Pest Control Postcards: 4 tested, one the winner...which one?

11 years ago

Sadly I will say #4 is the winner... but I like #1 the best.

Any time you use geography in a piece, its game on.. and then throw in the CDC stuff its just icing on the cake.

Place the map on #1 minus the cdc urgency I would bet it would give it a run for its money!

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fasteasysuccess

11 years ago

If had to guess without any other facts, i'd choose #4...

targetd locally (and looks like could be from city), looks like news and throws some fear in there.

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37Bodie

11 years ago

I would say #4 too. The first 3 tell you everything you need to know in the headline (you don't need to read any further), however the 4th arouses your curiosity...compelling you to read the whole article.

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Oziboomer

11 years ago

The first three are all "solution based" and although each would have some response.

Number 4 calls out to the residents.

Has the "WARNING"

Has the "Problem"

It questions your memory and this will keep niggling the reader.

It also has "Curiosity"

If only I could get all those "HOOKS" into my marketing....

...thanks Ewen for a great share.

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Barry Unruh

11 years ago

My gut feeling is #4, also..

The problem is #1 is the one that would work on me. The bright yellow screams advertising to me, and I'd probably lay it to the side without reading it.

The white one looks like a note from a fellow business person down the street, with all of their contact info, so I'd be more likely to give them a quick call.

I just mowed the yard two days ago and had to wear anchors to keep the mosquitoes from carrying me away. Because of that, #1 caught my attention because I'd love to not get eaten alive on the next trip around the yard.

One other reason #1 wins for my personal tastes is the email address. I am more likely to email someone for more information than to call a recorded message.

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Claude Whitacre 11 years ago

i like number 4, for all the reasons stated by others.. the map, the specific location...the offer of the free treatment.....But the headline is weak.

Number 2 has a strong appeal. My guess is, it got the second best response.

My guess is that #1 is the winner
It makes a bold and very clear promise. It would also get me on the phone, if I had a mosquito problem. I think the strong headline will carry the rest of the offer.
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AmericanMuscleTA

11 years ago

I'm going with #1. The headline says it all.

Though, I do like #4 too. Because it's asking if we've been bitten by a mosquito in the last 30 days. Heck, I was bitten up all day yesterday.

Also, what's up with the watermark on the photo of the second postcard? ha

Watch we're all wrong and it's number 3.

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eccj

11 years ago

Originally Posted by AmericanMuscleTA

I'm going with #1. The headline says it all.

Though, I do like #4 too. Because it's asking if we've been bitten by a mosquito in the last 30 days. Heck, I was bitten up all day yesterday.

Also, what's up with the watermark on the photo of the second postcard? ha

Watch we're all wrong and it's number 3.

Ha. That would be funny. I guess it would mean people care more about entertaining than their kids.

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The Pines 11 years ago

Ewen!!!!!!!!!!!!!!!!!!!
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- DABK 11 years ago
  
  I think #1 was the winner... #4 is pretty good too, but if you send it too soon in the season and they take you literally, well, they didn't have time to be bitten, so they might not bother.
  
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  Claude Whitacre 11 years ago
  
  I think #1 and #4 are going to be the top two.
  
  The reason I think #1 is the best, is because the headline give a clear benefit.
  
  Postcard # 4 had a great headline as well. It implies that it is segmenting the readership....but I'll bet nearly everyone reading it says, "Hey! I was bitten by a mosquito! This applies to me"
  
  It's a masterful way of sounding really specific, while covering just about everyone.
  
  I would assume #3 is the weakest. It's a weak appeal. It doesn't grab.
  
  But if I were a betting man, I'd pick #1. It would be the most likely to get me to call.
  
  Ewen is enjoying seeing us squirm...just a little too much. Spill it, Ewen!
  
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- savidge4 11 years ago
  
  Originally Posted by The Pines
  
  Nothing like outsourced meme's!!!!!!! and people ask why I don't!? LOL
  
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- bizgrower 11 years ago
  
  I guess #4 because of the deadline. Scarcity and reminder it's time to start treating. Prospects already know their reasons for not wanting skeeters.
  
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  savidge4 11 years ago
  
  Lets look at this through a process of elimination.
  
  I truly like #1 BUT it has some issues. The company is located in Hickory NC. happens to be 250+ miles away from the target community with this offer. In the South.. there is a tendency to stay local with services. Unlike say the Northeast where a lawn guy might live in NJ and mow lawns in NY, PA, DE, and NJ. That little added detail might throw people into "scam" mode. they are going to be there for a week or 2.. sign us up and drive back to hickory and never be seen again.
  
  what gets a bit confusing here is the company is a franchise... they do have one in the area.. so why wouldn't they use that address? ( hint to those reading the $200 a day to do nothing thread )
  
  #2 My girl likes this one ( UMC's wife said #2 as well ).. its the kids. its family, its security.. Kids and old folks are actually in the high risk category for West Nile - BUT that is not mentioned specifically. BUT again on the other hand it doesn't have to be, because its like a commonly heard public announcement thing. I spoke to a buddy of mine in Atlanta and the evening news does show a "Mosquito Index"
  
  Throw in the concern with DEET and children and some other factors - this one really does have some potential. More importantly this group of men says naw... but the woman are saying yes... who makes these types of decisions? Who makes these phone calls? who would think the service is free?
  
  Another factor here is the date of the piece ( using the date from #4 ). PRE Memorial day. Happens to be what many consider the opening day of a pool. so pre holiday you have untreated pools or your basic breeding grounds for Mosquitos.
  
  #3 once I started looking at them.. and considering the date looses all merit in my book. half the population wont even be there to get the mail ( this is a confirmed stat by the way ) AND the details listed in support of #2
  
  #4 has a lot going for it. The color in this case helps this piece. there is a date. The headline.. REALLY who hasn't been bit or know someone that has been LOL Its kinda like asking an adult American have you ever lost a $20 bill?
  
  The headline is backed up with the CDC text, that's backed up by local news coverage. More so than any of the others it has a developed call to action Its not just "call the 24 hour recorded message" its call before these dates. just short of saying CALL NOW.
  
  I am at this point torn between #2 and #4 Visually still like #1 but there are flaws there. #4 final answer.
  
  Im in it with Peter... how many e-mail lists do you want to be added to? LOL
  
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  ewenmack 11 years ago
  
  Haven't seen why I think the the winner won yet.
  
  Gonna have another shot?
  
  Best,
  Doctor E. Vile
  
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savidge4 11 years ago

Originally Posted by AmericanMuscleTA

Watch we're all wrong and it's number 3.

I know the area pretty well and it dang well could be. There are a few small towns in the area nothing to big. It is more of a weekend retreat for those living in Atlanta. So its high dollar people impressing their friends for the weekend. - it kinda sorta does have the right message to reach the most people...
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eccj

11 years ago

I would go #4, 2, 1, 3.

#4 calls out the customer, those who have been bit. Whether or not they were thinking about contracting a disease from the bite, they still don't like it when it happens. Now they have another very powerful reason to finally make the call, their health.

I have terrible mosquitoes in my yard and I am a magnet for the things. If someone mailed this to me I would be a lay down. The only advertising I have seen for this kind of thing is Groupon which in itself makes me hesitant to buy it.

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island16

11 years ago

I think for my part of the world (Long Island), #3 would hit home the most. Once the sun starts setting the mesquitos attack and the party moves inside. All the bug spray and citronella candles never seems to do much.

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ewenmack

11 years ago

There is a reason the winner won, I believe,
which nobody has mentioned.

Can you think like Doctor E. Vile?

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JMB Marketing Group

11 years ago

Originally Posted by ewenmack

There is a reason the winner won, I believe,
which nobody has mentioned.

Can you think like Doctor E. Vile?

I know, I know ........

It has something to do with the "tipping point"!

However, I'm not sure which ad is the "tipping point" one!

Am I half right??

JMB

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ewenmack

11 years ago

Originally Posted by JMB Marketing Group

I know, I know ........

It has something to do with the "tipping point"!

However, I'm not sure which ad is the "tipping point" one!

Am I half right??

JMB

Not in this case.

The plot thickens!

