How to Write a Flyer that Sells

When creating a promotional flyer, a common mistake is to focus almost exclusively on photos, images and other design elements. This is understandable; one of the major perks of flyers is that they demonstrate a product, service or business visually in ways that a letter can’t. But it’s equally important to know how to write an effective flyer that persuades people to take action.

A great promotional flyer for your business communicates a message to its audience, and the best way to do that is with words. Without effective writing, someone who sees your flyer won’t know what your product is, where to get it, or why they should even buy it.

But before we get into what to write on a flyer, let’s briefly discuss what a flyer actually is.

Flyers vs. brochures

There’s often a little confusion and vagueness when people use the terms “brochure” or “flyer.” Sometimes they’re used interchangeably, but they’re actually quite different.

A brochure is a piece of printed promotional literature, usually either folded in a bi- or tri-fold arrangement or stitched into a booklet. A flyer, on the other hand, is a single-page unfolded leaflet. Since flyers are made of single pages instead of multiple panels, it’s often harder to make text look spatially comfortable within the design.

If you have questions about how to arrange your flyer, talk to our print design services team. These professional graphic designers will work with you to achieve the best possible layout.

Trifold Brochure vs Flyer

Flyers require you to create a good layout (rather than using fold lines between panels to sort content), so copywriting is especially important to consider when creating a flyer. To write a flyer that’s effective, it’s vital to make every word count.

Flyer writing tips

Want to learn how to write a flyer that prospects can’t resist? Here are a few good tips to keep in mind.

  1. Capture their attention
    Yellow Tape Flyer

    This flyer makes a bold statement with a very noticeable headline (to humorous effect). Source: Yellow Tape

    You’ve only got a few seconds to grab a potential customer’s attention before they gloss right over your flyer. Don’t bury the lead. There’s no better way to catch your prospect’s eye than with a prominent headline; it’s arguably the most important part of your flyer.

    There are a few different tactics you can use to write an effective flyer headline, but it’s best to play to the advantages of your business. Find your greatest benefit and place it front and center.

    This is even more effective if you’re able to offer something especially compelling, such as “Lose 30 Pounds in 2 Months!” or “Free PS3 When You Answer This Survey!”

  2. Put yourself in your prospect’s shoes
    Topnotch Flyer

    This flyer lists some features and qualities of the company, but there's zero indication of the benefits customers receive. Even a headline as simple as "Get healthy, feel great!" would be an improvement. Source: Topnotch Health Club

    Imagine for a moment that you’re not a copywriter or designer. Pretend that you’re a potential customer. Identify the problem your consumers need to solve, the benefits they’re looking for, and the reservations they might have about buying your product or service.

    All of these should be addressed in your flyer’s writing. Don’t simply list off the features that you find most impressive about your product or business. Deal with your prospects’ needs and objections directly.

    Also remember not to write in too technical terms. Too much jargon and industry-specific language will turn layman readers off.

  3. Call them to action
    What exactly is it that you want your prospect to do? Buy a product, sign up for a service, visit your website, or something else entirely? Don’t leave any room for ambiguity.

    Make your call to action explicitly clear, and place it somewhere it’s sure to be noticed. You might also want to position it near a statement detailing the benefit the reader will receive. So, for example: “Receive a free gift when you visit our website!”

    Be sure to include some way for them to reach you, be it a phone number, address, or URL.

  4. Use testimonials
    Use the praise of satisfied customers to your advantage. A credible testimonial can be extremely effective when you want to persuade people to seek out your business.

    Reach out to your best customers and ask for testimonials or endorsements. Don’t make these too long; you don’t need a full letter of recommendation. A short, snappy sound byte that speaks to the quality of your product will suffice.

  5. Don’t overstuff words
    Laptop Giving Flyer

    Bullet points, bolded words and phrases and proper spacing make this flyer both informative and easy to read. Also notice the very clear call to action at the end. Source: Flickr user e3fricka

    Overstuffing your promotional flyer with words can make it very intimidating to read, particularly if your text isn’t properly spaced with line breaks or bullet points. Keep it light and easy to digest.

    Remember that you’re writing a flyer, not an encyclopedia. As you improve your copywriting skills, you’ll hopefully learn how to write a flyer that says as much as possible in as few words as possible.

  6. It all comes down to “you”
    “You” is one of the most powerful words you can use to write an effective flyer. People take extra notice when they feel like you’re speaking directly to them. More to the point, they want to know how your product or service will benefit them.

    Using the words “you” and “your” (especially in your headline) is a great way to get your prospect interested.

  7. Put the heat on
    Ever stood in line at a store on Black Friday or obsessively refreshed an online auction? Then you’ve experienced a very valuable promotional tool: urgency.

    A little pressure can go a long way. Simply indicating a time limit or a “limited supply” can really boost the response you get from your flyers. For example, try offering a discount that’s only good until a specific date.

