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  • Writer's pictureJen Haken

A-Z of Copywriting: L is for how Lead Magnets and Leaflets Attract New Customers

Updated: 2 days ago

View from the back and side of a woman with long brunette hair holding open a leaflet as she sits at a black table with two other people.
Photo by FORTYTWO on Unsplash

Are you a small business owner? Are you always on the lookout for new clients and opportunities? If so, read on to discover how lead magnets and leaflets attract new customers.

Why leaflets? I hear you ask. Aren’t they a bit passé? No! Far from it. Leaflets are still valuable additions to your marketing strategy, especially when you include a Q-code to measure your results.

But first…

1. Opposites Attract ... Unless You’re a Lead Magnet

Lead magnets are excellent tools that attract new followers and subscribers, guiding people to your website. Once there, your persuasive web content should create an irresistible desire in people to accept your offer, eventually becoming paying customers.

The hard bit is developing a valuable lead magnet that people will respond to. Many people don’t like giving away their private information, even email addresses. So, choosing the right lead magnet for your business helps immensely.

Consider what you provide that is valuable or useful to people. Then figure out how to present that to create a compelling desire in your target audience, both its design and the written content. Make sure your CTA (Call to Action) is strong enough for people to want to give away their email address, phone number, or whatever it is you want.

Lead magnet ideas include ‘How To’ guides, video guides, special offers, free trials, training courses, online demonstrations, and more. Read this SEMrush blog for more lead magnet ideas.

2. Drumroll Please … Revisiting the Not-So-Humble Leaflet!

Now to delve deeper into the good old fashioned yet still valuable leaflet.

With so much focus on digital marketing, people forget that print can be just as effective, if not more so. Here’s why:

  • Leaflets and brochures are a tangible link to your business; something for people to touch and keep. They carry your recognisable branding (or soon-to-be if you’re just starting out). They boost your presence and attract people to your shop or website. Or simply to pick up the phone to find out more.

  • Done well, printed marketing literature can indicate to your customers that your business is professional. The real thing. That you’re serious about your products or service. And that you’re a responsible, reputable business.

  • When attending shows, exhibitions and events, well-designed and quality printed brochures and leaflets will help people remember you as a professional business.

  • Leaflets are perfect for mailing to current and prospective customers.

  • Single-page flyers are ideal for leaflet distribution, being a really cost-effective marketing option. Many large businesses never stopped doing leaflet drops and direct mail – think Dominoes, Direct Line, Checkatrade, Davis Tate, all successful businesses in no small part because of their leaflet drops.

  • Bear in mind that it can take at least three rounds of leaflet drops for people to recognise and trust you.

  • MOST IMPORTANTLY, ensure that you have a brilliant, eye-catching design and headline. And only the most essential wording with plenty of white space. Otherwise, you risk it being binned or recycled.

  • Leaflets can be more cost-effective than online advertising. At the risk of making a sweeping generalisation, many older people prefer something they can hold and read. My father certainly does!

  • Adding a QR code to your leaflets both connects your print and digital marketing activities and helps to measure and track the success of your leaflet campaign.

Writing Leaflets and Flyers

Quite simply, less is more. The headline needs to be short and punchy. Then focus on the main purpose of the leaflet and write as minimally as you can on that salient point.

For example, if you run a café or restaurant and need to publicise a new menu, focus on the local, fresh ingredients or the fact that you have a new chef. Add a professionally taken photo of one or two of your new dishes to create an eye-catching first impression.

If you’re a local trader, state in a few bullet points the sort of building work or service you do. Include a recent (short!) quote from a satisfied customer to help build trust.

Consider including a special offer flash for added attraction.

So, in only a few sentences plus your contact details, you could attract many new customers!

Writing for brochures is slightly different. But only slightly. Brochures tend to be ‘weightier’ in terms of pages, photos and print quality. The copy on each page should be descriptive in providing more information but try not to use too much text.

Please let me know how your leaflet and lead magnet campaigns go. Need some help in attracting new customers? Then get in touch. Email me at

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