Ensure you can track your distribution

If you want to be sure that your leaflets and other marketing materials have been distributed properly then you need to be able to check.  Here is what you should look for from any reputable distribution company:

Beware of low cost distribution

We are often told by many prospective clients that they have been offered ‘solus’ distribution of their leaflets for £35 or £40.  

BEWARE!  This is IMPOSSIBLE if the distribution company is employing workers and paying the national minimum wage. 

Brand Marketing Vs Direct Response Marketing

One of the main reasons that the marketing strategies of many Small to Medium sized businesses does not work is because they do not fully understand the difference between brand marketing and direct response marketing.  As a result, they try to implement a combination of both and, as a result, achieve neither.

Does Your Headline Sell?

The most important element  of your leaflet is the HEADLINE.

The headline is either the heading that goes at the top of your leaflet.  Basically the headline is the first words that the reader sees.  It is, therefore, vital that your headline grabs the reader’s attention immediately.  If it does not then it is likely that your leaflet will go straight into the bin without ever being read.  A simple change to a headline can produce a huge increase in response rates.

Focus on Benefits NOT Features

It can be useful to understand some of the psychology behind how people make decisions to buy.  Basically, people reach a point where they make a decision to buy.  The sole objective of your marketing material is to help people to get to the point where they make that decision.   No matter how good your product and/or service is, people will not get to the point in their heads where they want to buy from you until they have clearly understood how they are going to benefit from what you are offering them.