Promoting your business using leaflets
In this brave new digital age, it’s easy to focus all of your attention on digital marketing strategies, such as websites, email, SEO, Twitter and Facebook.
However, some of the classic direct marketing approaches, like leaflets, should never be forgotten.
Why leaflets are a good way to promote your private practice
Leaflets can be very effective if you are looking to target a local community. For example, you could leaflet directly to local homes and businesses, or you can leave them with your local GP or health clinic.
Leaflets can also be placed inside community magazines or newspapers. Or, you can display them in plastic stands alongside other local leaflets, or as mini-posters in shops, stores or anywhere that has a lot of passing foot traffic.
8 tips for designing a great leaflet
1. Make your leaflet clean and professional. Don’t stuff it with information – break the text into small chunks or bullet points. Include lots of space, and use no more than two different fonts. Don’t use brightly coloured paper – white or a pale colour is best.
2. Clearly display your therapy business name and logo on both the front and the back.
3. Have an eye-catching headline. Questions work well, i.e. "are you struggling with depression and don’t know where to turn?"
4. Don’t talk about yourself too much – talk about your client, and what you can do for them. Communicate the benefits of your service and answer the big unspoken question of anybody that sees your leaflet: what can you do for me?
5. An attention-grabbing image can also help your leaflet stand out and catch the eye.
6. Include a call to action. What do you want the reader to do after they’ve finished reading your leaflet? Give you a call? Go to your website? Tell your reader what you’d like them to do and, if appropriate, incentivise them to take the step with a time-limited discount or other offer.
7. Display your contact information and website address prominently.
8. Proofread your leaflet. At least twice. Check it for spelling errors, factual errors (like incorrect phone numbers), extra spaces and bad text formatting. Get someone else to proofread your leaflet. Errors send a message that you are careless.
Before you start
Pick up a selection of leaflets – both from other therapists, and from non-therapists. Make some notes; what do you like about the look and the feel of the leaflets? And what don’t you like? Would you buy from these people? Or recommend a friend or family member?
Designing your leaflet
There are various options for designing your leaflet. You could contact a local designer and ask them to provide a quote. They can usually recommend a printer, too.
Or, you can design your leaflet yourself. Websites such as FlyerZone can make the whole leaflet-creation process relatively easy. You simply pick one of the many templates on offer, customise it with your logo, images and text and get it printed.
But remember, if a leaflet looks like it’s been designed by an amateur, it will give the wrong impression. It’s usually worth getting a professional designer to do it for you – get a quote from at least three to make sure you’re paying a reasonable price.
Don’t forget the details
You’ll need to decide on a size and paper weight for your leaflet. The most popular leaflet sizes are: A6 (105 x 148mm), DL (99 x 210mm), A5 (148 x 210mm), or A4 (210 x 297mm). Your printing options will typically include high quality 150gsm or 300gsm gloss art paper/art card. Once again, a designer will be able to give you some useful advice.