Do people read leaflets?

17/09/2025

When someone says to me “we need a leaflet”, I know we’re starting in the wrong place (internal sigh).

Leaflets aren’t a strategy. They’re a quick fix or a knee-jerk reaction that often ignores the bigger questions: who are we trying to reach, how do they actually behave, and what’s the smartest way to use the budget we’ve got?

And that’s the problem. Marketing isn’t about producing “stuff” it’s about solving communication challenges. A leaflet is often the answer to a question nobody really asked.

Why leaflets fall short

On the surface, leaflets feel simple. They look cheap, quick, and tangible. You can hold them in your hand, stack them on a counter, hand them out at an event. Job done… right?

Not quite. In practice, they’re one of the least effective ways to communicate.

  • They go out of date the moment a detail changes. 

  • They’re expensive to reprint and redistribute.

  • They often end up unread, or straight in the bin.

  • They’re not great for the environment.

The real question should be: who are we talking to?

Instead of defaulting to print, marketing should start with the audience.

Ask:

  • Who actually needs to hear this?

  • Where are they already spending time?

  • How do they prefer to receive information?

  • What action do we actually want them to take?

The answer is rarely “a folded piece of A5 paper.” It’s more likely:

  • A targeted email campaign that lands directly in their inbox.

  • A social media post that sparks engagement and sharing.

  • A digital ad that reaches them in the right place, at the right time.

  • Or better still, an integrated campaign that connects multiple touchpoints seamlessly.

Leaflets are a one-off broadcast. Smart marketing is a two-way conversation.

Not everything has to be digital

Of course, not all marketing should be digital. Sometimes print or physical materials do have their place, like a beautifully designed brochure to showcase a premium service, or a high-quality programme for an event. The difference is that those pieces are intentional, targeted, and designed to add real value.

The issue isn’t with print itself. It’s with using it as a default, without considering if it’s truly the best way to reach the people who matter.

Smarter use of budget

Most businesses don’t have unlimited marketing spend. Every pound matters.

That same "leaflet money" could fund digital activity that’s:

  • Measurable

  • Flexible 

  • Targeted 

  • Scalable 

It’s not just about saving money. It’s about making sure the money you do spend actually drives awareness, engagement, and action.

Final thought

A leaflet isn’t inherently bad. In some contexts, it can still play a role. But on its own, it’s rarely enough and more often than not, it’s the wrong starting point.

Marketing works when it’s integrated, audience-led, and adaptable. It’s about choosing the right mix of channels, not defaulting to the one that feels easiest.

So before you say “we need a leaflet”, pause and ask instead: “who are we trying to reach, and what’s the best way to reach them?”

That’s when your budget stops getting wasted, and starts working.