{"id":60,"date":"2013-08-16T02:27:21","date_gmt":"2013-08-16T02:27:21","guid":{"rendered":"http:\/\/localhost\/copyexpressold\/?p=60"},"modified":"2020-04-16T04:10:00","modified_gmt":"2020-04-16T04:10:00","slug":"whats-the-most-important-part-of-the-flyer","status":"publish","type":"post","link":"https:\/\/www.copyexpress.co.nz\/blog\/whats-the-most-important-part-of-the-flyer\/","title":{"rendered":"What&#8217;s the Most Important Part of the Flyer?"},"content":{"rendered":"<p><span class=\"tb style50c737bb5c681ed8bf6ba448\">When designing a flyer &#8211; especially one that is trying to sell something, most business owners and designers make a critical failure. It&#8217;s easy to think that the most important part of the flyer is the image or the brand (logo) or the business name &#8211; but these things are NOT that important at all.<\/span><\/p>\n<p>The most important part of the flyer is (tada) THE CUSTOMER. Most flyers are designed from the seller&#8217;s perspective. And that is why they are not very effective! \u00a0 When people design a flyer we tend to ask questions like &#8220;How do we build our brand?&#8221; &#8220;What are the features of our product?&#8221; &#8220;How do we tell them EVERYTHING that we could sell them?&#8221; etc.<\/p>\n<p>What if we started the design process by putting ourselves on the side of the prospective customer? We should ask the following types of questions:<\/p>\n<ul>\n<li>Who is my ideal customer?<\/li>\n<li>What emotional need or fear does my product appeal to?<\/li>\n<li>What images would connect with my audience (your logo or a photo of the product may not be the best)<\/li>\n<li>What are the benefits of using your product?<\/li>\n<li>What action do I want the reader to take next?<\/li>\n<li>Why should they purchase my product instead of a competitor\u2019s one?<\/li>\n<li>What issues are most important when a customer is considering purchasing this type of product?<\/li>\n<li>What questions will a potential purchaser have (you don\u2019t always have to answer them)<\/li>\n<\/ul>\n<p><span class=\"tb style50c737bb5c681ed8bf6ba448\">Once we understand our product\/campaign from the customer&#8217;s perspective then we can actually start designing. When we approach design from a customer-centered perspective (rather than a seller or product centered perspective) we ALWAYS come up with a different flyer than we are requested to create &#8211; but the customer is always happier with the result!<\/span><\/p>\n<p>Now &#8211; in case you&#8217;re wondering:<\/p>\n<h3><span style=\"color: #ff0000;\">What&#8217;s the SECOND most important part of a flyer?<\/span><\/h3>\n<h3><span style=\"color: #99cc00;\">THE HEADLINE!<\/span><\/h3>\n<p><span class=\"tb style50c737bb5c681ed8bf6ba448\">This should grab attention and make people want to read the flyer. It can have an additional purpose of filtering out your non-target market. You can be direct, humorous, scary or even sarcastic &#8211; as long as the result is that the right people linger for more.<\/span><\/p>\n<p>It&#8217;s human nature to be more interested in avoiding paid than striving for pleasure, so a good headline is usually one that focus&#8217;s on the fear you will relieve rather than the gain they will obtain (although anything promising riches tends to get noticed).<\/p>\n<p>For a free review of your flyer please contact us at Copy Express. We&#8217;ll give you a few quick reactions and tell you what works and what doesn&#8217;t work. For a small fee we can give you a written and more thorough critique. We can also design or overhaul your flyers for you. Call us on 04-5688-773 today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When designing a flyer &#8211; especially one that is trying to sell something, most business owners and designers make a critical failure. It&#8217;s easy to think that the most important part of the flyer is the image or the brand (logo) or the business name &#8211; but these things are NOT that important at all. &hellip; <a href=\"https:\/\/www.copyexpress.co.nz\/blog\/whats-the-most-important-part-of-the-flyer\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;What&#8217;s the Most Important Part of the Flyer?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":456,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,26,24,27],"tags":[],"_links":{"self":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/60"}],"collection":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/comments?post=60"}],"version-history":[{"count":3,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/60\/revisions"}],"predecessor-version":[{"id":1325,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/60\/revisions\/1325"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/media\/456"}],"wp:attachment":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/media?parent=60"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/categories?post=60"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/tags?post=60"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}