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Improve Your Promotional Flyers And Improve Sales


Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to. I have reviewed hundreds, if not thousands, of advertising flyers for small businesses. After 30 years I have found that nearly every small business ad flyer contains the same mistakes and missed opportunities. Avoid these seven common mistakes, and your advertising flyer - and your marketing in general - will be stronger for it.

Advertising flyer mistake #1: A Blah Headline (Your Company's Name)

Remember, your flyer is an ad. It needs to SELL. Your potential customers aren't interested in your name. They're not even interested in what you do. Sounds cruel? Well, it is but that's life. Get over it!

Prospective customers are interested in their own needs and wants. So, hit them with a headline they can't ignore, because it addresses their needs.

Instead of:

Sheri's Pet Grooming

Try: Smelly Pet Stinking Up The House?

Or:

We Treat Your Cat Like The Royalty They Are!

Or:

Man's Best Friend Deserves Something Special!

You get the idea. Figure out what's important to your potential customers. Then, use your headline to immediately answer their question: "What's in it for me?"

Advertising flyer mistake #2: Not Solving A Problem!

Although your ad flyer copy should include your key features or services, each feature or service should be attached to a clear, customer-oriented, benefit that addresses a problem, or hassle, or pain. Also, tell - or, better, show - how those benefits prevent or solve problems for your potential customer.

Think about all the problems, both real and potential, that could stem from not using your product or service. Put yourself in your customer's shoes. Talk to them. Listen to them. Learn what their problems are. Identify benefits about your product or service that make a difference to your potential customers. Emphasize in your flyer the problems and solutions that set you apart from your competition.

Advertising flyer mistake #3: Be A Friend!

People buy from people they like. One key thing your potential customer needs and wants is to feel good about you. Are you knowledgeable? Are you trustworthy? Do you understand my problems? Am I comfortable doing business with you?

The more comfortable someone feels about buying from you, the more likely they are to do so. That's why I recommend that you have an "I" section - a section where you talk about yourself, your qualifications, your values, your personal commitment. Help them understand who you are and who they will be doing business with (hopefully).

Advertising flyer mistake #4: Going Quietly Into The Night!

This is the typical close to a flyer: "for more information, call 555-5555." Instead, create a "call to action". Here are three basic, proven closers:

· Buy before (DATE), and receive $10 off. This closer is effective at getting immediate action, and works especially well for one-time purchases or regularly purchased items.

· Act before (DATE), and get (VALUE-ADDED PRODUCT/SERVICE), FREE with your purchase! This closer offers an incentive for fast action. It also works "free" into your flyer. "Free" is a very powerful word.

· Purchase before (DATE) to take advantage of our slow-season! This closer attaches a negative consequence to any delay or hesitation. Note the more believable the reason for the limit, the more powerful this closer becomes.

Advertising flyer mistake #5: Forgetting There Are Two Sides!

With an advertising flyer, the printing or photocopying is but a small part of the overall expense. The larger expense, in time or money or both, is distribution. So, distribute a two-sided flyer, for twice the opportunity to make a sale! Just make sure your second side doesn't compete with your main message side.

The second side could be used for:

· A comprehensive list of your services

· A map with driving and parking directions

· Customer testimonials

· Relevant tips or advice

· Answers to Frequently Asked Questions

Use the second side to support, expand upon, or enhance the message on the main side.

Advertising flyer mistake #6: One Good Shot!

One-time advertising efforts are seldom effective. It is a rule of thumb among marketing professionals that you need to reach people at least eight times before they really notice you. Your prospective customers need to see the your ads over and over.

So, plan a series of distributions as part of your strategy. I recommend that you plan to hit each household at least eight times with an ad flyer. Mix the message up a bit! Change the color of the paper you use. Change the headline. Keep track of which flyer drives the most business.

If possible, combine your flyers with other localized advertising, so you reach those homes through a variety of media channels. At the very least, combine door-to-door distribution with posting in public areas where allowed. Community centers, schools, stores, and libraries often offer public bulletin boards.

Advertising flyer mistake #7: Flyers Gone Astray!

