OfftoOnline
Newbie
- Nov 2, 2010
- 13
- 8
Let me preface this by saying that each market segment has different needs, however the basis of this article I wrote is based on a very simple concept I call the triple A concept. This is used to reach a more general audience or a sporadic group of people with a common interest that makes them impossible to stereotype such as people looking to save money.
Your goal is to take as many viewers through the 3 stages, with completion of the third stage being a sale/sign-up or any sort of income generation.
A1) Attract
The very first step is giving the viewer a reason to look at your flyer among the 50 different flyers on a bulletin board. You have to cater to their feelings and their needs.
They want something that shows them what they need, they don't want to search for the right thing, they want it to be right in front of them.
CUT THE FLYERS SO THAT THEY ARE SMALLER THAN EVERY OTHER FLYER DON'T USE ANY STUPID OUTLINED CUTTING KEEP THE SAME WIDTH OF PAPER BUT CUT THE HEIGHT SO THAT THE BOTTOM HALF OF YOUR PAPER HAS THE SAME CLEARANCE FROM THE TEXT AS THE TOP.
Boom now you're standing out 100 fold from every other lame flyer. Now what makes it stand out more? COLOR.
The color red demands attention, people think it looks tacky, but 90% of people will see a red paper pinned amongst 20 white ones and another assortment of equally boring and way too professional looking flyers (sidenote: flyers are not equated with professionalism, a flier that looks like a shrunken billboard is often discarded).
Obviously a blank half size red piece of paper won't do much so here's the details of the TEXT
Next they will read the text, without getting into the details of the text, it must be easy to read. White on red can look awful like a valentines card but it honestly works, there are many variations that work, just find one that stands out, print off some test sheets and just stick one on a board look at it then put another one up and your intuition should take over and you'll know which one will attract more attention.
Finally another deal breaker is placement, I don't have much split testing for this so don't take it as science, but I always like to place my flyers a bit higher than the middle of the board, and slightly off center. It catches someones eye and it's a little out of the way they become more curious and inclined to read it.
A2) Attain
You want the viewer to attain the knowledge needed without needing to stop or write down a note.
If you're promoting a website like I almost always am you don't need a domain like superslickdealsdotcom or hottestcheapestcouponsdotcom. Make up a word that's easy to remember or a phrase that rhymes, it can even be long, just ANYTHING that sticks in their head.
Next keep it short and sweet, this way you're attracting people both walking by and the people scowering the flyers for anything they can find.
Here's a sample off the top of the head:
In 3 lines they've collected the following information: What's in it for them, why this is the best choice for them, and where to find it. This is KEY they don't remember or care about your 3 sentence sales pitch or who you are or anything like that, they want the basics.
A3) Attack
With the information they have taken in you want them to leave the flyer with a desperate need to captalize on the offer provided to them. This is a basically sumative of your work in the last two steps.
All this means is that they need to feel urgency, usually urgency is associated with fast or now and those types of rushed action words. Take a sidestepped approach to these fliers. Make them recognize the ending. In my sales copy it is CHRISTMAS that's my call to action, christmas is coming soon no matter what your flyer says they realize this. Give them an end date and they will feel inner urgency, whether it comes from how quicly it is approaching, or how they don't have enough money saved for it yet ect. ect.
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I'm not saying that every flyer has to be half size on red paper 3 lines with white font, but I am saying that full length/white flyers are outdated and you need to think outside the box when creating a flyer that won't get lost. And make sure that when your flyer is actually found the reader doesn't get information overload and feel like they're being lectured on what you're advertising.
Let me know how it works for you! :llama:
Your goal is to take as many viewers through the 3 stages, with completion of the third stage being a sale/sign-up or any sort of income generation.
A1) Attract
The very first step is giving the viewer a reason to look at your flyer among the 50 different flyers on a bulletin board. You have to cater to their feelings and their needs.
They want something that shows them what they need, they don't want to search for the right thing, they want it to be right in front of them.
CUT THE FLYERS SO THAT THEY ARE SMALLER THAN EVERY OTHER FLYER DON'T USE ANY STUPID OUTLINED CUTTING KEEP THE SAME WIDTH OF PAPER BUT CUT THE HEIGHT SO THAT THE BOTTOM HALF OF YOUR PAPER HAS THE SAME CLEARANCE FROM THE TEXT AS THE TOP.
Boom now you're standing out 100 fold from every other lame flyer. Now what makes it stand out more? COLOR.
The color red demands attention, people think it looks tacky, but 90% of people will see a red paper pinned amongst 20 white ones and another assortment of equally boring and way too professional looking flyers (sidenote: flyers are not equated with professionalism, a flier that looks like a shrunken billboard is often discarded).
Obviously a blank half size red piece of paper won't do much so here's the details of the TEXT
Next they will read the text, without getting into the details of the text, it must be easy to read. White on red can look awful like a valentines card but it honestly works, there are many variations that work, just find one that stands out, print off some test sheets and just stick one on a board look at it then put another one up and your intuition should take over and you'll know which one will attract more attention.
Finally another deal breaker is placement, I don't have much split testing for this so don't take it as science, but I always like to place my flyers a bit higher than the middle of the board, and slightly off center. It catches someones eye and it's a little out of the way they become more curious and inclined to read it.
A2) Attain
You want the viewer to attain the knowledge needed without needing to stop or write down a note.
If you're promoting a website like I almost always am you don't need a domain like superslickdealsdotcom or hottestcheapestcouponsdotcom. Make up a word that's easy to remember or a phrase that rhymes, it can even be long, just ANYTHING that sticks in their head.
Next keep it short and sweet, this way you're attracting people both walking by and the people scowering the flyers for anything they can find.
Here's a sample off the top of the head:
Save Money for Christmas
Coupons and deals for every type of gift!
catchydomainhere
Coupons and deals for every type of gift!
catchydomainhere
In 3 lines they've collected the following information: What's in it for them, why this is the best choice for them, and where to find it. This is KEY they don't remember or care about your 3 sentence sales pitch or who you are or anything like that, they want the basics.
A3) Attack
With the information they have taken in you want them to leave the flyer with a desperate need to captalize on the offer provided to them. This is a basically sumative of your work in the last two steps.
All this means is that they need to feel urgency, usually urgency is associated with fast or now and those types of rushed action words. Take a sidestepped approach to these fliers. Make them recognize the ending. In my sales copy it is CHRISTMAS that's my call to action, christmas is coming soon no matter what your flyer says they realize this. Give them an end date and they will feel inner urgency, whether it comes from how quicly it is approaching, or how they don't have enough money saved for it yet ect. ect.
----------
I'm not saying that every flyer has to be half size on red paper 3 lines with white font, but I am saying that full length/white flyers are outdated and you need to think outside the box when creating a flyer that won't get lost. And make sure that when your flyer is actually found the reader doesn't get information overload and feel like they're being lectured on what you're advertising.
Let me know how it works for you! :llama:
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