Every man values his right to speak and be heard. Every woman too, as it happens! Leaflets and leaflet distribution are just one small vehicle in the great ocean of means to exert this right. In fact, to speak, to broadcast and to publish are the political freedoms that stand up and shout that we are free.  Of course it is always a much more glamorous freedom if what we say is said from our conscience and carries great weight amongst our peers. Sadly it is often the utmost rubbish that speaks the loudest; however, such is our value of these freedoms that we would stand in defence of our fundamental right to speak the rubbish of our choosing!  Having your supporters give out leaflets while you stand on your soap box and announce that the world will end or that the government should spend all your tax money on champagne for pensioners is a rudimentary human right!

Consumer marketing research or instinct! Which is your poison? Do you decide your leaflet distribution campaign and design your leaflets after compiling careful studies of buying behaviour, focus group feedback and analyses of questionnaires, or do you make your decisions based on your instincts? 

Leaflets door to door just might be the most annoying door-drop of all time or the greatest life saver!  Any householder finding 6 different Chinese take way leaflets pushed through the letterbox, or the barely thought out arguments on the local council’s latest rules on dog poo collecting, might be forgiven for jettisoning the lot. However, finding the local chiropractor’s details when you have hurt your neck in the gym or the local door and window specialist’s latest discounts just as you need to replace the kitchen window is a different kettle of fish.  Advertising and leaflets are basically medicine or poison depending on the householders’ circumstances.   It pays to think about leaflet distribution before you design the leaflets.  It also pays to take good professional advice on who gets your leaflets, there is no point in annoying lots of people who might never need your services. Good targeting is the key to successful take-up of your services and to avoid hundreds of irritated householders.

As Jai McDowall takes first place in Britain’s Got Talent, and the hot favourites have to take second, third and fourth place, we marvel at how the most quiet, unassuming and unnoticed can suddenly flare and flame into the limelight and overtake those presumed most likely to steal first prize. On the other foot, when brilliance is displayed at first audition and then fades from notice, we give a nod of acknowledgement and move on.

The quiet intense Scottish singer stole the show when he achieved more viewers’ votes than any other act on the addictive reality show; although this should not be a surprise when one really thinks about it. A strong, enduring and convincing voice that does not waver or fall out of tune and builds towards its climax holds everyone in its thrall. These qualities are a great advertisement for the singer who has a career guaranteed.  It really is no different in other walks of life.

The psychology behind marketing and advertising is a truly fascinating study, and so too is the psychology of their components parts.  Design, print and leaflet distribution is a surprisingly refined and focused version of marketing, especially leaflet distribution – and even though all the activities in the marketing world have been undertaken for many years we have moved into a complex world of contradictory influences which create tensions for the consumer.