How to best represent your small business in your marketing products

Estimated reading time: 4 minutes

As a small business owner, it can be challenging to know how best to represent your business professionally when it comes to marketing materials. You know that products such as flyers and folded leaflets are useful and important for your business, but knowing exactly what kind of information to include, or how to accurately convey your business in a compelling way on these materials can be tricky. Your business is unique, but how do you share that with potential customers?

What is it exactly that you need to say about your business? How much information is enough? And how do you verify that what you’re creating is any good? We’re here to answer these questions to help you create marketing materials to be proud of.

Business Cards – Keep it short and simple

Although small, business cards are a powerful marketing tool. They are usually handed to prospective clients during networking events or as a reminder after a customer has already experienced your business first-hand. For example, after finishing a great meal at your restaurant or after you’ve helped them to fix a problem in their home.

Therefore, when it comes to business cards, less is more. The main point of a business card is a handy reminder of who you are, what you do and where to find you, whether that’s a physical location or online. It’s best to keep the content straightforward and succinct.

Things to include:

  • Your business name
  • Your name and job title, if it’s a personal business card
  • Contact information – your website, email address, phone number and physical address, if you have a place you operate out of, plus any social media handles you may have

Flyers & Postcards – Powerful promotion

Flyers and postcards have a bit more space to play around with, but what information should you include?

These products are mainly used in a promotional way to convert prospective customers into paying ones. They are often placed in a person’s hand – whether literally in the street when handed out, or figuratively through other means such as through the mail or as an insert into an order.

As such, these materials have a different role to play compared to business cards. Here, you should think about its use. You only have a moment to grab someone’s attention to tell them about you and your offer, so you need to keep the language clear, concise and direct.

Think about your specific audience, and what will attract them to you. For example, are you running a sale to attract new customers? Make sure you highlight this exclusive offer as the main message. If you’re using the products as vouchers to encourage current customers to refer you to friends, include this information and thank them for their business.

The most important thing to remember is to stick to one clear message that can be quickly and easily understood. This is much more effective that trying to put too many messages into one space which could confuse your customers. For other examples of ways to use flyers and postcards, this article will give you some fresh ideas.

Things to include:

  • Your headline – is this a sale? A voucher? An event? Make this the main message.
  • Short description – Imagine you are the customer. What further details do you need? If it’s an event, what time does it start? If it’s a sale, what is the discount?
  • Business name
  • Contact information
  • Call to Action – the customer needs a clear action to take. This is an incentive or a deadline, for example; “Bring this flyer in by 1st September and receive 5% off your purchase”

Folded leaflets – Information takeaways

Folded leaflets can be a bit more daunting when it comes to thinking about what to write, as there is a lot more space to fill. But done right, this format can work wonders for your business as it allows you to really represent yourself and what your business stands for.

Usually a folded leaflet will be used as a takeaway for the customer, so they have a little more time to take in the information and they may already have some interest in what you’re selling. For this reason, it’s a great place to include more detailed information about your services or products, as well as little bit more about you to raise awareness about your business. Think of this as your perfect ‘pitch’ product, as it allows you to really explain who you are and what makes you different from your competition.

Here, you want to really appeal to your customers. Think about the reasons why they should choose you over someone else. What can you offer that others can’t? How can you improve their experience?

Things to include:

  • Your business name
  • Contact information
  • About us section – this helps to make a personal connection with your audience, meaning they’re more likely to buy from you
  • Product/service info – this can include details such as pricing and how your business works

For a more extensive guide on folded leaflet design, see here

Ask for feedback

You’ve created your marketing materials and crafted each message. How can you tell if it’s working? The best tried-and-tested method is to ask for feedback.

Ask a friend or family member to read your materials and see if your message is coming across. Did they feel like they understood what you were offering? Did they connect with you? Did they feel compelled to visit your business?

A colleague can also be a useful resource to ensure that your materials feel on-brand for your company.

Follow up on anything that was unclear or felt ‘off’ to them. This could be because your offer wasn’t clear enough on a promotional flyer, or your business card had too much information on it making it difficult to read.

With some practice and the tips above, you can create marketing materials with confidence that you’ll be proud to share.

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