It’s important to realise that although all three are printed media, each has a different function and works in its own way to deliver enquiries and sales that the other cannot.

Flyers

These are usually a single page, but no more than 4 pages. Sizes of flyers vary, but typically they are C5 or postcard size. They can be single sided or double sided. Personally, I believe that if you’re going to the trouble of having a single sided flyer printed, why leave a whole side blank and waste the opportunity to double your marketing message? Yes, double sided does cost extra, but not as much as two single sided flyers.

The essence of a flyer is to instantly grab attention. You have limited space, so your message needs to be benefit driven; how your product or service meets a need or solves a problem. Forget about talking about you or your business. That can come later.

You need a headline that immediately focuses the reader on the issue you’re addressing. How, what, when, where questions make good headlines, as do words like Find Out, Discover, Learn More. DO NOT make your business name the headline, include that in the contact details at the bottom of the flyer which should also include your address, contact telephone number, email address and website address.

Images can be powerful, but make sure they are relevant to your message. Colour can add impact to your flyer. But beware, making your flyer too ‘busy’ with multiple colours and loads of images can actually distract the reader from the core of the message you want to get across.

Flyers are ideal for finding new customers (acquisition marketing), giving them a reason to contact you for further information.

Brochures

These are typically 4 to 16 pages are used for particular campaigns usually to promote latest offers, sale events or special discounts. Brochures invite people to browse, to be tempted, to buy now rather than next month as originally planned.

They are most powerful when directed to existing customers, enticing them into further impulse purchases, particularly if your brochure identifies a time constraint on offers and discounts, the good old ‘buy now whilst stocks last’. However, they can also be effective in getting new customers to make their first purchase. They should include products or services that relate to the reader. Ideally if they are an existing customer they should reflect their previous purchasing pattern.

Like flyers they need to grab the reader’s attention and to be focussed on benefits, not features. Your headline to generate interest and enthusiasm should be on the front page and the items you wish to promote the most should be on the front or back cover (people will flip between these two even if they don’t read the inside pages) or on the left pages where the eye naturally falls when we’re flicking through and glancing at the pages.

Remember, people view brochures as throw away items, so you have a limited time to make the impact you want before they bin it, or lose it.

Brochures need to have something that unifies the message you are giving. This could be based on price, or combined benefits of products. Alternatively, items could be themed, seasonal or focussed on particular lifestyles i.e. camping, sporty etc. Try to maintain the approach you choose throughout the brochure.

A brief word about the use of prices in flyers and brochures. Contrary to popular belief people rarely buy solely on price. Other benefits can be of equal or more importance in the buying decision. So only put the topic of price on the cover if you know you’re cheaper than your competitors and will be for the life of the flyer or brochure. Instead of price, find an alternative unique selling point (USP) or other benefit such as free delivery or extended guarantee.

Catalogues

These are bigger than brochures and are designed to be kept and so have an extended life. For example the Argos or Ikea catalogues. They tend to cover a complete range of products.

Catalogues are usually expensive to produce, so depending on your business, it may or may not be appropriate to send them to every customer. Instead you might find it more productive to target them at customers who make regular purchases and are more likely to make additional purchases if they are aware of your entire range. Brochures can be a good way of testing the buying habits of customers and qualifying their potential value to you before sending them a full catalogue.

The biggest issue with a catalogue is that your competitors are probably also sending them out. The challenge is to give people a reason to use your catalogue rather than your competitors. You therefore need to find a USP or key benefits based on using your business as a whole rather than simply relying on statements about lower prices or bigger stock.