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When Joe Polish's postcard goes bad

by ewenmack
16 replies
Got called in to fix the bad response to a Joe Polish postcard.

Checked that it wasn't going to a bad neighbourhood first.

Fine.

So had to think like the lady glancing at it the first time.

Typically she would see the words "carpet cleaning"
and the decision is made..."nope don't need it."

No matter how persuasive the message was, she wasn't going to buy
because she made up her mind she doesn't need her carpets cleaned.

We need new news to snap her out of the yes or no to carpet cleaning.

Enter a creepy problem.

One that can't be ignored.

It's right in front of her face

It's a blown up bug coming her way

Something women freak out over.

Now we have her attention.

Then we give the nasty facts about them.

The numbers of them in 1 square metre of carpet.

How they affect peoples health.

How the 2 ways she could kill them aren't a viable solution.

The only way to kill them
without risk to her, her family, her pets and her carpet.

And the guy coming in to kill and remove them is safe.

For the carpet cleaner, he is re-positioned in his market as
the first carpet dust mite removal guy.

Straight out of the book Positioning
and the battle for the mind.

Also it's the first part of Gary Bencivenga's
Persuasion Equation.

He no longer is in the competitive carpet cleaning business.

Here's what the postcard looks like...

Best,
Ewen

#bad #joe #polish #postcard
  • Profile picture of the author Steve The Copywriter
    Ewen,

    A while ago on we both fixed a similar problem on a post from a concerned postcard sender outer for carpet cleaning.

    Subsequently I've done several "bug" campaigns for clients.

    Postcards, what a kicking killer medium must be close to 100,000 just for carpet cleaning.

    One important thing to say to the "infested" householders is - "It's NOT your fault"

    And explain how the creepie crawlers love to set up house in a clean home.


    Steve
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    • Profile picture of the author ewenmack
      Ahh, the old "it's not your fault" tactic.

      Thanks.

      Did you use a photo of the bug?

      Thanks,
      Ewen
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    • Profile picture of the author MrInternetVideo
      Originally Posted by Steve The Copywriter View Post

      Ewen,

      A while ago on we both fixed a similar problem on a post from a concerned postcard sender outer for carpet cleaning.

      Subsequently I've done several "bug" campaigns for clients.

      Postcards, what a kicking killer medium must be close to 100,000 just for carpet cleaning.

      One important thing to say to the "infested" householders is - "It's NOT your fault"

      And explain how the creepie crawlers love to set up house in a clean home.


      Steve
      Hi Steve

      Can you attach some examples of some of your bug carpet cleaning campaigns please?

      I'm entering this field in London England and could do with all the help to get it right.

      My joe polish course is in the mail. Would love to compare.

      Thanks

      Jason
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  • Profile picture of the author Steve The Copywriter
    Yea, scariest thing you ever saw.

    And it was smiling as if to say me and all my pals love it here.

    And look at the hellish damage we do...


    Steve
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    • Profile picture of the author ewenmack
      Originally Posted by Steve The Copywriter View Post

      Yea, scariest thing you ever saw.

      And it was smiling.


      Steve
      Lol.

      Betcha you threw spiders at girls when you were a kid!

      Best,
      Ewen
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  • Profile picture of the author Steve The Copywriter
    Never.

    Best way to score with a lady is to save her from the spiders (she loves you forever).

    You can always tell when she sees one - the scream bursts your eardrums.

    I was did a stupid "alpha" trick though - scream = spider.

    The ever gallant Steve, scopes up the spider and "accidentally" popped it in my mouth. And unintentionally swallowed the bloody thing.

    After about an hour of hysteria she calmed down (the girl not the spider it was a goner).

    On one hand she thought I was the bravest man on earth.

    On the other hand she never kissed me ever again.


    Steve
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  • Profile picture of the author KingOfContentMarketing
    Good one. They used same idea for this mattress company:

    Sit 'n Sleep, Dealing With Dust Mites, Replace Every 8 - YouTube
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author vk3
    Like your re-frame and new spin on this, Ewen - respect.
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  • Profile picture of the author MrInternetVideo
    Originally Posted by ewenmack View Post

    Got called in to fix the bad response to a Joe Polish postcard.

    Checked that it wasn't going to a bad neighbourhood first.

    Fine.

    So had to think like the lady glancing at it the first time.

    Typically she would see the words "carpet cleaning"
    and the decision is made..."nope don't need it."

    No matter how persuasive the message was, she wasn't going to buy
    because she made up her mind she doesn't need her carpets cleaned.

    We need new news to snap her out of the yes or no to carpet cleaning.

    Enter a creepy problem.

    One that can't be ignored.

    It's right in front of her face

    It's a blown up bug coming her way

    Something women freak out over.

    Now we have her attention.

    Then we give the nasty facts about them.

    The numbers of them in 1 square metre of carpet.

    How they affect peoples health.

    How the 2 ways she could kill them aren't a viable solution.