Best,
Doctor E. Vile

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JMB Marketing Group 11 years ago

Originally Posted by ewenmack

Not in this case.

The plot thickens!

Best,
Doctor E. Vile

This is what I "LOVE" about you, Ewen ..... you always keep us sitting on the sides of our seats waiting to hear from you thinking that we got the answer right!

Still sitting on the edge of my seat, waiting in anticipation, for your answer
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Oziboomer

11 years ago

Originally Posted by ewenmack

There is a reason the winner won, I believe,
which nobody has mentioned.

Can you think like Doctor E. Vile?

Could it be that the first three are all "Cures" and the 4th is about "Prevention" ?

Sure removing the mosquitoes is preventing you getting bitten...

...but only number four is taking the angle of disease prevention.

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ewenmack

11 years ago

Drum roll...

LADIES AND GENTLEMEN, THE WINNING POSTCARD IS...

#4

Dean Jackson was the man who engineered them all.

Here he talks about the thinking behind why he chose
those approaches.

Copy Chief – Episode 1 – The Truth About Dean Jackson

The thing is, I believe there was a trigger what
caused the other 3 to get more no's.

Dean or anybody else on this thread has not uncovered it yet.

It was the same reason why Joe Polish's carpet cleaning postcard got
dismal results for my client.

It's going to be very valuable to understand what triggers those no's
so you don't do it.

Let's start the second round of discussion on what this no trigger is.

Best,
Doctor E. Vile

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Claude Whitacre

11 years ago

Originally Posted by ewenmack

Drum roll...

LADIES AND GENTLEMEN, THE WINNING POSTCARD IS...

#4

I'm going back to change my vote to #4 in all my posts. That means, 100 years from now...readers will say, "That Claude Whitacre....I never heard of him, but that guy sure was smart!"

Yup, that's what I'm going to do.

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Lance K

11 years ago

Originally Posted by Claude Whitacre

I'm going back to change my vote to #4 in all my posts. That means, 100 years from now...readers will say, "That Claude Whitacre....I never heard of him, but that guy sure was smart!"

Yup, that's what I'm going to do.

Don't forget to delete that comment.

For $100 I'll delete this one as well.

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SnacksSays 11 years ago

Originally Posted by ewenmack

Drum roll...
Let's start the second round of discussion on what this no trigger is.

My stab at the NO triggers in the first 3 post cards.

# 1 - Absolutely, positively NO mosquitoes in your yard... Guaranteed. Period.

# 2 - Spray the mosquitoes NOT your kids.

# 3 - Spray the mosquitoes NOT your guests.

Putting No's and Not's into readers head.

Maybe something better would be

"Spray the Mosquitoes and save your guests? Absolutely YES!"
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Peter Lessard

11 years ago

#1 without a doubt.
Included the address/contact info.
Best headline.
Didn't use an absurd color of yellow immediately screaming junk mail.

P.S I thought I was wrong once, but I was mistaken. Should my conclusion not match the data I demand a recount ;-)

P.S.S How long you wait to give us the answer will dictate how many spam lists I subscribe your email to.

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umc

11 years ago

My vote would be number 4 because it engages fear, is very specific as to the target area, and they have a specific time frame in bold that they'll be offering these free treatments that stands out from the other cards. I guess it also ties into something that everyone experiences, which is getting bit by a mosquito, which helps readers identify instantly.

Visually my favorite is the clean look of number 1. My wife guessed card number 2 because the picture of the kids stood out to her.

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SirThomas

11 years ago

For me it would be card #1. I'd probably go straight to her website bugsbite dot com to find out what she's talking about. These days, it would be the first avenue for me. I wouldn't call in, if I could look her up on the net.

PS. I assume the cards were sent out at the same time of the year, to the same group of people etc.

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vndnbrgj

11 years ago

I would say #1
That's the one that would appeal to me thanks to the risk reversal.
No mosquitoes guaranteed? Sign me up!

The real question is what are the rest of you doing about providing risk reversal in the products/services you offer.
Every one has a money back guarantee... What makes you stand out?

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Freebiequeen1999

11 years ago

#4 winner...cause it said the date...May 15 - May 30...which gave it urgency....it did not sound like the usual "free trial" deal that some companies may always offer?

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dave147

11 years ago

I'd say #2...come on Ewen let the cat out of the bag

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SirThomas

11 years ago

If #4 won, it would most likely be due to the usage of "Public Notice". I've done a lot of the PUBLIC NOTICE cards over the tears and they really bring good results. My problem with the three yellow cards above is that none of them have the "proper" yellow color...

It should be a little bleaker. Perhaps, it's just my monitor though.

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tryinhere

11 years ago

The words read this and the map stone mountain ( that's me I must read it ) ?

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bizgrower

11 years ago

Perhaps #1 because of the Mosquito Authority logo. (I don't think that has been mentioned yet and it's the closest thing to a credibility icon on the four post cards.)

Can someone PM me with that email address?LOL

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Joe J

11 years ago

No. 1 has a great Call to Action headline, with a guarantee, A Company Logo and all the contact information that you need right there easy to see, personalized with an actual person's name.

Joe

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iAmNameLess

11 years ago

I would think #4 would at least get more people reading.

I really like #2... stone mountain GA, assuming that's the area targeted in all of these cards has a lot of families, 39% of households have someone under the age of 18, which would make me think the card would be more appropriate for the demographics.

About 28% of households had the woman, no husband as head of the household.

#2 appeals to those demographics, better than any other card in my opinion... but that's just assuming it's the same area that #4 targeted. #3 wouldn't fit those demographics and #1 has an address not located anywhere near the city targeted.

#3 is interesting due to the "next 3 weeks" assuming this was sent the same time frame as the other cards and would cover memorial day weekend, notorious for lots of BBQs and hosting guests.

My choice would be #2 due to the demographics.

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ewenmack

11 years ago

The reason why I believe the winner worked so well is
because of the writer tapped into a reader's response mechanism
that nobody has mentioned.

This mechanism works against ad writers mostly.

If done right like the writer has done,
then more response becomes assured.

Best,
Doctor E. Vile

P.S. Being aware of this reader's response mechanism
enabled me to turn around a bad response to a postcard written by Joe Polish.

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Claude Whitacre

11 years ago

Ewen; Tell us. Tell us now........or we will kill you. And we will take turns killing you, until you tell us.

I'm seeing these damn postcards in my sleep now!

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savidge4

11 years ago

what makes this so flippin hard.. we are trying to figure out how a mad scientist guy in NZ has determined what the prevailing factor of success was. Yet we can sit here and list ideas and concepts he might not of had a clue about. ( Location of the business vs the location of the customers - the time of year - or that the population of "stone Mountain" is roughly 6000 that live in 1300 of the 2600 homes in the area [ this indicates half the homes are vacation homes or vacation rentals ] )

I am thinking at this point the answer will not be satisfactory and I will argue the point till the cows come home! LOL

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ewenmack

11 years ago

Originally Posted by savidge4

what makes this so flippin hard.. we are trying to figure out how a mad scientist guy in NZ has determined what the prevailing factor of success was. Yet we can sit here and list ideas and concepts he might not of had a clue about. ( Location of the business vs the location of the customers - the time of year - or that the population of "stone Mountain" is roughly 6000 that live in 1300 of the 2600 homes in the area [ this indicates half the homes are vacation homes or vacation rentals ] )

This response mechanism has nothing to do with
those data points in this case, or any location.

Best,
Doctor E. Vile

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savidge4

11 years ago

Originally Posted by savidge4

I will argue the point till the cows come home! LOL

Speaking of cows... ever wonder how much pressure it takes to get a cow to its tipping point?

My son and I were out in the neighbors cow field last night as I was getting my weekly lesson on stars ( from my 6 yr old and the stargazer app on mama's iPad ) and we walked up on a cow. I told him to get up to the side of the cow and give it a push... well if the cow didn't tip! LOL So apparently all these years I have been pushing way to hard to get a cow to its tipping point! Kinda like over selling - im good at that too

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eccj

11 years ago

Originally Posted by savidge4

Speaking of cows... ever wonder how much pressure it takes to get a cow to its tipping point?

