Sales Flyers – Part Two

As we discussed in Part One, after a sales brochure, the next and most important marketing tool for a small business promoting its product or service is a sales flyer. It should be treated no differently to any other marketing materials.

Designing a sales flyer may seem an easy task, but creating an effective sales flyer that will be read by your target audience needs careful planning.

There are many elements that go into the design of a sales flyer. These include the header, images of the product, features and benefits, contact information or call to action. All this information needs to fit nicely into a relatively small (8.5” x 11”) area.

Here are some useful tips to put you on the road to sales flyer success:

Design Software

If you are going to be designing sales flyers, or any printed marketing collateral for that matter, you should be using Adobe InDesign , Adobe Illustrator or QuarkXpress . These are professional design programs used for creating flyers, brochures and business cards.

Size Matters

This is important when designing your sales flyer.

• What size will your flyer be?
• Will you be printing single or double sided?

The two most popular flyer sizes are 8.5″ x 11″ and 8.5″ x 5.5″. The size will also be dependent on your budget and the information you want or need to include.

Try not to pack too much information into a small flyer to try and save money. Your message could be lost and the design will be too busy. This will lead to it not being read or thrown straight in the trash.

What Paper Stock Should I Use?

If your budget allows, have your sales flyer printed on a paper stock that is going to impress. Use glossy paper for your high-end customers and a heavier stock for standard commercial customers.

Decide Your Colors

If you have a “corporate” color scheme for your business that is used in your marketing materials, use it. Introducing new colors will confuse your established customers. Make all of your marketing materials consistent.

If you do not have a “corporate” color scheme, use no more than three colors in your flyer – a dominant color, a secondary color and an accent color. This will depend on the type of flyer, but for most applications, three colors keep it simple.

Font Selection

Limit font usage down to two different font styles, but no more than three if you need more on your sales flyer.

Photos and Illustrations

Good photography/illustrations make a big difference when used to enhance your sales flyer design. Always use a photo of your product. If you cannot take your own photographs, hire a professional photographer or purchase stock images, which cost a fraction a professional photographer’s fees.

Stock images are taken by professional photographers, but cost a lot less to use because the photographer hopes to make more money from repeat sales of the same photo. This is the downside of using stock images; you may use an image that a lot of other people are using.

People look at pictures and illustrations so much more than they read what you say. Your photos/illustrations should always fit the message of your flyer.

Contact Info/Logo

You must provide at least two, if not three contact channels when designing a sales flyer.

These may include:

• Phone number
• Fax number
• E-mail address
• Website address
• Social media sites
• Physical address
• Event location

Call to Action

Apart from adding contact information, you should also consider including a call to action. This is an instruction to the reader to provoke an immediate response, such as call a phone number, visit a website or mail back a reader response form they fill-in and clip from the flyer. If you are selling a product or promoting a service, your potential clients can be directed to a specific area on your website to get more information about the product or service.


If you’re not a designer, projects like this can be intimidating. However, with these tips, designing a sales flyer can be a lot easier. Creating an effective sales flyer that will be read by your target audience takes a little planning. The eight tips listed above will help set you on the right track.

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