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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 Mon. June / 01 / 2020

The Natural: Elon Musk’s Non-Traditional Approach To Tesla Advertising - Forbes
The Natural: Elon Musk’s Non-Traditional Approach To Tesla Advertising  Forbes

National TV Advertising Fell 27% in April, But Madison Ave. Rushed to ‘Masked Singer’ - Variety
National TV Advertising Fell 27% in April, But Madison Ave. Rushed to ‘Masked Singer’  Variety

Personalization isn't the fate of advertising - The Drum
Personalization isn't the fate of advertising  The Drum

AVOD Acquisitions Could Spur Advanced Advertising - Multichannel News
AVOD Acquisitions Could Spur Advanced Advertising  Multichannel News

Lawyer Advertising Rules on Settlements Passed in Louisiana - Bloomberg Law
Lawyer Advertising Rules on Settlements Passed in Louisiana  Bloomberg Law

Advertisers face tough decisions on buying NFL commercial time - NBCSports.com
Advertisers face tough decisions on buying NFL commercial time  NBCSports.com

Some Thoughts About Combating Racist Content in Advertising - Lexology
Some Thoughts About Combating Racist Content in Advertising  Lexology

Local TV Advertising's Slow Comeback 06/02/2020 - MediaPost Communications
Local TV Advertising's Slow Comeback 06/02/2020  MediaPost Communications

Sony is advertising this week’s PS5 event on US television - Video Games Chronicle
Sony is advertising this week’s PS5 event on US television  Video Games Chronicle

4 most common myths of in-game advertising debunked - The Drum
4 most common myths of in-game advertising debunked  The Drum

Hillsboro Launches Business Advertising Campaign - Loudoun Now
Hillsboro Launches Business Advertising Campaign  Loudoun Now

10 times that Elon Musk proved Tesla doesn't need advertising - Business Insider - Business Insider
10 times that Elon Musk proved Tesla doesn't need advertising - Business Insider  Business Insider

Advertising Industry Begins Process To Gain Data Certification 06/01/2020 - MediaPost Communications
Advertising Industry Begins Process To Gain Data Certification 06/01/2020  MediaPost Communications

COVID-19 Transforms Out-Of-Home Advertising - Entrepreneur
COVID-19 Transforms Out-Of-Home Advertising  Entrepreneur

This Election Season, Digital Advertising is a Potent Weapon - MediaVillage
This Election Season, Digital Advertising is a Potent Weapon  MediaVillage

How AT&T is adapting its advertising to the coronavirus - Business Insider
How AT&T is adapting its advertising to the coronavirus  Business Insider

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Advertising messages during coronavirus - CBS News
Advertising messages during coronavirus  CBS News

The TV Commercial, Once Advertising’s Main Event, Suffers in the Pandemic - The New York Times
The TV Commercial, Once Advertising’s Main Event, Suffers in the Pandemic  The New York Times

Monday Sector Leaders: Apparel Stores, Advertising Stocks - Nasdaq
Monday Sector Leaders: Apparel Stores, Advertising Stocks  Nasdaq

Tesla shareholders will vote on advertising for first time ever - Business Insider - Business Insider
Tesla shareholders will vote on advertising for first time ever - Business Insider  Business Insider

League Of Legends Introduces A New Way To Show Advertising In Esports Games - GameSpot
League Of Legends Introduces A New Way To Show Advertising In Esports Games  GameSpot

Alphabet to see advertising revenue decline this year but Facebook manages to grow - Warc
Alphabet to see advertising revenue decline this year but Facebook manages to grow  Warc

Anheuser Busch InBev : Bud Light King's Advertising Reigns Supreme In Seventh Circuit - marketscreener.com
Anheuser Busch InBev : Bud Light King's Advertising Reigns Supreme In Seventh Circuit  marketscreener.com

This Free Advertising School on Reddit Wants to Help New Grads Break Into the Industry - Adweek
This Free Advertising School on Reddit Wants to Help New Grads Break Into the Industry  Adweek

Greg Hahn Quickly Returns to Advertising, Opening NY Office for Canada’s No Fixed Address - Adweek
Greg Hahn Quickly Returns to Advertising, Opening NY Office for Canada’s No Fixed Address  Adweek

Paid Advertising Beyond the Conversion with Susan Wenograd [PODCAST] - Search Engine Journal
Paid Advertising Beyond the Conversion with Susan Wenograd [PODCAST]  Search Engine Journal

Public relations and advertising competitions during a pandemic - Nevada Today
Public relations and advertising competitions during a pandemic  Nevada Today

Mediatel News: Advertising in a crisis - Mediatel News
Mediatel News: Advertising in a crisis  Mediatel News

How To Harness Effective Visuals In Advertising - Forbes
How To Harness Effective Visuals In Advertising  Forbes

