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wynne jones

  • Posts: 2918
Re: is this a good leaflet
« Reply #40 on: August 07, 2013, 06:11:49 pm »
If you are doing this split testing Wayne or Gary, you must have the super evolved leaflet by now that works gang buster, can we see it please? save us doing all the work, pmsl ;D

But really it would be interesting to see what 'that' leaflet looks like.

Craig

Sorry I probably didn't make my main point, which is there's no point having someone elses leaflet. The whole point is that its  for your market, your area and set up. I have no pictures on mine all words, that doesn't work, everyone knows its got to be full colour and happy smiley people on them.  ;D
It's not expensive, you just can't afford it.

garry22

Re: is this a good leaflet
« Reply #41 on: August 07, 2013, 06:50:18 pm »
Quote
If you are doing this split testing Wayne or Gary, you must have the super evolved leaflet by now that works gang buster, can we see it please? save us doing all the work, pmsl Grin

But really it would be interesting to see what 'that' leaflet looks like.

Craig, I have not done leafleting for years. There are a lot more variables involved compared to things like salesletters or online stuff. Even things like the weather can affect response.

If you are going to test differing leaflets, they have to go out at the same time to minimise discrepancies between delivery times and days. I do remember adding the words "High Class" to a headline and the response rate doubled.

petermaybury

  • Posts: 89
Re: is this a good leaflet
« Reply #42 on: August 08, 2013, 01:39:38 pm »
Mike is talking a lot of sense. I have never done offers as I would not like customers that I have been going to for years thinking that I was offering something, that they were not offered. If I started marketing into areas where I did little work then I think that it would be worth considering having some leaflets with offers on.

Peter
www.carpetcleanercardiff.comhttp://



garry22

Re: is this a good leaflet
« Reply #43 on: August 08, 2013, 03:54:05 pm »
Can I just ask the people who advocate the no offer approach... what are you actually trying to achieve?

Would you not be better off putting your energy into a regular client newsletter?

Craigp

  • Posts: 1272
Re: is this a good leaflet
« Reply #44 on: August 08, 2013, 04:29:21 pm »
I have used the pink flyer for the last 7 years, though I rarely have leaflets go out these days.

I have found that the offer made little difference on the pink flyer, often I would get work and the offer was ignored, so I removed it.

Sure offers work, I'm just saying theres more than one way to skin a cat, and not using offers does not mean you cant do well.

Never seen a chippy doing offers "have one door hung get a second hung free"
 :)

wayne zabel

  • Posts: 1082
Re: is this a good leaflet
« Reply #45 on: August 08, 2013, 04:58:31 pm »
Can I just ask the people who advocate the no offer approach... what are you actually trying to achieve?

Would you not be better off putting your energy into a regular client newsletter?

I very rarely do leaflets as Im usually as busy as I want to be.I have adverts in magazines, similar to leaflets I suppose, that have no offers.

I get a lot of work from them.

What am I trying to achieve? I letting anyone who needs a CC at the time see my name and number.

wynne jones

  • Posts: 2918
Re: is this a good leaflet
« Reply #46 on: August 08, 2013, 06:08:27 pm »
It's not so much having an offer it's a reason to call NOW.

Most people (apart from Mike) want the phone to ring asap. The motivation for 'missing out' on something has been heavily researched and even when you know its b******s you still are influenced to buy it or take action.

It's not expensive, you just can't afford it.

Mike Halliday

  • Posts: 11581
Re: is this a good leaflet
« Reply #47 on: August 08, 2013, 08:48:31 pm »
As a coincidence just read this on an American forum, has some relevance to what is being discussed here
...............

This Is A Quick List of the Ten Most Important Elements
to Any Good Marketing Piece.

HEADLINE: Use an attention-getting, benefit-driven message. Solve your prospect's biggest challenge in using a carpet cleaning service

WHO YOU ARE: The prospect needs to see proof of your humanness in your copy. Also a great way to convey this is with a picture of the owner - as long as it conveys integrity and good work ethic.

WHY I SHOULD BELIEVE YOU: Credibility, Experience. Also explain WHY these credentials are important for any cleaner to have

WHO SAYS SO: Use as many testimonials as possible. Include pictures of these people as well as a link to other REAL reviews of your company.

BIG PROMISE: Show them the result of you solving their challenges. example: "Your friends will swear you've bought new carpets after we clean for you!"

DRAMA: Before and After pictures, or pictures of you and/or your happy clients.

GUARANTEE(S): example: "You pay only if you're pleased." Make it strong. you'll gain FAR more clients with a bold guarantee than you risk by offering this.