You should keep two objectives in mind when targeting neighborhoods for your flyer distribution.

· It's much more cost-effective for you to have clients in convenient clusters instead of scattered all over town. Concentrate your ad distribution within and around your existing clusters of clients.

· Reaching the right people within the target area is also critical. An advertising flyer for a landscaper is largely wasted if it's delivered to residents of an apartment building. The added advantage to walking your "territory" house-by-house will be giving you a better understanding for what services or mix of services you should offer.

Promotional flyers are one tool in the small business' marketing arsenal. Learn to use them well and you will create customers while saving yourself time and money.

Michele Schermerhorn calls herself a "Corporate Freedom Fighter" dedicated to freeing cubicle prisoners. She has over 30 years experience in the business world and over 12 years running her own successful online businesses. She is President of Online Business Institute Inc. (http://www.obinstitute.com), authors a marketing blog (http://www.imarketblog.com), and regularly conducts free online seminars. Online Business Institute Inc. exists to "Create Successful Online Business Owners One Person At A Time".


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. April / 13 / 2024

'Made for Advertising' Websites Are the Marketing Industry's Latest Messy Situation - The Wall Street Journal
'Made for Advertising' Websites Are the Marketing Industry's Latest Messy Situation  The Wall Street Journal

Chase's New Advertising Offering Is A Stroke Of Genius - Forbes
Chase's New Advertising Offering Is A Stroke Of Genius  Forbes

TikTok Plots Using Virtual Influencers for Advertising - The Information
TikTok Plots Using Virtual Influencers for Advertising  The Information

Meta’s Automated Advertising System Is on the Fritz, Marketers Say - Bloomberg
Meta’s Automated Advertising System Is on the Fritz, Marketers Say  Bloomberg

Prime Video Advertising “Off To A Strong Start,” Amazon CEO Andy Jassy Says - Deadline
Prime Video Advertising “Off To A Strong Start,” Amazon CEO Andy Jassy Says  Deadline

Amazon Snags Former NBCU Exec Krishan Bhatia as VP of Global Video Advertising - Adweek
Amazon Snags Former NBCU Exec Krishan Bhatia as VP of Global Video Advertising  Adweek

Advertising legend David Lubars is retiring - Fast Company
Advertising legend David Lubars is retiring  Fast Company

Vietnam orders Netflix to stop advertising, distributing its games - Reuters
Vietnam orders Netflix to stop advertising, distributing its games  Reuters

The Liril Commercial That Changed Advertising In India - India West
The Liril Commercial That Changed Advertising In India  India West

Meta advertisers claim sales are down and costs are up due to glitchy automated system - Search Engine Land
Meta advertisers claim sales are down and costs are up due to glitchy automated system  Search Engine Land

Ad Age: Advertising & Marketing Technology News - Ad Age
Ad Age: Advertising & Marketing Technology News  Ad Age

NAB 2024: Harmonic Introduces In-Stream Advertising for Live Sports Streaming - Sports Video Group
NAB 2024: Harmonic Introduces In-Stream Advertising for Live Sports Streaming  Sports Video Group

Meet the Teams Building Products that Shape the TV Advertising Ecosystem - Built In
Meet the Teams Building Products that Shape the TV Advertising Ecosystem  Built In

Verona Resident Inducted into American Advertising Federation Honor Society - TAPinto.net
Verona Resident Inducted into American Advertising Federation Honor Society  TAPinto.net

College students shadow marketing profession with MB Piland Advertising - WIBW
College students shadow marketing profession with MB Piland Advertising  WIBW

LinkedIn Adds Independent Creators' Content to Its Advertising Options - PYMNTS.com
LinkedIn Adds Independent Creators' Content to Its Advertising Options  PYMNTS.com

Northwell Health Dinged for $1M After 'Deceptively Advertising COVID-19 Testing Sites,' NY AG Says - HealthLeaders Media
Northwell Health Dinged for $1M After 'Deceptively Advertising COVID-19 Testing Sites,' NY AG Says  HealthLeaders Media

