Perhaps a better question would be “Is it working as well as it used to?”
When a leaflet has been successful for some time, it is tempting to keep sending it out unchanged. It is also tempting to blame outside influences when the responses begin to slacken off.
It could be the economy; perhaps you have been targeting the wrong people. Maybe the product or service is losing its appeal.
Perhaps you think leaflet distribution is no longer working and it is time to try something new.
When things begin to go wrong, it is human nature sometimes to blame the messenger.
However, blaming the messenger is hiding from the truth, and the real problem could be the message.
I am sure when you initially sent out your leaflet you were pleased with it and the response you received.
However, now some time has passed, and things may have changed for you and your business.
Perhaps there are features and benefits you can see in your offer that were not clear at the beginning. Maybe your product and service may have changed slightly.
Maybe your message has been seen so often that it is starting to look a little tired and weary.
They say familiarity breeds contempt. Perhaps the time has come for you to step back and review your leaflet with an older and more experienced eye.
And perhaps this more experienced eye will see some things you may have missed, or you think could be presented in a more persuasive way.
Of course, you may believe the following suggestions are things you have heard many times in the past, and I am sure they are. However, by taking a critical eye over old copy you often see how they can be improved.
Does your original headline still have the power to hold your prospects attention? Does it highlight the major benefit you are offering your target audience?
Benefits not Features
How many times have you heard this? But it is one of the most common mistakes people make when they design their first leaflet.
The features of an umbrella are, it’s got a strong, wooden handle and durable cloth covering so it won’t break in the wind.
The benefits are it offers protection from the sun’s rays and keeps you dry in the rain.
What’s In It For Me?
The offering to the reader is the only thing that will interest your prospect. Does your copy make it clear to the reader that they are being offered something that will benefit them in some way?
Use the word “you” as much as possible.
Boost Your Credibility
The best way to do this is with testimonials. Have you asked your satisfied customers for testimonials?
Third-party validations will build credibility for you and what you are offering your prospects.
Make it Easy for Them to Respond
Have you told them how to respond?
The call to action or the contact details are one of the most important components of your leaflet.
Make sure all contact numbers, e-mail addresses, and web links are easy to read.
Whatever your call to action is, you must tell the customer what to do and make it easy for them to understand.
If you do not make it clear what they have to do, they will not respond.
The above tips are just a few of the things you can do to refresh your leaflet if it has not been performing so well. Remember the leaflet was successful for you in the past, and there is no reason for it not to be successful for you in the future.