What Makes a Good Flyer? 4 Simple Rules for an Effective A5 Design
I recently created an A5 flyer and recorded a short video about what I believe makes a flyer truly effective. After years of printing and designing marketing materials, I’ve learned that small decisions can make a big difference in results.
If you're planning your next leaflet drop, here are four essential principles to keep in mind.
1. Invest in Professional Design
The first — and most important — rule: don’t cut corners on design.
Think about it. You’re likely spending significant money on:
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Printing
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Distribution
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Possibly a leaflet drop campaign
So why scrimp on the design?
Your flyer’s design is what determines whether someone:
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Picks it up
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Reads it
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Engages with it
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Takes action
Poor design can undermine all the money you’ve invested elsewhere. Clean layout, strong typography, and a clear message are what make the difference between something that gets binned immediately and something that drives real enquiries.
2. Be Specific (Don’t Overcrowd It)
One of the biggest mistakes businesses make is trying to cram everything onto one flyer.
They attempt to:
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List every product
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Mention every service
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Include every possible detail
The result? A cluttered, overwhelming design that’s difficult to read and easy to ignore.
Instead, be specific.
Use your flyer to promote:
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One key product
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One core service
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One strong offer or promotion
A great approach is:
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One side: General business information
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Other side: A focused promotion or featured service
Clarity wins every time. The simpler and more focused your message, the more powerful it becomes.
3. Use Real Images — Especially of Real People
Images grab attention. But not just any images — real images of real people work best.
Why?
Because people connect with people.
Stock graphics and generic visuals can feel impersonal. But when someone sees:
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Your team
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Your staff
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Real customers
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Real faces
They’re more likely to pause and pay attention.
Authenticity builds trust — and trust increases response rates.
4. Include a Clear, Measurable Call to Action
A flyer without a call to action is a missed opportunity.
Your call to action doesn’t need to be complicated or flashy. It just needs to:
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Encourage action
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Be easy to follow
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Be measurable
For example:
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A 10% discount
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A limited-time offer
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A QR code linking to a landing page
On my recent flyer, I included:
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A 10% discount
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A QR code directing people to a specific landing page
This allowed me to measure success in two ways:
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How many people used the discount
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How many people visited the landing page
If you can’t measure it, you can’t improve it.
Final Thoughts
There’s plenty more I could say about flyer marketing — paper quality, finishes, print sizing, distribution strategies — but if you follow these four rules, you’ll already be ahead of most businesses:
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Invest in design
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Stay specific
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Use real images
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Include a measurable call to action
We design and print flyers every day, so if you have any questions or need help creating one that actually delivers results, feel free to get in touch.