European Court Ruling Impacts Digital Advertising Practices – Tech & Sourcing - Morgan Lewis
European Court Ruling Impacts Digital Advertising Practices – Tech & Sourcing  Morgan Lewis

GD Culture Group Unveils Innovative AI Advertising Solutions - TipRanks.com - TipRanks
GD Culture Group Unveils Innovative AI Advertising Solutions - TipRanks.com  TipRanks

Omnichannel Advertising Leader Skai Announces Winners of Its 2024 ShopAble Media Awards - PR Newswire
Omnichannel Advertising Leader Skai Announces Winners of Its 2024 ShopAble Media Awards  PR Newswire

Amazon PPC Advertising: 2024 Ultimate Guide for Beginners - Jungle Scout
Amazon PPC Advertising: 2024 Ultimate Guide for Beginners  Jungle Scout

Amazon Hires Former NBCU Exec Bhatia For Global Video Advertising 04/12/2024 - MediaPost Communications
Amazon Hires Former NBCU Exec Bhatia For Global Video Advertising 04/12/2024  MediaPost Communications

Pixalate Releases March 2024 Rankings for Open Programmatic Ad Sellers on Made-For-Advertising (MFA) Websites ... - Yahoo Finance
Pixalate Releases March 2024 Rankings for Open Programmatic Ad Sellers on Made-For-Advertising (MFA) Websites ...  Yahoo Finance

How advertisers can capitalize on vertical video - Search Engine Land
How advertisers can capitalize on vertical video  Search Engine Land

Data Privacy Laws Threaten Small Businesses' Digital Advertising Efforts - PYMNTS.com
Data Privacy Laws Threaten Small Businesses' Digital Advertising Efforts  PYMNTS.com

Interim HealthCare Inc. Wins Aspect Marketing & Advertising Award in Video Category - Yahoo Finance
Interim HealthCare Inc. Wins Aspect Marketing & Advertising Award in Video Category  Yahoo Finance

TikTok may add AI avatars that can make ads - The Verge
TikTok may add AI avatars that can make ads  The Verge

Advertisement For Bids - Opelika Auburn News
Advertisement For Bids  Opelika Auburn News

Marin Software Enhances Its Microsoft Advertising Integration - Yahoo Finance
Marin Software Enhances Its Microsoft Advertising Integration  Yahoo Finance

Prime Video Advertising 'Off to Strong Start' and 'Growing Quickly' - TheWrap
Prime Video Advertising 'Off to Strong Start' and 'Growing Quickly'  TheWrap

A Huge Thanks To Our Advertisers - Above the Law
A Huge Thanks To Our Advertisers  Above the Law

Louis Vuitton hires advertising chief to run communications - Reuters
Louis Vuitton hires advertising chief to run communications  Reuters

NYAG James & Northwell Health Agree to $1.05 Million Settlement for Deceptively Advertising COVID-19 Testing Sites ... - Yonkers Times
NYAG James & Northwell Health Agree to $1.05 Million Settlement for Deceptively Advertising COVID-19 Testing Sites ...  Yonkers Times

Are 'fake ads' helping or hindering the advertising industry? - The Drum
Are 'fake ads' helping or hindering the advertising industry?  The Drum

Measurement & the Economics of Programmatic Advertising - MarketingProfs.com
Measurement & the Economics of Programmatic Advertising  MarketingProfs.com

Northwell Health, set to become Nuvance parent company, fined over $1M for deceptive advertising, AG’s office says - The Daily Freeman
Northwell Health, set to become Nuvance parent company, fined over $1M for deceptive advertising, AG’s office says  The Daily Freeman

AI is Helping Advertising Businesses Impress VCs - VideoWeek
AI is Helping Advertising Businesses Impress VCs  VideoWeek

Northwell Health penalized over $1M for deceptive COVID-19 testing site advertising - Brooklyn Daily Eagle
Northwell Health penalized over $1M for deceptive COVID-19 testing site advertising  Brooklyn Daily Eagle

OPSU Communications Department Named Among Top in the Nation in the Collegiate Advertising Awards Program - Guymondailyherald
OPSU Communications Department Named Among Top in the Nation in the Collegiate Advertising Awards Program  Guymondailyherald

