Monthly Archives: May 2010
Direct Mail Advertising Ideas For Electricians
Here are a few Ideas for Electricians that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.
- So Many Homes, So Many Opportunities!
We’ve seen lots of electricians advertise their services with the headline: “ELECTRICAL PROBLEMS? CALL US!” This approach can yield results. There is bound to be lots of folks with some sort of problem. However, why focus on just home owners with problems? Instead, consider every home as a prospect. Think about all the services you could provide in addition to fixing electrical problems. Services like: adding additional outlets, upgrading panels from fuses to circuit breakers, security or landscape lighting, adding service for ceiling fans, replacing fixtures, the list goes on and on. - Show The Price
Give prospects an idea of the cost of your service. For example, Add an outlet $99, Regular Price $119, Save $20. In fact, you should include a menu of prices for a variety of services. Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. - Get Connected With Your Neighborhood
Why not prospect in the neighborhood where you live. USPS Carrier Route Maps make it easy to target specific neighborhoods. People trust their neighbors. Include your photo, you may be surprised how may may recognize you. You can even offer a neighborhood discount. - The No Fee Service Call
If you get the job, waive the service call fee. Your ad can say: “FREE Service Call” the disclaimer can go on to say Service call fee waived if work is done (a $49 value). - Be Flexible
“Service On Your Schedule: Evenings and Weekends At No Extra Charge!”. - Offer Residential Service To Your Corporate Clients
No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients. - If Offering A Discount Use $$ Not %%
A discount expressed in dollars rather than percentage off is usually more effective. If you say 10% OFF, people will wonder – …”10% OFF What?”. A dollars off discount (even a modest one) usually works better (especially in these economic times. Try this headline: “SAVE THIS POSTCARD – $10 OFF ANY PLUMBING SERVICE”.
Direct Mail Advertising Ideas For A Computer Service & Repair Business
Here are a few Ideas for a Computer Repair Service that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.
- So Many Computers, So Many Opportunities!
We’ve seen lots of computer technicians advertise their services with the headline: “PC PROBLEMS? CALL US!” This approach can yield results. With so many computers in service there is bound to be lots of folks with some sort of problem. However, why focus on just computer owners with problems? Instead, consider everyone with a computer as a prospect. Think about all the services you could provide in addition to fixing the broken ones. Services like: virus or spyware protection, networking, upgrades, wireless setup, installation of new equipment, training, backup solutions, the list goes on and on. - Be “The Answer Man”
Try this offer on your postcard: “One Question Answered FREE By Phone”. Imagine, qualified leads calling you with their questions – what an opportunity! - Show The Price
Give prospects an idea of the cost of your service. For example, Computer Tune Up $39, Regular Price $59, Save $20. In fact, you should include a menu of prices for a variety of services. Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. - On Site Service – We Come To You!
If you offer on site service, make sure you show it in a headline. If you can say “on site service at carry in rates” all the better. - If We Can’t Fix It – No Charge!
This removes the fear of a paying for a service call and being no better off after the tech leaves. You can get an idea of the problem over the phone, and most of the time know whether or not you can fix the problem. Remember, if it can’t be fixed, you might have an opportunity to sell them something new. - Computer Service On Your Schedule: Evenings and Weekends
- Offer A Monthly Computer Tips Newsletter by Email
Include a special of the month. A description of the newsletter and how to sign-up can be included on your postcard. This is a great way to keep your service “top of mind” with clients. - Offer Residential Service To Your Corporate Clients
No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients.
Direct Mail Advertising Ideas For Churches
Direct mail advertising is one of the best ways to deliver a message to residents surrounding a church. Over the years we’ve launched hundreds of direct mail campaigns that have helped churches increase their visibility within the neighborhood. Here are few factors that should be kept in mind.