My son and I were out in the neighbors cow field last night as I was getting my weekly lesson on stars ( from my 6 yr old and the stargazer app on mama's iPad ) and we walked up on a cow. I told him to get up to the side of the cow and give it a push... well if the cow didn't tip! LOL So apparently all these years I have been pushing way to hard to get a cow to its tipping point! Kinda like over selling - im good at that too

You're quoting yourself and tipping cows. I think the exercise has broken you.

We need the answer!

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ewenmack 11 years ago

Originally Posted by eccj

We need the answer!

Well, c'mon bring it on!

Best,
Doctor E. Vile
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ewenmack

11 years ago

Originally Posted by Claude Whitacre

Ewen; Tell us. Tell us now........or we will kill you. And we will take turns killing you, until you tell us.

I'm seeing these damn postcards in my sleep now!

For some reason Killing Me Softly With Your Words
by Roberta Flack come to my mind.

Dunna why...I'm just weird like that.

Best,
Doctor E. Vile

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AmericanMuscleTA

11 years ago

I still like #1, but I'm thinking about what you said about response mechanisms.

#4 is asking people a question and then TELLING THEM WHAT TO DO NEXT (-Read This). So, it's already taking the prospect's hand and guiding them along. Then, you have the CTA, same as all the others, to call the recorded message, but postcard #4 automatically is taking control of the prospect.

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ewenmack

11 years ago

Originally Posted by AmericanMuscleTA

I still like #1, but I'm thinking about what you said about response mechanisms.

#4 is asking people a question and then TELLING THEM WHAT TO DO NEXT (-Read This). So, it's already taking the prospect's hand and guiding them along. Then, you have the CTA, same as all the others, to call the recorded message, but postcard #4 automatically is taking control of the prospect.

I see you've put some real thought into this.

Go further back into what the reader sees as she
first lays her eyes on all of those postcards.

Why she won't make the phone call.

Has to be for a reason not mentioned.

Best,
Doctor E. Vile

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AmericanMuscleTA

11 years ago

You're really making me use that gray matter between my ears... I like it!

So, reasons She won't call:

Postcard 2: Talks about kids. If she doesn't have kids then it's not speaking to her and in the trash it goes.

Postcard 3: Talks about entertaining. Maybe she doesn't like to entertain, or better... hates her guests so she wants them to get eaten alive by mosquitos. Then in the trash it goes.

Postcard 4: Maybe she's hasn't been outside lately so she hasn't been bite, so there's no reason to move on. Then in the trash it goes.

Postcard 1: is strictly talking about the problem... mosquitos and guarantees to get rid of them. We've all been bite at some point in our lives and hate them, so #1 talks about getting rid of them with the headline. Nothing more. Nothing less.

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ewenmack

11 years ago

Originally Posted by AmericanMuscleTA

Postcard 1: is strictly talking about the problem... mosquitos and guarantees to get rid of them. We've all been bite at some point in our lives and hate them, so #1 talks about getting rid of them with the headline. Nothing more. Nothing less.

And the reason she wouldn't call from #1 postcard?

Best,
Doctor E. Vile

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SirThomas 11 years ago

Originally Posted by ewenmack

And the reason she wouldn't call from #1 postcard?

Best,
Doctor E. Vile

She could call the 24-hr recorded message, 828 number, email Tonya or contact them through their website. It depends on what kind of "community" you hit with your message.
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DABK

11 years ago

But she would call from #1. Because of the ick factor mosquitoes have.

She hates them things even if she's hasn't been bitten in the last 3 anything.

Just knowing they're there gets to her.

She'd call from this one because it doesn't go into reasons for wanting mosquitoes gone; it just accepts that she does, any and all reasons are included.

Some people get bitten a lot, some, like me, not so much.

But how much you get bitten is not relevant. You got bitten once and you don't like it.

This one tells you they'll be gone. Period. And you don't have to think anything about it except they're gone... + whatever your own reason for wanting them gone is...

I know people who want them gone just for the sound they make. Some want them gone because of the Niles virus. Some because they impute to mosquitoes a lot of illnesses mosquitoes have nothing to do with spreading. Some, because they're bugs and all bugs must perish.

If you can enter someone's thoughts, you're ahead. Entering many people's thoughts -- even better. This one, #1, resonates with many mosquitoes hatreds, dislikes.

Originally Posted by ewenmack

And the reason she wouldn't call from #1 postcard?

Best,
Doctor E. Vile

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umc 11 years ago

I think that Ewen has four postcard designs for a client and is just using us to figure out which one to go with.
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Claude Whitacre

11 years ago

#4 actually says "Read This" in the headline. That's pretty strong. And they bring up the EPA and CDC. Authority figures like that (even if there isn't a direct connection) sounds like this is an "official" statement, less of a sales offer.

Ewen; I've read these four postcards maybe 20 times each. I can't see what the first three are including that is sabotaging the results.

Really, my first instinct when I saw these cards was, "The #1 headline and #4 copy.

Strange that several copywriters (and one sales guy) liked the #1 card most.

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savidge4

11 years ago

I personally like #1, but there are simply way to many flaws with it. The one that I mentioned previously was the city mentioned in the address. The next one is actually the phone number, the 828 area code is again in NC. Doesn't sound like a big deal, but from personal experience I can tell you it is kind a really a big deal.

In West Virginia we finally 2 years ago got a 2nd area code. ( we are moving up in the world ) when doing mailing tests as recently as a couple of months ago the response between the 2 area codes ( the old one vs the new one ) the old area code wins hands down every time. Granted over the past years the gap started at about 80% different to recently it being 50%. Just to frame this up all nice and tight for every one, the only thing different with the cards was the phone number.

People hesitate to call non local phone numbers. I think every cell plan in the states is unlimited calling but there is that mental block there. ( This MAY be different in younger demographics - but that is not someone whom I target with print and media ads )

The wording in #1 is again off and this has to do with the contact and the address. First line of the text "would you like me...." ME, refers to Tonya in Hickory NC. Then from "ME" t transitions to "We'll" "Weve already got..." the got there drives me nutso. It should be "we already have... and then again with this sentence.. how can you already have clients in my neighborhood if you are not from here.

SirThomas makes a great point. They is big in the re reading of the #4 copy. Its They and They.. the Mosquito Authority will be. It is very much like the CDC is sending these folks to do this service.

Originally Posted by Claude Whitacre

#4 actually says "Read This" in the headline. That's pretty strong. And they bring up the EPA and CDC. Authority figures like that (even if there isn't a direct connection) sounds like this is an "official" statement, less of a sales offer.

Ewen; I've read these four postcards maybe 20 times each. I can't see what the first three are including that is sabotaging the results.

Really, my first instinct when I saw these cards was, "The #1 headline and #4 copy.

Strange that several copywriters (and one sales guy) liked the #1 card most.

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ewenmack

11 years ago

Here's my thinking why the first 3 got the most no's.

First comes this statement...

"The Public Sort Their Mail Over The Waste Paper Basket".

Gary Halbert said something like that.

So think about the lady of the house...
she has a stack of mail at the bench.

First one's that seem interesting she puts to the side.

Second group she knows are bill's and put's them in another pile.

The third group go straight to the trash.

So she see the words mosquito's and treatment.

Yes she agree's she has some but she uses repellent
so not interested.

No matter which one of the first 3 postcards she reads,
she's not interested.

This is the key principle in play here,
no matter how good the offer, how it's dressed up,
she's already said no.

Same with even the most effective postcard by Joe Polish
for carpet cleaners ran out of steam.

Because as soon as she reads carpet cleaning
she say's no because her carpets are fine.

Even if you say the cleaning process removes more dirt than anybody else,
the chemicals are safe for the environment the kids the pets,
educate her about the bait and switch practices used in the industry...

she's not calling because she thinks her carpets are clean.

So the underlying principal here is as soon as she knows what the postcard is about
ie, mosquito removal, carpet cleaning, she makes a split second decision to say no or yes.

The way to get more to turn off the no, is to bring in some new news.

In the mosquito case, Dean Jackson pulled in the notice
off the Government Agency web site.

I'm not commenting on the ethics of doing it, just pointing out
it was new news used to turn off the no's.

In the carpet cleaning case, I used dust mites
as the new news.

