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Ben Ferguson

How to Write Calls to Action for Leaflets

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Leaflet Call to Action

Before your leaflet is ready to be sent out, you’ll need an effective, targeted call to action. To choose effective CTAs for leaflets, first you must have the answer to two questions:

What makes your target market distinctive?
How can you make their lives easier or more fulfilling?

The answers to these questions will give you valuable information to meet your target market’s needs and expectations. Take into account what their morning routines, weekend schedules or nighttime rituals look like. How can you become part of their daily lives? A door drop leaflet campaign will arrive in their home. So it is important to choose a CTA that already fits into their hectic schedules. Make sure you write a call to action.

There are 3 things every call to action needs:

A No-Obligation Statement to Reduce Risk

Give your audience something to reduce or remove the risk of trying your product or service like a voucher, free sample or consultation at little to no cost or with no purchase necessary. This will build trust in your brand because when you are willing to invest in your customers, you demonstrate your superior product to keep them coming back.

Having your product on offer will bring passersby into your establishment, but a targeted door drop campaign with the right perk will encourage your target market to take action beyond their daily schedules.

CTA without Risk Reduction:
Call today to reserve a table at PiGiano’s Italian.

CTA with Risk-Free Offer:
Reserve a table for PiGiano’s Italian for half off on your first meal!

A Simple Command Statement

If you don’t tell people how to act, they won’t! An effective leaflet CTA should tell your target market how to act with a simple step-by-step process. Everyone’s lives are busy, so keeping your action simple will break down barriers to entry.

CTA with No Clear Action Statement:
Learn more about how an MBA can advance your career today!

CTA with a Clear Action Statement:
Call 0808 804 5555 to make an appointment with our career counselors, and start working toward your future career today!

Encouragement to Respond Immediately

The average person in the UK is exposed to as many as 3500 adverts daily, according to the Guardian. So when you do capture your target audience’s attention, it is key to inspire action immediately before the noise of daily life drowns out your message. Don’t give viewers the option to wait and consider.

CTA with No Immediacy:
Drop by our location on Lilford Road for a free sample of our improved frozen yogurt!

CTA with Immediacy:
Bring this voucher to our location on Lilford Road by Wednesday, the 20th of November for a free frozen yogurt!

What calls to action do you like best? Which has created the best return on investment for your business? Let us know in the comments down below!

How to Increase ROI for Your Leaflet Campaign

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Print media is still one of the leading choices for a great return on investment for marketing efforts, but there are some ways to increase its effectiveness. Though every aspect of your door drop marketing strategy is important, we believe these factors can help boost your ROI without decreasing your messaging effectiveness.

Target Your Market Accurately

Are your products and services right for businesses or consumers? The answer may be both. Do you want to define your delivery parameters by postcode or by demographic information? Before you begin your creative process, make a series of buyer personas that will help scope distribution strategy and target the messaging for your project. Then work with a door drop distribution specialist to get your finished leaflets into the hands of your target market. For more information on reaching your ideal consumers, read our blog How to Select Your Leaflet’s Audience.

Develop Focused Messaging

Use your brand parameters and buyer personas to create copy that resonates with your target market while integrating seamlessly with your business’ distinctive voice. By leading with your brand’s personality first, your leaflet will capture customers based on a shared connection that can lead to a mutually beneficial long-term relationship.

In addition to creating a connection with a consumer, your leaflet’s messaging should carry a few key elements to inspire action:

First, your leaflet should have a compelling offer that makes your product more valuable than a competitor’s. It can be a free gift, a discount, a seasonal product or a myriad of other eye-catching possibilities that fit into your target market’s lifestyle.

Second, you will need to create a sense of urgency. This can look like an expiration date or limited offer availability.

Finally, you will need at least one call to action. Your call to action should be a single statement with the information on where, when and how to act to receive your offer. It is easy to make a CTA overly complicated or less convincing. So, we suggest reading our blog on How to Write Calls to Action for Leaflets for more information.

Timing and Choosing Your Distribution Method

Selecting a distribution method and timing are the two most important factors to see a response to your leaflet. Our creative campaign specialists will target your ideal consumers within your budget to optimize your ROI. For more information, contact one of our distribution representatives.

Ways to Make Your Leaflet Stand Out

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Make your Leaflet Unique

According to a study done by Marketing Magazine, 45% of consumers can’t tell the difference between door drop and direct mail campaigns. Instead, they consider it all “junk mail.” To avoid having your leaflets tossed aside, use creative door drop campaign design with targeted demographics and make your leaflet stand out.

