It doesn’t matter what business you are in, good leaflets and brochures are a strong tool for marketing. It gives you an opportunity to interact with your audience for a much longer time, provided you are able to grab their attention! Use our tips and you could be on your way to creating an effective leaflet.

Your leaflet is only as good as your brief

The more specific your brief, the better your leaflet will be. You are the experts in what your leaflet needs to say – help us help you by identifying who you want to pick it up and what you want it to achieve.

Make your headline SHOUT

The top 75mm of a leaflet is called the ‘Shelf Shout’ because it needs to shout to passers-by so they pick it up. It’s always best to include the name of your product/service/attraction too.

Be short and to the point

Your leaflet needs to get your message across to people quickly and clearly. Use bullet points and bold headings. When it comes to leaflets – less is more.

A picture paints a thousand words

Use a strong image on the front of your leaflet and then use pictures to illustrate your points inside. Always include a map on the back with directions on how customers can find you.

Size matters

Leaflets are usually either 1/3 A4 (DL) or A5 leaflets folded down from A3 or A4. This means they will fit in most display racks and can be easily pocketed by potential customers.

Use good quality paper

A floppy leaflet is a leaflet overlooked. Use good quality paper and it will stand up tall. Make sure the paper is cut down the grain not across and have the spine on the left-hand side. The optimum height is 21cm (DL).


The best leaflets offer customers discounts or special offers. Not only will this entice people to use your service, but also enable you to measure how effective your leaflets are.

Check for typos

There is nothing worse than spelling mistakes. Check, check and check some more – and then ask someone else to check!


AIDA is a marketing acronym standing for Attention, Interest, Desire and Action. Will your leaflet grab someone’s attention, interest them, make them want to use your business and spur them on to make contact? If so, you are on the right track.

Check one last time

Mistakes cost time and money so view your finished leaflet before it is mass-produced. Bear in mind that printers will cut your leaflet down to size so allow a 2mm ‘bleed margin’ around your design to make sure your message is not lost.

If you’d like some advice just give us a call, drop us an email or pop in for a chat and a cuppa – you don’t even need an appointment!