The Phenomenal Power Of Flyers

25 replies
For over 28 years I’ve been in the advertising/copywriting business.

I’ve worked with all media's.

And every time - the quickest most cost effective way to create fast revenues and profits it’s using the lowest tech method ever invented.

A dash of ink on a piece of card.

Yes, may I present to you the phenomenal power of the humble, but big money making Flyer.

They transcend the press, magazines, posters, radio, TV and the ever changing highly complex inter web - with their sheer non stop ability and tenacity to bring in eager customers wanting to spend their money.

And our hard working Flyers happily and willingly do it at a fraction of the cost.


I know, I know many of you have “clicked away” and I do understand.

This just isn’t high tech, it’s not trendy and well, it certainly isn’t glamorous.

But if budgets are low. And if like me, you’re technically challenged by all the wiz bang things the inter web can do (nobody is more technically inept than me).

Flyers can save you. And make you or your clients never - ending bundles of money.


Here’s a simple 3 - step process.

Make the most irresistible offer you possible can. Write it up clearly with lots of empathy and friendliness.

Get it printed on decent card. With a good typeface or two. On Black and White (there really is no need for color, pics or graphics it just screams ‘I’m an Ad” – you want it to look like a personal message).

Give them out to the people you want to do business with (don’t leave them lying around – you must give them out).

That’s it.


Sit back and wait for the calls.

What if nothing happens?

Well, chances are your message wasn’t compelling enough. Maybe hire a good copywriter to rewrite the piece.

What if it still flops?

Well, it’s cost you a bit of time, and a few dollars in copywriting, printing and distribution costs.

And now you can go back to the wonders of the inter web and make your fortune.


But time and time again, if the message is good, and the Flyers are given to your target audience, in the right volumes, the response is just phenomenal.

28 years of doing this has shown they really do work.


Steve


P.S. I would so appreciate knowing there are just a few non - tech people left. Who like me have miraculously escaped from the high tech world. Or it’s escaped you.

If you happen to be one of them, please click “Thanks”

I’m hoping to get 2 thanks.

Or maybe you are extremely high tech. But somehow this Flyer piece has ignited your passion for a bit of low tech but very effective advertising. It'll give a refreshing rest away from all the inter web. Again before you have that well earned break would you be kind enough to click "Thanks"

To celebrate I’ll do my very own Flyer with all your names beautifully printed, frame it and put it near my Olivetti typewriter. Next to the quill and parchment.

Sadly, the MacBook Pro gets centre place on the desk – because it’s the only way I can speak to you.

I would much prefer to send you a Flyer.
#flyers #phenomenal #power
  • Profile picture of the author beniprofex
    Banned
    I think someone should seriously consider releasing a full case study course on this because all Ive read so far is it works but with a real course!! wow!!!!!! now that would surely help!!!!!
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  • Profile picture of the author IMguy123
    Have you actually done this?

    I am wondering if you have tried and done this yourself or if you are posting to create interest and need in copy writing.


    Originally Posted by Steve The Copywriter View Post

    For over 28 years I've been in the advertising/copywriting business.

    I've worked with every media.

    And every time - the quickest most cost effective way to create fast revenues and profits it's using the lowest tech method ever invented.

    A dash of ink on a piece of card.

    Yes, may I present to you the phenomenal power of the humble Flyer.

    They transcend the press, magazines, posters, radio, TV and the ever changing highly complex inter web.


    I know, I know many of you have "clicked away" and I do understand.

    This just isn't high tech, it's not trendy and well, it certainly isn't glamorous.

    But if budgets are low. And if like me you're technically challenged by all the wiz bang things the inter web can do (nobody is more technically inept than me).

    Flyers can save you.


    Here's a simple 3 - step process.

    Make the most irresistible offer you possible can. Write it up clearly with lots of empathy and friendliness.

    Get it printed on decent card. With a good typeface or two. On Black and White (there really is no need for color, pics or graphics it just screams 'I'm an Ad" - you want it to look like a personal message).

    Give them out to the people you want to do business with (don't leave them lying around - you must give them out).

    That's it.


    Sit back and wait for the calls.

    What if nothing happens?

    Well, chances are your message wasn't compelling enough. Maybe hire a good copywriter to rewrite the piece.

    What if it still flops?

    Well, it's cost you a bit of time, and a few dollars in copywriting, printing and distribution costs.

