Writing A Great Sales Flyer

By Author: Phillip Alexander
Total Articles: 33
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Apart from the importance of creative copy, a successful flyer should be drafted using the AIDA formula.
1. Grab the ATTENTION of your audience
2. Hold their INTEREST
3. Arouse a DESIRE for them to respond, and
4. Push them to take positive ACTION
1. Grab the ATTENTION of your audience
The first, and arguably the most important thing, is the headline.
Example:
"AGSORB - THE MOST EFFECTIVE NON-TOXIC, NON-ABRASIVE, OIL ABSORBENT ON THE PLANET!"
This headline grabs the audience's attention. It's short and snappy and succeeds by making a bold statement right upfront. Your audience should now want to know more.
Generally speaking, a successful headline will be one that persuades your audience to read on in the belief that your product or service may solve their problem or be of benefit to them.
2. Hold their INTEREST
Okay, your headline has grabbed them and now they're focusing on the nitty-gritty of your message. The tricky part here is to keep their interest so they don't toss your flyer into the bin before finishing. Choose every word carefully and ensure ...
... that each of your sentences is clear, effective and error-free.
Example:
"Its powerful wicking action absorbs hydrocarbons quickly. It requires no "high-tech" application or equipment and leaves no messy residue behind after extraction."
Truth coupled with sincerity and enthusiasm is a key factor. Avoid making exaggerated claims. The sentence above is a powerful motivator - you're telling the audience in a sincere and positive way what the product does and how easy it is to use.
'Testimonials' can also be very powerful. They let your audience know someone else has used the product and that its claims are genuine.
Example:
"Here's what SP, tool-hire manager for the well-known UK chain, TPR, had to say about Agsorb.
'Things always seem to happen in three's. Recently we experienced a nasty hydraulic oil spill, a workshop floor flooded with engine oil and a messy petrol spill. ChemSol suggested we use Agsorb and in no time at all, the application, which is easily applied, soaked up all three of these spillages. We now keep a supply in case of similar mishaps.'"
Write in a conversational manner and avoid long words and long sentences. Make your message personal so your audience doesn't feel like you're talking to thousands of others. Something like the sentence below works well.
Example:
"We're offering you, our valued customer, a fantastic 30-day discount price you'll find hard to refuse!"
In addition, concentrate on the money-, labour-, and time-saving benefits of your product instead of on fancy features.
Example:
"It's lightweight for easy handling and low transportation costs and is non-harmful to machinery and equipment"
"..... and in no time at all, the application, which is easily applied, soaked up all three of these spillages."
3. Arouse a DESIRE for them to respond
You now need to convert your audiences' interest into a strong desire to buy. To do this you must concentrate on 'product benefits.'
Example:
"Agsorb is non-toxic and safe to use. This versatile product absorbs a wide range of organic chemicals on land and in water. It's lightweight for easy handling and low transportation costs."
Done correctly and effectively, your sales flyer copy should, by now, have your audience ready and waiting to place their orders.
4. Push them to take positive ACTION
Now include a direct, clear, and unambiguous 'call to action.' This may seem obvious but it's amazing how many people forget this crucial element.
Example:
"Agsorb, packed in 25 litre containers, is normally priced at ?76-25 plus vat. But if you order in the next 30 days, we'll let you have a 25 litre container for just ?56-00 plus vat.... including FREE delivery.
To place your orders, please phone Julie today on ......"
A sense of urgency is a good thing. By strongly suggesting that they should respond now, you're motivating them to act in the moment, without delay. In addition, any offer of a bonus or discount will help generate a positive response. The example below is a good one.
Example:
"And if you order more than one container, the price gets even better at just ?52-00 plus vat... once again we'll throw in delivery, FREE of charge.
Remember, if you're not completely satisfied with the results of Agsorb, we'll refund your money, no questions asked!"
There you have it... A I D A
ATTENTION, INTEREST, DESIRE, ACTION
Four terrific ways to write a great sales flyer.

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