- Clarify The Goals Of The Mailing
For example:
- Increase the size of the congregation
- Invitation to attend Holiday Services (Easter or Christmas)
- Fund Raising
- Recruitment for Special Ministries
- Promote Church School or Child Care
- Vacation Bible School - Putting Together The Best Mailing List
USPS Mail Carrier Routes are the least expensive mailing lists and can be mailed at the lowest postage rates. Carrier route maps are available so that specific neighborhoods can be targeted.
You can also purchase a targeted list by religious affiliation, age and income, education levels, ethnicity and more. - Use Full Color Postcards With Lots Of Photos
It’s true, a picture is worth a 1000 words, or more! Include a photo of the exterior of the church so the recipient will make a visual connection. Feature members of the congregation in church and at social events. You get the idea. - Use Direct Mail To Drive Traffic To Your Website
Make sure there is lots of good content about the church and its mission. Don’t disappoint web visitors. Your website doesn’t have to be “Madison Avenue”. It can even have a “home-made” look, but it most deliver on content and be worth the visitor’s time. - Feature The Pastor
A photo, a biography and sermon excerpts can make an invitation to new congregants personal. - Appeal To Everyone
List all of the special ministries, youth, choir, seniors and other groups. - Use A Social Lure
People love to be part of a community. The social aspect of Church membership should be promoted. Try a headline like this one: “MEET OTHER FAMILIES THAT SHARE YOUR VALUES!”
Direct Mail Advertising Ideas For A Lawn Service
The success of a direct mail campaign is determined by a number of factors, starting with having a clear objective for the campaign. Once you have defined the goal of the campaign, the postcard must be designed to motivate the prospect to respond to your call to action, for example, call on the phone, go to a website, go to your nursery, etc. We call this motivating offer “A Magnet”.
Here are a few Ideas and Magnets that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.
- Concentrate Your Customers – Save Time, Save Gas, Cut More Lawns!
Use USPS mail carrier routes to create a mailing list where you have the highest concentration of customers. Get Mail Carrier Route Maps for the Zip Codes you cover. Then select the routes that have the highest concentration. Mail postcards to these routes every 4 – 5 weeks. - Are You Happy?
If you are looking for new customers they fall into two categories: 1- Those that cut their own lawns and 2- Those that already have a lawn service. Go after group 2 with this message on your postcard: “ARE YOU HAPPY WITH YOUR LAWN SERVICE? OUR CUSTOMERS ARE! READ WHAT THEY HAVE TO SAY: ” Written testimonials (a sentence or two) work great. If you can include photos of some of your customers and their lawns, even better. - FREE Lawn Service!
You are probably thinking “…that’s easy for you to say”. Try this offer: FREE LAWN SERVICE (Headline) and then a disclaimer – For new customers. Get 2 cuts at our regular low price and your 3rd cut is Free! That works out to a 33% discount. Plus, after 3 cuts in a row, it is probably safe to say you’ve got a new regular customer. - Need A Tune-Up?
We thought this was a unique idea. Offer an on site lawn mower tune up service. In the process you will identify prospects that do their own lawn. This group can be targeted for additional services like landscaping, fertilization, spring and fall clean-ups, etc. And remember, just because they have a lawn mower does not mean they love doing the lawn. Tempt them with a special offer. - Be Flexible On Pricing
Offer one time pricing as well as contracts. By the way, if you are selling contracts, don’t call it a contract, call it a “Savings Package”. - It’s All About You!
Do you have a small operation? Try this headline to emphasize your personal service: “I Own The Company, I Cut The Lawns, I Guarantee Your Satisfaction!” Include your photo and you will have a very powerful message on your postcard. - Promote Your Website With Direct Mail
Don’t have one? You should. And it should contain more than just a laundry list of your services. Photographs of your work, testimonials, gardening tips, monthly specials on seasonal flowers and services and more. The website should have plenty of good content that can be used to sell new clients and keep the ones you have.
Direct Mail Advertising Ideas For Political Campaigns
Direct mail advertising is one of the best ways to deliver a message to voters. Over the years we’ve launched hundreds of direct mail campaigns that have helped candidates become winners! Here are few factors that should be kept in mind.
