Author Archive
Jun
09
Direct Mail Advertising For Air Conditioning & Heating Company
Here are a few Ideas for an Air Conditioning & Heating Company 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.
- Direct Mail Strategy: How Many, How Often?
We get calls, like clockwork, from HVAC companies just before the start of the winter and summer seasons. It makes sense, homeowners haven’t used their heating or air conditioning for a few months and they will need a tune up, service or replacement.
Consider the distribution options. With a budget of about $1100 per month, you could print and mail 36,000 large, full color postcards a year. One option would be to mail to 18,000 homes twice a year prior to the summer and winter seasons. Another option would be to mail to 6,000 homes every other month (6 times a year). Or you could mail to 3,000 homes every month. There’s no right or wrong strategy here. However, direct mail experts emphasize that repetition is an important factor in the overall success of a campaign. Targeting a smaller territory, mailing more often and supplementing your direct mail with additional media can result in a steady stream of prospects, rather than a flash in the pan once or twice a year. - Call “The Honest Contractor”
It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Remember, you are asking for an invitation to go inside someones home to provide an estimate or checkout equipment. Include your photo on the postcard. It will make the postcard more personal (you may be surprised how many people recognize you). You name and a photo sends a message that you are proud of your company and your work. If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt). - Don’t Just Offer A “Tune-UP” – Tell Them Why They Need It!
A pre-season 15 point checkup is a standard offer in the industry. Make sure you show a price for the service and highlight any savings offered. For example “15 Point Air Conditioning Checkup – Now $79 Regular $99 Save $20!”. And be sure to stress the benefits of the checkup: “Extend The Life Of Your Unit and Save On Energy Costs With Regular Maintenance”. - 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 $59 value)”. - 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. - Show The Price
If you offer replacement units for heating or air conditioning, use a price to get more response. Which offer do you think sounds better? A) “Replace Your Central AC Unit, Call Today & Save!” or B) “Replace Your Central AC Unit – Most Homes In This Neighborhood Only $1995!” . 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. Use your best offer, with a disclaimer if necessary, for example “…price based on existing electrical and slab.”
Jun
07
Direct Mail Advertising Ideas For A Cleaning Service
Whether you are targeting new residential or commercial clients Direct Mail Advertising is a great way to get new customers for your cleaning service. Here are a few ideas that our clients have used successfully in the past.
- Concentrate Your Customers – Save Time, Save Gas, Clean More Homes!
Use USPS mail carrier routes to create a mailing list where you currently 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 of current customers. Mail postcards to these routes every 4 – 5 weeks. - Is Having A Cleaning Service Is A Luxury?
To many people it is, but it’s got to be an affordable luxury if you want them to consider it. Actually, for working couples with kids, a cleaning service has become less of a luxury and more of a necessity. Try using this headline: “Think You Can’t Afford A Cleaning Service… Call Us, You May Be Surprised!” Then go on to describe that you have programs available to fit most budgets. By varying what you clean, and how often you clean, you can make it affordable. - Show A Price
Give prospects an idea of the cost of your service. For example, “Most Homes In This Neighborhood Cleaned For $79 or Less!”. 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. - FREE Cleaning Service!
You are probably thinking “…that’s easy for you to say”. Try this offer: FREE CLEANING SERVICE (Headline) and then a disclaimer – For new customers. Get 2 cleanings at our regular low price and your 3rd cleaning is Free! That works out to a 33% discount. Plus, after 3 cleanings in a row, it is probably safe to say you’ve got a new regular customer. - It’s All About You!
Do you have a small operation? Try this headline to emphasize your personal service: “I Own The Company, I Clean The Homes, I Guarantee Your Satisfaction!” Include your photo and you will have a very powerful message on your postcard. If you have a crew, then show their photo. The more personal and professional your image, the more likely it is that a homeowner will trust you inside their home. - 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. testimonials, cleaning tips, monthly specials on seasonal cleaning 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. - Use Specialized Mailing Lists To Target Commercial Accounts
A specialized list can do more than target zip codes. It can identify the types of businesses you want to add to your client list. Perhaps you specialize in restaurants, or offices or stores. You can also target by the size of the business (number of employees or annual sales). - 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 residential clients.
Jun
04
Direct Mail Advertising Ideas For A Home Remodeling Company
Here are a few Ideas for a Home Remodeling Company 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.