How The Pandemic Is Changing Advertising - WBEZ
How The Pandemic Is Changing Advertising  WBEZ

Advertising with a made-for-mobile mindset - ClickZ
Advertising with a made-for-mobile mindset  ClickZ

WFA launches data ethics in advertising guide - MobileMarketing Magazine
WFA launches data ethics in advertising guide  MobileMarketing Magazine

Mobile Advertising Market Report 2020 Geographical Segmentation, Trends, Revenue & Competitive Strategies To 2027 - BіоPhаrmа Dіvе
Mobile Advertising Market Report 2020 Geographical Segmentation, Trends, Revenue & Competitive Strategies To 2027  BіоPhаrmа Dіvе

Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape - Forbes
Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape  Forbes

When It's Not Busy Disappearing Protesters, Chicago Is Advertising for Uber - VICE
When It's Not Busy Disappearing Protesters, Chicago Is Advertising for Uber  VICE

Sound Publishing offers grants to advertisers - Sequim Gazette
Sound Publishing offers grants to advertisers  Sequim Gazette

Bid to curb deceptive attorney advertisements clears final hurdle - The Advocate
Bid to curb deceptive attorney advertisements clears final hurdle  The Advocate

Programmatic Advertising Platform Market to Witness Rapid Growth by 2026 with Top Key Players like DataXu, MediaMath, AOL Inc (Verizon Communications), AppNexus, Adroll.com - Cole of Duty
Programmatic Advertising Platform Market to Witness Rapid Growth by 2026 with Top Key Players like DataXu, MediaMath, AOL Inc (Verizon Communications), AppNexus, Adroll.com  Cole of Duty

Lamar Advertising Company [REIT] [LAMR] Stock trading around $66.30 per share: What’s Next? - The DBT News
Lamar Advertising Company [REIT] [LAMR] Stock trading around $66.30 per share: What’s Next?  The DBT News

Exclusive: New York Times phasing out all 3rd-party advertising data - Axios
Exclusive: New York Times phasing out all 3rd-party advertising data  Axios

Programmatic Display Advertising Market Proposal, Demand And Trade Analysis 2020 To 2026 - News Distinct
Programmatic Display Advertising Market Proposal, Demand And Trade Analysis 2020 To 2026  News Distinct

Q&A with Buzzfeed's SVP of ad strategy on advertising alongside editorial content during a pandemic - Business Insider
Q&A with Buzzfeed's SVP of ad strategy on advertising alongside editorial content during a pandemic  Business Insider

Advertising Agency Billing Software Market: Future Development, Top Manufacturers, Trends, Share, Size and Forecast - Cole of Duty
Advertising Agency Billing Software Market: Future Development, Top Manufacturers, Trends, Share, Size and Forecast  Cole of Duty

Mobile advertising company donates billboard to high school scholar that lost her battle with cancer - The Philadelphia Tribune
Mobile advertising company donates billboard to high school scholar that lost her battle with cancer  The Philadelphia Tribune

Podcast Advertising: Is Programmatic the Next Big Thing? - Entrepreneur
Podcast Advertising: Is Programmatic the Next Big Thing?  Entrepreneur

The importance of advertising - Idaho State Journal
The importance of advertising  Idaho State Journal

Advertisers Question Quibi Payments - Los Angeles Business Journal
Advertisers Question Quibi Payments  Los Angeles Business Journal

Q&A: eBay Advertising exec on real intent, cookies and new tech - SmartBrief
Q&A: eBay Advertising exec on real intent, cookies and new tech  SmartBrief

MediaCom, The Trade Desk, IBM, Jigsaw: The Drum Awards Digital Advertising USA 2020 nominees - The Drum
MediaCom, The Trade Desk, IBM, Jigsaw: The Drum Awards Digital Advertising USA 2020 nominees  The Drum

Trump's coronavirus response renews Iowa 2020 election focus - Los Angeles Times
Trump's coronavirus response renews Iowa 2020 election focus  Los Angeles Times

15 Advertising Agencies In Dallas To Know - Built In
15 Advertising Agencies In Dallas To Know  Built In

Forecast models: Advertising 90-degree heat again next weekend? - Minnesota Public Radio News
Forecast models: Advertising 90-degree heat again next weekend?  Minnesota Public Radio News

Local Internet Advertising: Advantages And Benefits For Online Sellers And Other - NationEditions
Local Internet Advertising: Advantages And Benefits For Online Sellers And Other  NationEditions

Media Earnings Predict The Future Of Advertising - Forbes
Media Earnings Predict The Future Of Advertising  Forbes

The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’ - The New York Times
The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’  The New York Times

Big brands are telling TV networks they might not be buying as many ads as planned - Marketplace
Big brands are telling TV networks they might not be buying as many ads as planned  Marketplace

