Clean It Up
UK Floor Cleaning Forum => Carpet Cleaning Forum => Topic started by: creighton foyle on August 01, 2013, 06:29:45 pm
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(http://www.cleanitup.co.uk/smf/1375377984_Creighton Foyle Ad 43.jpg)
I don't know if the picture will come up as its the first time I have tried to upload something, anyway would this make a good leaflet ? it is an ad I put in a local magazine note the woolsafe badge, I am not woolsafe registered but dry fusion is thoughts appreciated.
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I like it. It lists the benefits of your service.
Some say an advert / flyer should always include a speacial offer or discount voucher, so might be worthwhile adding something.
Owen
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my first impression was the question on my mind: are you going to advertise yourself or the dry fusion system?
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25% of the leaflet is your contact details, if they want to contact you they will look for your contact detail, they do not have to take up a quarter of your leaflet
The only good bit is the 'carpet dry in 30 mins guaranteed.' Which offers a real benefit to customers.
The rest of the dry fusion info is meaningless to a potential customer.
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so what would you change mike ?.
I have never leafleted ( got 10000 rubbish ones in the garage from 3 years ago).
I want to push dry fusion and thought it looks good, that's why I put it on here for criticism good and bad.
all advice willingly accepted.
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Creighton, sorry just going out for tea will need to answer you question later
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A quick question before I go...
Do you want to push dry fusion or do you want to push what benefits dry fusion gives the customer?
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both.
mike I will look forward to your input.
re the add I am probably being lazy as I am trying to utilise an existing artwork but it really does seem to say it all. there probably is scope to add extra text which could be important and I am also concerned about using the woolsafe logo. at the moment it looks like the top half of the add is for dry fusion who are woolsafe approved and the bottom half of the add lists me the local df operator who is not personally woolsafe approved but I think that could be a grey area.
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Creighton This sytem like my Thermadry is really quiet so plug that.I always tell my customers that my vacuum cleaner is noisier than my Thermadry...........................Alan(Swindon).............................Brill for flats too
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I wouldn't bother with the email address.
Do you have any other artwork without the man in a cape?
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I wouldn't bother with the email address.
Do you have any other artwork without the man in a cape?
no, I quite like him though I do see that some people might think it a bit naf and he doesn't really have to be there.
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Deodorises.
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I think it's fine.
Dry Fusion sounds like something special to the prospective customer and is a USP and perhaps revolutionary!
The only thing I would add perhaps is upholstery and what ever else you do by reducing contact details size.
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The whole leaflet is not proportioned right, things that have no importance are given the biggest percentage of the space ( like my example of your contact details)
Another example is the woolsafe logo, if you want to use it then print out the leaflet actual size and notice how big it is, it is very readable on the size you have posted above, on a A5 leaflet it could be half the size and still be readable at the moment it uses a lot of space
The dry fusion logo and words has 25% of the leaflet...... it has no importance at all!! Get rid of it.
Who is your target market? The 16-22 comic buying market? would a OAP be drawn into the leaflet by a cartoon character that has no relevance to the subject of the leaflet?
Put the best points of using dry fusion into sentences that would appeal to the reader. Then use them sentences on the leaflet.
It's a terrible leaflet and I say this with the upmost respect to you
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Creighton
Read Mike's last post carefully
He's got it right. I know that he relies heavily on leaflets so should know what he's talking about.
In contrast, in all my years I've never issued a leaflet - but as a potential client, wouldn't be impressed by your leaflet as it stands - having said that, I don't fall in the 16-22 age range - but then who does, who wants their carpets cleaned
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Would you like clean deodorised and stain protected carpets that are amazingly dry and back in use in 30 minutes Guaranteed
then call Creighton on 01792 747268 and ask your local licenced Dry Fusion operator about our fantastic special offers.
and add a incentive to call example free spot and stain remover with every clean this month
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Creighton
Make up a second leaflet taking into account what has been said above.
Send out a couple of thousand of those and a couple of thousand of your existing ones at the same time (this cuts down on the variables)
TEST the results. It is the only way to know what works.
Personally, I suspect I know what the answer will be but you never know for sure what the response will be, especially when using high impact graphics. I have seen response rates vary between 4.2% and 22.2% for two very similar looking squeeze pages.
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i think mike is right and I will take on board other advice given as well. it is not a leaflet it is a 1/4 page ad in a local magazine at the moment but I have had some good input which is what I was hoping for.
thanks guys
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I always put a head and shoulders photo of myself on any advertising.
The potential custy then knows who to expect, and you dont get a baddy plastering their face all over the place! ;)
I believe it helps the custy.
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if it's a small ad then EVERYTHING within it has to earn it's place.
I've tried to upload an old advert that shows this brilliantly but it says "folder full"
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adverts have to be even better than leaflets as they are fighting for attention with everything else on the same page, they need a strong headline or photo to grab the reader who might be just scanning the page.
leaflets have no competition for the readers eye.... its in their hand in front of their face
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I like to think I’m quite good a leaflet / flyer design but what shocks me is the lack of anyone willing to share there designs in the UK!!!
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my file is too big i'll try and resize it, until then here's some American example
(http://www.cleanitup.co.uk/smf/1375471050_leaflet 1.jpg)
(http://www.cleanitup.co.uk/smf/1375471076_leaflet 2.jpg)(http://www.cleanitup.co.uk/smf/1375471096_leaflet 3.jpg)
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my leaflet not the greatest in the world but it does the job
(http://www.cleanitup.co.uk/smf/1375471276_A5 carpet cleaning.jpg)
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The van looks amazing mike. I know it's miles away but I thought I saw you when i was on holiday in Devon last week .
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No that was the van from Monkey World...
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Is it wise to make wide ranging comments and promises on leafltets.
