• I have two products; can I put one on each side of my leaflet?

• Shall I put all my contact details on the back of my leaflet?

• Can my friend and I share a leaflet, with his product on one side and mine on the other? 

From our experience the answer to all of the above would be no, because they would generally lead to a reduced response rate. We have said before that when a leaflet drops onto the doormat the recipient will give it only a three second glance in which time your headline has to grab their interest. Two sides means two headlines that are so eye catching that they grab the recipient’s interest twice - see the problem? We think that the chances of a leaflet being read on both sides is pretty low so we say that it is far better to make sure that you make an impact with one side of your leaflet. 

Having two businesses on one leaflet is also not a good idea; it will confuse and lose interest fast. And in any case which side are they going to show when they put your leaflet on the fridge with a fridge magnet? 

So how about the same message on both sides? Again the answer is no. This can even be annoying for the recipient, and you certainly don’t want that. They get your leaflet, glance at it then turn it over because something is on the other side, only to find its same message. Can you see how that would be annoying? The exception to the rule here will be National or a well-known business where the brand is known and a double sided offering is welcomed for the offers it may contain. For most of us in business one side is best unless we have many very interesting headlines or USP’s that really do justify two sides.

Getting a leaflet campaign spot on, is definitely an art, and at JogPost we’re always happy to share the benefits of our experience. Here are five points that you really need to bear in mind when you’re planning that next leaflet campaign. 

• More people than you think, are happy to have a leaflet posted through the door. 

• The old chestnut that all leaflets end up in the bin simply isn’t true in fact the numbers are about eight in ten who are happy to receive leaflets this way.

• Over half the people who are targeted locally in a leaflet campaign say they have found the information helpful.

• The old method of getting local information out there through free newspapers is largely a thing of the past.

• When people are asked about the leaflets that come through their door, almost 90% of them can recall a leaflet received.