The more specific your brief, the better your leaflet will be. You are the experts in what your leaflet needs to say – help us help you by identifying who you want to pick it up and what you want it to achieve.

The top three inches of a leaflet is called the ‘Shelf Shout’ because it needs to shout to passers by so they pick it up. It’s always best to include the name of your product/service/attraction too.

Your leaflet needs to get your message across to people quickly and clearly. Use bullet points and bold headings. When it comes to leaflets – less is more.

Use a strong image on the front of your leaflet and then use pictures to illustrate your points inside. Always include a map on the back with directions on how customers can find you.

Leaflets are usually either 1/3 A4 (DL) or A5 leaflets folded down from A3 or A4. This means they will fit in most display racks and can be easily pocketed by potential customers.

A floppy leaflet is a leaflet overlooked. Use good quality paper and it will stand up tall. Make sure the paper is cut down the grain not across and have the spine on the left hand side. The optimum height is 21cm (DL).

The best leaflets offer customers discounts or special offers. Not only will this entice people to use your service, but also enables you to measure how effective your leaflets are.

There is nothing worse than spelling mistakes. Check, check and check some more – and then ask someone else to check!

AIDA is a marketing acronym standing for Attention, Interest, Desire and Action. Will your leaflet grab someone’s attention, interest them, make them want to use your business and spur them on to make contact? If so, you are on the right track.

Mistakes cost time and money so view your finished leaflet before it is mass produced. Bear in mind that printers will cut your leaflet down to size so allow a 2mm ‘bleed margin’ around your design to make sure your message is not lost.