The Blog of Scott Chapman
Copywriter & Sales Conversion Expert

Does leaflet marketing work?

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I get asked this question a lot, and whilst I’m not one to usually blow my own trumpet, I find that this testimonial from one of my recent clients sums it up nicely:

 

“After a couple of failed attempts at designing and writing my own leaflets I decided to hire a professional. From the very start Scott was informative, understood my needs and provided exceptional advice on design features and copy to include.

Most importantly, the leaflets he designed provided an immediate return on investment. In the first week I recouped all the money spent on the campaign (including design, printing and distribution) and the lifetime value of the clients acquired will mean a ROI in the 100’s of %.

I would fully recommend Scott to any company looking to improve conversion rates from their leafleting campaigns and get great advice on what they were doing wrong before.

Jake Lawrance, Director, Endurra Fitness

 

However, despite a lot of clear evidence that leaflet marketing can work very well, people are still uncertain. I tend to find that this is more to do with the method of application instead of the application itself. Leaflet marketing can bring in a lot of sales, but if it’s done incorrectly, it can fail to bring in a single customer or client.

What I included in Jake’s leaflet to make sure his leaflet campaign was a success:

You might be wondering what you need to do and what you need to avoid for a successful leaflet campaign which ramps up your sales. There is an awful lot (if it was easy everyone would be doing it), but if I were to condense it into a few key points, it would be as follows:

1). Use a big, bold headline which will grab the attention of the type of people who will buy your product or service (never use your business name as a headline).

2). Clearly explain what you’re selling within the first few sentences.

3). Clearly explain the benefits of what you’re selling and remember that people ALWAYS buy based on emotion over logic.

4). Tell them why they should buy it and why it’s so beneficial to them.

5). Include a clear call-to-action and contact details.

6). A time-sensitive offer isn’t essential, but it helps.

7). Spend more time on the content than anything else as it completely dictates how successful the response will be.

So the answer to ‘does leaflet marketing work?’ is a big YES, and if you can tick off all of these points when creating your next leaflet, then you’re far more likely to have a successful leafleting campaign which gets your phone ringing.


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