Flyers are at the heart of direct mail - the single page advertisement which aims to do everything in one go...

1. Grab the reader's attention
2. Move into the benefits
3. Give some detail of the features, (although this is optional)
4. Convince the reader of the need of to buy now
5. Direct the reader to the method of buying - or at least asking for more information.

The fact that all this is being done on one piece of paper shows why the flyer is so hard to construct.  With brochures - even little brochures - you have the letter to grab attention and highlight the benefits, and then a number of pages to convince the reader - and then quite possibly a separate selling leaflet or order form.

It can be done - but you need to be careful in crafting your piece.   Of course you need to be careful everywhere but with the flyer you need to be doubly careful, and the amount of time spent in the planning is normally much higher in the world of flyers, than in any other part of direct mail.

Because the successful flyer is so hard to create it is invariably a good idea to consider if you really need a flyer.  Is there not a case for having at least two pieces of paper - the letter and the brochure?   Do ask yourself very carefully, "is it really essential that I just use a flyer?"  If you have any doubt, don't.

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This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.