Those American ones above say "No stain/spot we cant handle" and "pet stain specialists"
If you get there and cant get it out arent you making yourself look unprofessional.
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I never promise anything, except to do as good a job as possible.
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Is it wise to make wide ranging comments and promises on leafltets.
Those American ones above say "No stain/spot we cant handle" and "pet stain specialists"
If you get there and cant get it out arent you making yourself look unprofessional.
The majority carpets in American homes are 100% synthetic.
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Is it wise to make wide ranging comments and promises on leafltets.
Those American ones above say "No stain/spot we cant handle" and "pet stain specialists"
If you get there and cant get it out arent you making yourself look unprofessional.
The majority carpets in American homes are 100% synthetic.
That surprises me! I was under the impression that there was more wool carpet in the states than anything else!!
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No Offer
No Exp Date
So No Reason To Buy
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Is it always needed to have an offer?I have adverts in A5 magazines put through the door.I have no offers and exp dates on them,but get lots of work from them.
People call because they need/want a carpet cleaner surely.
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Yes no offer, or call to action on the leaflet/flyer or ad
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No Offer
No Exp Date
So No Reason To Buy
The sad thing is in a few months time someone will regurgitate that statement when marketing is mentioned not because they have tried and tested various marketing ideas but because they just read it on CIU. I have seen the same thing on a bigger scale when I listened to Joe Polish say exactly the same thing then he quoted the statement made in a book by another famous marketeer as proof..... it's all secondhand, pass-me-down information
And that the problem with sound bite marketing, its just opinion posted and said so often it starts to be seen as the truth.
before you take notice of statements like that you need to ask is it applicable to my marketing campaign.
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No Offer
No Exp Date
So No Reason To Buy
I don't do any offers, and don't even mention price in advertising, not even 'competitive prices' (because they're not) yet I'm busy.
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The sad thing is in a few months time someone will regurgitate that statement when marketing is mentioned not because they have tried and tested various marketing ideas but because they just read it on CIU. I have seen the same thing on a bigger scale when I listened to Joe Polish say exactly the same thing then he quoted the statement made in a book by another famous marketeer as proof..... it's all secondhand, pass-me-down information
And that the problem with sound bite marketing, its just opinion posted and said so often it starts to be seen as the truth.
before you take notice of statements like that you need to ask is it applicable to my marketing campaign.
I had a conversation with Joe a few years ago.
I was amazed at the depth of testing he did; even down to the colour of the paper (yes, that's why the "big" leaflets are pink). If he makes a statement, he usually has some facts and figures to back it up.
I've also been lucky enough to spend some time with (allegedly) the highest paid copywriter in the UK. He introduced me to split testing, especially with websites and adwords.
If I sent him a piece for review without an offer or a time limit it would get sent straight back. Why? Because his test figures show that including them gets a higher conversion rate.
In fairness, there will be slight differences in approach when dealing with "cold" marketing as opposed to contacting existing clients but I presume this discussion is about looking for new business.
To the people above who are knocking Ian's statement, I would say this. If you have tested both approaches (with or without offers etc) and found "without" pulls better then great, well done. If you have not tested, then may I respectfully suggest that you may be getting less return than you could be for the same expenditure.
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How many leaflets do you have to bung out a months now Mike?
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Wynne we now have our own guy working 4hrs a day.normally he get out about 3.5k a week but for the last month he has only been spending half his time leafleting and rest working on jobs with us as we are so busy.
my son & I also do about 1500 a week betreen jobs
The thing about quoting marketing information is its not universal, if someone gave me a leaflet and said "we are going to put out 20k" the first thing I would ask is "after the first 20k will you do a second drop" if they no we are only doing the 1 leaflet campaign then I would say "put on a special offer and expirey date, you need to maximise the response."
If they said they were going to do an ongoing campaign then they need to alter how the leaflet comes across you don't want to be seen as the DFS of the carpet cleaning world...... who has a never-ending,.... ' just this weekend' special offer.
Most direct marketing is a single shot at the customer it needs a response from that hit as the next day it's in the bin, so you need a call to action and specail offer, but if you are in for the long game then you don't need them to call this month let them call when they are ready
I don't disagree with special offers ( I use one myself) or time limits but its not a black and white situation.
Ians answer above falls into same category as when some one asks "what's the best prespray"..... And someone answers 2 words....... " power burst" as though the question was so simple it required no further elaboration.
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Would this be ok?....
Special offer 2 week only..... Half price coffins..... Call NOW TO RESERVE YOURS......Great if you are planning on dying this week ;)
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The thing is Mike you have it nailed and the big factor is not how efficient your leaflet is it's your capacity for consistent volume at a reasonable cost of time and money. The factors people rarely talk about are distribution SYSTEMS, cost AND frequency.
What I do believe in, like Garry is proper testing so that you KNOW what is the best leaflet for you, but no one I know does it in a way that makes sense. Most people will at best get 10k in one design and 10k in another and the better one wins.
The problem is you don't really know why one did better than the other. Was it the day you sent them out, the street you delivered them to, the title of the leaflet or the picture or what?
You have to put them out with 1 change, perhaps the title say and put one in one door and the other in their neighbors and get them all out that day. Only then can you know one is better than the other and why.
Nobody does it because its a PITA and takes time and that goes against human nature but its the only surefire way to improve effectiveness .
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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.
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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
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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.
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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://
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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?
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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"
:)
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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.
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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.
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As a coincidence just read this on an American forum, has some relevance to what is being discussed here
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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!"
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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.
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.?
http://www.savvysme.com.au/article/421-is-the-big-promise-headline-dead
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Basically then Mike - the pink flyer.
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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."
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Garry could you possibly give us a quick example of that in our business