Are you looking for a cost effective way to promote your business to a local audience?

Leaflets and flyers may be low-tech and even old-hat in the today’s world of influence marketing and social network ad campaigns, but that doesn’t mean you should discount them out of hand.

A well-designed leaflet or flyer, which looks good and is packed with useful information, can be a real unsung hero of your marketing kitbag.

Get your message over to the people who count

Leaflets can be a much more cost effective way of reaching your target audience than paying for online ad campaigns. This is especially true if you are marketing to a local audience where delivering through doors, inserting in a local newspaper or handing out in the streets are good ways of getting your message directly to the people who may be interested in what you have to offer.

Where leaflets are superior to many digital advertising packages is in terms of the amount of information you can include. With many online advertising platforms, such as Facebook ads, you are restricted to a limited number of words to get your message across, whereas there is no hard and fast word count limits on leaflets.

But, just because you could get thousands of words into a leaflet, doesn’t mean you should…

A leaflet needs to be visually appealing to draw a potential customer in, with a clear message and call to action directing your reader on what step they should take next, eg visit your website or call you.

Your leaflet layout is important

Big blocks of text can be off-putting and may well lead to your leaflet ending up in the bin, so make sure your leaflet has a clear message and be as concise as possible in your wording.

Use headers and bullet points to make your leaflets as easy to read as possible.

How your leaflet looks at first glance will be a decisive factor on whether your reader takes the time to read what it has to say or just discard it – effectively wasting your time and money, not to mention the opportunity to gain a new customer.

Think about the images you include in your leaflet. You don’t have to spend hundreds of pounds on a professional photographer, but if you use photos you have taken, make sure they are in focus and of sufficient quality to reproduce well in print.

As well as the layout of your text, you also need to ensure the text itself is legible, so consider the font you use in your leaflet.

There are hundreds of beautiful and fancy fonts out there, but that certainly doesn’t mean you should throw them all at your leaflet – not if you expect it to look good.

Stick to a classic font such as Arial for the body text and perhaps consider a contrast font for headings. It’s best to stick to just one or two different fonts maximum.

Choose your format

Your whole design will depend on the format of your leaflet. Many printers offer a wide variety of styles, from the single sheet A5 flyer to folded, gate-folded, z-fold and accordian fold leaflets. You could also consider a presentation folder with loose leaf inserts.

The format, as well as the paper weight and finish (see below), may be considerations depending on the way you intend to distribute your leaflet. You may choose a lighter weight paper to keep costs down if you are sending it through the post, while some formats such as concertina may not be suitable for insertion in local newspapers.

Helpful guide to paper

Paper weight is measured in gsm (grams per square metre of paper). The lower the gsm, the lighter and thinner the paper. For example, typical office printer paper is just 80-100gms, while luxury business cards can be up to 450gsm.

When it comes to leaflets you should probably consider a minimum of 120/130gsm, with 150 or 170gsm being a good option for a real quality feel to your product.

If you are considering a zigzag or concertina style leaflet, a paper weight of 250gsm may be advisable as this will still crease and fold without too much springing open.

Many printers also offer different finishes for the paper used for your leaflet, including uncoated, silk or gloss.

Uncoated can give a softer feel to the finished leaflet, while silk give a more muted and classic impression than gloss.


If I have convinced you of the merits of a leaflet or flyer to promote your business, call me today on 07595 036454 or email to discuss how I can take care of the whole process for you, from design to printing.