The problem we have as marketers and ad writers,
is the public label us in a split second.

"Oh it's a bug removal guy.
No thanks, don't need you."

"Oh it's a carpet cleaning guy.
No thanks, my carpets aren't dirty."

If it's the wrong label, we are trashed.

Now there's always going to be a small percentage who
are ready to buy at that time the message hits their eyes.

To get a bigger share of the market requires us to
bring some new news, so we aren't labeled other than
"this is interesting".

And you do this before they can put the old label on you.

Now your'e keeping attention and you've
given yourself the opportunity to tell your whole compelling story.

There you go, you've seen under the hood why your readers and the readers of the
bug postcard say no and what to do to get more to say yes, I want that.

According to Doctor E. Vile...anyway.

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DABK

11 years ago

True, it's not instantly named itself as I'm the Orkin Man's Card but it stops there; it's not offering an alternative like Joe Polish and you with the mites. It just prevents instant reflexes enough to read a bit and think.

1 Would have worked on me; 4 would not. I developed, in the 80's, that is to say, long before I got into marketing, a reflex against the words 'public notice.'
Every time I see 'public notice' on something, I think, Big lies ahead. And big lies on postcards belong in the trash.

Question: was it sent during the times the Niles Virus was in the news? Because I still think that's a powerful motivator to mass murder mosquitoes.

it'

Originally Posted by ewenmack

Here's my thinking why the first 3 got the most no's.

First comes this statement...

"The Public Sort Their Mail Over The Waste Paper Basket".

Gary Halbert said something like that.

So think about the lady of the house...
she has a stack of mail at the bench.

First one's that seem interesting she puts to the side.

Second group she knows are bill's and put's them in another pile.

The third group go straight to the trash.

So she see the words mosquito's and treatment.

Yes she agree's she has some but she uses repellent
so not interested.

No matter which one of the first 3 postcards she reads,
she's not interested.

This is the key principle in play here,
no matter how good the offer, how it's dressed up,
she's already said no.

Same with even the most effective postcard by Joe Polish
for carpet cleaners ran out of steam.

Because as soon as she reads carpet cleaning
she say's no because her carpets are fine.

Even if you say the cleaning process removes more dirt than anybody else,
the chemicals are safe for the environment the kids the pets,
educate her about the bait and switch practices used in the industry...

she's not calling because she thinks her carpets are clean.

So the underlying principal here is as soon as she knows what the postcard is about
ie, mosquito removal, carpet cleaning, she makes a split second decision to say no or yes.

The way to get more to turn off the no, is to bring in some new news.

In the mosquito case, Dean Jackson pulled in the notice
off the Government Agency web site.

I'm not commenting on the ethics of doing it, just pointing out
it was new news used to turn off the no's.

In the carpet cleaning case, I used dust mites
as the new news.

The problem we have as marketers and ad writers,
is the public label us in a split second.

"Oh it's a bug removal guy.
No thanks, don't need you."

"Oh it's a carpet cleaning guy.
No thanks, my carpets aren't dirty."

If it's the wrong label, we are trashed.

Now there's always going to be a small percentage who
are ready to buy at that time the message hits their eyes.

To get a bigger share of the market requires us to
bring some new news, so we aren't labeled other than
"this is interesting".

And you do this before they can put the old label on you.

Now your'e keeping attention and you've
given yourself the opportunity to tell your whole compelling story.

There you go, you've seen under the hood why your readers and the readers of the
bug postcard say no and what to do to get more to say yes, I want that.

According to Doctor E. Vile...anyway.

Thanks

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SirThomas

11 years ago

Originally Posted by ewenmack

The way to get more to turn off the no, is to bring in some new news.

In the mosquito case, Dean Jackson pulled in the notice
off the Government Agency web site.

I'm not commenting on the ethics of doing it, just pointing out
it was new news used to turn off the no's.

About 8-9 years ago, I helped my client to re-create their postcard using a similar idea. My client owned a geothermal energy business - doing surveys, installing systems etc. The info we used came from one of the BIG institutes - geophysics or geology - I don't remember which one.

The card talked about alternative energy sources, recent surveys and that some areas in the country are more "suitable" for geothermal energy than others. It then advised home owners how to find out "at no charge" if their property is "the lucky one".

The idea was to get the technician/engineer on to their property and perform a "suitability survey". That card worked better than any other card they've ever had, but they also had few complains from some local officials accusing them of misleading and misrepresenting themselves to property owners. In other words, you have to be careful what news you use and how you use it.

In the carpet cleaning case, I used dust mites as the new news.

Ewen, are you the one who created the card with a big picture of a dust mite?

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ewenmack 11 years ago

Originally Posted by SirThomas

Ewen, are you the one who created the card with a big picture of a dust mite?

Yes, correct.

Best,
Doctor E. Vile
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Lance K

11 years ago

Originally Posted by Claude Whitacre

#4 actually says "Read This" in the headline. That's pretty strong. And they bring up the EPA and CDC. Authority figures like that (even if there isn't a direct connection) sounds like this is an "official" statement, less of a sales offer.

Ewen; I've read these four postcards maybe 20 times each. I can't see what the first three are including that is sabotaging the results.

Really, my first instinct when I saw these cards was, "The #1 headline and #4 copy.

Strange that several copywriters (and one sales guy) liked the #1 card most.

#1 definitely has a strong benefit laden headline. If this postcard was mailed to a well segmented list, it very well could have been the winner.

But as it was mailed to every household in 2 zip codes with no further segmenting, #4 has the greatest mass appeal.

That's how I came to the conclusion of #4 anyway. I voted on the thread in the copywriting forum, not this one.

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AmericanMuscleTA

11 years ago

Wouldn't call postcard 1 if she didn't have a mosquito problem/already had her yard sprayed.

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SirThomas

11 years ago

Ewen,

Were those cards sent to the same area one after another or to similar areas?

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ewenmack

11 years ago

Originally Posted by SirThomas

Ewen,

Were those cards sent to the same area one after another or to similar areas?

Best to my knowledge they were sent to the same
zip codes.

Best,
Doctor E. Vile

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Doran Peck

11 years ago

Originally Posted by ewenmack

Best to my knowledge they were sent to the same
zip codes.

Best,
Doctor E. Vile

Do we know what order they were sent?....is the #4 postcard the 4th time they were exposed to this message?

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iAmNameLess

11 years ago

Originally Posted by Doran Peck

Do we know what order they were sent?....is the #4 postcard the 4th time they were exposed to this message?

I also wonder that... another thing I'm wondering is if these were sent to the same zip codes, this would be a relatively SMALL sample size and would be statistically insignificant no matter which one came out as the winner in an initial mailing.

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savidge4

11 years ago

Originally Posted by iAmNameLess

I also wonder that... another thing I'm wondering is if these were sent to the same zip codes, this would be a relatively SMALL sample size and would be statistically insignificant no matter which one came out as the winner in an initial mailing.

the zip codes that were indicated in card #4 between the 2 actually contain 25,000 ( +/- ) Postal address' according to EDDM. So the sample size would not be that small.

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iAmNameLess

11 years ago

Originally Posted by savidge4

the zip codes that were indicated in card #4 between the 2 actually contain 25,000 ( +/- ) Postal address' according to EDDM. So the sample size would not be that small.

That's still what would be considered statistically insignificant with 4 variations. You would need about 60k.

I wouldn't be surprised if the results were the same, but without the numbers being met it's still guessing based on underpowered testing.

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savidge4

11 years ago

Originally Posted by iAmNameLess

That's still what would be considered statistically insignificant with 4 variations. You would need about 60k.

I wouldn't be surprised if the results were the same, but without the numbers being met it's still guessing based on underpowered testing.

