Direct response flyers

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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?
#copywriting #direct #flyers #response
  • What kind of biz are they in Joe?
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    • 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.
  • I may reveal my ignorance here, but what makes a flyer a "direct response" flyer versus a "brochure-type" flyer?
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    • 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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    • Banned
      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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  • Banned







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  • What's the purpose of this "flyer?"
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    • 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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  • 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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    • 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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    • 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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  • 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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  • 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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  • 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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  • Troy White has just written something which might interest you:
    Do 500 men love their wives?
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  • 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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