Multiple Items

Research at Hamilton House has suggested that the ideal number of individual products to be advertised on a single one-page flyer is five.  Put in more and the overall sales rate goes down.  The same can happen with fewer items.

This is not a figure to be taken universally - there are bound to be exceptions, and the format we used for the research must be considered.  We used a single sheet of A4, printed both sides, with about 10 lines of writing on each product that was offered for sale.

To advertise more than six items one must move across to the brochure format - although even here we are cautious about advertising that appears to cram every possible product into the brochure.  There is no set limit - it does depend on the inter-relatedness of the items, but we would say anything over 12 items in a catalogue and you have to be selling products that fit into neat groups or categories.