Cloud Advertising Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Amazon Web Services, Oracle Corporation, Google, Rackspace Hostings, IBM Corporation, etc. | InForGrowth - Cole of Duty
Cloud Advertising Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Amazon Web Services, Oracle Corporation, Google, Rackspace Hostings, IBM Corporation, etc. | InForGrowth  Cole of Duty

Advertisers signal glimmers of optimism, start spending again - Search Engine Land
Advertisers signal glimmers of optimism, start spending again  Search Engine Land

Potential Impact of COVID-19 on Interactive Advertising Market Overview, Regional And Restraint Analysis By 2020 – 2026 - Cole of Duty
Potential Impact of COVID-19 on Interactive Advertising Market Overview, Regional And Restraint Analysis By 2020 – 2026  Cole of Duty

From remote shoots to topical plots, how advertising races to stay relevant in the pandemic - ThePrint
From remote shoots to topical plots, how advertising races to stay relevant in the pandemic  ThePrint

Trump campaign plans $1 million advertising attack after Biden's black voters comment - CNN
Trump campaign plans $1 million advertising attack after Biden's black voters comment  CNN

Social Advertising Software Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc. | InFor Growth - 3rd Watch News
Social Advertising Software Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc. | InFor Growth  3rd Watch News

The impact of native advertising across the consumer journey - ClickZ
The impact of native advertising across the consumer journey  ClickZ

Global ERP Software for Advertising Agencies Market 2025 Top Manufacturers : Mavenlink, Hubstaff, Workamajig, AgencyHub, SpiraPlan, Producteev - Cole of Duty
Global ERP Software for Advertising Agencies Market 2025 Top Manufacturers : Mavenlink, Hubstaff, Workamajig, AgencyHub, SpiraPlan, Producteev  Cole of Duty

Kellogg's drops advertising from Joe Wicks' YouTube channel after Pringles blunder - FoodNavigator.com
Kellogg's drops advertising from Joe Wicks' YouTube channel after Pringles blunder  FoodNavigator.com

As GDPR turns two, what's changed in the digital advertising world? - The Drum
As GDPR turns two, what's changed in the digital advertising world?  The Drum

Advertisers Cooling On TV Spots; Comcast Spins Off Blockgraph Into JV - AdExchanger
Advertisers Cooling On TV Spots; Comcast Spins Off Blockgraph Into JV  AdExchanger

David Droga, John Boiler and more advertising icons star in new documentary - AdNews
David Droga, John Boiler and more advertising icons star in new documentary  AdNews

News Outlets Want More Advertisers to Act Like Burger King - The New York Times
News Outlets Want More Advertisers to Act Like Burger King  The New York Times

Indoor Location-based Search and Advertising Market 2020: Emerging Top Key Players like Apple, Broadcom, Cisco Systems, Estimote, Facebook, Foursquare Labs, Polaris Wireless, Verizon Media - Cole of Duty
Indoor Location-based Search and Advertising Market 2020: Emerging Top Key Players like Apple, Broadcom, Cisco Systems, Estimote, Facebook, Foursquare Labs, Polaris Wireless, Verizon Media  Cole of Duty

Daily Mail owner's print advertising revenues plunge by 70% - The Guardian
Daily Mail owner's print advertising revenues plunge by 70%  The Guardian

Global Online Advertising Market Expected to Reach Highest CAGR by 2025 Top Players: Amazon, Aol, Baidu, Facebook, Google, IAC - Cole of Duty
Global Online Advertising Market Expected to Reach Highest CAGR by 2025 Top Players: Amazon, Aol, Baidu, Facebook, Google, IAC  Cole of Duty

Food Brands Are Bringing Back Funny Advertisements - Eater
Food Brands Are Bringing Back Funny Advertisements  Eater

Advertisers better figure out their post-coronavirus online strategies 'in a hurry,' analysts say - CNBC
Advertisers better figure out their post-coronavirus online strategies 'in a hurry,' analysts say  CNBC

Advertising Agency Billing Software Market 2020: Potential growth, attractive valuation make it is a long-term investment | Know the COVID19 Impact | Top Players: Asana, Monday, FreshBooks, AdPlugg, Shortlist, etc. | InFor Growth - 3rd Watch News
Advertising Agency Billing Software Market 2020: Potential growth, attractive valuation make it is a long-term investment | Know the COVID19 Impact | Top Players: Asana, Monday, FreshBooks, AdPlugg, Shortlist, etc. | InFor Growth  3rd Watch News

How Advertisers Scrambled To Ditch Ads And Shift Messaging During The Coronavirus Pandemic - WBUR
How Advertisers Scrambled To Ditch Ads And Shift Messaging During The Coronavirus Pandemic  WBUR