Saving everyone for a rather technical and boring post I'll keep this short. I am not one to disagree much with iAmNameLess... but this one.. well I have to disagree.

there are some critical differences between online and offline testing. Offline testing in most cases is not dealing with a "known" variable as we would find in site testing as an example. In reference to this post.. we are testing at least 4 cards ( I believe there were actually more - from listening to the interview )

So how do you determine, the needed number to test.. there are some pretty drawn out equations with this.. to make it simple you could look at: Sample Size Calculator - Confidence Level, Confidence Interval, Sample Size, Population Size, Relevant Population - Creative Research Systems The top equation "Determine Sample Size" would be the number we would be looking for. I test most things to 95% right so that would stay where it is. "Confidence Interval" is the number of allowance + or - you are willing to allow. ( the greater the number the smaller the test pool needs to be)

To give you an example of this you may understand a bit better. If you are watching the news and they quote a survey they will say 55% said yes plus or minus 5% the 5% is the confidence interval

So we set this to 5.. we then know the population base is 25,000 so we end up needing to test a whole whopping 378 people. With a yes no answer you could ask 378 people. If I were following this model, because this is 4+ different variable pieces I would test 378 of each.

The above is not so much the model I follow. I would test 100 of each card and get a real basic inexpensive test result back ( 400 x .18 = $72.00 ) what I would look for with this quick test is to see if there are any that are flat duds and more importantly any that appear to be excelling. If all 4 returned near same results.. I would go back to the drawing board.

So at this point with the smaller 100 test. by definition we have already surpassed the 378 needed to quantify the test if there is a clear 600% winner at this point I would print off the other 24,600 card and call it a day. If there was NOT a clear winner I would then send in batches of 1000 to see if there is a "clearer" winner. unfortunately we are talking $720 just in postage for this test alone. ( testing aint cheap ) Again I would only do this if there was a defined winner and loser in the first test. say 3% 6% 7% and 10% is where the cards came in at. If the results were more flat 3% 3% 4% 2% I would go back in and retest at that100 card level.

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iAmNameLess

11 years ago

Originally Posted by savidge4

Saving everyone for a rather technical and boring post I'll keep this short. I am not one to disagree much with iAmNameLess... but this one.. well I have to disagree.

There's not enough data to have a sound argument to disagree. We don't know the conversion rate of each card, we don't know how many were sent of each variation. There are a lot of assumptions and IFs about this.

#4 couldn't have been sent to more than 2,000 homes.

Statistical insignificance my friend... I don't think you can test conversions the same way major media conducts a poll lol.

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savidge4

11 years ago

Originally Posted by iAmNameLess

There's not enough data to have a sound argument to disagree. We don't know the conversion rate of each card, we don't know how many were sent of each variation. There are a lot of assumptions and IFs about this.

As much as I agree with this point I can also disagree to a point. There is not a conversion benchmark as a guide when you do this type of testing. Because there are multiple cards involved in this market, I want to assume ( dangerous territory I know ) that THIS was the primary testing grounds.

Realistically in this type of test you send out so many and the winner in the test round is what goes out en-mass. IF there were 2 of the cards that came close.. things get a bit more complicated then. Part of the reason I pull a small test, I yank the duds, and then move into a larger test number to clarify a winner. In this case we know for better or worse that #4 happens to have pulled 600% more. Granted we don't know specifically what that means, but when you take 600% of any number ( 7 and 1 as an example ) that in most cases will be a winner based apon significance. It just simply meets the mathematical needs of reaching that point.

Originally Posted by iAmNameLess

#4 couldn't have been sent to more than 2,000 homes.

Given the numbers we do know, the 2 zip codes represent 25,000 EDDM addresses. IF the 2 zip codes were in fact the test area, we could safely assume the #4 card as well as the others were sent to roughly 6250 addresses each.

Originally Posted by iAmNameLess

Statistical insignificance my friend... I don't think you can test conversions the same way major media conducts a poll lol.

There is no difference. Math is math all day long. The difference is in a poll there is not the need to reach Statistical Significance. Is there a difference in a yes or no question, vs analyzing a response vs. no response result?

Try this.. go here: A/B Significance Test put in a test of 1000 for each and then the set the conversion rate to 60 and 40.. that comes back 98% certain. you can walk those numbers back to 58 and 42 respectively and still maintain 95% certainty... but significance does come into question at this point - aww the fine line. But again we are left with really only 1 piece of data and that is 600%. It really doesn't matter how you calculate that... 600% is a winner all day long.

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iAmNameLess

11 years ago

Originally Posted by savidge4

But again we are left with really only 1 piece of data and that is 600%. It really doesn't matter how you calculate that... 600% is a winner all day long.

Given the numbers we do know, the 2 zip codes represent 25,000 EDDM addresses. IF the 2 zip codes were in fact the test area, we could safely assume the #4 card as well as the others were sent to roughly 6250 addresses each.

I have extensive data on split tests I've personally run both offline and online... one example is with my blog and an inline opt in form. One version performed about 450% better through 2,000 impressions but by the time I got to 30,000 impressions the other was ahead by about 10%.

This stuff happens all day long.

And #4 couldn't have been sent to 6000+ addresses. That would exceed Stone Mountain, GA's population.

You break it down further and you have to account for the amount of businesses on the specific routes, as well as apartment buildings/complexes.

Just to be clear.... I don't doubt that #4 is the winner. What's in question is whether the data set is statistically significant, which I don't believe it is at all, and we don't have the data to prove otherwise.

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savidge4

11 years ago

Originally Posted by iAmNameLess

I have extensive data on split tests I've personally run both offline and online... one example is with my blog and an inline opt in form. One version performed about 450% better through 2,000 impressions but by the time I got to 30,000 impressions the other was ahead by about 10%.

This stuff happens all day long.

This would not be "all day long" it would be over a 6 month period. And yes it happens frequently if not 100% of the time over a period of time. Change degradation is absolutely normal. However if you would have run the 2000 impression test and went with the change your inline conversion would have been running at optimal for a period vs at 50% for the same period.

Sure you run the same test today there is only a 10% change ( in the opposite direction ) and chances are good after the 2000 impressions you would find the results to be non conclusive and you keep what you have, or you test another variant. welcome to CRO. Change is by no means forever.. but you have to commit to a change in order to get its full effect when the iron is hot.

( you have to remember with your example in particular... traffic flow and where it comes from is a very critical component in CRO.. you change the traffic patterns you can quickly and easily change the outcome of a test. )

Take my business as an example. I do CRO. I do so on a 3 month contract. I run 92 tests within that period of time. I provide my clients the best conversion potential for the data that is available within that time frame. As a part of my after fulfillment communication with clients is the idea that this really needs to be done once a year to not only maintain, but develop conversion growth. These elements degrade over time

It sounds like a BS sales attempt - but it is the cold hard truth.. numbers don't lie. I am going to refer clients with questions/doubts to you. LOL

Originally Posted by iAmNameLess

And #4 couldn't have been sent to 6000+ addresses. That would exceed Stone Mountain, GA's population.

It does, you are right its a sleeply little town with a demographic that swings way to one way in ethnicity and on weekends it swings the other. I used to own a house there ( not in town, but not far from it - in the 30087 zipcode to be exact ) The entire region is called "stone mountain" due to the fact of the, well stone mountain, and stone mountain park being right there.

You are taking the label "Stone Mountain" literally... to target "Stone Mountain" they should be hitting 30083 specifically. but they are reaching the area as a whole. This is very easily a 100,000 piece mailer into the area known as "Stone Mountain"

Originally Posted by iAmNameLess

You break it down further and you have to account for the amount of businesses on the specific routes, as well as apartment buildings/complexes.

Using the EDDM tool you can do just that. you can actually remove zones within a zip code that would be high in those variables.

Originally Posted by iAmNameLess

Just to be clear.... I don't doubt that #4 is the winner. What's in question is whether the data set is statistically significant, which I don't believe it is at all, and we don't have the data to prove otherwise.

Maybe I wasn't so clear in this.. but I believe in a mailer situation and test, its not so much about significance as it is finding the best option. at 600% there is no question which mailer I would be sending in mass - NONE. The whole idea of testing is to find the best possibly converting solution. In online testing we want to make changes that meet a 95% point of statistical significance..

Offline testing is just different.. if I send 2 cards out 100 each and one returns 3 conversions and the other only 1 conversion.. for the sake of testing which one will I call a winner? is it statistically significant? The answer is you would run the 3% conversion and NO its not a statistical winner.

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Barry Unruh 11 years ago

Originally Posted by Doran Peck

Do we know what order they were sent?....is the #4 postcard the 4th time they were exposed to this message?

