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Why Don't People Respond To Leaflets?

Posted by Peter Saunders on Saturday, April 05, 2014

If you're wondering why people don't respond to leaflets, the answer is simple. The leaflet doesn't interest them. Working out why the leaflet doesn't interest them is what you should concentrate on. It could be a number of reasons including: 1) They don't want what you're offering. 2) They don't understand what you're offering because the leaflet lacks a clear message. 3) The leaflet design is poor and it's immediately discarded as junk, without even being properly looked at or 4)..

Why don't people respond to leaflets?


If you're wondering why people don't respond to leaflets, the answer is simple. The leaflet doesn't interest them. Working out why the leaflet doesn't interest them is what you should concentrate on. It could be a number of reasons including:


1) They don't want what you're offering.
2) They don't understand what you're offering because the leaflet lacks a clear message.
3) The leaflet design is poor and it's immediately discarded as junk, without even being properly looked at.
4) Your reputation is bad and/or they have had a bad experience with you in the past.

So how can you address these issues to achieve a better response to your leaflet marketing? Let's look at each reason and what you can do to address the issues.


1) They don't want what you're offering.

There will always be people who don't want what you're offering, which means some leaflet wastage is unavoidable. The key here is to define your target market to limit the wastage. Who is your primary target market? Is it teenagers? People with families? Parents of young children? Wealthy people? People that may be struggling financially? Elderly people? People with pets? People who are getting married? Someone else? Once you've established who you are trying to target you can figure out where those people can be reached and put your leaflet campaign in to motion.


2) They don't understand what you're offering because the leaflet lacks a clear message.

There is a reason there are marketing professionals and copywriters. Compelling marketing messages sell. Get the message wrong and you've lost the customer. Have you ever picked up a leaflet and read it without clearly understand what it's about? It's unlikely you sat and read it through again and again until it made sense. People are always busy, if something doesnt make sense immediately it will be thrown away. If this happens hundreds or even thousands of times then you're missing out on a lot of potential new business, along with the money you've invested in the leaflets. Consider working with a copywriter to help you develop a clear and concise message that ensures people understand what you're offering.


3) The leaflet design is poor and it's immediately discarded as junk, without even being properly looked at.

People receive a lot of poorly designed unaddressed mail through their door. This has lead to everyone assuming what they are receiving is junk (and an increase in 'no junk mail' signs!). We operate an in-house distribution service and one of the most common things we hear when we meet people is, "What have you got for me? more junk?" They're assuming it junk before they've even received it. Quite often we'll go up to them and show them.. within a couple of seconds of looking at it they will either say "no thanks, not interested" or they will say "thanks", take it and read it. They are judging the leaflet on it's design and presentation. Ensuring the leaflets looks professional and compelling will make sure your offer and message is read. You can either work with a professional designer to create a leaflet, or design it yourself. If you're designing it yourself I recommend taking a look at my blog post called how to design a professional leaflet, which is aimed at people with limited or no design skills.


4) Your reputation is bad and/or they have had a bad experience with you in the past.

It won't matter how good your leaflet looks, or how compelling the message is, if the recipient has had a negative experience with you in the past or they have been warned about dealing with you by a friend, relative or colleague. Large brands spend a lot of money and invest a lot of time in reputation management because they understand how damaging it can be. Sometimes companies can have a bad reputation in the local community which can mean a lot of your investment in local marketing is wasted. If you think your company has a poor reputation it may be worth getting involved in some community events to give something back to the community and present your company in a better light. Sponsoring local young people and charity work will also help. These kinds of opportunities will help create a positive perception in the community and will also help to generate additional revenue.

 


About the author

Peter Saunders is a multifacted graphic designer that has worked as a designer, printer and print finisher. All three jobs have given him an excellent understanding of everything involved in creating print marketing. At After Hours Creative, Peter splits his time between graphic design, getting his hands covered in ink, operating foil presses and taking naps on his adobe cushions (only when working late, he's not lazy!). Peter is the go-to guy for any artwork queries or anything related to print!

Peter Saunders is a multifacted graphic designer that has worked as a designer, printer and print finisher. All three jobs have given him an excellent understanding of everything involved in creating print marketing. At After Hours Creative, Peter splits his time between graphic design, getting his hands covered in ink, operating foil presses and taking naps on his adobe cushions (only when working late, he's not lazy!). Peter is the go-to guy for any artwork queries or anything related to print!

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