You need three key things to make a flyer effective:
- Hook
- Tag line
- Call to action
The hook ‘hooks’ people in and gets them reading your ad copy. The tag line is something memorable (e.g. Nike’s “Just do it!” tag line). And the call to action entices someone to do something often to get a reward (e.g. “Call now for your free no obligation estimate!”).
So to explain the key parts: the marketing piece needs a qualifying question or hook. The qualifying question asks the reader whether they fit into a group of people the advertising campaign wants to talk to. For example, “Do you toss and turn trying to get to sleep every night?” is a good qualifying question/hook for a sleep-aid pill.
The tag line is a memorable statement that entices people to read further in the copy (usually the call to action). A tag line is similar to a slogan. For example, Loreal’s “because you’re worth it!” is key because it ties beauty into self-image or self-worth, thus boosting self esteem of teenage girls (a very important concept indeed!)
And finally, the call to action entices people to do the action which ideally gives them a reward with little or no risk. For example, “visit our store today to find out more about our discount on sofas and loveseats.” This call to action entices people to go to the store and talk to a staff member about discounts so you can save money on your next furniture purchase (a well-worthy need in anyone’s books).
As always, if you need anything from me, feel free to email me directly at alisonsilbert@gmail.com.
Happy Marketing!