I suspect these were sent out to 4 separate sets of addresses, to test which cards worked, instead of a series of cards to the same addresses.

But...Ewen Mack will have to clarify that..
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Barry Unruh

11 years ago

This thread is a better mystery/cliff-hanger than most of the TV shows I've watched in the last 30 days.

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fasteasysuccess

11 years ago

I know answered before and you thanked it when I guessed 4 and sticking with that, but noticed something else when re-read them real quick that may be even more reason won.

4 was also the only one with a specific dated deadline for the "local people:. so...

If had to guess without any other facts, i'd choose #4...

deadline, targeted locally (and looks like could be from city), looks like news and throws some fear in there.

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Freebiequeen1999

11 years ago

Originally Posted by fasteasysuccess

I know answered before and you thanked it when I guessed 4 and sticking with that, but noticed something else when re-read them real quick that may be even more reason won.

4 was also the only one with a specific dated deadline for the "local people:. so...

If had to guess without any other facts, i'd choose #4...

deadline, targeted locally (and looks like could be from city), looks like news and throws some fear in there.

I agree and I already said the same in post 28....specific DATED CALL TO ACTION

but apparently that is not "it"?

what a mystery...when do we get the "answer"?

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BigFrank Banned 11 years ago

Originally Posted by Freebiequeen1999

what a mystery...when do we get the "answer"?

When the thread goes dormant for a couple of days. :-)

Cheers. - Frank
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- Claude Whitacre 11 years ago
  
  Originally Posted by BigFrank
  
  When the thread goes dormant for a couple of days. :-)
  
  Cheers. - Frank
  
  I think the most important thing we learn on this subject is......
  
  I was the first one to pick #1.
  
  Unless it's wrong, and then I was just kidding.
  
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- bizgrower 11 years ago
  
  Originally Posted by BigFrank
  
  When the thread goes dormant for a couple of days. :-)
  
  Cheers. - Frank
  
  And after the Dr. is tired of being killed and spammed.
  
  Back to #4 because it eliminates the health risk- something a parent has to do.
  
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Doran Peck

11 years ago

#3...plays the hardest on the "Want" button

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Lee M 11 years ago

#1 seems the most "credible." I was immediately drawn to it. I can see their logo, their address, etc.

The headline speaks directly about solving the problem and even guaranteeing it. The rest of the copy flows, very simple to understand.

I see "Tonya" listed as e-mail and can also easily see the website name attached to it. I would visit the website first ... check it out ... then pick up the phone and call/ask for "Tonya" if I were real serious. Or I may just drop her a quick email with any questions that I may have. Seems like a nice local business. Legitimate.

All of the other postcards distract me starting with the bright color, real specific headlines that actually come across like they're trying to sell me too hard at first glance ... and in the end ... I just want to get rid of the problem.
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- soontobefishing 11 years ago
  
  Just gotta chime in. Loving this mystery challenge.
  #1 has the guarantee. And a good clear strong headline.
  It also has the social proof. "we have clients in your neighborhood"
  It also has the call to action "we will be on your street next week"
  
  Just my 2 cents.
  
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  savidge4 11 years ago
  
  I am going for the late night shot in the dark... #4 because of the headline words "read this" this type of "call to action" in a headline is rare.
  
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eccj

11 years ago

I don't know if this is considered a trigger but when I first saw #1 I immediately thought to myself "I'm not reading that." It looks too long and painful to read.

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DABK

11 years ago

If it's 4, it's because it was sent out during the days when the news had items like this:
72 year old man in x city does due to complications caused by the Niles Virus. The Niles Virus is spread by mosquitoes. There were 14 reported cased of Niles Virus in X city area. 3 ended up with the death of the infected person.

I.e., it tied in with bad news and offered a solution.

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ewenmack

11 years ago

Originally Posted by DABK

If it's 4, it's because it was sent out during the days when the news had items like this:
72 year old man in x city does due to complications caused by the Niles Virus. The Niles Virus is spread by mosquitoes. There were 14 reported cased of Niles Virus in X city area. 3 ended up with the death of the infected person.

I.e., it tied in with bad news and offered a solution.

Certainly news stories like that can impact response.

I don't know if that came into play or not.

Leaving out a news event, I believe there is an underlying principle
why more said no to those other 3.

Truly getting that no principle allows us to
come up with a variety ways to counter it.

What most see is the counter trick,
but don't know why it or another one should be used.

Yeah, I know, I go deeper than most are prepared to go.

Best,
Doctor E. Vile

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savidge4 11 years ago

So placing this in context now to the authors words. its much like listening to the radio or watching tv and the screetch of the beep beep beep emergency warning system. "After these tones in case of an emergency there will be a message" and in the case of the card there is the words "READ THIS" Like I said earlier today ( as in the wee hours ) "Read This" is un itself a call to action. its not getting you to read further, its instructing you to.

As powerful as the word "NOW" is in "click here now" the words "Read This" at the end of that headline are brutal. Then you throw in the official CDC notes, the specific dating of the piece etc.. and it is really game over.
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AmericanMuscleTA

11 years ago

Whelp, #4 was my second choice!

How does the... how does the saying go?? "First is the worst and second is the best." haha

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tm124

11 years ago

my guess is no card won

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Freebiequeen1999

11 years ago

Yay....my vote was for number 4 haha

Now...the "negatives" about the first 3....I think they make it "easy" for the potential customer to say NO..."no...not me...doesn't apply"....

number 2 - No kids....kids grown...etc

number 3...no we don't entertain in the backyard much

number 1- just too generic......too abstract....yeah I care about mosquitos but I also care about global warming....however I may not really "do" too much about either

NUMBER 4 - brought it personal....YOU or someone YOU know
(and...as I said before it had a clear call to action which I still feel made a difference - a dated targeted call to action)....making it personal - yes...and yest widely personal...not narrow personal like 2 and 3
nor too generic like 1

JMO

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Barry Unruh

11 years ago

#4 is the only one that has a bold secondary heading that announces the FREE Mosquito Treatment.

If someone is doing the traditional quick glance, the only two things they catch are the top headline and the secondary headline. The FREE hook in BOLD may cause the slight hesitation that leads them to actually read the card, instead of tossing it to the side.

The date range forces them to take action quickly, instead of filing it away for later.

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Freebiequeen1999

11 years ago

But Ewen said the first 3 produced negative responses and that is what we are looking for...not why 4 is best ....but why the others had less response?

Is it because the first 3 present the problem more like a pest control company....
people can say ...hey my yard is not that bad, I don't have kids, I don't entertain outside

number 4 however is more of an "authority"...warnings, CDC,,, West Nile , the chiqinunga etc
disease symptoms...it took it out of the realm of "I don't want mosquitos at my picnic" and put it in the realm of "serious health problem out there"....they are doing a free spray on these specific dates.....better call...better get help

It sounds very official....I live in an area with a lot of pest problems We get "warnings' from the State of Florida, the cities, the counties....we always have some new bug out there
this sounds very official

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fasteasysuccess

11 years ago

What's my prize since i picked 4 as well?

I'll throw something out there that no one mentioned that could be also a potent thing to add...

they did the old "late night drug commerical thing"....

You know the thing you see at 2-3-4 am and can't sleep. "Having problems sleeping" "Feel tired"..etc...

Well of course i do, it's 3 in the morning, can't sleep and watching this on tv.

But some people fall for it and think..."wait, maybe i do suffer from x, I'm tired, i can't sleep"

Basically making you think it's specific but general like when they throw in the old..."Has you or someone you know been bitten..."

That's pretty much everyone or could be, now you're hooked too.

There's more to 4, but some of the reasons i mentioned on other posts for 4 definitely helped conversions and led me to my original guess at 4.

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SirThomas

11 years ago

I had to re-read the #4 card and found exactly what I had on my "public notice" cards. Here it is: using THEY WILL instead of WE WILL. It applies that this is an "official notice" and what the recipient needs to do next - schedule an appointment (take your term).

Using THEY could also suggest that this public notice is an endorsement, advisory note or even a "deal" arranged by the local authorities.

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zoro

11 years ago

Number 4 is the winner because it speaks directly to the person the message relates to. You !

