| Using a flyer can be a very effective sales-support | | | | 1. A Compelling Headline - This is where you'll either |
| tool, if it's used properly for your specific business. | | | | capture their attention, or have your flyer deposited in |
| Businesses that are looking for dozens, or even | | | | the trash bin. |
| hundreds of new customers (like a cleaning service or | | | | Your headline should contain a benefit or it should |
| a copier repair center) can invest heavily in printing and | | | | generate interest. How about... |
| mailing tens of thousands of flyers in the hopes of | | | | "5 Reasons why John Smith Should be Your computer |
| getting a return of just a small percentage of | | | | consultant!" |
| interested customers. | | | | "Here's How You Can Have a Full-Time IT |
| But for you as an Independent Computer Consultant, | | | | Department for Less Than a Part-Timers Salary!" |
| the cost to embark on a large campaign where you'll | | | | "If You're Tired of Worrying About Unexpected |
| print and blindly mail hundreds of flyers (especially if | | | | Computer Problems Hurting Your Business... Then One |
| you're just starting a computer consulting business) | | | | Simple Phone Call Can Prevent Them From Ever |
| would not generate the sales quickly enough to justify | | | | Occurring in the First Place!" |
| the large expense. | | | | "The Secret To Having A Trouble-Free Computer |
| Your flyer WILL be effective, however, if used to | | | | Network In Your Office..." |
| support your other sales efforts. | | | | 2. YOUR MESSAGE |
| Primarily as either: | | | | This is your list of services, which can be presented in |
| - A leave-behind (along with your business card and a | | | | comparison to other types of service solutions. |
| note) when making a door-to-door cold call. | | | | Your job is to show what your Unique Selling |
| - An attachment to an email following an initial phone | | | | Proposition is. What makes you the best option |
| conversation with a prospective new client. | | | | available? |
| - As A follow-up mailer to a prospective client who's | | | | 3. A PROMOTIONAL OFFER |
| requesting "more information". | | | | This is where your flyer becomes an effective |
| - or even as an offer for something like a free on-site | | | | marketing tool. |
| evaluation of their computer support needs. | | | | Direct your reader to take action by giving a specific |
| (A great way to sell them exactly what they might | | | | instruction and providing a compelling offer, such as |
| need - which isn't always the same as what they | | | | one of the following examples: |
| THINK they need.) | | | | "Call before Oct. 31st and receive 30 days of server |
| Because you will be handing or mailing your flyer to a | | | | monitoring absolutely free!" |
| limited number of recipients, your production costs can | | | | "Call now for a FREE 27-Point Network Evaluation" |
| be kept very low. You can print your flyers | | | | "Until Oct. 31, get 5 free hours of on-site support when |
| inexpensively on your own inkjet printer (assuming you | | | | signing up with our Daily Monitoring Plan" |
| have a decent printer and use quality, heavyweight | | | | While the content is key when creating your flyer, |
| paper),or you can have small production runs produced | | | | design is equally as important. A photocopied flyer with |
| by a web-based printing service. | | | | black courier text and some clipart isn't going to cut it. |
| The purpose of your flyer is to get your prospective | | | | A very professional flyer can be designed |
| customer to take a specific, desired action. | | | | inexpensively and easily in any of today's standard |
| Just as with your other sales and marketing efforts, | | | | desktop publishing or word processing applications. But |
| your intention is to help your target recognize that they | | | | if graphic design isn't your strong point, there are many |
| have a problem in need of a solution and Show them | | | | options available for outsourcing the work to a |
| how your service will solve their problem. | | | | freelancer (check elance.com) or a web-based printing |
| The components of an effective flyer are: | | | | and design service. |