There are many ways to make your leaflet unique all along the door drop development process:

Thoughtful Messaging

How do you want your target audience to feel?
What one piece of information do you want them to remember?

Knowing the answers to these questions will help direct your messaging while keeping it short and to the point. Effective door drop campaigns have well-focused content because people don’t read much unless you have a high-involvement purchase you’re wanting them to make like a car or home. Keep your target market’s natural language patterns in mind to capture their attention!

Effective Layout Design

Take advantage of how the eyes look over a leaflet to capture the attention of your reader and provide them with the most compelling information first. Put more content on the front than the back and more at the top of the page than bottom. And create white space around images and information you want to catch their eyes.

Another effective leaflet design is choosing uncommon shapes for your leaflet to take. Many leaflets are a standardized post card or flat sheet of paper. Use heavier papers and interesting cutout shapes so the leaflet doesn’t stack as easily. Give it an interesting but easily understood fold system to keep your audience reading.


Everyone enjoys trying new things, but we are creatures of habit because of the risk involved in choosing a new product you may not enjoy. Attach samples to your door drop leaflet to reach a large audience without the limitations of a demonstrational event.

After trying and enjoying your product, there will be two reminders to use it again: the leaflet and the sample packaging. This creates a higher return on investment for your door drop campaign.

Compelling Calls to Action

Every leaflet needs a call to action because it tells your target market how to receive more information or order your products and services now. An effective CTA has 3 key components: a no-obligation statement to reduce risk, a simple command statement, and encouragement to respond without delay. For more information on writing leaflets to inspire action for your door drop leafleting campaign, read our recent blog post on How to Write Effective Calls to Action.

Solus Distribution

Choosing solus distribution will set your leaflet apart because it will arrive on your target market’s door as a single leaflet instead of in a local newspaper or other bundle. Solus distribution services are a great choice for one-off leaflets and as an eye-catching part of a comprehensive marketing strategy.

Making your adverts appealing to your target market is a necessary part of creating an effective door drop campaign. For more information on how to set your leaflets apart, please contact one of our creative campaign consultants.

5 Business Strategies for Great Door Drop Campaigns

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Leaflet Distribution Strategy

At d2dc, we think there is a leaflet for every occasion. But the truth is that some business strategies are simply more effective with a comprehensive door drop campaign because of the low cost per impression and high return on investment. Here are some times in a business’ life we believe lend themselves to great leafleting opportunities.

Entering New Markets

When your business is establishing itself in a new market, a door drop marketing campaign is an inexpensive way to capture your ideal consumer’s attention. Since approximately 85% of all consumers look through their mail before discarding it, your leaflets will have a low cost per impression.

Extending Existing Databases

Using effective calls to action in your leaflets like coupons and samples will give you a way to easily track specific individuals who are interested in your products and continue targeting them through your existing marketing processes. Growing existing databases and nurturing them will cost your business 300% less per customer on average than obtaining new ones.

Reaching a New Audience

Reaching a new audience is easy because of the highly targeted demographics software available to locate your ideal consumer. Don’t spend money on expensive research to find how to best capture their attention elsewhere when you can be delivered directly to their door.

Sending Samples to a Wide Audience

Sampling is a great way to set your leaflet apart and capture your audience’s attention, but many methods of sampling require your target market to be in a specific location at a specific time. Reach a wider audience by adding samples to your door drop campaign and have it delivered directly to their letterboxes.

Supporting Comprehensive Ad Campaigns

Research tells us that it takes an average of 7 impressions before a consumer will consider taking action. Capture their attention in as many settings as possible by adding an effective door drop campaign to your tactics for a comprehensive marketing campaign.

All these strategies and more are a great opportunity to expand your marketing campaign with effective door drop leaflets. Your message can reach further for less by choosing a creative campaign plan that will captivate your target market.

For more information on how d2dc can help plan your next leaflet distribution campaign please contact one of our experienced campaign planners today.

5 Misconceptions of Door Drop Marketing

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Leaflet Distribution Misconceptions

According to the latest figures from the European Letterbox Marketing Association, door drop marketing accounts for 15 percent of all advertising budgets in Denmark, 11 percent in Finland and nearly 10 percent in France. In the UK, however, door drop only accounts for 1.5 percent of all advertising revenue.