Veritone Enhances Advertising and Content Intelligence Suite to Support Future-Proofing of Client Broadcast Revenues - Business Wire
Veritone Enhances Advertising and Content Intelligence Suite to Support Future-Proofing of Client Broadcast Revenues  Business Wire

Veritone Enhances Advertising and Content Intelligence Suite - Destination CRM
Veritone Enhances Advertising and Content Intelligence Suite  Destination CRM

Dove pledges to never represent ‘real bodies’ with AI in ads - NBC News
Dove pledges to never represent ‘real bodies’ with AI in ads  NBC News

Jody McDonald No Longer Doing JAKIB Media’s “Birds 365” Show (Plus, a Note on Advertising) - Crossing Broad
Jody McDonald No Longer Doing JAKIB Media’s “Birds 365” Show (Plus, a Note on Advertising)  Crossing Broad

DOVE MARKS 20 YEARS OF REAL BEAUTY WITH A RENEWED COMMITMENT TO 'REAL' AND PLEDGE TO NEVER ... - PR Newswire
DOVE MARKS 20 YEARS OF REAL BEAUTY WITH A RENEWED COMMITMENT TO 'REAL' AND PLEDGE TO NEVER ...  PR Newswire

Snap Set for Revenue Growth Rebound, Political Ads Have Key Role - Business Insider
Snap Set for Revenue Growth Rebound, Political Ads Have Key Role  Business Insider

Why are big brands so eager to advertise in space? - Marketplace
Why are big brands so eager to advertise in space?  Marketplace

NBCUniversal Expects Advertising Record for 2024 Paris Olympics, Will Benefit From Women’s Sports Boom - Hollywood Reporter
NBCUniversal Expects Advertising Record for 2024 Paris Olympics, Will Benefit From Women’s Sports Boom  Hollywood Reporter

Marin Software enhances Microsoft Advertising integration - TipRanks.com - TipRanks
Marin Software enhances Microsoft Advertising integration - TipRanks.com  TipRanks

Comcast Sells $1.2 Billion in Advertising for the Paris Olympics - Bloomberg
Comcast Sells $1.2 Billion in Advertising for the Paris Olympics  Bloomberg

EXCLUSIVE: Louis Vuitton Taps Advertising Executive to Lead Image, Communication - WWD
EXCLUSIVE: Louis Vuitton Taps Advertising Executive to Lead Image, Communication  WWD

Television advertising for IPL 17 experienced a 6% increase in ad volumes per channel during the first 23 matches: TAM - MediaNews4U
Television advertising for IPL 17 experienced a 6% increase in ad volumes per channel during the first 23 matches: TAM  MediaNews4U

Democrats seize on abortion ruling for major Arizona advertising push - Fronteras: The Changing America Desk
Democrats seize on abortion ruling for major Arizona advertising push  Fronteras: The Changing America Desk

Comcast Sells $1.2bn in Advertising for Olympics; OpenAI and Meta to Release New AI Models; ByteDance Reports 60 ... - ExchangeWire
Comcast Sells $1.2bn in Advertising for Olympics; OpenAI and Meta to Release New AI Models; ByteDance Reports 60 ...  ExchangeWire

2024 IAB Podcast Upfront: Demonstrating the Power of Podcast Advertising and Captivating Audiences - StreetInsider.com
2024 IAB Podcast Upfront: Demonstrating the Power of Podcast Advertising and Captivating Audiences  StreetInsider.com

Roblox introduces programmatic ads for video gamers - Fortune
Roblox introduces programmatic ads for video gamers  Fortune

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Here's What Happened to the Advertising Revenue of Meta Platforms (META) - Yahoo Finance
Here's What Happened to the Advertising Revenue of Meta Platforms (META)  Yahoo Finance

Tesla Dives Into Advertising After Years of Resistance - The Wall Street Journal
Tesla Dives Into Advertising After Years of Resistance  The Wall Street Journal

OB42 Welcomes Saman Kesh: As New Era of Entertainment Led Advertising Begins | LBBOnline - Little Black Book - LBBonline
OB42 Welcomes Saman Kesh: As New Era of Entertainment Led Advertising Begins | LBBOnline  Little Black Book - LBBonline

