Tracy Johannsen

A flyer is an inexpensive and highly effective way to grab attention in a very busy marketplace. How do you make your flyer stand out in the crowd? Here are some techniques that professionals use to make flyers more interesting.

• Write a snappy headline or title. Make it memorable, unusual or provocative using a few carefully chosen powerful words. Popular titles contain one or more of these words: Easy, The Secrets to, Unlock, Finally, Insider, Time Sensitive, How to, Free Bonuses, Now You Can, Discover, Proven, etc.
• Use colorful or striking graphics. One large image will have more impact than many smaller images. A stunning photo or illustration grabs attention, creates a mood, and supports your story. This image is your "focal point" and will draw your readers in.
• Focus on the benefits of your product or service. Your prospects will ask the question, "What's in it for me?" Use the words "you" and "your." Be sure to keep your text short and to the point.
• Use compelling testimonials and case studies. Nothing strikes a chord like an endorsement from a happy customer, especially if it demonstrates the results they've had with your product or service. 
• Organize your layout. You don't need to fill your flyer with wall-to-wall text and graphics. Incorporate some white space to make certain elements stand out and to make the flyer easy to read.
• Make your points easily identifiable. Highlight titles and subtitles in bold, but avoid using ALL CAPS because they are more difficult to read.
• Use contrast. If you are on a tight budget, select bright-colored or unique paper, and print with black ink. Use shades of grey to provide tones and contrasting background areas.
• Offer a discount or special limited-time price. Design a coupon on the bottom quarter of the flyer. Be sure to clearly state the deadlines and limitations of the offer.

You don't need to reinvent the wheel when creating your flyer. Use these proven techniques and you will see big results in your marketing efforts.

For more information on marketing your business, visit Marketing Minutes, the American Rental Association's (ARA) online member marketing resource.