Writing a strong business leaflet is as much an art as a science.

There are many common mistakes to avoid, and a few principles you should bear in mind.

A well-executed leaflet campaign can bring an excellent return on investment, but too many business leaflets are badly written and fail to make a real difference. One of the problems is that leaflet printing is so cheap and easy that anyone can run off several thousand and send them out via the Royal Mail or plaster them around town. The phenomenon of digital printing has made leaflets so ubiquitous that it has devalued the currency; people’s tolerance of reading new flyers has dropped, so that you really have to make an impact to succeed with your campaign.

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