You don’t need to outsource your print marketing efforts to a third party, as with modern tools there’s a wealth of ways to create compelling materials in-house.
That said, you will need to take steps to ensure that the results are up to an acceptable standard, so here are some tidbits of advice which will make all the difference.
A flyer needs to make a statement, so picking a headline that clearly and concisely gets across what you’re aiming to convey is a must.
The rules of good headline writing apply across the board, whether you’re working on copy for your website, a flyer, or anything else.
Consider what your audience wants, think about your brand values, and make it brief so that it can be absorbed at a glance.
Adding images to a flyer can help make it even more eye-catching, but on the flip side if any photos you choose look amateurish and unpolished, it will reflect badly on your business.
Using free photo editing tools is the obvious way to overcome this. It only takes a short time to tweak snaps so that even images captured via a smartphone camera look the part on advertising materials.
Even the most attractive flyer won’t have the desired impact if it doesn’t have certain info included as standard.
For example, you should aim to incorporate contact details for your company into the design, whether that’s in the form of a simple email address, a full-blown street address, or even a QR code that connects print and digital marketing efforts.
Much of the impact of ads comes down to the colors chosen. You can leverage this opportunity to include your corporate colors and build your brand, or think carefully about the hues that are appropriate for the content of the flyer and the product or event it’s promoting.
Softer, cooler tones tend to be more approachable and friendly, while brighter, richer colors can convey excitement and urgency. Most importantly, get the balance of colors right, and avoid jarring juxtapositions.
The choice of font and the size of the lettering on any marketing material will alter its aesthetics and also change the extent to which it’s legible.
You want to opt for typography that’s aligned with your brand identity and business values, and also to keep things interesting by using two or three different fonts, without going overboard.
If it’s possible to take a flier design and reuse it elsewhere, whether on your website or perhaps as a print ad in a magazine, then this is obviously more efficient than having to start from scratch for each different promotional platform.
Likewise you may already have marketing materials that you’ve made for other contexts which could be quickly re-worked to make a splash as flyers, which again will mean you don’t have to repeat work, but can simply adapt what already exists.
Don’t just think about your flier design from a business perspective, but consider what your customers will expect to see from your brand.
It’s fine to keep things fresh and break the mold occasionally, but you don’t want to push things too far, or else your work won’t click with the desired audience.
Designing your own fliers is something you’ll only get better at with practice, so start slow and your skills will grow to match your ambitions.