Tip

Explanation

Example

1.  Create an eye-catching title

The title is the first thing your reader will see, so make sure it grabs their attention and makes them want to read on. 

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2.  Create a problem + solution

You need to convince your reader that they have a problem and that’s why they need to buy your product.  They might not think it’s a problem, but it’s your job to show them problems they never thought they had.  Using rhetorical questions is a good way to do this.  Then show that your product is the solution to their problems.  

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3.  Get specific 

A leaflet needs to say exactly what your product will do.  Would you pay a lot of money for a camera if it just said “this has lots of features and can take good pictures”?  No, you’d want to know exactly what it does. 

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4.  Exaggerate

A leaflet is essentially a sales pitch.  You need to say how great your product (or event etc.) is.  It’s amazing, wonderful, brilliant….

The view is majestic

The view is awe-inspiring

The view is incredible

5.  Opinions disguised as facts

When you are trying to sell something, it’s important to show you’re really enthusiastic about it.  Don’t say “I think this is the best product on the market”.  Be assertive.  Tell us: “This is without a doubt the best product on the market”

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6.  Keep it short and sweet

Leaflets don’t have a lot of space.  You want to say what you’ve got to say as clearly as possible in as short a space as possible.  Paragraphs should only be three or four sentences.

See short paragraphs in the example leaflet. 

7.  Use direct address

Talk directly to your reader.  You want to make them feel like you are talking directly to them.

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8.  Use imperatives

Tell your reader what to do.  You can use imperatives to do this. 

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9.  Create some special offers

All advertisers do this.  Make your reader feel like he or she is getting a really good deal. 

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10.  Create a slogan 

Help your reader remember what you’ve written.  They might see hundreds of leaflets.  Make yours stand out by signing off with a short, memorable slogan. 

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