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Freebiequeen1999

11 years ago

LOL>>> and that is just what I said ....the first 3 look like a pest control company...

the 4th one looks like a "notice".... I would imagine Georgia has notices similar to Florida (not quite as many bugs, but still a lot more than "Northern" states)...

Here in Florida we do get notices, newspaper articles...and state info on pests....there are whole university depts and state depts about this....and county warnings...for instance my county sprays for mosquitos and this is posted publicly and

I think number 4 looks like that sort of "notice" that people in buggy states are used to seeing?

this year we are on notice that 2 termite species are interbreeding like mad, the male of one seems to love the female of the other ....and they are making a super - hybrid termite...yikes! We also have had huge warnings about whitefly - which is only in 3 counties in South Florida it seems...so yeah in a buggy area you get these "official" warnings - clever ad )

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DABK

11 years ago

I never got notices!

I feel so deprived!

Somebody, please, send me an official, govmnt notice fast!

If that's the case, if people in that area get actual, real-to-goodness notices from the county or city, it was a brilliant idea and I'm surprised it was not done to death and turned ineffective.

Originally Posted by Freebiequeen1999

LOL>>> and that is just what I said ....the first 3 look like a pest control company...

the 4th one looks like a "notice".... I would imagine Georgia has notices similar to Florida (not quite as many bugs, but still a lot more than "Northern" states)...

Here in Florida we do get notices, newspaper articles...and state info on pests....there are whole university depts and state depts about this....and county warnings...for instance my county sprays for mosquitos and this is posted publicly and

I think number 4 looks like that sort of "notice" that people in buggy states are used to seeing?

this year we are on notice that 2 termite species are interbreeding like mad, the male of one seems to love the female of the other ....and they are making a super - hybrid termite...yikes! We also have had huge warnings about whitefly - which is only in 3 counties in South Florida it seems...so yeah in a buggy area you get these "official" warnings - clever ad )

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Freebiequeen1999

11 years ago

Originally Posted by DABK

I never got notices!

I feel so deprived!

Somebody, please, send me an official, govmnt notice fast!

If that's the case, if people in that area get actual, real-to-goodness notices from the county or city, it was a brilliant idea and I'm surprised it was not done to death and turned ineffective.

LOL>> well we do get notices on our local county website, in the newspapers..on websites....our local city newsletter will state stuff too...
the homeowner association where i live sprays monthly and we are told when...
and then they put little "warning" signs on the lawn to show it was just sprayed

so yeah we are used to "warnings"...and warnings about whatever new bug has arrived

here is an example >> county spraying for mosquitos

Think of it this way - sort of like notices about snow plows, school snow days that might happen up north

Mosquito Control

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DABK

11 years ago

Wah wah wah wah.

At the nearby park, they stuck a sign like the smaller signs real estate agents use that say, open house' in the grass at 2 edges of the park. It said they sprayed for mosquitoes.

They didn't even give me the We'-re-going-to-spray for mosquitoes sign!

Originally Posted by Freebiequeen1999

LOL>> well we do get notices on our local county website, in the newspapers..on websites....our local city newsletter will state stuff too...
the homeowner association where i live sprays monthly and we are told when...
and then they put little "warning" signs on the lawn to show it was just sprayed

so yeah we are used to "warnings"...and warnings about whatever new bug has arrived

here is an example >> county spraying for mosquitos

Think of it this way - sort of like notices about snow plows, school snow days that might happen up north

Mosquito Control

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eccj

11 years ago

So I sorta said something like that just more presciently haha.

This makes me think about Ben Feldman saying he "provides money where there is none" or something like that.

I can relate to the problem though. I used to do mailers that presented a problem that insurance could fix. People would send in the mailer because they wanted to meet with someone who could solve their problem.

When setting the appointment on the phone it was important to set it and get off the phone as fast as possible because if you went from solving there problem of say "retirement income" "Long Term Care Expenses" or "Funeral Expenses" to being a guy who sold insurance, the reaction was "I don't need non of that 'surance." You didn't even get a chance to SOLVE their problem that they said THEY have.

The same thing with mosquitoes apparently. The post card turns the company from being "the bug guy" to being "the guy who can stop disease." And the "guy who stops us from getting disease" gets paid a lot more than the bug guy.

The problem solvers of the world get paid.

This thread has helped me make sense of my own business. Thanks Ewen.

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Freebiequeen1999

11 years ago

Well ....in the real world of printing, I doubt many local service biz will pay for 4 split tests, maybe for 2, unless they or their brother in law own a printing company

Cause there are graphic design costs - and printing costs...each design is another run

printing and mailing 100 eddm is not going to fly ....if they were mailed to targeted lists the difference in list could be a big factor

If you deal with a wholesale printer the cost of doing 5000 is not much more than 1000, and 100? Might as well pay for color copies or use Vistaprint haha

Not to mention - this is pretty time sensitive , you will get a better reaction during the height of the mosquito season than at the point where it is dying down, so not a whole lot of time to test lots of small runs.

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savidge4

11 years ago

I totally get what you are saying... Im with you. BUT what does the real world of "Printing" have to do with the real world of MARKETING? If the idea of coming to you is to get "results" and you are not testing.. how can you ensure you are going to get to some extent favorable results?

When you take the stance and stop being a provider of a service, and start being a marketer... you are worth more. you start dealing with clients that WILL pay for the process. To get there however... YOU need to pay for the process. ( that has been my experience anyways ) Short term expense for long term benefit.

Im really not digging on you personally.. but think about this for a moment. You can be the Gal that sends out 5000 EDDM cards for say $1000 or you can be the Gal that sends out 5000 EDDM cards for $2000. The difference is the $1000 offer is a straight up craps shoot, and the $2000 offer has an amount of testing behind it.

Which offer time and again will provide better results for your client and more than likely better ROI? You can be a provider of a service or you can be a Marketer. Providers print and send cards. Marketers test and provide results.

Originally Posted by Freebiequeen1999

Well ....in the real world of printing, I doubt many local service biz will pay for 4 split tests, maybe for 2, unless they or their brother in law own a printing company

Cause there are graphic design costs - and printing costs...each design is another run

printing and mailing 100 eddm is not going to fly ....if they were mailed to targeted lists the difference in list could be a big factor

If you deal with a wholesale printer the cost of doing 5000 is not much more than 1000, and 100? Might as well pay for color copies or use Vistaprint haha

Not to mention - this is pretty time sensitive , you will get a better reaction during the height of the mosquito season than at the point where it is dying down, so not a whole lot of time to test lots of small runs.

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savidge4

11 years ago

My statement from above I was thinking was a bit brash.. then I got this in my e-mail the yesterday: How to tell if your expensive new website is useless | Conversion Rate Experts Websites / cards its the same thing. test test and test.. and if your not.. then don't bother!

Originally Posted by savidge4

I totally get what you are saying... Im with you. BUT what does the real world of "Printing" have to do with the real world of MARKETING? If the idea of coming to you is to get "results" and you are not testing.. how can you ensure you are going to get to some extent favorable results?

When you take the stance and stop being a provider of a service, and start being a marketer... you are worth more. you start dealing with clients that WILL pay for the process. To get there however... YOU need to pay for the process. ( that has been my experience anyways ) Short term expense for long term benefit.

Im really not digging on you personally.. but think about this for a moment. You can be the Gal that sends out 5000 EDDM cards for say $1000 or you can be the Gal that sends out 5000 EDDM cards for $2000. The difference is the $1000 offer is a straight up craps shoot, and the $2000 offer has an amount of testing behind it.

Which offer time and again will provide better results for your client and more than likely better ROI? You can be a provider of a service or you can be a Marketer. Providers print and send cards. Marketers test and provide results.

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bizgrower

11 years ago

Originally Posted by savidge4

My statement from above I was thinking was a bit brash.. then I got this in my e-mail the yesterday: How to tell if your expensive new website is useless | Conversion Rate Experts Websites / cards its the same thing. test test and test.. and if your not.. then don't bother!

I get where you are coming from.

The subject of 'expenses related to testing' reminds me of my cousins' response to the "Quality is Free"
book that was popular years ago: "Quality is not free, it costs as much as the customer is willing to pay for the quality he wants."

