Frequent flyers? 
Ha! That fooled you. No, I’m not going to write about air-miles, or people who spend a load of time travelling on aeroplanes. I’m going to write about flyers and how to write them. Flyers as in leaflets, not as in things with wings that zoom about in the sky.
Here’s the thing about flyers, admirably summed up by Mitch Hedberg, that famous American comedian I’ve never heard of—or, of whom I’ve never heard, if you’re having a pedantic moment. He says, ‘When someone hands you a flyer, it’s like they’re saying, “Here you. Throw this away!” (I did correct his punctuation.)
As a copywriter of many years’ experience, I know how to create flyers. Yes, I do. Even if my clients don’t always. How often have I been told, ‘Oh, just use the same copy you wrote for the website’? (That was a rhetorical question. But the answer is—a lot.)
Here are some top tips for flyers:
DON’T use too much text
Here’s a flyer I found at random on the internet. It’s from Finland, and no, I didn’t write it. Would I read it, assuming I was fluent in Finnish? No, I don’t think I could be bothered. Too many words. Font too small. Not to mention, unattractive to look at, but that’s not my domain of expertise. By the way, it’s information about courses and events for young photographers, which, to me, isn’t immediately apparent.
Any positives? An interesting image. Text, at least, is divided up into paragraphs.
Here’s another flyer about a photography course:
Less information, for sure, but I would be tempted to read this and find out more. Obvious what it’s about at first glance. Eye-catching. Clear. Good straplines. Not much text.
Interesting fact: it’s harder to write less than it is to write more. It takes longer to distil what you want to say into fewer words. Please note, potential clients.
DON’T use time-limiting phrases
That doesn’t matter on a website, because it can be changed in an instant – but if you’re doing a huge print run, DON’T say things like, ‘I’ve been self-employed for the last 13 years,’ or ‘I’m halfway through a course on augmentative communication,’ – because in a few short months, your leaflet will be past its use-by date.
DO proofread and proofread again and then get a proofreader to proofread
As above, if you have a typo or incorrect information on a website, it’s not really that much of an issue, but on a flyer…it could cost you Big Money if you have to withdraw,or are unable to hand out thousands of copies and have to re-print.
Well, that’s my Public Service Broadcast about flyers.
You’re welcome.
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