Guerilla Flyers to Get Results
This month I got a great email from Jay Conrad Levinson, the father of ‘guerrilla marketing’! It was very timely as we have been helping some of our students who are doing their Masters of Business for Personal Trainers and discussing their marketing. I felt it looked very amateur – to the point of some being a
little dodgy.
And to be honest, how easy is it to produce your own brochures! The web allows you to find images, ideas for your flyer and even ‘borrow’ copy from other marketing examples. But this could have catastrophic effects on your business!
Levinson then shared the eight things amateurs miss in their brochures.
- Powerful, emotional headline about why someone should read further. Don’t waste your cover panel or headline position with your company name.
- What is the purpose of the flyer: sales? leads? online connections? Be very clear as to what you want your flyer to do for you, as the reader won’t take the time to figure it out or even guess.
- Readers of your flyer want one question answered and one question only: ‘What’s in it for me?’ So answer this question by sharing the benefits more than features. And share in a language the readers will understand.
- Less can be more! Don’t put too much copy, images or offers on your flyer. If you want to attract multiple markets, then have multiple flyers.
- Don’t be slack and sloppy. Your marketing shows your professionalism. Make sure you use hi-res images, correct colours, consistent look and feel and if you’re using your printer, get it straight!
- Use spellcheck and then double check it. One misspelled word or poor use of grammar can undermine even the most compelling offers. Have a proofreader go over your final flyer before printing.
- Ensure you have a call to action. Tell the reader exactly what you want them to do or they’ll do nothing. Say what you offer, what it means to customers and what they should do next: call you; visit you; email you, or whatever.
- Keep everything simple: the copy, the layout and the ordering process. Check that a 12 year old can understand what to do when they read your flyer. Assume nothing and test everything.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.