A leaflet can be either formal or informal. If you are writing a leaflet for people your age, the style will be more informal. If you are writing a leaflet about a serious topic for an audience you do not know, the language has to be formal.

Start with a clear objective 

Before writing your first word, think about what you want to accomplish by creating the leaflet. What do you hope to achieve? Do you want to sell more products or services? Are you trying to raise awareness about a cause? Is there something else you want to convey? Once you have a clear idea of why you are making the leaflet, write down your objectives. 

Choose a layout that works best for your message 

There are several different ways to lay out a leaflet. You can use one large image with text underneath, or two smaller images with text above each other. If you decide to go with a larger image, make sure that it is centered on the page so that it will fit well on any size paper.

Include a call to action 

Make sure that your leaflet includes a clear call to action. This means that there should be something at the end of the leaflet that encourages people to take some kind of action. For example, if you sell products online, you might ask them to visit your website or sign up for your newsletter.

Add graphics or photos 

Graphics and photos can help make your leaflets more visually appealing. They can also add credibility by giving the impression that the company behind the leaflet has a professional image.

Be consistent throughout 

Make sure that every element of your leaflet is consistent with the rest of your branding. This includes fonts, colors, images, and layout. If you use different fonts or colors in one section than another, it will feel disjointed and confusing.

Business Leaflets can highlight the benefits of your latest product, promo or showpiece event – placing your message squarely in front of your audience.

But what makes a Leaflet campaign successful? Clever content, succinct messaging and a solid tone of voice are all important. Explore how to write a Leaflet in six simple steps:

Step 1: Establish your own tone of voice

Tone of voice is summed up as the way in which a brand communicates with its customers and the wider world. All content you create – from press ads and blog posts to site copy and social media – must sound consistent in terms of words used, sentence structure, chattiness, cultural references etc.

The most successful brands totally master tone of voice. Think about the way Apple, for example, speaks. Or the offbeat charm of Innocent smoothies – all Fruit Towers and the Banana Phone.

Consider the language your target audience will be most receptive to and use this to pique their interest with convincing and compelling wording that’s true to your brand.

Step 2: Create eye-catching headlines

We are bombarded with hundreds of marketing messages every day. So how can your message rise above the background noise?

Grab the attention of your audience with a headline that’s catchy, relevant, and benefit-led. One key tip is to place the main benefit of whatever you’re advertising in the headline, surrounded by supporting language. This is called benefit-led. For example:

• Sale: lead with the offer itself
• Event: use the details of where and when
• Product: focus on the main benefit

Step 3: Focus on the USPs

Position them in prominent places in an eye-catching way within your Leaflet design. Numbered lists and bullet points are a brilliant way of clearly highlighting the take-home points of your Leaflet – and grouping additional USPs. Your new phone has more to shout about than its new screen, after all.

Build your Leaflet around these features, and translate them into lifestyle benefits. Say, for example, you’re selling a smartphone that offers a better screen than others. You don’t simply say ‘it has a better screen’.

You say something like: ‘Netflix on your phone looks as sharp as on your TV with the screen on the…’ Turn features into benefits.

Position them in prominent places in an eye-catching way within your Leaflet design. Numbered lists and bullet points are a brilliant way of clearly highlighting the take-home points of your Leaflet – and grouping additional USPs. Your new phone has more to shout about than its new screen, after all.

Step 4: Include key details

The essentials of your promotion must be included in your Leaflet structure. News stories, for example, are always written to cover the who, what, when, where, why and how. And your Leaflet should follow the same principle.

Company contact details, event dates, locations, product prices and promotional discounts are all vital. They’re the snippets of information your readers need to act upon the call to action within your Leaflet.

While the title takes precedence for drawing in the reader, these nuggets of information will help to guide them towards your desired action.

Step 5: Get straight to the point

Keep it concise when you’re listing important information related to your promotion. Be expressive, but also ensure what you’re saying is pertinent.

Plainly outline what you’re offering and speak directly to the customer. You’re trying to persuade them to call, email, scan a QR code or visit the website, so talk to them using language such as “you” and “you’re”.

Emphasise the benefits they’ll receive from whatever you’re advertising and feed their hunger to learn more about it by being descriptive.

Step 6: Finish with a call to action

What is the purpose of the Leaflet? Prompt potential customers to act upon your marketing materials by including a clear call to action, which signposts exactly what they need to do next to…

• Take advantage of your offer
• Find out more about the product
• Book tickets for your event

Whatever action you want them to take, be clear. The most effective Leaflet writing examples use plain English and don’t confuse with flowery language or metaphor.

Phrases such as “Visit our website at…” “Discover more by joining us on…” and “Explore our range at…” are perfect examples of CTAs that are expressive and lead the reader to the next point.

A strong CTA can make the difference in your Leaflet campaign being a success.

Leaflet writing: Do’s and don’ts

Do’s:

• Do use short, snappy sentences to keep the reader’s attention
• Do showcase your credibility by including awards won or qualifications
• Do use persuasive language

Don’ts:

• Don’t overload the reader with a lot of information
• Don’t waste the back page – print on both sides

When you print Leaflets with Solopress, you can be sure of a high-quality product that hits your design goals. Simply upload your artwork using our online Leaflet template and we’ll handle the printing using