Back in November, Print Business reported a 4.5% rise in the use of direct mail for marketing campaigns. The use of print in the marketing mix is certainly on the rise, the marketing industry has established an effective way of combining print and online channels to create a holistic campaign.

Whether you are using print for direct mail, handing out leaflets on the high street or need in-store promotional materials, leaflets have long been the backbone of business advertising. They’re a cost effective and versatile way of communicating with an audience.

Some small business owners, however, do not have the budget to employ a freelancer or agency to create their designs and many now have the ability and software to generate their own print ready artwork.

Using a professional program like Adobe InDesign may seem daunting, but using a template with Creative Commons Zero licensed stock photos and graphics is not as tricky as it sounds. There is an abundance of easy to follow tutorials on YouTube should you get stuck and the cost of the software can be of-set against the fee an agency or freelance designer would charge, ultimately saving in the long run and providing greater flexibility.

There are some key principles to think about when creating your design and you should consider these before getting started, especially if you decide to adapt the basic layout to your own style.

Grab their attention
You need something eye catching, visuals or headlines, that will draw the eye and stand out from a distance if being placed in store. Colour is your friend but be selective, stay within your existing branding for consistency and avoid using high contrasting colours as this can cheapen the look.

Being bold but simple will help your design stand out. Use photos that show your coffee shop, trying to capture the atmosphere in a lifestyle setting so people can visualise themselves relaxing there. Stay simple and use negative or empty space to allow the eye to flow through the composition while providing a location for a logo or graphic.

Sell the benefits
Marketing has been based around solving problems, selling the benefits rather than the features. For example, tell people they can ‘Rest their feet and enjoy a hot, revitalising specialist coffee’ is easier for them to relate to than where your beans came from.

Be concise
You need to get to the point quite quickly, the average attention span is now believed to be just 8 seconds! If they like the idea behind your message you can point them in the direct of further information through your call to action.

Use bullet points, lists or boxes to highlight the key points rather than including great swaths of text describing something in detail. They are unlikely to read it!

Speak naturally
Your tone of voice will come through the words on your leaflet. Don’t get to hung-up on your professional tone, it is likely that your natural way of speaking with customers is the best way to write your leaflet text. It is your business and you know how to communicate effectively with your customers that reflects your personality.

Call to action
It may seem obvious, but you must be clear and specific about what you want the reader to do next. This can be done without seeming pushy or to ‘salesy’. Use phrases like ‘Try our unique blend today, ‘Come in and put your feet up, ‘Take a free sample today’ or ‘Join the mailing list online for special offers’ will ensure you get a return on your print investment.

If you are unsure how to present your artwork ready for print, such as adding bleed and crop marks, please check out our help guides here.

Lisa Cooper

Lisa Cooper is a photographer and marketing writer working for Print-Print Limited, promoting business and building your brand through quality print marketing.

If you’re interested in small business promotion then please get in touch info@print-print.co.uk