Phil McCumskey offers professional website and print copy writing in the United Kingdom, Europe & South Africa.
Phil's weekly blog on copywriting tips and tricks for aspiring content writers

4 Ways To Write a Knockout Sales Flyer

It’s a given that in today’s competitive business world you need to aggressively market your services and products. How can you do this effectively? One method, the tried and tested ‘sales flyer,’ is still an excellent means of reaching a large target audience and a good way to introduce a price reduction or an existing special offer.

 

The content of your flyer should be simple and clear and include the following four vital elements:

1. Get your audience’s ATTENTION

2. Hold your audience’s INTEREST

3. Create a strong DESIRE for your audience to respond

4. Impel your audience to take positive ACTION

1. Attention

The most important thing is your flyer’s headline. If you catch their attention here, they willr ead on.

Example:

“TRANSORB – THE MOST EFFECTIVE NON-TOXIC, OIL ABSORBENT ON THE PLANET!”

With this kind of headline you’re sure to generate maximum attention. It’s a bold statement using very simple but effective copy and your audience would be crazy not to read on.

Note: A successful headline is generally one that persuades your audience to read on in the belief that your product or service may be of benefit to them.

2. Interest

Once your headline has pulled them in, it’s now time to focus on the ‘meat’ of your message. The difficult part here is to keep their interest so they don’t throw your flyer into the waste bin before finishing. Choose every word very carefully and keep your sentences simple, clear and effective.

Example:

“Transorb’s powerful wicking action absorbs spills quickly and easily. No “high-tech” application or equipment is needed and it leaves no messy residue behind.”

True statements together with sincerity and enthusiasm is a key factor. Don’t make exaggerated claims. The sentence above is a powerful motivator, telling your audience, in a sincere and positive way, what the product does and how easy it is to use.

Another very powerful tool is that od ‘Testimonials’. Here, you quote someone else who has successfully used your product and can vouch for its effectiveness.

Example:

“Here’s what Philip Grant, Sales Manager for the well-known UK chain, Telix, had to say about Transorb.

‘Recently we experienced a very nasty engine oil spill and a section of workshop floor flooded with petrol. Our workshop staff used Transorb and in a very short space of time, the application, which is easily applied, soaked up these spillages. Just in case something like this happens again, we now keep a supply of Transorb on hand.”

A conversational manner and tone is also important and makes your message more believable. Avoing long words and complicated sentences. The message should have a very personal feel making your audience feel like you’re talking to them personally, rather than thousands of others. Something like the sentence below works well.

Example:

“…And now, we’re offering you, our valued customer, a fantastic 30-day discount price that 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:

“…in no time at all, the application, which is easily applied, soaked up all of these spillages.”

3. Desire

Here you need to convert your audiences’ interest into a strong desire to buy. To do this you must concentrate on ‘product benefits.’

Example:

“Transorb is safe to use and non-toxic. 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.”

By now, your sales flyer should have your audience poised and ready to place their orders.

4. Action

Finally, you should include direct, clear, and unambiguous ‘call to action.’ Although this seems obvious it’s amazing how many people forget this crucial step.

Example:

“Transorb, packed in 25 litre containers, is normally priced at £66-25 plus VAT. But if you order in the next 30 days, we’ll let you have a 25 litre containter for just £46-00 plus VAT… and we’ll include FREE delivery.

To place orders, please phone Barry on…”

A sense of urgency in your message is a good thing. By strongly suggesting that your audience respond without delay, you’re motivating them to act in the moment… now! In addition, any offer of a bonus or discount will be added motivation for a positive response. The promise of a full refund if they’re not entirely satisfied is also a good idea. Take a look at the example below.

Example:

“And if you’ order more than one container, the price gets even better at just £42-00 plus VAT… once again we’ll throw in delivery, FREE of charge.

Remember if you’re not completely satisfied with the results of Transorb, we’ll refund your money, no questions asked!”

There you have it… four elements that will help you write a terrific sales flyer.

ATTENTION, INTEREST, DESIRE, and ACTION