Flyers, as Promotional Material

A leaflet, or flyer, is an effective way to capture the attention of the consumer, for anything you are trying to promote - from a new business, a product launch, selling your bicycle to throwing a party! If it's done correctly, a flyer will get the message through to the public. On the contrary if it's boring, you'll be responsible for littering street, parks and courtyards. Avoid this at all cost!

A quick 7-step process in creating a great flyer

1) Brainstorm it

Just like in creative writing, you need to have the content of your piece clear before you start writing. You get to the core of your value proposition, you need to brainstorm your idea, either on your own or with a business partner. At this stage you need to write down as much as you can about your product or your business. Don't skip any nonsensical ideas - nothing is bad and there is no judgement during brainstorming - everything goes. Sometimes, the craziest ideas can become a big money-spinning channel.

2) Review it

Once you have the complete arsenal of ideas down on paper, look at it, walk away, return to it the next day and choose exactly what stands out. Review it with the fresh eyes of your prospective customer.

3) Enhance it

Think of it this way: is there a way of awakening your reader's physical senses by using clever wording, like puns or riddles, to emphasize your product?

4) Push it

This is where you weave your special offer in your copy, but avoid trying to be too clever. If you do have a great offer, you may not need a great headline - check it out by using your friends' feedback.

5) Design it

Whereas before a copywriter used to need professional help with the design of such advertising materials, nowadays you can enjoy the widely available online templates and use modern desktop publishing, so you can do a lot yourself. Just make sure you think carefully about your imagery and leave enough space for the headline and the offer to stand out.

6) Print it

Professional printers can be expensive, but you can always negotiate with them, especially if they perceive you as a repeat customer. Depending on where you live in the world, you may be able to barter with them, or find other opportunities to get some great bargains. An online printing service I used successfully in the past is Vistaprint - see if you have access to their services.

7) Distribute it

Once you're done and you're happy with the result, you must take the stack of printed material and spread it to the right people. You need to find the right way to approach your prospective customers and give your copies to them at the right time and place, in order to avoid wasting your good effort. On the other hand, if you are writing copy for your employer, the organisation may as well have a distribution strategy and suitable staff in place, leaving you free to use your time and skills for more great writing - Good Luck!