Before learning how to make a good steering wheel, we have to understand the strategy behind a high-quality one. Here is a basic overview of a door hanger. As you can see, we don’t have a lot of room to work. This means that we have to choose our words carefully. The first line you see is the largest and is meant to grab the viewer’s attention and rate them.
Right away, the person knows what we are trying to sell here. Private Construction Management Services. Just below, you will see a picture of a house that would look like our target customer. Below is a brief description that reinforces credibility by mentioning years of experience with all types of projects.
Anyone looking to renovate their homes will immediately identify with this brochure. We ask them the question “Do you have a project in mind?”, Always rating them. The next line tells them what we want them to do, which is call for a query.
Door hangers work great compared to regular flyers. For one thing, you won’t have to worry about your message getting lost in the mail. The direct mail route is often expensive, and your ad will compete with priority mail, such as invoices. On the other hand, everyone has a front door and your ad will attract their full attention.
Examples of brochure holders
The headline is possibly the most important part of the flyer. Some people spend most of their time trying to choose the right image that will catch the customer’s attention and dazzle them with their creativity. Sounds good. It is simply not the case.
The reality is that we have 1 second to capture the attention of the person we are trying to reach. We need to talk about what THEY want as opposed to what we offer. In the example above, Private Construction Management may not be an ideal headline. Instead, we could have said something like “Do you have a construction project in mind?”
You may or may not have a good reception. The key is to get noticed and weed out anyone who doesn’t buy from us while selecting those who will. We could write an entire book on choosing the right title, but following a few guidelines should put you on the right track. The following are some good examples of titles for brochures or for any advertisement in general.
How-to title: People like to learn and the how-to title is everywhere. How to hire a good construction management company. How to earn a million dollars in 20 min. You’ve seen it before. It works.
Title question: like the one suggested above. Asking a question engages the reader and makes them answer it subliminally or consciously. Either way, we have them communicating with us only through the owner.
Testimonial: Testimonials are great anywhere. They reinforce your brand and its authority. Nobody wants to buy from the new kid on the block. They want someone tried and tested.
Crazy Offer – A crazy offer can go a long way. A very long way. Regardless, you should always have a crazy offer in your brochure. If it’s good enough, it should be the biggest thing and the first thing they see.
Choosing the best image for brochures
As we said earlier, finding the perfect image for your brochure is not as important as some people might think. A funny or creative image will get a positive response, but it will not necessarily give us the exact answer that will bring us sales.
Our image should flow well without our owner and service. If we are advertising a taekwondo school, you can use an image of children in their GI uniforms.
An image like that will help people quickly identify what your service is and if it is for them. The image should be able to work regardless of its title and vice versa.
The Elevator Pitch
Brochures have a limited amount of space for words and pictures. We want to get in as much as we NEED, not as much as we CAN. This is where a lot of people go wrong. They design their brochure to include each and every detailed explanation of what they do.
You must remember that the brochure should not serve as an alternative to your website. Your website is where your customers will go if they want a deeper understanding of your company and services / products.
The next section to include in your brochure is a brief description of what it does and why you should choose it. In short, it’s a little elevator pitch about your company.
We manage construction projects for homeowners and we have been doing it for more than 20 years ”. Simple but effective. At this point, we have a headline, a photo, and a little elevator pitch to help us get the knockout.
How to make a good brochure or offer
The way to make a good flyer is based on the offer you give it. An incredible offer has a time limit and simply cannot be overlooked. These brochures receive a success rate of more than 8-10%. You really must be able to give tremendous value, or you won’t get too many responses.
A simple flyer with no offer can expect a 1% conversion rate. This means that we will convert 1% of the people who see our brochures into paying customers. You send 10,000 and get 100 customers back. Pretty simple stuff.
If you make a big offer, you can see 800-1000 customers from 10,000 flyers. Suddenly, it makes perfect sense to give away a great deal. Restaurants, for example, would benefit greatly by offering a free appetizer. They may lose some gains in the short term, but they will gain in the long term.
Strategies for a flyer campaign
Good design is useless without a good distribution strategy. We know that brochure advertising is a numbers game and therefore we must choose our target customers carefully. A restaurant could benefit more from home delivery rather than street promotion. That is not to say that a restaurant should not use street promotion as part of its campaign. However, if you don’t have enough foot traffic near your restaurant to justify it, you’d better focus on the houses in the neighborhood.
These customers will be your loyal regular customers. The cost of acquiring one of them is inconsequential for the value they will add as a customer for life. For homes, door hangers work best. The reason is that other flyers need to be placed in other places close to the house. They may be stuck in the mailbox or squeezed between the door frame. On the other hand, a door hanger is attached to the doorknob. Basically, to get into your house, they will take you out of the door and look at you for about a second.
They should be able to see exactly what you are offering, how much, and what they have to do to redeem the offer. For example, you are advertising a pizzeria. A really good brochure for this type of strategy would be “Get a free slice of pizza with a pizza order and a soda.” The customer takes the wheel and sees that they are getting a free slice of pizza and all they have to do is buy 1 and a soda.