I can’t help it. Every time I see a one-sided flyer my heart hurts a little bit. I’ll spot one on my doormat, its blank page staring up at me looking lonely and pathetic. Sometimes I don’t realise it’s a one-sided flyer until I expectantly turn it over only to be greeted by a blinding white hole.
Why do one-sided flyers make me sad? Because they tell me a lot about a business. Or, rather, they don’t tell me a lot.
One of the worst flyer crimes you can commit is cramming too much information into a small space. I’m all for short, snappy content – but leaving a whole page blank just seems like a wasted opportunity to me. I mean, why not use it toinclude a testimonial or two? Or to flag up a special offer? Or to add some eye-catching visuals?
It’s like that business couldn’t be bothered. It’s like they don’t really value that little flyer as an integral part of their marketing. When I see such a half-hearted effort, I can’t help wondering what that says about their business.
And then I think I’m being harsh. Maybe one-sided flyers are way cheaper to print than double-sided ones. And who can blame small businesses for keeping an eye on their budgets. So I asked my go-to printer, Raina Joyce from Q Print, for her take on it.
‘Generally, there isn’t a big price difference between one- and two-sided flyers. Even on a print run of 5,000 A5 flyers you’d only be looking at a few pounds more. You might have to shop around, though. Some print companies might use two sides as an excuse to hike up the price, and for High Street printers that don’t have efficient print machines a two-sided flyer could cost more to produce. It’s always best to get some comparison quotes.’
So, you see, there’s really no excuse for one-sided flyers. And that makes me very happy.
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PHOTO: Burak Kostak/Pexels