The linear TV advertising market is not coming back, analyst says - CNBC
The linear TV advertising market is not coming back, analyst says  CNBC

HMC TO ADVERTISING & MARKETING EXECUTIVES: STOP LATINO COATING - PR Newswire
HMC TO ADVERTISING & MARKETING EXECUTIVES: STOP LATINO COATING  PR Newswire

Harmonic Introduces State-of-the-Art In-Stream Advertising for Live Sports Streaming - StreetInsider.com
Harmonic Introduces State-of-the-Art In-Stream Advertising for Live Sports Streaming  StreetInsider.com

FactSet Says No to Boring B2B Advertising | LBBOnline - Little Black Book - LBBonline
FactSet Says No to Boring B2B Advertising | LBBOnline  Little Black Book - LBBonline

Congress Calls In Head Of Advertiser Coalition For Interview On Coordinated Targeting Of Conservative Outlets - The Daily Wire
Congress Calls In Head Of Advertiser Coalition For Interview On Coordinated Targeting Of Conservative Outlets  The Daily Wire

Paris Olympics on track to hit NBC ad sales record after pandemic - Yahoo! Voices
Paris Olympics on track to hit NBC ad sales record after pandemic  Yahoo! Voices

Recycled advertising: good for the creative planet? | shots - Shots
Recycled advertising: good for the creative planet? | shots  Shots

Amazon CEO: Prime Video Reaches 200 Million Monthly Viewers, With Paid Advertising 'Off to a Strong Start' - Media Play News
Amazon CEO: Prime Video Reaches 200 Million Monthly Viewers, With Paid Advertising 'Off to a Strong Start'  Media Play News

27% of Advertisers To Spend More in Upfronts: iSpot Survey - Next TV
27% of Advertisers To Spend More in Upfronts: iSpot Survey  Next TV

FDA won't put drug-advertising genie back in a bottle - Winston-Salem Journal
FDA won't put drug-advertising genie back in a bottle  Winston-Salem Journal

NBCUniversal's Krishan Bhatia to join Amazon as vice president - global video advertising, Amazon Ads - Storyboard18
NBCUniversal's Krishan Bhatia to join Amazon as vice president - global video advertising, Amazon Ads  Storyboard18

Inside X's latest efforts to make advertisers believe it's a platform that's safe for brands - Digiday
Inside X's latest efforts to make advertisers believe it's a platform that's safe for brands  Digiday

Prime Video Advertising “Off To A Strong Start,” Amazon CEO Andy Jassy Says - Yahoo Movies Canada
Prime Video Advertising “Off To A Strong Start,” Amazon CEO Andy Jassy Says  Yahoo Movies Canada

The ’70-20-10 Rule’ for Advertising Budgets - Barrett Sports Media
The ’70-20-10 Rule’ for Advertising Budgets  Barrett Sports Media

JPMorgan Chase to let advertisers target customers based on their spending - Quartz
JPMorgan Chase to let advertisers target customers based on their spending  Quartz

Revolutionizing Digital Marketing: GDC Unveils Its AI Advertising Solutions - GlobeNewswire
Revolutionizing Digital Marketing: GDC Unveils Its AI Advertising Solutions  GlobeNewswire

DoubleVerify Expands AI-Powered Brand Safety & Suitability Capabilities for TikTok Advertisers - ExchangeWire
DoubleVerify Expands AI-Powered Brand Safety & Suitability Capabilities for TikTok Advertisers  ExchangeWire

PROMOTION--ADVERTISING - Ad from 2024-04-11 - Herald & Review
PROMOTION--ADVERTISING - Ad from 2024-04-11  Herald & Review

Microsoft continues push to turn Windows into an advertising space - Ghacks
Microsoft continues push to turn Windows into an advertising space  Ghacks

What we're losing in the blinding whiteness of advertising - Fast Company
What we're losing in the blinding whiteness of advertising  Fast Company

