#2: Manage audience expectations
This flyer came through email; therefore, it is probably going to people who've been to the tobacconist at least once (and who probably put a business card in a fishbowl as part of a drawing, or something like that). These people are either past purchasers or prospects. In either case, they've probably had contact with salespeople in the store.
This flyer could also be going to people who have entered their email address on a website, but that is unlikely. The flyer isn't professionally done, so if it is indicative of a website's quality, then few prospects fitting numbers one through three (above) will leave contact information there. The last option is prospects that phoned the store and provided contact information. Again, prospects fitting the top three items probably won't respond to this flyer, so we're back to visitors to the store itself.
What we can guess is that people receiving this flyer will expect something that reinforces their self image while offering them an education without insulting their egos or intelligence.
Tough call? Not really. The flyer has the core elements. Our job is to make them better, and therefore sticky enough to bring prospects back to the website and into the store.