OFFER: "Call me" isn't an offer. A free room, free bottle of spotter or a free Carpet Audit is.

DEADLINE: In most cases, if you do not have a deadline, or you do not have something your prospect will "miss out" on if they do not act now, your offer is not complete.

ALTERNATE MEANS OF RESPONSE: A less threatening way to get the eventual sale.Example: "Not ready to clean now?", "Call our FREE consumers message," or "Email us for a copy of our guide to choosing a carpet cleaning company!"


Mike Halliday.  www.henryhalliday.co.uk

garry22

Re: is this a good leaflet
« Reply #48 on: August 09, 2013, 05:15:45 pm »
I've just read a brilliant article about the "death of the big promise".

When a giant like Agora Publishing says something like that we should all take notice.

Mike Halliday

  • Posts: 11581

Craigp

  • Posts: 1272
Re: is this a good leaflet
« Reply #50 on: August 09, 2013, 06:13:37 pm »
Basically then Mike - the pink flyer.

garry22

Re: is this a good leaflet
« Reply #51 on: August 10, 2013, 09:13:36 am »
Different article mike but the gist is the same.

Here is the relevant bit...

"In business, there are always defining moments when you can either adapt to new changes in your market…or watch your business fail miserably.

Over the past few years, the online world has been going through such a change.

You may already be feeling the effects of these changes in your business.

Is your business growth slowing or stagnating? Do you struggle to get new customers? Are you constantly relying on referrals from others to get business in the door? Are you having difficulty making your first sale? Is a launch he only way you can acquire new customers?

These are not the hallmarks of a scalable or even a sustainable business. (And if you’re not already feeling these effects, you will be soon.)

                                     How to Go Out of Business…FAST

If you're not able to get new customers on a regular basis, then the reality is your business is (or soon will be) begging for cash… like a homeless man begging for change on the street.

And you won't stay in business long doing that.

That’s why you need to hear about this change happening in the online market.

I call it the “death of the big promise.”

And if your business relies on a big promise to initiate your sales messages…you need to hear what I’m about to say.

                           Big Promises Take Over Internet Marketing

For decades, marketers have been using big direct promises to engage their prospects’ attention.

Big promises made door-to-door sales possible… they drove the first direct mail promotions… and today, big promises are the go-to default marketing tactic for most online and offline marketers.

In fact, an overwhelming number of entrepreneurs market their offers with such a promise. They try to start a sales conversation with prospects by making a huge in-your-face request for business.

I’m sure you’ve seen these too-good-to-be-true promises online. Many marketers will promise the world just to get you to sign up for their free E-Letters.

Countless more will swear their product will be the life-changing offer you’ve been looking for whether you’re looking to lose weight…make a fortune…really do anything that involves their product.

And guess what: These big over-the-top promises are more and more falling on deaf ears.

                                        No Room for a Big Promise

From everything I’ve seen in the market, prospects have become too sophisticated, too inundated, and too distracted (emails, texts, IM etc), to respond to a sales message that relies on big promise to get attention.

Instead, cold prospects are more likely to respond to less aggressive, and more intriguing sales messages.

The savvy marketers in the business have already adapted to this change. They may still make big promises, but they start their sales messages in entirely different ways…and save the big promises for when you’re already hooked.

Take Stansberry Research for example. This division of Agora Inc. created the most successful newsletter promotion of all time. This one promotion took Agora from being a $400 million dollar company to a $600 million dollar company.

And how did this promotion begin? It wasn’t with a big, in-your-face promise like “Get Rich in the Apocalypse.” No, it was with a subtler, indirect prediction: “The End of America.”

This video sales letter starts with a prediction, and it doesn’t make a promise of what it’s selling for the first 60 minutes of a 70-minute video sales letter.

If you haven’t watched it yet, I encourage you to download it on YouTube. You’ll discover you’re hooked into the sales message, long before you discover what
they’re selling.

                                          This Isn’t an Anomaly...

Agora has been initiating sales conversations in different, more innovative ways for decades. It’s the main reason for their undisputed success. They hook their readers and get them to lean in and listen long before they make big promises in their sales copy.

And in today’s distracted market, when selling to cold prospects, I encourage you to think about starting your own sales messages the same way.

Instead of a big over-the-top promise, you might try leading your sales copy with a prediction that you believe might resonate with your market, as Stansberry did.

Hook your readers (or listeners in video) with your ideas on what will happen next… and then start talking about your product.

This is just one example of how to lead your sales message in a different – and effective – way."

dan paton

  • Posts: 492
Re: is this a good leaflet
« Reply #52 on: August 10, 2013, 10:15:09 am »
Garry could you possibly give us a quick example of that in our business