Shane Edwards • November 7, 2019
There is Only One Chance to Make That First Impression
That is the old saying, and at JogPost we happen to believe that it is very true. ]Your leaflet is already up against it, as it jostles for the attention of your intended audience. We have said it before but we think it is worth talking again about what really goes into the making of a great leaflet. After all, the way that your leaflet looks, and feels is the only indicator of the quality of your business that your audience will have.
Its all in the mind
We think that a good way to get the right mind set for preparing a leaflet that will represent your business, is to imagine yourself at a trade fair where you are competing with others in the same business. As people arrive to view what you have to offer, you want them to leave with something to remember you and your business by. You want them to think that they are looking at a quality business, so those flyers that you hand over better reflect that.
Make your leaflet your ambassador
Before you make the final choice for your leaflet feel the paper quality, what does it say about the product that it represents? You would probabaly be embarrassed to hand over a leaflet on sub quality paper in person. You need that same mind-set if you are having yourself represented by a leaflet that will be dropped though a letter bos. It has to look good and it has to feel good too. Using low quality paper will make people think that you either can’t afford anything better or that you are a bargain basement offering. The best paper we think you should consider when you are planning your leaflet drop is:
• 150gsm or 170gsm paper weight
• For card leaflets - 280gsm
There are of course a lot of variations on this and you might want to use 350gsm with matt/gloss lamination, but we recommend the ones above because we have found, from our experience with a lot of clients, that leaflets made of these paper and card weights end up offering the best ROI comparing pound to pound.
The weight of the paper that you use will be important when that leaflet hits the doormat. Too thin and it can easily be folded and crumpled and your message lost forever. If the paper or card feels more substantial then the leaflet will be treated with more respect and will be more likely to be propped up somewhere, especially if the design is quite eye-catching. We have said before that the longer your leaflet stays in a house the greater the chance that someone will act on it. Make it a good quality paper and it stands a better chance of being kept.
At JogPost we have seen many leaflet drops fail to do as well as they could have done due to poor paper choice – Make sure yours isn’t one of them!
