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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 Wed. March / 03 / 2021

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New Jersey Sues Smith & Wesson Over Its Gun Advertising  The New York Times

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Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses  Deadline

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Maryland Digital Advertising Services Tax Delay Likely  The National Law Review

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ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans  ABA Banking Journal

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Retail advertising's growing pains  Business Insider

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Roku’s advertising ambitions just got even bigger with new Nielsen deal  The Verge

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Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program  PRNewswire

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Targeted perimeter advertising for live TV broadcasts thanks to AI  Innovation Origins

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4 Marketing & Advertising Lessons Inspired By Dr. Seuss Classics  Digital Media Solutions

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UHV NewsWire - UHV takes home three advertising awards  NewsWire

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Sourcepoint Launches ‘Privacy Lens,’ to Drive Privacy-First Advertising Transactions  MarTech Series

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Instacart Raises Millions To Accelerate Advertising And Retail Marketing Services 03/03/2021  MediaPost Communications

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Cardlytics to Acquire Dosh to Bolster Digital Advertising Offering  GlobeNewswire

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Disney Advertising Sales Unveils New Disney Real-Time Ad Exchange (DRAX) During First Tech Showcase - LaughingPlace.com  Laughing Place

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Broadcasting tech swaps stadium ads for regional advertising  New Atlas

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Carriers quarrel over 5G advertising  RCR Wireless News

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Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium  Yahoo Finance

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China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China  MarTech Series

Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee - Milwaukee Business Journal
Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee  Milwaukee Business Journal

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Amazon has been advertising its $15 minimum wage. It’s still driving down pay across the warehousing industry.  The Counter

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Aurora Mobile Partners with The Trade Desk to Provide Strong Support For Digital Advertising  MarTech Series

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Digital Advertising Platform Cardlytics Set to Acquire Dosh For $275 Million in Cash & Stock  Crowdfund Insider

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Even just a bit of advertising changes the game in word-of-mouth marketing: Whether selling products or communicating about vaccines, the tiniest bit of advertising changes the game  Science Daily

AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM - AiThority
AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM  AiThority

What Maryland's Digital Advertising Tax Means for You - Lexology
What Maryland's Digital Advertising Tax Means for You  Lexology

What is programmatic advertising and how does it work? - Kenosha News
What is programmatic advertising and how does it work?  Kenosha News

Paul Potratz took his advertising and marketing company fully remote, here's why - Albany Business Review - Albany Business Review
Paul Potratz took his advertising and marketing company fully remote, here's why - Albany Business Review  Albany Business Review

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Supervisors advertise a 2-cent real estate tax increase  Inside NoVA

Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com - Yahoo Finance
Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com  Yahoo Finance

AC media students capture American Advertising Awards - KAMR - MyHighPlains.com
AC media students capture American Advertising Awards  KAMR - MyHighPlains.com

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Walmart is looking for a new ad agency - Business Insider
Walmart is looking for a new ad agency  Business Insider

Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers - healthaffairs.org
Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers  healthaffairs.org

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Quick Viewership & Advertising Insights for the Golden Globes  TVRev

FTC issues orders to e-cigarette companies seeking sales, advertising data - KFGO News
FTC issues orders to e-cigarette companies seeking sales, advertising data  KFGO News

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New co-presidents at Adelaide Advertising & Design Club  AdNews

Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge - JD Supra
Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge  JD Supra

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JOE BURTON, LEADING NATIVE ADVERTISING EXPERT, AND FOUNDER & CEO OF ROI MARKETPLACE, ZOOM INTERVIEWED BY  EIN News

Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra - JD Supra
Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra  JD Supra

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After Texas winter storm and outages, AG Ken Paxton sues Griddy for deceptive advertising  Fort Worth Star-Telegram

Molly-Mae Hague breaks advertising code for Instagram giveaway - This is Money
Molly-Mae Hague breaks advertising code for Instagram giveaway  This is Money

TV Advertising Is Usually Not Worth It - Kellogg Insight
TV Advertising Is Usually Not Worth It  Kellogg Insight

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Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

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Hear that roar? U.S. Hispanic advertising agencies are on the rise at the Cannes Lions  AL DIA News

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Klarna establishes Influencer Council after falling foul of advertising watchdog  Finextra

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Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

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OVERNIGHT ENERGY: Texas sues power provider Griddy, alleging deceptive advertising and marketing | More states follow California's lead on vehicle emissions standards | Financial regulators home in on climate risks | TheHill  The Hill

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Former Kantar head of advertising research joins Cubery  AdNews

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Huskers take home 12 Nebraska advertising awards  Nebraska Today

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Genius 100 Foundation US and New York Festivals 2021 Advertising Awards Launch the Genius 100 Inspiration  EIN News

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J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

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Navigating advertising landmines on the path to egg freezing  Genetic Literacy Project

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Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters  Adweek

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VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

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Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

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Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

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Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

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What advertising's biggest industry events will look like in 2021  AdAge.com

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

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17 big advertisers that are looking for new agencies right now  Business Insider

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

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Public Schools Are the Best Advertisements for Homeschooling  Reason

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

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‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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From The Experts: Media And Advertising In 2021  Forbes

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Is Amazon About To Take Over Online Advertising?  Forbes

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What Big Tech’s scrutiny means for luxury advertising  Vogue Business

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Facebook's advertising integrity chief leaves company  Reuters

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Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

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The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

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How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

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2020: A Record Year for Political Advertising  Bowdoin News

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Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

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Is the internet advertising economy about to implode?  TechCrunch

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Forbes The Revitalization Of Print Advertising  Forbes

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Local advertising will rebound steadily in 2021, new report predicts  AdAge.com

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