Prime Video Now Reaches More Than 200 Million Monthly Viewers, TV Ads ‘Off to a Strong Start,’ Amazon CEO Says - Variety
Prime Video Now Reaches More Than 200 Million Monthly Viewers, TV Ads ‘Off to a Strong Start,’ Amazon CEO Says  Variety

Advertising as Art: How Literary Magazines Pioneered a New Kind of Graphic Design - Literary Hub
Advertising as Art: How Literary Magazines Pioneered a New Kind of Graphic Design  Literary Hub

Why 2024 is a good opportunity to support MAA - More About Advertising
Why 2024 is a good opportunity to support MAA  More About Advertising

How Biden and Trump are raising and spending their campaign advertising dollars - PBS NewsHour
How Biden and Trump are raising and spending their campaign advertising dollars  PBS NewsHour

TikTok unveils brand safety tools to shield advertisers from gambling, other sensitive topics - Yogonet International
TikTok unveils brand safety tools to shield advertisers from gambling, other sensitive topics  Yogonet International

Influencers AI? This is TikTok’s new idea for advertising campaigns - Softonic EN
Influencers AI? This is TikTok’s new idea for advertising campaigns  Softonic EN

Expedia data shows impact of advertising... - Travolution
Expedia data shows impact of advertising...  Travolution

Smarter ads, better results: The next era of digital advertising - Think with Google
Smarter ads, better results: The next era of digital advertising  Think with Google

Exclusive | Chase Bank to Let Advertisers Target Customers Based on Spending Data - The Wall Street Journal
Exclusive | Chase Bank to Let Advertisers Target Customers Based on Spending Data  The Wall Street Journal

Amazon Taps NBC Veteran Krishan Bhatia to Lead Streaming-Video Ad-Sales Team - Variety
Amazon Taps NBC Veteran Krishan Bhatia to Lead Streaming-Video Ad-Sales Team  Variety

Forbes’ seven-year MFA scheme shows how deep the rot runs in online advertising - The Media Leader
Forbes’ seven-year MFA scheme shows how deep the rot runs in online advertising  The Media Leader

Alvernia's Create Your Comeback Campaign earns Collegiate Advertising Award - Alvernia University
Alvernia's Create Your Comeback Campaign earns Collegiate Advertising Award  Alvernia University

British Airways' Advertising Genius: Beyond Selling Flights [Roundup] - View from the Wing
British Airways' Advertising Genius: Beyond Selling Flights [Roundup]  View from the Wing

JPMorgan's pivot to advertising means all companies are adtechs now - Financial Times
JPMorgan's pivot to advertising means all companies are adtechs now  Financial Times

Google's Protected Audience Protects Advertisers (and Google) More Than It Protects You - Mozilla & Firefox
Google's Protected Audience Protects Advertisers (and Google) More Than It Protects You  Mozilla & Firefox

Amazon Taps Longtime NBCU Exec Krishan Bhatia To Lead New Global Video Ad Sales Team - Deadline
Amazon Taps Longtime NBCU Exec Krishan Bhatia To Lead New Global Video Ad Sales Team  Deadline

Bill to tax advertising would hurt main street Nebraska businesses • Nebraska Examiner - Nebraska Examiner
Bill to tax advertising would hurt main street Nebraska businesses • Nebraska Examiner  Nebraska Examiner

Australian fossil car industry spends over $500 per vehicle on advertising - The Driven
Australian fossil car industry spends over $500 per vehicle on advertising  The Driven

Consumer sparks debate with photos of food packaging with allegedly false advertising: 'They should be liable' - The Cool Down
Consumer sparks debate with photos of food packaging with allegedly false advertising: 'They should be liable'  The Cool Down

NYF 2024 Advertising Awards Exec Jury revealed – curated by jury president Javier Campopiano - Campaign Brief NZ
NYF 2024 Advertising Awards Exec Jury revealed – curated by jury president Javier Campopiano  Campaign Brief NZ

IPL 2024: Ecom-gaming and pan masala brands lead TV ad surge first three weeks - Storyboard18
IPL 2024: Ecom-gaming and pan masala brands lead TV ad surge first three weeks  Storyboard18

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