    The only way to kill them
    without risk to her, her family, her pets and her carpet.

    And the guy coming in to kill and remove them is safe.

    For the carpet cleaner, he is re-positioned in his market as
    the first carpet dust mite removal guy.

    Straight out of the book Positioning
    and the battle for the mind.

    Also it's the first part of Gary Bencivenga's
    Persuasion Equation.

    He no longer is in the competitive carpet cleaning business.

    Here's what the postcard looks like...

    Best,
    Ewen
    Hi Ewan

    Is there a back image to this postcard?

    Cheers

    Jason
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    • Profile picture of the author ewenmack
      Originally Posted by MrInternetVideo View Post

      Hi Ewan

      Is there a back image to this postcard?

      Cheers

      Jason
      Jason, we ended up splitting what you see into the front and back,
      so you are seeing the lot.

      Best,
      Ewen
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      • Profile picture of the author RickDuris
        Good job, Ewen. Feel like doing a test when you have the opportunity? Here's the basic idea:


        Signature
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        • Profile picture of the author ewenmack
          Originally Posted by RickDuris View Post

          Good job, Ewen. Feel like doing a test when you have the opportunity? Here's the basic idea:
          Thanks Rick.

          It won't fit into the new direction we
          agreed to go in, which was to take him out
          of the clean carpet business and be the first
          Dust Mite removal specialist in his area.

          You might say it's the strategy out of the
          book Positioning.

          Everybody is fighting over 101 ways to say clean
          carpets.

          Leaving them to fight out that battle.

          Best,
          Ewen
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          • Profile picture of the author Alex Cohen
            Originally Posted by ewenmack View Post

            Thanks Rick.

            It won't fit into the new direction we
            agreed to go in, which was to take him out
            of the clean carpet business and be the first
            Mite removal specialist in his area.

            You might say it's the strategy out of the
            book Positioning.

            Everybody is fighting over 101 ways to say clean
            carpets.

            Leaving them to fight out that battle.

            Best,
            Ewen
            Nice Ewen... you created a new category.

            30 years from now some marketing whippersnapper will be sitting in front of his computer wondering how he can sub-niche mite removal.

            And then the idea will come to him.

            "There are good mites and bad mites. So I'll explain how my process only gets rid of the bad mites."

            Bingo!

            Another new category.

            Alex
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          • Profile picture of the author RickDuris
            Originally Posted by ewenmack View Post

            Thanks Rick.

            It won't fit into the new direction we
            agreed to go in, which was to take him out
            of the clean carpet business and be the first
            Dust Mite removal specialist in his area.

            You might say it's the strategy out of the
            book Positioning.

            Everybody is fighting over 101 ways to say clean
            carpets.

            Leaving them to fight out that battle.

            Best,
            Ewen
            I appreciate the creativity. I really do.

            If I was on this project with you, I would have structured this as a test. I would do the test to see if there was enough of a market demand locally.

            For me, everything's a test, until the numbers prove themselves.

            For instance, "how to get rid of rats" has Google SERPS of 3,600,000. "How to get rid of termites" 1,080,000. "How to get rid of dust mites", 560,000.

            The other thing is "How to get rid of dust mites" has no PPC ads, geo-targeted or otherwise.

            Not trying rain on anyone's parade at all. 560,000 is way better than 56,000. Seems respectable.

            Who knows? You may just hit a pay streak. I hope you do.

            - Rick Duris

            PS: As if you asked for my opinion.
            Signature
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            • Profile picture of the author ewenmack
              Originally Posted by RickDuris View Post

              I appreciate the creativity. I really do.

              If I was on this project with you, I would have structured this as a test. I would do the test to see if there was enough of a market demand locally.

              For me, everything's a test, until the numbers prove themselves.

              For instance, "how to get rid of rats" has Google SERPS of 3,600,000. "How to get rid of termites" 1,080,000. "How to get rid of dust mites", 560,000.

              The other thing is "How to get rid of dust mites" has no PPC ads, geo-targeted or otherwise.

              Not trying rain on anyone's parade at all. 560,000 is way better than 56,000. Seems respectable.

              Who knows? You may just hit a pay streak. I hope you do.

              - Rick Duris

              PS: As if you asked for my opinion.
              Back in the day, the public had never heard of Halitosis.

              It was brought to the attention of consumers and how it was the cause of bad breath.

              That brand alerting this to the public, became #1 brand in the mouth wash category.

              Then another mouth wash company changed the game by calling the original, medicine breath.

              Owning one or two words in the consumers mind
              for a whole category is a great asset.

              Good discussion on the strategic thinking that goes in behind
              an ad campaign.

              Best,
              Ewen
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  • Profile picture of the author RickDuris
    FYI: As I recall, selling carpet cleaning services based upon removal of dust mites was addressed in one of Chet Holmes case studies in PEQ I/II. But I believe he was upselling a continuity service.

    Still, might be worth trying to hunt it down. Chet went through the entire core story at the event.

    - Rick Duris
    Signature
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