Marketing is the backbone of every successful business, regardless of the product or service. Effective marketing grabs the attention of the reader---a potential new customer---and encourages them to take action, usually by either calling the company or purchasing the advertised product. An unmotivated consumer means a failed marketing piece. While there is no sure formula for what works and what doesn't, there are some hard and fast rules that all experienced graphic designers and advertising agencies follow.
Concept
First and foremost, you must decide what creative concept your flyer will utilize to sell your product. What kind of image do you want to portray to the public regarding your product or service? The main purpose of your flyer is to catch the eye and then make them buy. A clear concept of the visual message of your flyer is vital.
Message
Before even one image is placed or word is written, it is important to identify the main selling points of what's being advertised. Think about what makes your product or service unique. Compare it with similar items or services in your area. Hit the main selling points that will grab the public's attention and send them to you. A long list isn't necessary; a few key notes will do.
Verbiage and Images
Enticing imagery and copywriting are essential for successfully conveying your message in a way that makes people want to take action. Photographs or colorful illustrations catch the eye, and carefully worded copy will seal the deal. Avoid clichés and make the most of each and every word you choose. Word count matters---too many, and you risk boring your audience. Use as few as is necessary to get your message across.
Design
A bold headline will grab your reader's attention before they've even realized they've read it. It should be short and concise and in a larger font than the rest of the type. It's the bait designed to draw the reader in to the rest of the flyer's message. Take care to choose just one or two easy-to-read fonts so as not to overwhelm the reader's eye. Choose colors that complement each other.
Information
As you work on design and getting your message out, don't forget the important information the reader will need to take action. A store address and phone number are the very basic contact pieces; a website or email address can work fine as well. Don't spend so much time creating a flyer to get their attention and then forget to let them know contact you!
Call to Action
Every successful marketing piece has what's called a "call to action," and your flyer should be no different. A call to action is basically something that urges your audience to act NOW. A limited time offer or a coupon is useful in giving your message a sense of urgency---the reader must act quickly in order to take advantage of this special deal.
