time to save the best until last!). There’s less chance of the stuff at the bottom being read and, even if they are read, they may well seem less important than the first points.
Ideally, you should use a similar sentence structure for each point on your list too; it just makes it easier to read. Here’s an example:
(I’ll leave you to guess what the product would be in that example…)
In business, credibility is hugely important.
If you’re approaching new customers, or your business is relatively new, it’s crucial that you set out some credentials to give your readers a reason to trust you.
Here are two easy ways to do just that.
One or two impressive testimonials that reference the benefits of your offering can have a real impact on the buying decision. If you don’t have any testimonials yet, simply contact some customers and ask them to help you out (for a reward if necessary).
Accreditations or accomplishments help to create trust by association. Have you won an award? Had positive press coverage? Are you a member of a relevant group or authority? Flaunt it! Get permission to use the logos of any and all that you can.
Don’t forget to proofread
Once you’ve written and rewritten until you’re sure your flyer is word-perfect, please – pretty please! – proofread it. Even better, ask someone else to do it too.
While you’re proofreading, read sentences backwards, one word at a time. It sounds weird but doing this helps to remove the brain’s natural ability to fill in blanks and cover errors.
And finally, check and recheck you’re grammar. (Joke.)
But seriously, the number of times I’ve seen “your” and “you’re” confused on a flyer is, quite frankly, ridiculous. Typos and silly grammatical mistakes chip away at your credibility as a company and will give your prospects a reason to distrust you. Avoid!
Follow these tips and you’ll find yourself another step closer to producing a fail safe flyer. Next time, we’re looking at imagery. TTFN.