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Flyers are one of the most cost-effective marketing techniques you can use. But for them to be effective, they need to be well designed and well written. Here are some pointers for creating effective flyers:

Start off with a benefits-laden headline. Your headline will be the first, and could possibly, be the only thing a prospect will read when seeing your flyer. Pick words that will stand out and tell the reader how your product or service will benefit them. Some magic words include: easy, secret, unlock, free, how to, discover and proven. There are plenty more magic words that draw people in, but you get the idea.

You should address the reader personally, and tend to their needs, not yours. This means your flyer text should focus on the reader and his needs, not yours. Use “you” and “your” instead of “we” and “us.” Make the flyer about the reader, not about you. Use some magic words along with “you” and you’ve got a pretty good chance of someone reading your entire flyer!

Use complementary colors. Use colors that don’t contrast, like pink and red. Complementary colors are opposite each other on the color wheel. (Google “color wheel” to see some examples.) Red and green are complementary. Blue and orange are complementary. Basically, don’t pair colors that are next to each other on the color wheel and you’ll be fine.

Use colors that bring out your message. If you’re trying to promote a spa where people can come in for a free 15-minute massage, using bright pink and neon green isn’t going to emanate that relaxing feeling. For a spa, you’d want to stick to relaxing baby blues, light grays or pastel colors. For a flyer for an edgy night club, you’d want to use black and perhaps a shock of bright orange and a bright blue. Colors make people feel a certain way. Pick the right color for your message.

Feature testimonials. When people can vouch for you and your product, that brings another level of credibility to your brand. People will believe what other people say about you quicker than they’ll believe what you say about you. Ask satisfied customers for endorsements and make sure to get a full name and location. T.W. from Indiana doesn’t look as authentic as Tim Whitley from Indianapolis, Indiana.

Don’t overdo the design. White space is your friend. White space refers to the space of your flyer that isn’t covered by design, image or text. Don’t try to cram every square inch of your flyer with information – it will become cluttered and hard to read. No one will want to take the effort to try to sift through all that design to find out what’s important.

Lastly, as a bonus tip, you need to proofread! Oh, and did I mention proofread!? Yeah, it’s that important that it bears repeating. Try to get someone to proofread your flyer for you (if you wrote it) or proofread the flyer yourself if someone else wrote and designed it. Make sure all the contact information is correct – correct telephone number, address, etc. You wouldn’t want an extra “o” in 555-BOBS, right? Not only would that be an extra number, but well, I won’t even go there! Proofread!