Have you ever seen a leaflet or an advert? Usually, they tell you about a new product, place or service, like a new play area or a pizza corner in the neighbourhood. But you know what? Most of them are thrown away after a single glance. However, there are a select few that make you stop and say, "Hey, this is for me!" Maybe it's because they show an interesting product, or you are attracted by the design. But guess what's extremely important? The words they use to make anything sound wonderful! It’s surely, the words or the tone that makes you feel excited and happy about what they're talking about.
How to create an engaging leaflet?
From the given topic, it’s easy to understand what the core message is. But how to emphasise and compel depends on two key factors: whose hands do you want this leaflet to fall into? Which person will help you gain the maximum reach? Once that is fixed, you need to fine-tune your tone of voice to attract potential customers. Remember, adults like being spoken to with respect and professionalism, while a younger audience likes a more casual and relatable tone. To elaborate, you could build a professional tone by incorporating statistics, credible testimonials, authoritative credentials, and most of all, formal language. Meanwhile, to create a relatable tone, keep the text short and snappy with a conversational tone, appeal to the senses by using vivid and descriptive language, tweak benefits to align with the customers’ lifestyle, insert phrases that make them feel capable and in control, add testimonials from social influencers and use imperative verbs to create a sense of urgency that plays on the fear of missing out.
For any audience, it cannot be stressed enough that choosing the right words is essential. Think about it like this: sometimes, when people want you to care about something, such as when they talk about saving animals or helping others, they use really strong words that make you feel things deep down. Other leaflets just state the points straight, for example, Get Fit with Healthy Groovz: Move, play, smile! So, whether it's about saving the world or having a blast, the right words are like a special language that makes you want to jump right in.
Let’s consider two examples of varying tones to connect with the older and younger audience.
For Older Audience:
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Take note of how different audiences are approached keeping their needs in mind and speaking their language to instantly connect with them. Similarly, can you come up with different texts to engage different audiences in the context of getting together for a charity cause or even saving the tigers?
Remember that from the heading to the requisites, there will be a difference in the way you address your target audience. Hence, you need to plan first who is that you need to approach, who will invest (or even lead to investing) more and how to fine-tune your tone to convince them. Generally, try to sprinkle pronouns like ‘you,’ persuasive devices and counterarguments to prospective concerns and even appropriate sensory images to connect faster with the selected audience. Remember, it’s not only about what you say, but how you say it that makes a lasting impression.