Flyers are easy to dismiss as old-fashioned, but for small and independent businesses they can still work remarkably well — especially when they’re clear, considered and well placed.

The problem is that many flyers try to do too much. They cram in services, offers, contact details, background stories and enthusiasm, all competing for attention in a very small space. The result is often something that gets glanced at, then put down.

A good flyer doesn’t explain everything. Its job is much simpler: to help someone quickly understand what you do, who it’s for, and what to do next.

Here are a few principles that make a real difference.

Start with clarity, not creativity

Before you think about colours or layout, get clear on the one thing you want someone to understand.

Ask yourself:

• What problem do I solve?
• Who is this for?
• What would I like them to do after reading this?

If you can’t answer those simply, the flyer won’t either. Clarity is far more important than clever wording or design flourishes.

Less text than feels comfortable

Most flyers contain too much copy. When space is limited, every extra line competes with the message you actually want to land.

Aim for:

• one clear headline
• a short supporting sentence or two
• a single call to action

If something isn’t helping someone decide whether this is relevant to them, it probably doesn’t need to be there.

Remember: the flyer can prompt interest — your website or conversation can do the explaining.

Make it easy to read at a glance

People rarely read flyers; they scan them.

Choose:

• a clear, legible font
• good contrast between text and background
• enough space around the words

Avoid decorative fonts that look nice but slow the reader down. If someone has to work to understand it, they won’t.

White space isn’t wasted space — it’s what makes the important parts visible.

Be specific about what you do

Vague phrases like “bespoke solutions” or “high-quality services” don’t help people recognise themselves in your message.

Instead, be concrete:

• name the type of business you work with
• describe the situation they might be in
• reflect language they already use

When someone thinks “that’s me”, you’ve done your job.

Include one clear next step

A flyer should never leave someone wondering what to do next.

Choose one action:

• visit a website
• scan a QR code
• get in touch

Make it obvious, easy and low-pressure. If possible, send them somewhere that continues the conversation calmly, rather than asking for a big commitment straight away.

Think of it as an introduction, not a pitch

The most effective flyers don’t shout. They feel considered, confident and intentional — much like a good conversation.

If your flyer helps someone feel understood, rather than sold to, it’s far more likely to be kept, remembered, or acted on.

A final thought

If you’re unsure whether your flyer works, try this test:

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Could someone understand it in five seconds while standing in a shop or café?

If the answer is yes, you’re probably on the right track.

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