Having a leaflet that is well designed and engaging might seem like an easy thing to achieve these days as you can just ask your friendly AI to come up with one. And we can see the appeal of that, we really can. But how can you be confident that your leaflet will stand out from your competitors and have the cutting edge? 

Why KhooDesign and not AI?

At KhooDesign we work with the AI to assist us with some aspects of our projects. However, when it comes to leaflet design, which is so dependent on your demographic, your messaging, your imagery, and your brand, nothing beats the human touch. It just doesn't bring the accumulated knowledge of working with a client over several years, or the instinct that comes from seeing how people actually behave with print materials in real environments.

Understanding the audience first

Recently we worked with the our sister company KhooCommerce to create a set of three leaflets for businesses that work with Amazon. We spent time understanding their target audience, and drilling down to identify their USP and how their software makes selling on or through Amazon easy.

Armed with the brand document we created for them some years ago, a good understanding of their business, and what they wanted to achieve through their leaflets we set to work creating a tri-fold leaflet. We ensured that it was instantly engaging and clearly explained what our client did.

Designing three targeted leaflets instead of one generic one

Rather than producing a single “one-size-fits-all” leaflet, we created three distinct versions. Each one focused on a different type of Amazon customer: Vendor Central users, Seller Central / FBA sellers, and those dealing with more complex operational headaches. This allowed us to speak directly to the specific pain points each group experiences and show exactly how KhooCommerce solves them. This level of segmentation is difficult for pure AI generation because it requires insight into the market and the client’s product strengths. The result was that prospects could immediately recognise “this is for me.”

Seamless integration with the exhibition stand

The leaflets were designed alongside the exhibition stand to complement and cement the overall strategy and message. Where the stand invited visitors to identify their individual struggles when working with Amazon, the three leaflets identified the three key types of customer, their individual struggles, and then each leaflet communicated how our client helps to resolve the problems specific to each kind of customer.

This consistency across stand and print materials created a coherent story and visitors who engaged with the stand already felt the message was relevant to them while the leaflet then gave them something concrete and personalised to take away. The leaflets also proved useful to those manning the stand as visual aids. Staff manning the stand were able to quickly open the right version and walk a prospect through the relevant process and outcomes.

Clear hierarchy, strong messaging, and a definite next step

We were particularly pleased with the balance we achieved: clear messaging, the right amount of information, and a clear call to action. Every panel had a job to do. Trifold leaflets always need to be thought about in terms of how a person opens the leaflet and reads through it. Opening panels grabbed attention, signalled relevance and asked questions. Inside panels explained the solution without overwhelming the reader. The final panel made the next step obvious with a good call to action including a QR code that led directly to booking a demo.

Good leaflet design is as much about what you leave out as what you put in. Too much text or too many competing messages create cognitive load, especially in an already busy exhibition environment. We kept the language straightforward, the hierarchy strong, and the visual path easy to follow.

Real-world results

The feedback from the event where the leaflets were launched was outstanding. Potential prospects were drawn to the leaflets as they could see that each one answered their specific questions. The leaflets proved so popular that they ran out by the end of the show which was something no one expected. People came and asked to take them away, and we understand that the QR code on the leaflet has been used to book demos.

Leaflets are often seen as a 'nice to have' but when they're well designed and given real thought then they turn into an effective sales tool.