Figure 5 shows a large area spanning the middle to the bottom of the flyer.

This area is dedicated to your value proposition: your business history and -- most importantly -- to providing the prospect with a reason to walk in the store, continue through the website, provide contact information, et cetera.

For example, a few sentences such as:

"(Store name), located at 123 Some Street in ThisTown, Here, has been serving the (whatever) needs of (geographic area) for (a number) years."

What's important in this sentence is that the geographic area -- even if this is a website -- be of reasonable size. You may currently sell internationally via the net, but you've only been doing it for three years. That isn't inspiring. You've been selling to a 60 mile radius for 45 years? That's inspiring. If you've been around that long in that location, then you have a good reputation.

"Located on (map recognizable address), owners (one) and (two) invite everyone to their (some date) open house to learn what makes a good (product) worth US$x.yz, why some (other products) are better than others and enter a raffle to win (a recognizable item). See you there!"

This sentence provides an address that local prospects will probably recognize as well as a link to a map providing detailed instructions for getting there.

One, two or three owners provide faces and names that unsure prospects can directly address with questions and concerns prior to purchase. A specific date for an open house is a social recognition tool-- aficionados will be with aficionados, novices will be with novices. The education aspect is directly addressed, and even if prospects come and don't purchase there's a chance they'll leave behind contact information as part of the raffle.