- Make A Specific Offer
While it may be a good idea to include a “laundry list” of all the home remodeling services that you offer, don’t make that the highlight of your ad. That type of ad is better suited for a directory, like the yellow pages. When people go the the yellow pages, or some other directory, they have already decided to investigate a remodeling project. Direct marketing presents more of a challenge. We are trying to get the attention of a prospect who is probably not thinking about a homeremodeling as he goes to his mail box. Our goal is to get the prospect excited about a project. Offer a home remodeling project that is popular and a great value and then, promote it in a tantalizing way. Remember, all we are trying to do is generate a lead. - Go Fishing For New Customers – Use A Price As The Bait
We are not suggesting a “Bait and Switch”, an attractive price for a specific service will “lure” more prospects to respond. Which offer do you think sounds better? A) “Storm Windows Replaced – Call Now And Save!” or B) “Storm Windows Replaced – Most Homes In This Neighborhood Only $195 per Window!” . You can always include a disclaimer such as: “most homes”, ”window size”, “single story homes only”, etc. 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. - Call “The Honest Contractor”
It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Remember, you are asking for an invitation to go inside someones home to provide an estimate. Include your photo on the postcard. It will make the postcard more personal (you may be surprised how many people recognize you). You name and a photo sends a message that you are proud of your company and your work. If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt). - Use Full Color Postcards With Lots Of Photos
It’s true, a picture is worth a 1000 words, or more! Include a photos of your work. If you have before and after shots, even better. Along with the photos add a few testimonials and a line that says additional references available on request. - I Guarantee It!
“We show up when we say we will, we treat your home like it is our own and we’ll finish on time and within budget. I own the company, I’ll be at the job and I guarantee the work”. That’s Powerful. - Build A Foundation Of New Customers In Your Own Neighborhood
Why not prospect in the neighborhood where you live. USPS Carrier Route Maps make it easy to target specific neighborhoods. People like to do business with locals. You can even offer a neighborhood discount.
Jun
03
Direct Mail Advertising Ideas For A Mortgage Company
Here are a few Ideas for Mortgage Brokers 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.
- Highlight One Main Loan Type
While it may be a good idea to include a “laundry list” of all your loan types and services, don’t make that the highlight of your ad. That type of ad is better suited for a directory, like the yellow pages. When people go the the yellow pages, or some other directory, they have already decided to investigate a new home loan. Direct marketing presents more of a challenge. We are trying to get the attention of a prospect who is probably not thinking about a home loan as he goes to his mail box. Our goal is to make the prospect excited about our loan offer. Pick your most popular and best loan offer and promote it in a tantalizing way. Remember, all we are trying to do is generate a lead. - I’m Afraid To Look At My Credit Score!
The first step in applying for a loan is checking the applicants credit score. People usually hate this part. Scores are never as high as anticipated. Take the sting out of that process by offering a FREE Credit Score and Analysis. You might include copy like this: “We’ll work with you regardless of your credit score. We’ll even show you how to improve your score as fast as possible.” You can even charge an upfront fee for the service to be refunded at closing and still call it free. - Do You Represent More Than One Loan Institution?
Then make sure prospects know you have a number of companies to place their mortgage with. Use the phrase:”We Shop And You SAVE!” - It’s All About You
When you are advertising your services, it is not the time to be modest. Securing a mortgage is a one on one, personal service. Include your photo and a brief resume on your postcard. You may be surprised how many people recognize you, especially if you mail to homes in your own neighborhood. Humanize your image by including memberships in community organizations or church groups. - Offer The Right Loan Product To The Right Prospects
Using the right mailing list can help you achieve a higher response rate and save money in the process. You can target neighborhoods that are nearby your office and also filter by average home value. How about targeting renters as first time home buyers. Get of list of folks with 2nd mortgages and offer a consolidation at a lower rate. Use loan to value ratios to create lists of homeowners with lots of equity or no equity at all. - Let The Prospect Pre-Qualify Themselves
If you have a loan offering with specific requirements try listing them on the postcard. Income, Credit Score, Length of Employment, etc. – Use this headline: “Pre-Qualify Yourself For A New Loan – If You Meet This Criteria, Call Today And Let’s Get Started!”. - Benefits Not Details
Use your postcard to highlight the benefits of a particular loan not the details. Save Money, Get Cash Out, Lower Your Payment, etc. The purpose of the postcard is to generate a lead, not make the sale. Keep it brief and as tantalizing as possible.
