Direct response flyers

by KingOfContentMarketing

Posted: 11 years ago 20 replies

COPY WRITING

I'm helping out a mom and pop store here in Lost Angeles.

No, they don't sell moms and pops. They are just a small shop.

Woah, that was a bad one.

Anyhowz, I need to put together a pure direct response flyer. Simple enough, but I'd still like to see some good examples. Sadly, despite my ninja research skills, all I find are image or sucky brochure-type flyers. Anybody have any good flyers I can swipe, I mean, model?

#direct #flyers #response

OutOfThisWord 11 years ago

What kind of biz are they in Joe?
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- KingOfContentMarketing 11 years ago
  
  Originally Posted by OutOfThisWord
  
  What kind of biz are they in Joe?
  
  It's a nursery and nursery-supply store.
  
  No, they don't sell nurses. Although that's a business model to consider. (OK, that's the last one.)
  
  They sell home and gardening stuff.
  
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Jeremey

11 years ago

Originally Posted by Joe Ditzel

I'm helping out a mom and pop store here in Lost Angeles.

No, they don't sell moms and pops. They are just a small shop.

Woah, that was a bad one.

Anyhowz, I need to put together a pure direct response flyer. Simple enough, but I'd still like to see some good examples. Sadly, despite my ninja research skills, all I find are sucky brochure-type flyers. Anybody have any good flyers I can swipe, I mean, model?

I may reveal my ignorance here, but what makes a flyer a "direct response" flyer versus a "brochure-type" flyer?

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Is Your Copy Jumpin', Jack?

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Andrew Gould 11 years ago

Originally Posted by Jeremey

I may reveal my ignorance here, but what makes a flyer a "direct response" flyer versus a "brochure-type" flyer?

Using the example of a newly opened restaurant:

A "brochure-type" flyer would simply tell you a new restaurant has opened and a few of its features. For example, chef with 15+ years experience, eat-in or takeout, etc. Most flyers you see will be like this.

A direct response flyer would make an offer, for example 20% off your bill for the grand opening weekend.
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Andrew Gould
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Mark Andrews Banned 11 years ago

Originally Posted by Jeremey

I may reveal my ignorance here, but what makes a flyer a "direct response" flyer versus a "brochure-type" flyer?

A direct response flyer will have a direct call to action for example...

See the cut out coupon in the bottom right corner? This is the call to action, to cut this out and send it in this case back to the address provided. Hence direct response.

Very good for tracking where your responses are coming from.

Obviously the above isn't a flyer as such but it serves the point in question.

A brochure type flyer on the other hand is usually simply imparting information for example to build up brand awareness.

Smoking hot,

Mark Andrews
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The Copy Nazi Banned 11 years ago

Mom & Pop

Buy one - get one FREE!
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Mr. Subtle 11 years ago

Originally Posted by Joe Ditzel

Anyhowz, I need to put together a pure direct response flyer.

What's the purpose of this "flyer?"
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- KingOfContentMarketing 11 years ago
  
  Originally Posted by Mr. Subtle
  
  What's the purpose of this "flyer?"
  
  They want to distribute flyers to the surrounding neighborhoods talking about a single promotional or sale item. They might also place them in the middle of a newspaper-style catalog they have.
  
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  Marketing is not a battle of products. It is a battle of perceptions.
  - Jack Trout
  
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  Mr. Subtle 11 years ago
  
  Originally Posted by Joe Ditzel
  
  They want to distribute flyers to the surrounding neighborhoods ... .
  
  How are the flyers going to be distributed?
  
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  KingOfContentMarketing 11 years ago
  
  Originally Posted by Mr. Subtle
  
  How are the flyers going to be distributed?
  
  "Pop" says they hire a distribution service. Not sure which one. The neighborhoods are 95% Hispanic, and the English flyer will be translated into Spanish and printed on the back. Most of the customers speak both languages but not all.
  
  It's a neighborhood operation in a densely populated area. Many of the customers walk over to get plants, shrubs, seeds, gardening tools, etc. The son delivers the stuff in his truck if it is too big for the customer to carry. There are some commercial customers but not too many.
  
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  - Jack Trout
  
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Steve The Copywriter

11 years ago

Hi Joe,

I’ve done zillions of Flyers. You'll enjoy it, they really are great fun to do.

And always interesting trying to condense the best parts of what might have been a 27 page sales piece into an A4, A5 or A6 format (apologies if these are not USA sizes).

