If your leaflet is not being handed over personally, it can appear either side up, so ensure the main message is on both sides. Keep it simple and understandable at a single glance.

If you’ve got a lot of information to get over, choose a multi page design and put the bulk of the content inside. The outsides should scream ‘the benefit from acting on this’ to the receiver.

Edit down the content and edit it down again. So many leaflets feature eight tiny photos, just to keep everyone happy, when they should feature two big ones. Solid colours, strong graphics and great typography are a given, of course, but all should be chosen to be part of the message.

Don’t forget the call to action! More than most other promotional materials – the main function of a leaflet is to make the reader do something simple.

Guerrilla leafleting

At an exhibition a greatr idea can be “bring this leaflet with you to our stand”