Know your call to action
Tuesday 28th November 2017
Know Your Leaflet Call to Action for Improved Success Rates
If you're reading this, it's already likely that you recognise the benefits direct mail could have on your business. Along with that, you're probably also weighing up the pros and cons of hiring a leaflet distributor to do the legwork for you. Elsewhere on this site, we highlight the benefits of hiring us as a distributor and how we ensure that we fulfil your requirements to the letter, but let's step away from the distribution progress for a moment and go right back to the leaflet itself. There are several fundamentals that you must get right to make a leaflet successful. One, of course, is the design. Without a quality design, you may as well be poking money through letterboxes for all the return you're going to get on your investment. However, along with design, you need to think about your call to action. What are you offering your potential customer?
You need to have a reason for delivering a leaflet. Yes, this reason can be a pretext for distributing the leaflet, but if you don't have something tangible to say, you won't capture the attention of your audience. Think of what happens when you get a leaflet through the door. If it's for a pizza company and you're inclined to respond to leaflets from pizza companies, you might check through to see what makes this pizza company different from others in the area. If there isn't anything to entice you away from your regular company, you won't make the leap. So, if you're that pizza company, what do you do?
Treat leaflet distribution as an exercise in seeing your business from the perspective of a potential customer. You need to give them a reason to remember your name. This could be something as simple as a coupon for a free portion of fries with their next order. Coupons and offers are a tried and tested way to get positive responses to your leaflet. You might think that your financial layout is in the leaflet itself, but that can only be one part of it. Think of the leaflet as the cheese and the offer as the humane mousetrap. You're offering something better if the mouse can only be persuaded to come and see. Without that bait, though, the mouse is just going to walk on by.
Human beings all like the idea of something for nothing. It can make us act beyond our usual behaviours. For example, we might buy a newspaper we wouldn't usually if we have a money-off voucher for it. We might try a different brand of fish fingers if we have a coupon to receive a fish fillet free. In order to make this idea work, though, you need to know your customers. Ask yourself a few simple questions about your business. Who is your target audience? What would be an enticing offer for them? How do you convey that through a leaflet?
Once you've done all that, you're ready to have your leaflets distributed by the pros!