If I were to get back into client work, I'd sure consider a website for customer acquisition and another
website (or structure) for already acquired customers to use (I just want to order xyz ASAP and be done).

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bizgrower

11 years ago

Originally Posted by savidge4

My statement from above I was thinking was a bit brash.. then I got this in my e-mail the yesterday: How to tell if your expensive new website is useless | Conversion Rate Experts Websites / cards its the same thing. test test and test.. and if your not.. then don't bother!

I get where you are coming from.

The subject of 'expenses related to testing' reminds me of my cousins' response to the "Quality is Free"
book that was popular years ago: "Quality is not free, it costs as much as the customer is willing to pay for the quality he wants."

If I were to get back into client work, I'd sure consider a website for customer acquisition and another
website (or structure within) for already acquired customers to use (I just want to order xyz ASAP and be done).

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bizgrower

11 years ago

It would be interesting to see the actual data and cards mailed...

Freebiequeen1999 - have to remember Savidge does own presses and almost never sleeps.LOL

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Freebiequeen1999 11 years ago

Originally Posted by bizgrower

It would be interesting to see the actual data and cards mailed...

Freebiequeen1999 - have to remember Savidge does own presses and almost never sleeps.LOL

LOL>>> well most people I deal with want to only do one printing run at a time, and most small biz want to cut every corner, shave it, trim it haha

Split test on an email offer or ppc they are cool with...but printing is kinda set in stone when they have to pay for more graphics, do an entire other run

Now..if you have your own printing press.....cool beans haha
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savidge4

11 years ago

Originally Posted by bizgrower

It would be interesting to see the actual data and cards mailed...

Freebiequeen1999 - have to remember Savidge does own presses and almost never sleeps.LOL

Just to clarify here... I do have a Windmill press in my shop. I can do card addresses and foil and embossing with this machine. The actual cards that I produce for short run testing is not that far off from what Freebie suggests I don't use a laser printer, but I do print and cut each one out ( I don't myself actually most of the time - I do have employees that do ) We do this on a large format printer with nice heavy stock. Print time for 100 cards both sides is about 20 minutes in total... cut time.. a bit more LOL but within an hour I can produce 100 addressed and ready to go cards for mailing.

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kenmichaels

11 years ago

Originally Posted by savidge4

Just to clarify here... I do have a Windmill press in my shop. I can do card addresses and foil and embossing with this machine. The actual cards that I produce for short run testing is not that far off from what Freebie suggests I don't use a laser printer, but I do print and cut each one out ( I don't myself actually most of the time - I do have employees that do ) We do this on a large format printer with nice heavy stock. Print time for 100 cards both sides is about 20 minutes in total... cut time.. a bit more LOL but within an hour I can produce 100 addressed and ready to go cards for mailing.

FYI: Office Depo bought out all of the Office Max's in my area.
With that they are getting rid of the older large format models and bringing in the newest ...
I have been getting a hold of the ones here. They are only 1-2 years old.
I finagled 8 from them. You should check your area and see if you can do the same thing.
I mean seriously - they are only a year or so old.

Anyway I thought you might find that helpful or at least interesting.

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savidge4

11 years ago

Originally Posted by kenmichaels

FYI: Office Depo bought out all of the Office Max's in my area.
With that they are getting rid of the older large format models and bringing in the newest ...
I have been getting a hold of the ones here. They are only 1-2 years old.
I finagled 8 from them. You should check your area and see if you can do the same thing.
I mean seriously - they are only a year or so old.

Anyway I thought you might find that helpful or at least interesting.

LOL my problem is I have back-ups for my back-ups! I have a few of the newer models well newer than the ones I use and it would require me re-working the whole color space process I have ( which sucks ) I am still using HP 5000's and 5500's If nothing else I have parts galore! LOL

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kenmichaels

11 years ago

Originally Posted by savidge4

LOL my problem is I have back-ups for my back-ups! I have a few of the newer models well newer than the ones I use and it would require me re-working the whole color space process I have ( which sucks ) I am still using HP 5000's and 5500's If nothing else I have parts galore! LOL

I have two of the 5500's they are named "fry" and "bender"
I like them better then all the newer stuff. I abuse them more then any of the
others and they just keep ticking ( accept for the network cards ) those keep
needing to be replaced. -

Do you have a contract with HP or are you refilling everything yourself?

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savidge4

11 years ago

Originally Posted by kenmichaels

I have two of the 5500's they are named "fry" and "bender"
I like them better then all the newer stuff. I abuse them more then any of the
others and they just keep ticking ( accept for the network cards ) those keep
needing to be replaced. -

Do you have a contract with HP or are you refilling everything yourself?

I still buy OEM 42XX series ink from Staples and using the ink card save 20% and there is usually some offer for an additional $20 for qualifying purchases ( these meet the requirements ) So I end up in the $240 each area.

I have the "pleasure" of being a HP certified printer - so in order to offer the print quality guarantee I have to use OEM inks. and I have found it cheaper going this route than through HP.

Fry and Bender is too funny. I use the snot out of them.. and I swear I hear them asking for more. The one I have used the most ( I need to retire it ) but I have over 100,000 feet off of it. it has more than paid for itself! LOL its funny to buy used ones that have 4000 or 10,000 ft printed.. what they hell were they doing with it? had to have been sculpture in their office!

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kenmichaels

11 years ago

Originally Posted by savidge4

LOL my problem is I have back-ups for my back-ups! I have a few of the newer models well newer than the ones I use and it would require me re-working the whole color space process I have ( which sucks ) I am still using HP 5000's and 5500's If nothing else I have parts galore! LOL

Hey you don't happen to have a spare manual for the 5500 do you?
Not the pocket guide. Also since you have spare parts galore ... if you
have any of the network cards i can buy - let me know.

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DGFletcher

11 years ago

4 caught my attention really well, 1 started to and then it kinda lost me, 2 and 3, the kid was cute and that was all that stuck out on either one.

Is there a reason for the amount of text?

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JMB Marketing Group

11 years ago

Originally Posted by ewenmack

Can you guess the winner?

Best,
Doctor E. Vile

AND, the answer is????

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DABK 11 years ago

#4, announced in post 66

Originally Posted by JMB Marketing Group

AND, the answer is????
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RedShifted

11 years ago

Haha... omg.

I know this whole thing is over. And it's a bit arrogant to say, "I know #4 won" after the fact.

But it's clear why #4 won. It's positioned as a postcard editorial rather than a marketing piece. Peoples resistance goes up the second they smell an ad. #4 would immediately drop their guard so the message has time to sink in.

What's very interesting about this (reason I haha'd) is I'm in a similar niche. And like 3 years ago I released a bunch of videos where I started off quoting the CDC, Mayo Clinic, EPA, etc.

I just took it a bit further in my videos. Like if I was in the pest / mosquito business I'd probably say...

"If you were bitten by a mosquito and are experiencing signs of a fever, body aches, headaches, vomiting, dizziness, you may have contracted West Nile virus. It can be a very serious condition. And 10% of people who develop neurologic infections due to West Nile will die".

Now that's a perversion of the facts. It's really like 10% of 8% (.8%) who die. But the way I do it for my niche is just awesome. We get people calling up who are scared shitless, then we carefully talk down their fear. They perceive us like some credible hero and still insist we come out for an inspection.

One could say it's "lying" but it's really just leaving out facts & context. Which the news does all the time.

-RS

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Rafay Zafar

11 years ago

very easy to tell that it is the fourth one. the reason is offcourse the headline but it is not really about the headline. The real reason is that the 4th one looks least like ad and more like an article/public notice.

We are exposed to so many ads everyday that our brains have developed ad blindness. For successful advertising in today's world - Your AD must NOT look like an AD.

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dgaunn4114 11 years ago

I didn't see this mentioned, maybe I missed it.

The name of the company "The Mosquito Authority" is important here,
I believe. In the first ad it is clearly a company, with the well made
"professional" logo.

In the fourth postcard, it is somewhat unclear whether "The Mosquito Authority"
is a service of the government or a private company. There is implied authority,
especially when it is placed next to groups like the CDC.
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Pest Control Postcards: 4 tested, one the winner...which one?

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