Article written for a past employer. Reprinted with permission.

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Top Ten Tips for Flyers and Direct Mail

1. Who is your audience? By defining who will be reading your communications, you can establish the right type of wording to use. What is the average age of your customer? What is the education level of your average customer?

2. Use what you’ve got. Your company letterhead or logo can make a great header on 8½ x 11 paper.

3. Using keywords like “Current Promotions”, “What’s New”, or “Great Rates” will attract your clients’ attention. Use lines with all capital letters sparingly. They are often difficult to read.

4. Use bullets to highlight the details of your business.

5. Always include a contact name, telephone number, fax number, and email address (if applicable).

6. Be sure to use clip art that is complimentary to your flyer. Do not use more than one piece of clip art if you have a header or logo on your flyer. Clip art should not be any larger than your company logo, or 2” in diameter.

7. Your company logo should be the focal point in the clients’ minds, not your clip art. Clip art should be placed in the lower right- or left-hand corner of your flyer so it is not a distraction.

8. Use easy-to-read typefaces, such as Arial or Times New Roman. Big, bold typefaces are great for highlighting why it’s great to do business with your company, and mixing typefaces can add interest.

9. Keep it professional. Simply tell your client what you have to offer.

10. Get a second, or third, opinion: have several people look at your flyer and ask if it captured their attention.

Source: Graphic Communications Today, third edition, by Theodore E. Conover