There’s no reason why a designer shouldn’t learn how to make effective flyer ad copies. Even though writing copies are, oftentimes, out of a designer’s scope of responsibilities, you’d soon realize that adding this to your skill set can only be beneficial (especially if you’re a freelancer).
There’s a book out there called Yes!: 50 Scientifically Proven Ways to Be Persuasive by Noah Goldstein, Steve Martin (NOT to be confused with the comedian we all have come to love), and Robert Cialdini. While the book mostly deals with ways people can use persuasion in our everyday life, the book does give us a chance to apply concepts that could make for effective flyers.
Here are a few paraphrased tips on how to be persuasive that we borrowed from the book:
Make Your Audience Think There’s Not Enough of the Product Available
Giving the illusion that there’s not enough of the product going around will increase its value in the eyes of the customer. You don’t have to say outright that you’re running out of items to sell; that’s just bad for business. The trick is to imply it ever so subtly. When running a promotion, talk about how the products are available for a limited time offer only. When asking people to call your number, you can include something along the lines of “Please call again if lines are busy” together with your call to action.
Negative Statement = Negative Response
If you’ve been asked to make, say, a flyer that discourages littering, dishing out numbers showing how many people contribute to polluting the streets can be the wrong way to go about it. What this does is it eggs people on to do the opposite of what you want them to. In this case, people will think that polluting is commonplace and will not even give it second thought. You’ll be better off asking people nicely to not throw their trash where they shouldn’t.
Fewer Options, Less Frustrations
Giving your audience way too many options can be a bad thing. Some companies tend to present all that they have to offer in one go. However, studies show (check the book for more info) that overwhelming people with choices tends to confuse them. This leads to them ignoring the product/service/cause altogether. When writing your copy, try to stick to two or three focal points then bring it home.
Don’t Tell People They Were Wrong About Picking One Product Over Yours
Nobody likes being viewed as inconsistent. So when asking people to switch over to your brand from the one they’re currently using, you should give them any reason to do so other than because they were wrong the first time. You could say that they were right the first time but circumstances have changed and then explain why the product you’re advertising outshines the completion now. That’s more likely to produce a positive feedback. Besides, admitting negatives upfront leads to a better relationship between a company and their customers.
Now these are really good tips but you have to remember: these tips can’t guarantee success. You still have to be aware of who your target audience is and whether the techniques mentioned here would hold true for them or not. You have to experiment and see what works for you. These tips, however, can help you get on the right track. Producing high-quality flyers with a great copy, coupled with cheap flyer printing, would really give you a good return on investment and definitely help you win clients over.