  8. Stand out from the crowd
    Flyers are such a popular form of promotion and marketing (especially in urban, high-traffic areas) that some prospects will completely tune them out. It’s a good idea to offer something unique and outstanding that makes your flyer rise above the white noise of advertising.

    What makes your business unique, and why should a customer choose you over someone else? Identify your unique selling proposition, and try to incorporate this into how you write your promotional flyer.

  9. Don’t forget the back
    People often create flyers that are completely blank on the back. This may be perfectly fine for your purposes (especially if you’re posting the flyers on walls and such), but you might want to put that extra space to good use. If done properly, a double-sided flyer can double your promotional power.

    Your most important information should definitely go on the front side (indicated by your most eye-catching elements, including a noticeable headline). Don’t put anything on the back that will compete with what’s on the front; instead, add supporting information such as a price list, menu, FAQ, map or schedule (depending on what you’re promoting). You could also turn the back of your flyer into a coupon, redeemable for a discount at your place of business.

  10. Proofread, proofread, proofread
    When a reader discovers a spelling or grammar mistake in a flyer, it completely interrupts their concentration. It might even make them stop reading. At the very least, it’s bound to lessen your authority in their eyes.

    Maybe it goes without saying, but you should always check and double-check your flyer for spelling or grammatical errors. They happen to the best of us, and even the tiniest of mistakes can ruin a flyer’s effectiveness.


You certainly shouldn’t neglect the overall look and design of your flyer, but the words you use and how you use them are equally important. Let your writing speak to the unique quality and benefits of your product or service.

If you can learn how to write a flyer with skill and panache, you’re practically guaranteed to see a rise in sales.

Posted in Copywriting

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Printwand Staff
Author: Printwand Staff

Our marketing, design and printing experts are passionate about sharing their knowledge. We're eager to help make your vision a reality in print. Be sure to explore the rest of the Printwand blog for more reliable, easy-to-understand information.

18 Responses to “How to Write a Flyer that Sells”

  • 1
    DL says:

    This is such a helpful article. I am trying to put together a flyer for a tax and accounting office in Greece. It`s so hard because now with the crises here all that matters to the people is cost, less money and very high expectations on results. The way they see marketing here is different.

    Can you help me with any other hints about how to use marketing for tax and accounting services?

    Thanks a lot!


  • 2
    nancy says:

    Great insights, I’ll definitely be using these for our next business flyers. I didn’t think of adding testimonials, that’s a great idea.

  • 3
    Sandy says:

    Maybe I missed it, but I didn’t see it mentioned that the word professional is misspelled on the health club flyer. As stated later, spelling and grammar are very important.

  • 4
    Tim says:

    Really helpful article, have used it to help make my flyer more effective. Keep up the great work.

  • 5
    Penny says:

    Not sure where to start on a DL flyer. How much information do I need.

    • 5.1
      jmaurer says:

      It really depends on what the flyer is promoting and how it will be distributed. Can you give some more details?

    • 5.2
      Josh Adams says:

      In my opinion, as someone who has created short form content, you should put a headline, the information that is most important to your audience and a call to action.

  • 6
    mike says:

    I want to make a flyer for a very competitive market in Lagos. How can I make it?

  • 7
    Aditya says:


    I’m writing a flyer for a architecture,interior designing & Landscape firm that is setting up a new office at a different location.

    The problem is that they don’t have a website and I personally don’t have info about there services. Can you help me with any examples for the same.

    • 7.1
      Josh Adams says:

      Perhaps you want to focus your flyer on the new location. State the business’s name, the fact that they do architecture, interior design and landscape and explain that they are at such and such location. This will make others aware of the firm and may drive them to visit the office.

  • 8
    HollyMolly! says:

    Making people understand that flyers can be used in a very effective way is getting harder every day.
    This is a very good article, flyers can a very effective tool in your local area if used in the correct ways.

    I’m seeing comments where people are struggling their flyers, just want to give a shout, we can help with you designs.

    Thank you, Cheers.

  • 9
    Devin says:

    This article has helped immensely for a promotional flyer I am currently designing. Thanks!

  • 10
    Taylor Bishop says:

    I wanted to thank you for going over how a good flyer should be written. I appreciate that you mentioned you should try to keep the text light so it’s easier to read. It sounds important to first identify what your message is so you can start figuring out how you can condense it to something that can be read within a few seconds.

  • 11
    Alex Robert says:

    Great information mate and I want to add an extra knowledge for readers that using one large image will have more impact than many smaller images. A stunning photo or illustration grabs attention, creates a mood, and supports your story.

  • 12
    Manish says:

    I want to prepare a flyer on a digitalized solution for Housing Residential societies. Any tips what you would like to share?

  • 13
    Max B says:

    I gained a lot of insight into the marketing behind-the-scenes for writing a flyer. Thanks for posting this article!

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