Composing the Content of Your Flyer
For a flyer to do its job correctly, it must be both well-designed and well-written. The art of the flyer and its copy must work hand-in-hand to produce an effective print advertising tool. If you fail on either task, you’ve basically wasted your resources.
Content is important to sustain the attention of the people enticed by the visual design of the flyer. What they see may be the first thing that catches their attention, but what they read will make or break the intent of the flyer. If you disregard your flyer’s content, then you’re missing out on a lot of opportunities. That’s something you simply can’t afford.
Here are tips on how you can capitalize on the content of your flyer making its overall design more relevant and compelling.
1. Strategize your content.
Plan and write your content carefully. What are the details you must prioritize? If you have an extra space to fill, what sort of information would you like to impart to your readers?
Set aside some time to list and trim down your copywriting ideas. Pinpoint the pieces of information that must be included in the content, making sure that they will match the layout of the flyer. In this type of print ad, less is usually more.
The job of the flyer is to attract the viewer through the design and give them information in a straightforward manner. Overwhelming the readers with too much data will just make them walk away.
The best way to trim down your content is answering the five simple questions: who, what, when, where, and why?
2. Organize your content
Once you’ve prioritized which pieces of information must be part of your flyer’s content, it’s time to organize them correctly. In a designer’s world, this is known as typographic hierarchy. In this context, it’s basically arranging the texts on the flyer in a way that, at a glance, viewers know right away what info is most pertinent and where to find the additional details.
Typographical hierarchy is mainly about prioritizing the most important information. Whatever is important (ex. event title, the name of the product/company, promo codes, etc.) should have the most visual weight. Putting the information on the top part of the layout will make it more visible, too.
There are different ways to organize a flyer’s copy. These include font (style, weight, and size), bullet and number points, visual cues, text boxes, alignment, and proximity.
3. Have a clear purpose.
Even though flyers are adaptable by nature, each design must have a specific purpose. If you’re opening a new business and want to advertise it, create design and content that focuses on your products and your opening. If you’re using the flyer to promote a school or church concert, have a specific message explaining who will perform and when and where the event will happen.
Whatever is the main purpose of the flyer, it must be highly visible. Don’t make your viewers scour through your print ad just to find out what it’s all about. The clearer your copywriting is, the more likely you’ll get a positive response.
Also, if possible, offer an incentive to your audience. Magnet words like “discount” or “free” will boost your chances to achieve your goals. Make sure the incentives have a prominent place on the flyer to easily attract your market.