So why are so many businesses discounting the power of leafleting? They think door drop marketing is less sexy, less personalized and has no interactive format. But experts in the field know all that a comprehensive door drop campaign can offer. Keep reading to learn more about the misconceptions of door drop and why they’re incorrect.

Misconception #1: They Aren’t Targeted

Our creative campaign planners are given powerful demographics targeting software to effectively meet your target audience at its doorstep. You have the capacity to choose how targeted and how widespread your message will be seen when you choose an efficient door drop campaign tailored to your unique needs.

Misconception #2: They Yield Low Response Rates

Door drop campaigns have one of the highest response rates in traditional marketing because 85 percent of UK citizens take the time to leaf through their mail. Your leaflets will also have the distinct advantage of a lasting medium that can assure many impressions per leaflet.

Misconception #3: Leaflets Aren’t Interactive

In an internet age, we have a tendency to think of interactive media as being of the audiovisual persuasion. However, a well-designed leaflet can come in a wide variety of shapes, sizes, colours and styles to create an interactive experience with your user. Effective leaflets should have compelling calls to action that encourages further engagement with your brand beyond the leaflet, too.

Misconception #4: They Only Reach a Limited Audience

Dynamic door drop campaigns can help you expand your customer base by targeting consumers with similar demographics information as your ideal customer. As stated above, your marketing goals will help define the nature of your creative leafleting campaign to gain the results your business needs.

Misconception #5: Printed Materials are Costly

With so many marketing techniques available today, traditional ink and paper advertising can appear dated and costly. But door drop marketing techniques can have the lowest cost per impression of any outbound campaign. The key to building the best return on investment for your marketing budget is built into our creative campaign planning services to find your target market.

Choosing a Brand Positioning Statement

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Brand Positioning

Before writing the goals and objectives of your next marketing campaign, you should have a strategic brand positioning statement that relates to your target audience.

What is a positioning statement?

This short statement should answer the question, “What do we want people to think about us?” Though it may seem like a simple question, the broad range of possibilities should be narrowed down significantly because positioning is the process of managing how an organization distinguishes itself from the competition by creating a unique meaning in the mind of its audience. In other words, a strategic positioning statement should define how it wants to be remembered by its target market.

“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect” – Jack Trout | “Positioning: The Battle for Your Mind”

Where do you begin writing a positioning statement?

Before implementing a marketing strategy, first you must conduct primary research such as a focus group or survey to understand how your audience perceives your brand. This is an especially important step that many companies exclude when beginning a door drop campaign because of the difficulty to assess the value of research.

Conducting primary research is particularly necessary when you are hoping to make a shift in your brand perception. In order to repair and enhance brands, first you must know how you are perceived by the public.

For example if your brand is considered expensive and difficult to use, you shouldn’t choose a positioning statement that your product is for every household. Instead, choose to expand the perception that your product is expert-approved to improve your brand perception without outright denying the information the public is already working with.

How do you focus a positioning statement?

Positioning statements create distinctiveness from your competitors. This is particularly important when the descriptive niche you fall into isn’t unique to your business. If there are other organizations with similar target markets, products, services and affiliations in your area, consider what else may set your apart. This can include pricing, features, community and the culture of what you offer.

Here are some examples of positioning statements. Each highlights a desired attribute of the affiliated organization or product by implying the difference from others:

  • The leader that sets industry standards
  • The best value, reflected in low costs and high quality
  • The most economical
  • The most expensive and prestigious
  • The product preferred by men / women
  • The family-friendly alternative
  • The environmentally friendly brand

Notice that the scope of these statements varies widely. They can simply describe the way your product stacks up on a shelf, or they can convey a set of values created for your company. The best way to choose what kind of positioning statement will enhance your brand and drive your sales is by starting with why your organization exists.

Utilizing the process of choosing a strategic positioning statement will create direction for your comprehensive marketing campaign that will drive your sales department and resonate with your target market. For more information on how to increase ROI for your leafleting campaign, please contact one of our creative campaign specialists.




How to Select Your Leaflet’s Audience

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While there are many steps to creating an effective leaflet, the most important is finding your target audience. Selecting the right target market will help cater your leaflet’s design and messaging to resonate with your audience and aim for a high return on investment.

Before you begin writing your leaflet’s copy, there are a few questions that, when addressed, can establish a point of view based on your ideal consumer’s wants and needs.

Whose life will your product improve?

