Welcome back to our mini-series on how to create leaflet distribution campaigns that actually work! In our first blog, we talked about how to reach the right people; this blog covers the next step: sending the right message.

Using the obvious cake analogy, creating the perfect leaflet is like baking a cake—getting the ingredients right is key. You've got your target audience ready, but what's going to grab their attention?

In this post, we'll break down the three essential "ingredients" you need to send the right message: a bold headline, an eye-catching image, and a clear call to action (CTA).

Mastering these will get you a step closer to a campaign that genuinely works. And stick around because the final post in this series will reveal the secret ingredient (ok, we'll stop with this analogy now!) that makes everything come together—so, watch this space!

Key 1: A Bold Headline

Your headline is the first thing your audience will see, so it needs to be bold, clear, and attention-grabbing. Think of it as the front door to your message—if it's boring or vague, no one's going to bother walking through it.

Top Tip: keep it short and sharp, something that immediately tells the reader why they should care. Ask yourself: what would catch your eye? Is it a solution to a problem? An irresistible offer? A curiosity that begs to be satisfied? Use AI for inspiration, but you'll rarely get one that sounds human, so edit it!

For example:

- "Tired of Cold Showers? Tomorrow's shower will be a warm one!"

- "Your home is worth sooo much more than you think"

What you don't want is something bland or riddled with jargon. The goal is clarity, not cleverness for the sake of it. When in doubt, simplicity wins! Here are the above examples with all life sucked out of them:

- "We are plumbers. We can fix odd jobs."

- "We want to sell your house"

If you're a fan of Start With Why by Simon Sinek, think about his philosophy here - your headline is about your 'why', not your 'what'.

Key 2: An Eye-Catching Image

If your headline is the front door, the image is the welcome mat—and it better look inviting! Your image should complement the headline and speak directly to your target audience.

Here's what works:

- Relevant: Choose an image that reflects the message you're sending. If you're promoting a cosy restaurant, a romanticised couple salivating over a mouth-watering dish works way better than a Google street view screenshot of your restaurant.

- Aspirational: If your service promises something desirable, your image should show exactly what your audience aspires to. Are you an estate agent? Show that dream house. Is it a fitness campaign? Make your reader want to be as strong or healthy as the person in the picture.

But don't just slap on any picture for the sake of it! Avoid the temptation of stock photo overload or unrelated visuals. The wrong image can confuse or mislead people, and that's a one-way ticket to the bin.

Top tip: While tools like Canva are great for DIY enthusiasts, for something as important as your leaflet, always use the pros. They'll ensure your image is high-quality, perfectly aligned with your message, and designed to make an impact.

Key 3: Clear Call to Action (CTA)

The final key is your call to action (CTA)—and it's the part where you tell your audience exactly what to do next. It's like the last leg of those painful relay races at school: without a clear finish line, your leaflet's message will fizzle out.

Your CTA needs to stand out and be crystal clear. Do you want people to:

- Call now for a free consultation?

- Visit your website for more details?

- Book an appointment with an exclusive discount?

Whatever it is, make it impossible to miss. Place it prominently on the leaflet (both sides), and use action words that direct people. And remember, the CTA doesn't always need to be tied to a discount (that can sometimes devalue your business).

Sometimes, simply inviting people to get in touch works just as well when you associate a benefit with it (e.g. Get in touch today to see how much your home's gone up in value by).

But be wary of falling into the AI-jargon trap. Phrases like "empowered," "elevate," "craft," and "unlock" are so overused now. Keep your language direct and human—no one wants to decode ChatGPT superlatives.

DIY Design VS the Pros

Now, here's where things get subjective: while it might be tempting to hop on Canva or another DIY tool to create your leaflet, it often doesn't deliver the professional edge your business needs. Sure, these tools are user-friendly, but they lack the strategic finesse and design mastery that a pro designer brings using pro designer software.

Professionals don't just pick a bold font and a pretty picture—they design your leaflet to convert. Every element is strategically worked to grab attention, build interest, and lead to action.

A well-designed, well-written leaflet done by professionals will (virtually) always outperform a DIY attempt. It's about giving your campaign the best shot at success, and if that means bringing in the experts, it's worth the investment (FYI, our average charge is just £150 + vat). After all, what's the point of a leaflet that doesn't convert?

Stay Tuned for Part 3!

So, there you have it—the three keys to sending the right message. Nail your headline, image, and CTA, and you're well on your way to a successful leaflet campaign.

But guess what? There's one more element that makes these first two steps even more effective. In our next blog post, we'll dive into the secret ingredient that ties it all together, making your leaflet campaign a total game-changer. Stay tuned!

In the meantime, if you're ready to start your leaflet campaign, don't hesitate to get in touch. At Leaflet Distribution Company, we work with you to ensure your messaging is as powerful as it can be—and that your leaflets actually get results.