Bloomberg - Bloomberg
Bloomberg  Bloomberg

Calling time on irresponsible junk food advertising to children - New Food
Calling time on irresponsible junk food advertising to children  New Food

Council relaxes rules on outdoor restaurant seating and advertising - South Tahoe Now
Council relaxes rules on outdoor restaurant seating and advertising  South Tahoe Now

How consumers' attitudes to advertising changed since COVID-19 - ClickZ
How consumers' attitudes to advertising changed since COVID-19  ClickZ

COVID-19 Impact on Global Internet Advertising Market 2020: Industry Share, Trends, Growth and SWOT Analysis by Top Vendors, Demand and Forecast Research to 2025 - 3rd Watch News
COVID-19 Impact on Global Internet Advertising Market 2020: Industry Share, Trends, Growth and SWOT Analysis by Top Vendors, Demand and Forecast Research to 2025  3rd Watch News

Programmatic Display Advertising Market 2020 Segmentation, Application, Technology and Analysis Report Forecast to 2026 - Cole of Duty
Programmatic Display Advertising Market 2020 Segmentation, Application, Technology and Analysis Report Forecast to 2026  Cole of Duty

Consortium Administration Company Will Have To Disclose Its Services' Real Conditions After Misleading Advertising In Brazil - Media, Telecoms, IT, Entertainment - Brazil - Mondaq News Alerts
Consortium Administration Company Will Have To Disclose Its Services' Real Conditions After Misleading Advertising In Brazil - Media, Telecoms, IT, Entertainment - Brazil  Mondaq News Alerts

From Takeovers to Topview ads, what it costs to advertise on TikTok - Digiday
From Takeovers to Topview ads, what it costs to advertise on TikTok  Digiday

(Covid-19) Impact Analysis : Contextual Advertising Market Report Examines Latest Trends, Key Drivers Supporting Growth, Trends and Forecast from 2020 to 2025 - Cole of Duty
(Covid-19) Impact Analysis : Contextual Advertising Market Report Examines Latest Trends, Key Drivers Supporting Growth, Trends and Forecast from 2020 to 2025  Cole of Duty

engage:BDR deploys new revenue stream in web advertising - Proactive Investors Australia
engage:BDR deploys new revenue stream in web advertising  Proactive Investors Australia

Performance Marketing, Advertising Blazes New Trails In Search, Digital 05/15/2020 - MediaPost Communications
Performance Marketing, Advertising Blazes New Trails In Search, Digital 05/15/2020  MediaPost Communications

Product Advertising And Marketing In The Time Of COVID-19 - Media, Telecoms, IT, Entertainment - Canada - Mondaq News Alerts
Product Advertising And Marketing In The Time Of COVID-19 - Media, Telecoms, IT, Entertainment - Canada  Mondaq News Alerts

Global Online Advertising Management Software Market; Research Analysis and Growth Forecast by Manufacturers & Geographical Regions from 2020-2026 - 3rd Watch News
Global Online Advertising Management Software Market; Research Analysis and Growth Forecast by Manufacturers & Geographical Regions from 2020-2026  3rd Watch News

Advertisers Seek to Revise Deal Terms With Streamer Quibi - The Wall Street Journal
Advertisers Seek to Revise Deal Terms With Streamer Quibi  The Wall Street Journal

Mobile Advertising Market Shows a Rapid Growth By 2022 | Applovin, Avazu, Chartboost, Facebook, Flurry, Google - WaterCloud News
Mobile Advertising Market Shows a Rapid Growth By 2022 | Applovin, Avazu, Chartboost, Facebook, Flurry, Google  WaterCloud News

Online Advertisement Market Anticipated Forecast 2026 In Key Regions World (United States, International Organization And China) - Cole of Duty
Online Advertisement Market Anticipated Forecast 2026 In Key Regions World (United States, International Organization And China)  Cole of Duty

CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert - The New York Times
CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert  The New York Times

Karan Johar's birthday celebration and the art of shooting advertisements during a pandemic - Moneycontrol
Karan Johar's birthday celebration and the art of shooting advertisements during a pandemic  Moneycontrol

52% of advertisers plan to increase spending this summer, survey finds - Marketing Dive
52% of advertisers plan to increase spending this summer, survey finds  Marketing Dive

Fewer advertisers means more bad ads from ad exchanges - Digiday
Fewer advertisers means more bad ads from ad exchanges  Digiday

How advertisers are using TikTok during the recession - Digiday
How advertisers are using TikTok during the recession  Digiday

Digiday Research: 40% of advertisers won’t advertise near coronavirus-related content - Digiday
Digiday Research: 40% of advertisers won’t advertise near coronavirus-related content  Digiday

From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks - The Wall Street Journal
From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks  The Wall Street Journal

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