Jun
02
Direct Mail Advertising Ideas For Plumbers
Here are a few Ideas for Plumbers 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 plumbers advertise their services with the headline: “PLUMBING 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 plumbing problems. Services like: changing a faucet, upgrading bathroom fixtures, installing a water line for an automatic ice maker, adding a new outdoor water spigot, the list goes on and on. - Show The Price
Give prospects an idea of the cost of your service. For example, Faucet Replaced $99 (plus parts), 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. - Use Your Neighborhood As A Pipeline For New Customers
Why not prospect in the neighborhood where you live. USPS Carrier Route Maps make it easy to target specific neighborhoods. People trust their neighbors. You can even offer a neighborhood discount. - Call “The Honest Plumber”
It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Include your photo on the postcard. The photo also makes the postcard more personal (you may be surprised how many people recognize you). Remember, you are asking for an invitation to go inside someones home. If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt). - 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 $69 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”.
Jun
01
Direct Mail Advertising Ideas For Chiropractors
Here are a few Ideas for Chiropractors 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.
- Segment The Market
In any geographic area you will find 3 groups: (1) Those that are using Chiropractic, (2) Those who have tried Chiropractic and were not happy with the results, (3) Those who know little about Chiropractic. Who are you targeting? Make sure your message is designed to speak to that segment. - What’s Your “Claim To Fame”?
Therapies and equipment can be vary from office to office. If you offer a unique Chiropractic Therapy, promote it with a brief description, photos and testimonials. - Educational Seminars
Seminars can be a great way to educate a group of potential patients at one time. Making it a lunch or dinner seminar always helps to increase attendance, but make sure your invitation is clear that there will be a formal presentation on the benefits of Chiropractic. - Ask The Doctor
Invite folks to ask questions about treatment, fees, insurance, etc. Use email or better yet, allocate an hour or two each week to answer questions over the phone. - It’s All About You
When you are advertising your services, it is not the time to be modest. Personalize the postcard by including your photo and a brief resume. Include memberships in community organizations or church groups. - If We Can’t Help, We Will Tell You!
Try this message: “Chiropractic Treatment has helped thousands to live pain free. Is Chiropractic Treatment right for you? Find out with a FREE Consultation and No Obligation.
Jun
01
Direct Mail Advertising Ideas For Insurance Agents
Here are a few Ideas for Insurance Agents 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.
- Don’t Wait – Save Money Now!
Many potential customers are under the impression that they have to wait until their policy expires to make a change. Let them know that they can start saving right away. - Are You Paying Too Much?
If you think about it, a lot of the clients that you have written insurance for in the past year have given you their business because you were able to save them money. Take a page from the insurance ads you see on TV. Figure out the average savings and then proclaim it. The headline on your postcard can be: “Clients We Covered This Year Saved An Average of $xxx! Are You Paying Too Much? Find Out With A FREE Quote By Phone” - Are You An Independent Insurance Agent?
Then make sure prospects know you have a number of companies to place their insurance with. Use the phrase: “We Shop And You SAVE!” - It’s All About You
When you are advertising your services, it is not the time to be modest. Selling Insurance is a one on one, personal service. Include your photo and a brief resume on your postcard. You may be surprised how many people recognize you, especially if you mail to homes in your own neighborhood. Include memberships in community organizations or church groups. - Target The Right Prospects For The Right Product
Using the right mailing list can help you achieve a higher response rate and save money in the process. If you are mailing out a product like auto insurance, chances are a geographic mailing will be the best way to proceed. You can target neighborhoods that are nearby your office and also filter by average home value. Long term care insurance can be targeted at baby boomers that either have elderly parents or are thinking about their own future. Young families might want to consider an annuity for the education of their children. A business list filtered by industry type may target a market for a specialized product that you have to offer. - Is Your Customer List Up To Date?
A customer list can be used for more than just reminding folks when their insurance is up for renewal. Keep in touch on a regular basis by offering additional insurance coverage to folks who already know you. You customer list is a valuable asset, but it is not worth much if you never use it. - Benefits Not Details
Use your postcard to highlight the benefits of a particular coverage not the details. The purpose of the postcard is to generate a lead, not make the sale. Keep it brief and as tantalizing as possible. - It’s Not Just About The Price
Make sure prospects understand that coverage limits are just as important as price when purchasing insurance. During recent disasters, hurricanes, tornadoes and floods, many folks learned the hard way that their coverage was not adequate.
May
30
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”.
May
28
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.
May
24
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!”
