RE: [World] Fliers

Good post Steve, and you are welcome.

--
Don Chute
Marietta, GA
678-640-3118

 

-------------- Original message from "Steve Blyth" <addressis@removed>: --------------

The most successful flyers we easy to read and understand the message

In a "co-op" mailer like Money Mailer that includes your "Deal"

        (A Deal that looks great to the client and makes you money)

 

Solo Mail pieces are less offer driven.

 

When people look through the mail, or browse the coupon stack your ad gets 1 to 3 seconds of recognition.

 

The goal is that some number of those people who look will think 

 

   "Gee - I need that thing or service done"

 

The goal of your Ad is to get a person that is contemplating Window Cleaning to act NOW and to buy from YOU.

You Ad will never convince a person who does not want window cleaning to start wanting their windows cleaned.

 

You are placing your company and message in front of some (large) number of people over and over again.

 

So Simple Ads, with a nice big picture of Windows being cleaned and Smiling faces on half,

the Deal and Contact on the other Half

and below the Picture place some reference to the Season (Spring Cleaning, Holiday Cleanup)

With a call to action deadline, Ads have a 2 to 3 week shelf life (at most)

as another envelope is on the way and the consumer knows there will be a new deal in that envelope

They have been trained So lets say you mail about April 20th

Put a "April Showers bring May Window Cleaning Specials" (offer good till Memorial Day)

Note: When you make any offer always have a Exp Date,

        you can be a good guy and honor the expired coupon, but it really causes people to want to act

 

 

This Training of the consumer to watch for the envelope is why the repetition is necessary

1) The consumers that look in the envelope get's to know what services are in the envelope

    So when they see you add the first three times and do not "need" the windows clean they

    are learning to look for their Window Cleaner in the Envelope

    .... The Envelope people work hard at filling the envelope with specific services just for this purpose

2) When you advertise, only some number of people will actually be in the mood to "buy"

    in that week or two that Ad has any "pull", but remember you have made your introduction,

    The second, third and so on mailings to the same people will have a different set of people in

    there own buying "Mood" some ready this time to act.

   

You ad is meant to have these people the Mood to buy buy from you.

 

For Co-op I would also ask if you are the "only" window cleaner in the envelope

(They might want to charge you more for "exclusivity" but don't get caught in that

It has been proven that like three gas stations on a corner

having two window cleaners consistently advertiser drives more demand for both

 

But if you know for sure you are the only Window Cleaner in the envelope

Think about using Don's favorite line in the Ad

 

(Company name) YOUR (neighborhood name) Window Cleaner

notes that April Showers bring May your Window Cleaning Specials

 

The operative word from Don is Your,

And if you are running as the only window cleaner in the envelope your message could be stronger by being theirs.

Certainly for Solo Piece this is easy to do

 

Steve's Window Cleaning "Your Huntington Beach" window professional is offering Spring Specials through Memorial Day

 

(Thanks Don for that Tip.)

 

 

 

 

Regards,

 

Steve Blyth

 

Office Direct (310) 527-0712

Bird Barrier America - J.Racenstein Company - Feather Free, LLC

Carson CA - Secaucus NJ

 

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From: addressis@removed [mailto:addressis@removed On Behalf Of Douglas W. Hodgson
Sent: Tuesday, April 07, 2009 6:11 AM
To: addressis@removed
Subject: RE: [World] Fliers

Great posts, Don and Steve. Don, to what would you attribute the wide range of response? What was different about your most successful fliers?

 

Thanks.

 

Douglas W. Hodgson

ABS Professional Window Cleaning

Greensboro NC

856-0032

addressis@removed

www.ABSofGSO.com

 

The response varied from no calls to so many it was difficult to keep up.

Don Chute
Marietta, GA

 

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