Though oftentimes businesses want to think their products are for everyone, there are frequently people who would benefit from it more. When you try and reach everyone, it is common for you to create common-denominator copy that doesn’t touch anyone personally.

Create a few specific bios of the types of people who would most enjoy your product: The working mother of three with a dog who struggles to get enough exercise. The incoming college student who is nervous about making new friends. The high-powered business executive whose work day begins at 5 a.m. These bios should include demographic information like marital status, income level and so forth.

Where would you find this person?

This question should expand upon your customer bios. What do their weekdays, weekends and holidays look like? Where do they shop, commute, socialize, work and live? By understanding what your consumers’ lives look like, you can more easily write and design to their needs.

Who will read your leaflet?

Once you have in-depth consumer bios, it is likely that you will need multiple leaflets to resonate with your whole audience. Though not every bio needs a separate leaflet, creating groups will help guide content developers to reach your target market effectively with your unique selling proposition.

Every bio will have a different set of questions answered before they will be enticed by your product. A high-powered business executive doesn’t have time to read too much copy, but wants specs and features clearly labeled. A new mother wants to feel you have her baby’s best interest at heart. Tailor your copy to meet their needs as a consumer to convert leads more quickly.

What do you want to achieve with your leaflet?

Set goals and objectives after conducting preliminary research to tailor your call to action accordingly. When writing your goals, be sure to have larger concepts and visions in mind like building a customer list or increasing sales. Objectives, however, should be the measureable and timely structural components of your larger goals.

By defining in advance both conceptually and structurally what success looks like, you can establish your baseline statistics and better measure the return on investment for your door drop campaign.

For more information on this topic, read our blog about How to Write Calls to Action for Leaflets.

Tips for a Successful Audience Selection

Find a Niche

By choosing to market to a specific audience, you can more effectively sell to their needs. Create a persuasive unique selling perspective by touching lives rather than appealing to the common denominator.

Focus on Why

By choosing to focus on why your company provides its unique products and services, you will attain customers who believe what you believe instead of customers just looking for the best deal. By inspiring others to believe what you believe, you create lasting relationships with consumers through shared goals.

Look at Your Competition

Researching your competitors’ marketing materials is a common practice at the beginning of a new campaign. However, this is frequently misguided by using the information to copy their techniques because they have worked. Instead, go in a new direction from your competitors to create a persuasive unique selling proposition that meets the needs of an unaddressed target market.

Selecting your target market can be a longer process, but having a full understanding of their needs and lives and your key attributes will simplify the process of creating an effective marketing strategy significantly.

For more information on how to reach your target market, please contact one of our creative campaign specialists.

Leaflet Planning Checklist

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Plan your Leaflet

Producing, creating, editing and distributing a leaflet comes with a complicated array of steps. To make sure you’re maximizing the potential of door drop campaigns, take advantage of this checklist.

Goals and Expectations
Before you get started, think about the results you want from your leaflet. Do you want to generate leads, orders, subscriptions, memberships, attendance, donations, website traffic or retail traffic? What are realistic expectations for your engagement level?

When looking at your budget, separate out your fixed costs from your variable costs. Your creative and project management costs are fixed budget items. These costs remain the same regardless of quantity. However, your variable costs such as printing will change with quantity.

Positioning Strategy
Positioning is about how your product or service fits into the marketplace and how your target audience perceives you as compared to your competitors. Are you the lowest-cost provider with an entry-level product or are you the highest-cost provider for a more refined audience?

Consider your product/service opportunity. What does your product or service do for your target audience? And how will it change the status quo of your audience?

Consider sales process integration. Where does this fit into your sales process? Lead acquisition, lead conversion, customer nurturing? Shape your messaging according to the expectations of your customers as they are guided down the sales funnel.

Audience Targeting
Before you begin distributing leaflets, describe the ideal customer for your business. An audience profile will sketch out a detailed overview of your best prospects. It should include demographic and socio-economic descriptions to narrow your distribution scope.

Offer Creation
The offer is one of the most important element in driving response quantity and quality. Understanding the differences between lead generation and order generation offers is essential to writing an effective offer that will entice your customers. If an offer, like a whitepaper needs to be created, complete that step before distributing.

Response Channels
It’s always best to give your readers multiple ways to respond. You can choose reply mail, email, mobile text, a dedicated landing page, an 800 number, your website or walk-in? Tailor your response variables according to the daily lives of your ideal customer.

