That is good post, and wondered what were the main points you use on your leaflet ?
We have just asked for some artwork, but not really impressed !
In terms of the content of the leaflet, all I did was carry round a pad for a week and think of every reason a customer might want to use me and every question I thought they might reasonably ask. Add in every reason they might NOT call me from a leaflet and address them. Look at leaflets I get and think why some of them work and some don't (e.g. mobile stops me phoning EVERY time).
That'd fill twenty sides of a leaflet, so I just cut it down and down until I had the main important points. I use A4 folded to DL because it gives quite a lot of space. Good pictures help.
However, I really do want to try A/B comparisons, where you mix up two different leaflets and see which works best. The reasoning behind that is obvious but an odd spin was given to me by one of my customers. He used to do 200,000 strong mailshots and whenever they did an A/B test, the better performing one was ALWAYS the one he liked least. It showed him that what he liked was irrelevant. What mattered was what customers liked.
Mine's far too wordy and technical, if I'm honest. I'm considering creating one really radically different to see what happens. 35,000 of the current one just turned up, so I'll probably have a run of 20,000 of the second style (which will be a good deal more "blokey") and just see what happens.
There's also another thing about A/B testing, which is that if they are different enough, A might appeal to an entirely different audience from B, so you'd do well releafletting the same roads with different leaflets.
In the end, though, I'm running towards the point where I employ a copy writer; they do this stuff every day and could certainly do much better than I ever could. If the response rate is much higher, they would pay for themselves very quickly. The website I linked to in the previous post is probably a good place to look for one.
Anyroadup, hope that helps,
Vin