Although I’m not usually asked - the clients are pleased that I always gave them a full NDA (which of course means I can't post any samples).

Anyway, none of my esteemed clients run Nursery businesses.

You’ve probably already worked this out - but a good outline for a Flyer is -

Offer a “limited” sensational offer - which is usually the main headline.

And give something FREE as well - again with a scarcity element to quickly boost the response.

Giving a strong "reason why" this is being done.

Make the copy ooze with empathy, credibility and understanding.

Don’t forget you can print on both sides to maximise the message.

Steve

P.S. You can of course make Flyers full colour with pics and graphics.

Although I've found the response can leap up if they are just in b&w and not shouting "I'm an Ad!"

And I use glossy card with significantly increases the readership and the results.

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OutOfThisWord

11 years ago

Joe, using the same service the dentists, directTV and the grocerers use...

...will get you into about 20,000 targeted homes for around $1,700 and with that kind of coverage, they don't have to sell that much stuff to make money.

The service is known as Red Plum. It hits your mailbox at home every Wed., or Thur.

Your challenge is going to be the offer. What will get someone to your nursery vs. Lowes or Home Depot or Walmart.

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KingOfContentMarketing

11 years ago

Originally Posted by OutOfThisWord

The service is known as Red Plum. It hits your mailbox at home every Wed., or Thur.

Your challenge is going to be the offer. What will get someone to your nursery vs. Lowes or Home Depot or Walmart.

Cool, I'll check out Red Plum. There isn't a Lowes, Home Depot or Walmart within miles. It's an inner city, neighborhood operation. They have a lock on the area partly due to the absence of the big name competitors. Not a high income area. He says he uses a "distribution service" but I think it's just some high school kids he knows.

Thanks
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Mr. Subtle 11 years ago

Originally Posted by Joe Ditzel

He says he uses a "distribution service" but I think it's just some high school kids he knows.

I would consider using a door hanger (door knocker) 'cause they are easy to attach and you won't have to worry about flyers blowing around the neighborhood.
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KingOfContentMarketing

11 years ago

Originally Posted by Steve The Copywriter

You've probably already worked this out - but a good outline for a Flyer is -

Offer a "limited" sensational offer - which is usually the main headline.

And give something FREE as well - again with a scarcity element to quickly boost the response.

Giving a strong "reason why" this is being done.

Make the copy ooze with empathy, credibility and understanding.

Don't forget you can print on both sides to maximise the message.

Thanks, Steve. It will definitely be b&w. There might be a picture of a certain plant or product. Other than that it will be text.

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Marketing is not a battle of products. It is a battle of perceptions.
- Jack Trout

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Rezbi 11 years ago

I don't know the market, but I'm thinking due to the season, a Christmas tree?

With a discount to every person who takes the flyer along?

Something along that line. Maybe.

And they can keep stock of all the decorations to offer anyone who buys a tree. An upsell.
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Big Al 11 years ago

Just an idea I heard someone locally try.

How about running an advert in a local newspaper (say a half page) and if it gets a decent response, turn that advert into the flyer. I guess a second benefit would be some folk might get multiple exposure to the same offer.

We used to pay someone locally to do leaflet drops. He'd drop ours and 3 or 4 other business flyers. The only thing we couldn't convince him to do was do multiple drops in the same area (ideally ones that were more affluent and close to schools since we were targeting parents). His route always rotated through all the neighbourhoods in the town.
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Loren Woirhaye 11 years ago

Incentive, incentive, incentive.

You need an offer... no offer, no response.

Tell 'em what they can get and tell 'em how to get it.

"come on in to buy from us" is not an offer.

"NEW! Flat Screen TVs only $52" is an offer.

A coupon is good because it forces customers to bring
in the flyer to get the bargain.

A good offer clearly stated is more effective than no
clear offer with lots of flashy design and layout.
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Rezbi 11 years ago

Troy White has just written something which might interest you:
Do 500 men love their wives?
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wilmath 11 years ago

It may not be your most important premium but
nurseries are great for diagnosing plant diseases.
They do this for free and the cure they prescribe is
often very inexpensive, a $10 bottle can save a $500 plant.

Maybe you could put a box in the corner to bring this to the neighbors attention.

Another premium might be a tomato or chile plant.
The nursery owners could grow these themselves for a few cents each.
It wouldn't cost the owners much in money or time to create
500 seedlings and having an extra 500 bodies, even mooches,
in the nursery, would have to help
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