- Clarify The Goals Of The Mailing
For example:
- Introduce the candidate if he is not well known
- Talk about the most important issues
- Ask for contributions
- Ask for volunteers
- Expose competitor’s weaknesses
- Invite voters to a town hall meeting - Putting Together The Best Mailing List
USPS Mail Carrier Routes are the least expensive mailing lists and can be mailed at the lowest postage rates. Carrier route maps are available and can be compared to target specific voting districts or precincts. Even if there is a bit of overlap, the savings will probably outway the cost of a more targeted list.
You can also purchase a targeted list by party affiliation (including independents), age and income, education levels, ethnicty and more. - Use Full Color Postcards With Lots Of Photos
It’s true, a picture is worth a 1000 words, or more! But, don’t just use a head shot of the candidate that looks like it came from a drivers license. If the candidate is for Education, get a photo of him at a school with kids. If he’s pro-business, get a picture at a Chamber of Commerce Meeting. If he’s for moral values, a shot with the family on Sunday talking to the Pastor. You get the idea. - Use Direct Mail To Drive Voters To Your Website
Make sure there is lots of good content about the issues and the candidate. Don’t disappoint web visitors. Your website doesn’t have to be “Madison Avenue”. It can even have a “home-made” look, but it most deliver on content and be worth the voters time. - Send An Invitation To “Ask The Candidate”!
Not always possible, but if you can manage it, get a cell phone and dedicate the phone number to taking calls from voters. Invite them to “ask the candidate”, “express their views” or just “sound off”. You can limit calling to specific times during the day or week. - Target Residential Communities With A Club House
Use USPS mail carrier routes to target communities with a club house. Contact the homeowner or condo association and ask if you can use the facilities for a mini town hall meeting exclusively for their residents.
Direct Mail Advertising Ideas for Realtors
The success of a direct mail campaign is determined by a number of factors, starting with having a clear objective for the campaign. Once you have defined the goal of the campaign, the postcard must be designed to motivate the prospect to respond to your call to action, for example, come to your office, go to a website or call on the phone. We call this motivating offer “A Magnet”.
Here are a few Ideas and Magnets that have been used successfully by our clients. Use one or a combination, but do not over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.
- It is all about you!
When you are advertising your services, it is not the time to be modest. Selling Real Estate is a one on one, personal service. Include your photo and a brief resume. If you are new to the business, do not try to conceal it, let folks know that you are building a reputation and will work harder to get results. Include memberships in community organizations or church groups. If you live in the neighborhood you are targeting, be sure to mention it. - Use Mail Carrier Routes To Target Your “Farm Area”
Use mail carrier route maps to target your farm area. Direct mail is the best way to keep in front of new listing prospects. USPS Mail Carrier Routes can be mailed at the lowest postage rates and Carrier Route Maps are available to compare to your Farm Area. A smaller list, mailed frequently will yield the best results. Remember, your name needs to be “top of mind” when the decision to sell is made. The only way to do that is to mail on a regular basis. Be consistent and over time, the listings will come. Once you’ve built momentum, it’s time to expand that farm area. - Develop A Market Plan for New Listings And Give It A Name
Sure, most listings sell through the MLS. What other marketing activities do you include with your listing service? Open house, lawn signs, newspaper advertising, website, door hangers, etc. Make a list and present it as a results oriented marketing package. Make it even more special by giving it a name i.e. “The Exclusive, Bill Sullivan, Residential Real Estate, Marketing Plan”. - Use A Slogan To Help People Remember Your Name
Sometimes it may seem corny, but it works. i.e. “Selling Your Home? If You’re In A Hurry, Call Billy Murray!” - The FREE Market Analysis Offer
Everyone uses this offer, but perhaps a little rewording can make it more appealing, by targeting curiosity: “Find Out How Much You Neighbors House Sold For….You May Be Surprised!” - List The Houses You’ve Sold Recently. Don’t Have Any? You Can Still Make A List.
