The boys of Fletcher Street had been talking about it for months
, but they finally decided to act. They were really going to get the band back together. Their heyday was ten years before, when they had played all over the metropolitan area. But families and careers started to interfere with their schedule, and eventually they had to give it up.
Of course one thing that was as true today as it was ten years before was that expenses had to be controlled. They were getting the band back together not because they had an expectation of making a lot of money, but because they had the time and simply wanted to resume that part of their lives. Money would probably always be an issue and so they needed to make some decisions.
They decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company which happened to be located a block from their new location. They called him and they invited him over to see their new practice location.
He took it all in and recommended some flyers. He suggested that anyone who remembered the band and liked them just needed to know two things: the name and where the first concert would be. A simple flyer could be put together and distributed by the band members themselves and that would be all it would take to restart things.
The band showed up on the appointed day in their best uniforms. The weather was perfect and they took dozens of photos of the band marching. They ended up with some great shots and they selected the most dynamic ones for the various versions of the poster that they wanted to do. They ended up doing three different posters and all were favorites.
Let's say that you are trying to reach the general public. This affects what goes on the flyers and it also affects how the flyers are distributed. Your first obstacle is trying to get the information to hit a happy medium between telling more than you need to tell and not telling enough. There are some members of the general public who will recognize from a few words on your flyer the general nature of what you are offering, and then they need only to get a few more key details and they have everything they need. Others, on the other hand, may know nothing about your offering and yet they may be keenly interested. We recommend that you tell more rather than less. You should make the assumption that there are going to be people who are genuinely interested in your event but may not know all they need to know in order to act.