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Instant Flyers

Instant Flyers



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Published by api-3696336

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Published by: api-3696336 on Oct 17, 2008
Copyright:Attribution Non-commercial


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Welcome to Instant Flyers, your do-it-yoursel\ue005 guide to creating \ue003yers that
generate a response, and make you money.

Once you\u2019ve been through this guide, you should know exactly how to put
together e\ue002ective \ue003yers that get read, and acted upon. More importantly,
you\u2019ll have a selection o\ue005 strategies to get you started.

Tis is the next step in your marketing success story. From this point
on, you\u2019ll have the skills to make \ue003yers work \ue005or you.
I personally guarantee it.
How \ue003o Use Tis Guide
A\ue005ter reading the introduction and background, jump straight in and
start going through \u2018Te 7 Steps \ue004o Creating Great Flyers\u2019..
Each step covers an important aspect o\ue005 creating \ue003yers - these are things that
you must give care\ue005ul consideration to. Each step represents the a cornerstone o\ue005
a great \ue003yer.

You might be surprised by how much this exercise reveals about your business. It may get you
thinking about important issues that have never crossed your mind. I\ue005 some o\ue005 this in\ue005ormation is new to you, don\u2019t
be concerned - there\u2019s never been a better time to start seeing some real results \ue005rom your \ue003yers, and your business.

Make sure you make notes in the spaces provided. When you come to write your \ue001rst \ue005ew strategies, you\u2019ll need to
re\ue005er back to these scribblings.
You\u2019ll \ue001nd a section containing ideas on writing killer headlines \ue005or your \ue003yers - teasing copy that gets people
interested in reading what you have to say.
Te next section o\ue002ers a more in-depth explanation o\ue005 how to come up with good o\ue002ers - you\u2019ll even \ue001nd some

examples to get you started.
Ten move on to examples o\ue005 e\ue002ective \ue003yers, some o\ue005 which may directly apply to your business.
Te last section brings it all together, with templates o\ue005 success\ue005ul \ue003yers. Tat means you can combine your new

knowledge into a \ue005ormat you can be con\ue001dent will bring results. You just \ue001ll in the gaps.
Now, it\u2019s time to get moving - there\u2019s never been a better time to start using \ue003yers.
Important: A Note About \ue003esting & Measuring
It\u2019s critical that you test and measure when it comes to \ue003yers. Tere\u2019s plenty o\ue005 cases where businesses have dropped
tens o\ue005 thousands o\ue005 \ue003yers only to see a couple back.
I\ue005 you don\u2019t test, and you \ue001nd this happens to you, there\u2019s no-one else to blame. \ue004esting is the sa\ue005eguard against a
massive exercise in wastage. It\u2019s better to drop 2000 \ue003yers that don\u2019t work than 20,000. In \ue005act, 10 times better.
Create di\ue002erent versions o\ue005 your \ue003yers (di\ue002erent headlines, o\ue002ers and layouts) and test them against each other.

Drop each one to about 5% o\ue005 your total area, and make sure you measure the response.
Ask each person where they heard about you, and which o\ue002er they are responding to.
Once you know which approach works the best, send it to the entirety o\ue005 your area.

Te Nature Of Flyer Advertising
What is a success\ue004ul Flyer campaign?

Go to the letter box o\ue005 any household on a Saturday morning and it will
generally be over\ue003owing with \ue003yers and catalogues. Whilst the average
person will read them, very \ue005ew will ever be acted upon. Tere have
been many examples o\ue005 companies who send out 40,000 \ue003yers and only
get 4 back.

A success\ue005ul \ue003yer campaign will o\ue005 course per\ue005orm much better than
this. But even an e\ue002ective campaign will not generate a 100% response
rate. A realistic target would be between 15 and 25% \ue005or the average

Basically any campaign that pays \ue005or itsel\ue005 can be considered success\ue005ul.
Be\ue005ore embarking on a \ue003yer campaign there are a \ue005ew things you need to
understand ...

1. Work out your costs. Tis includes the cost o\ue005 printing, envelopes (i\ue005 you use them), any implements that you put in the envelope and obviously the cost o\ue005 having them delivered.

2. Know your margins. You need to know the net pro\ue001t you make \ue005rom anyone who buys your product or service.
By understanding how much you actually make \ue005rom each sale, you\u2019ll be able to work out the % response
required to make your campaign pro\ue001table.

3. Li\ue005e \ue004ime Value. Don\u2019t view each new customer that your campaign brings in as a once-o\ue002-sale. You will
normally lose money on the \ue001rst sale to a new client. Te average business will need to sell to a client 2.5 times
be\ue005ore it begins to make a pro\ue001t \ue005rom them.

With this in mind you need to \ue005ocus on bringing the customer back on a regular basis. Tere\ue005ore any campaign
which covers its cost initially will turn out to be pro\ue001table in the long term.
What makes a success\ue004ul Flyer campaign?

Understanding that our aim is to achieve between 15 and 25% response to our campaign, we need to look at the individual components o\ue005 that campaign. We\u2019ll deal with these components, one by one, in a moment, but \ue001rst we need to identi\ue005y them individually.

\ue003argeted Area ... You don\u2019t want to deliver your \ue003yers in an area, where nobody would be interested in your product
or service.
Headline ... Tis is the most important part o\ue005 your \ue003yer. I\ue005 it doesn\u2019t grab your readers interest immediately, your
campaign will \ue005ail.
Body Copy ... Once your headline has got the reader in, you need to convey the bene\ue001ts o\ue005 buying your product or
services in a clear, believable and easy to read \ue005ashion.
Envelope ... I\ue005 you decide to use one then this is the \ue001rst thing your prospect will see. I\ue005 you don\u2019t put some thought
and e\ue002ort into designing an e\ue002ective envelope, chances are your \ue003yer won\u2019t even get opened.

In the \ue005ollowing pages you\u2019ll learn how to layout an e\ue002ective \ue003yer. You will be shown in easy to \ue005ollow steps how to write e\ue002ective headlines, how to structure your body copy \ue005or maximum impact and how to position photographs to increase your response rate.


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