I'm not an expert at this, but I can share what I know from experience and what I have learned when researching this kind of thing.
- Your logo is less important that the HEADLINE. Example: the headline could be "Awesome fun dance classes for kids". That is more effective as a communicator of what the flyer is about, than a studio name or logo.
- Rather than squeezing lots of small photos onto the design, limiting it to one really brilliant photo is a great way to make it look more professional and grab attention. The problem with having lots of photos is that they will have to be small to fit, and the reader is less likely to engage.
- You don't need to put all the information on the flyer. This is what our websites are for now. The information should be just a handful of selling points, and/or reasons to join.
- For value for money in regards to printing costs, I recommend double sided DL - especially in preference to those tri-fold brochures.
- In our industry, there are a few frequently asked questions, like "what do they wear?", "is it expensive?", "what styles do you offer?", "how old do they have to be?"... so pre-answering these with the information can be an effective way to communicate to the reader the key bits of information that might determine whether or not this is something that they want. Again, too much info and it becomes overwhelming and loses effectiveness.
- Call to action is crucial. Not just having contact info on there, but having an instruction eg. "Call us now to book a spot for 2020", or "Register for free on our website today".
- These days a flyer for a business like ours is more like a bigger and more colourful business card. Designed to grab attention and motivate any potential customer to think "Hmmm... this is something that might be good, I'll jump onto their website now and have a look". So it's important to remember that it's potentially just a first step in the journey of acquiring a new customer.
- Actual design quality... it should be high res and include a "bleed". Logo and backgrounds should be vectors. Whole file preferably saved as a PDF rather than a JPEG or PNG.
- Maximum two fonts used, and consistency of size. Simple colour scheme, staying true to studio branding.
- Make it broad enough to last a few years. Once time I got 20,000 flyers printed and they lasted me 3 years of marketing including school drops. Thankfully I hadn't put the year into the design, and all the information had remained accurate for 3 years. It's cheaper per flyer the more you print, and by a significant amount - so this is a good strategy (IF you're 100% satisfied and confident in your design).
- Spending a little bit more to get it professionally designed, and printed on slightly thicker paper are both worthy investments in my opinion - and can have significant impact on the overall success and effectiveness of the flyer.