Distribution Channels
Choosing a distribution channel will change the way your target market interacts with your leaflets. Solus, Team distribution, newspaper inserts, Royal Mail? Each method comes with different advantages and different costs. Visit our blog for guidance in how to choose the best distribution method for your company’s needs.

Art and Messaging Direction
Creative is the most talked about step in this process because it’s the most visible. But the focus needs to be on the persuasiveness of the message – not just its creativity or cleverness. Moreover, adjustments in the creative should be judged on improvements in response quantity and quality.

Create copy that highlights your unique selling proposition – benefits or reasons why someone would want to buy your product or service. Some are more important, but usually one will stand apart as the reason why your target audience will buy.

Production covers all those services needed to get a leaflet ready for distribution. This includes your data processing, printer and distribution service. If you’re using a landing page or pURL, where will it be hosted and who will collect the data? If you’re using reply mail, have you arranged for a business reply license?

A door drop campaign typically takes 5-10 weeks to get into the hands of your target market. The most time-consuming step is the creative, which can take 2-6 weeks depending on the complexity and the turnaround time for approvals and revisions. Beyond creative, you also need to plan for printing (usually 2-3 weeks) and distribution services (1 week). Naturally, all of these intervals can be shortened depending upon your urgency.

Response Tracking and Evaluation
If you’re only doing one leaflet at time with no tested elements, this is pretty simple. You just count the number of response you get – from all response channels. But what if you have overlapped door drop campaigns or you’re testing different consumer targeting, different offers or creative? Then you need to develop tracking codes to identify the source of each response.

Follow-Up Strategy
Not all door drop campaigns stand alone. Those that produce leads, need to be supported by a follow-up strategy that may include additional contact, email, phone or face-to-face sales calls.

It is important to create an email nurturing program that stays in touch with all new leads – even if the leads are immediately turned over to sales. This can include email “drip” programs and email newsletters.

Response Analysis
The most common analysis is the response rate, but this doesn’t take into account the quality of the lead or the cost of the lead. Choosing to use analyzing programs on a cost-per-lead or cost-per-qualified-lead basis will give you more information to better your future campaigns.

Based on the response, this is also a time to make adjustments to your door drop campaign strategy. If you need more leads, you can adjust your offer to make it appealing to more people. If lead quality was a problem, you can add some qualifying questions to your offer to improve lead quality. If the cost per response is an issue, you may want to look at a new distribution channel.

Effective leafleting campaigns require a lot of balancing to obtain a favorable return on investment in the time you want. For more information on the intricacies of door drop campaign planning, please contact one of our creative campaign strategists.

Why Colour Matters in Leaflet Design

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Using colour in leaflet and flyer design

Many of us know that designing an effective leaflet campaign requires the right overall look to capture your target market’s attention and entice them to read. According to a study done by Marketing Magazine, incorporating colour into leaflet design makes it 48% more likely to be skimmed by consumers in Greater London.

But merely choosing to incorporate colour doesn’t immediately increase the effectiveness of a leaflet. Choosing the right colours to represent your products and services can help convey your marketing messages to your ideal consumer before they ever read the copy. Colour really matters in leaflet design

Expand Your Brand

Choosing colours for a leaflet that are an extension of your logo and other marks associated with your brand will increase your brand awareness by creating a cohesive voice in your marketing efforts.

To keep your leaflet from looking flat and predictable, be sure to encourage the use of your secondary and tertiary colours associated with your brand. By having a range of colours that represent your brand, you can create variety of impactful looks while designing a leaflet with brand guidelines.

Evoke Emotional Resonance

There is a reason that every time you see a “Sale” sign it is in red. Red signifies danger – danger that stock may run out. Using choice colours to create a greater feeling will create an engaging experience for your audience. See the infographic compiled by Carey Joliffe Graphic Arts below for more information on the psychological messages colours convey.

Become Memorable

Although the sense of smell is ultimately the sense most directly tied to memory, sight has been human’s most important sense for survival. From the days of hunters and gatherers, humans have used visual experiences to ensure their safety and provide for themselves.

By creating a unique colour story, you can increase the impact of your leafleting campaign with the power of human visual memory. Designing a leaflet with colour helps us process and store information more efficiently than black and white images. As a result, it is easier to recall both the messaging and the images of a leaflet with effective colour design.

Of course, choosing a dynamic colour scheme is only one of the many decisions you’ll need to make to ensure a good return on investment on door drop campaigns. For more information on how to design a marketing campaign, visit our blog or contact one of our creative campaign strategists today.