How to write the copy of a flyer? Please use two seconds to grab the attention of passers-by

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Whenever I give lectures in various places, I often ask the students in the audience some questions, such as: Why do you want to attend this class? Or have you ever encountered any bottlenecks when writing?

Another question I often ask everyone is: “When walking on the road, do you take leaflets distributed by others?”

According to my informal survey statistics, whether it is teaching in universities or in-house training in companies, the answer most people give me is no. The reason is simple. Obviously everyone is not interested in the flyers, and the thought of throwing them away is troublesome (after all, sometimes you really can’t find the trash can), so you simply choose not to take them in the first place…

Learn copywriting skills from flyers

Although I can understand everyone’s thinking, I usually encourage students to pick up flyers in the future. Firstly, it helps those who distribute flyers, and secondly, you can take the opportunity to study the graphic content of the flyers and observe and learn the copywriting skills of different businesses.

Promotional leaflets are referred to as leaflets, also known as advertising leaflets, which are [advertising](https://zh.wikipedia.org/wiki/%E5%BB %A3%E5%91%8A)Promotion and Publishing single page [print] (https://zh.wikipedia.org/wiki/%E5%8D%B0%E5%88%B7%E5%93%81), is B2B, [C2B](https://zh.wikipedia. org/wiki/C2B), Advertising media, B2C. It is more personal than Poster. Readers can take it away and reread it again and again at their leisure, doubling the impression of the information. Multi-page publicity printed matter is called booklet.

For example, if it’s a flyer for a bento shop, why not take a look at how they promote the deliciousness of their own spareribs bento or their signature bento? If it’s a housing agency’s flyer, see how they describe the far-off property as if it’s right next to the Xinyi project area?

There are so many techniques worth pondering and many ideas that can be explored. You know, great copywriting is often more than just beautiful words, it is actually based on effective marketing skills.

Inspiration from an English classroom flyer

Speaking of flyers, yesterday evening I received a flyer for a certain English classroom near the MRT Zhongshan Junior High School Station. I was walking home in a hurry, but when I saw someone working hard to deliver flyers, I stopped and started an interesting conversation with that person.

As you can imagine, the people who distributed the flyers would of course try their best to ask me to leave my name, phone number and other personal information, or encourage me to go directly to their classroom to try out English learning courses another day. But I focused on the A5-sized flyer, and I only saw teaching items such as “English Pronunciation, Daily English, English Grammar” written on it. It did not mention the teacher’s education or experience at all, nor did it mention the characteristics and price of the course, let alone the benefits and benefits of taking the class.

Maybe it was an occupational disease. I immediately thought of this question: How should I write the copy of the flyer?

For businesses that need to design flyers, they must know that they only have two seconds or less to attract the attention of passers-by. Therefore, in order to attract the attention of potential customers, the flyer title you write must be eye-catching and preferably answer the question “What’s in it for me?”

Take this cram school flyer I received yesterday evening. It has the words “So-and-so English Classroom” and so-and-so teacher written on it in big letters. It makes no sense to me. Because before anyone cares about who you are, they really want you to provide some specific benefit or commitment.

Take learning English as an example! In fact, I am very interested in learning, but unfortunately, the leaflet in my hand cannot answer the following questions at all, such as: course content, course features, teacher background, course teaching method, class time, course fee…etc.

Not to mention that the art design of this flyer looks a bit monotonous, and the information on it is also extremely limited. I can’t understand whether this English teacher’s strength is teaching adults? Or do you mainly teach children? What are the main core courses?

Make good use of FAB sales rules

When designing the content of flyers, you should make good use of FAB Sales Rules to promote your goods or services from the perspective of benefits that can be obtained by the target audience. If possible, it is best to use the power of visuals to demonstrate benefits. Like gym flyers, I like to use pictures before and after exercise to communicate the benefits! The flyers of bento shops will also make the ordinary 100-yen bento look like [Michelin-starred cuisine] (https://www.contenthacker.today/2018/03/michelin-guide-taipei-content-marketing.html).

In addition, when writing the copy of the flyer, you should also provide a good reason to explain: Why should people choose the goods, services or solutions you provide? Instead of choosing your competitor? What exactly is it about you that makes you unique?

Having said that, if the flyer I received yesterday could answer these questions, maybe I would have gone to the English classroom to try out the class today! Therefore, don’t underestimate the writing of flyer copy, it is really important!

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★ Photo Credit: Mihir Andhariya

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