Put together a list of houses that have sold recently, including prices and a brief description. If they are not your listings, put a small disclaimer at the bottom “complied from MLS data base”. - Can You Offer A Discount Brokerage Fee? People Love To Save.
If your broker allows, you might consider offering a discounted brokerage fee and advertise: “Full Service At A Lower Fee”!
Direct Mail Advertising Ideas For Restaurants
The success of a direct mail campaign is determined by a number of factors, starting with having a clear objective for the campaign. Once you have defined the goal of the campaign, the postcard must be designed to motivate the prospect to respond to your call to action, for example, come to the restaurant, go to a website, order over the phone, etc. We call this motivating offer “A Magnet”.
Here are a few Ideas and Magnets that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.
1. Increase Lunch Business
Mail to local businesses and offer a lunch special. Use a business saturation list. This is an inexpensive list that includes all businesses in a geographic area. It is addressed to “Current Business Owner or Manager”. Use a radius from your location, a half mile to a mile. For this campaign, it is better to have a smaller list and mail it frequently.
Your magnet doesn’t have to be a discount. Take a lesson from the national chains like Subways $5 Footlong or McDonalds Value Menu. Feature value packed lunch specials, that are served up quickly and taste a lot better than the ”fast food” competition.
A word of caution, don’t try to combine this idea with a dinner promotion. In most cases, workers who are around during the day probably live in a different part of town and won’t be prospects for evening business. Don’t clutter up the card. Stay focused on lunch.
2. Build An “Earlybird” Crowd
Is there a senior community near your location? They like to eat early and save money. You want to fill seats between the lunch and dinner hours. Sounds like you may have something in common! If there isn’t a senior citizen community nearby, ask about a targeted mailing list. Once you get them into the restaurant, keep them coming back with a frequent diner punch card.
3. If You Show Them, They Will Come!
How many nearby residents have never been inside your restaurant? How many drive by without ever stopping? Show them what you are all about with a full color postcard. Start with a photo of the exterior that prospects will recognize from their daily travels. Then, include photos of the interior, your customers, your staff, you and especially your food. Include a partial menu of your best dishes. Finally, include a personal invitation with a special offer. Tell the prospect to ask for the owner or manager when they arrive, and then roll out the red carpet.
4. Build Your Delivery Business
Use mail carrier route maps to target your delivery area. Direct mail is the best way to keep in front of potential delivery customers. Once again a smaller list, mailed very frequently will yield the best results. Experiment with different offers and track response carefully. Repeat your best offers, get rid of the ones that don’t work and keep adding new ones. Once you have fine tuned this type of mailing, it won’t cost you money, it will make you money every time you mail. Then, it’s time to expand that delivery area.
Make sure you include a menu with a “Bounce Back” coupon with every delivery order. Give them an incentive to order again, sooner rather than later.
5. Give A Really Big Discount
In this economy everyone is looking for a deal. So give them one. Just make it valid only on the days or hours that you need to increase business. Don’t measure the success of your campaign on this one discounted transaction. If you make a new customer as a result of this promotion, you’ll see benefits all year long. And don’t forget about the value of “word of mouth”. So be aggressive and make them an offer they can’t refuse.
6. Secret Recipe Revealed!
If you have a dish that you are really proud of, publish the recipe with some photos of the preparation on your direct mail postcard. The Olive Garden does this all the time in their TV Advertising. They make the food the star of the show (which it should be). Don’t worry about potential customers staying home and cooking instead of going out to eat at your restaurant. Most couples today have too little time and energy to cook a special dinner at home. But if you are worried, you could leave out part of the recipe (only kidding).
7. Use A Discount Coupon On Your Postcard To Test New Menu Items
Want to add a new item to the menu, but you’re not sure how it will go over? Mail a coupon with a discounted price, for a limited time, to jump start the introduction.