    And now you can go back to the wonders of the inter web and make your fortune.


    But time and time again, if the message is good, and the Flyers are given to your target audience, in the right volumes, the response is just phenomenal.

    28 years of doing this has shown they really do work.


    Steve


    P.S. I would so appreciate knowing there are just a few non - tech people left. Who like me have miraculously escaped from the high tech world. Or it's escaped you.

    If you happen to be one of them, please click "Thanks"

    I'm hoping to get 2 thanks.

    Or maybe you are extremely high tech. But somehow this Flyer piece has ignited your passion for a bit of low tech but very effective advertising. It'll give a refreshing rest away from all the inter web. Again before you have that well earned break would you be kind enough to click "Thanks"

    To celebrate I'll do my very own Flyer with all your names beautifully printed, frame it and put it near my Olivetti typewriter. Next to the quill and parchment.

    Sadly, the MacBook Pro gets centre place on the desk - because it's the only way I can speak to you.

    I would so much prefer sending you a Flyer.
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  • Profile picture of the author John Durham
    I dont know about flyers being that effective...but I give you this, you are a heck of a copywriter Steve. Thats why I thanked you. For your talent.
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  • Profile picture of the author DNChamp
    I did plan on doing flyers starting in Jan but can you show some examples? You can black out the contact pars but just to see what some look like to get some ideas and brainstorm.
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    • @IM - Yes, I've done dozens over the years. And always try and persuade clients to do them. The reason for the post was just to say how effective they can be.


      @DN - I've done so many it would be difficult to show an example which might be appropriate for you - and I don't want to post one which might put you off doing them.

      All you have to do is follow any good copywriting "formula" (a decent copywriting book will give you lots of ideas).

      The secret is to make an absolutely irresistible offer - and put a "time limit" or a "scarcity element" on it.

      For example - this extra special deal is only available until ___

      Or - we only have X amount at these extraordinary prices.


      As always you want your audience to respond as quickly as possible.


      Steve
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  • Profile picture of the author Rearden
    Steve -- are you suggesting I should cold knock and hand fliers out -- or snail mail them?
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  • Profile picture of the author Ron Lafuddy
    Steve, great topic. Yep, flyers work!

    A few years ago, David Frey, the marketing guy, posted a
    flyer that was used by a car wash business on his old forum.
    From memory, I believe they were called "The Car Spa", but
    don't hold me to it, and I don't have a copy of it.

    As I recall, the flyer was simple, a color picture of the
    outside of the business, location, phone number and
    a coupon. Very simple.

    The concept is more important than what the flyer looked like.

    The company did no other advertising except for their flyer.

    David said that the flyer was everywhere, in his dentist's
    office, in the restaurant's and stores he frequented, everywhere.
    Finally, he asked about it at one of the businesses he was visiting.

    He was told that some older guy came in and asked if it would be okay
    to leave some flyers on the counter and they said yes. Every so often
    someone would stop by and replenish them.

    David, being a marketing guy, was fascinated enough to do some
    investigating. Turns out that the car wash company was a 30 million
    dollar operation.

    How were they getting their customers?

    Good old fashioned.......Flyers.

    What stunned David is that none of the businesses that were essentially
    promoting the car wash to all of their customers, had asked the car wash
    to do the same for them.

    He couldn't believe it!

    Ron
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  • Hi Rearden,

    Yes, if possible make sure they're being delivered to your target audience. Rather than being left to be picked up.

    Ideally so the arrive on their own - not with a stack of post or other Flyers.

    This greatly helps get the attention and readership and prevents them being "automatically" binned.

    This is another reason I usually do them on card - because they do get attention.

    And always try to get them as close to the decision makers as possible.

    You can mail them - but it's better if they're hand delivered. Either by you or a distribution company.

    Or a team of people you can trust.

    Here are the ways I do them.

    Retail - hand them out to shoppers - obviously an unbelievably good time, because they are out spending and usually within minutes from the shop/store etc.

    Homeowners - ideally get them hand delivered on their own. This works far better than putting them inside newspapers.

    Business - all you can do is give them to the receptionist. If possible ask that they go to (name the person) purchase manager, marketing manager etc.

    Or put a sub - headline them.

    ...Important...

    Especially For _____ (name the relevant person).


    Steve
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  • Hi Ron,

    What a great story proving just how good they can be!

    Even if they are not distributed directly to the decision makers and just left to be picked up - you can still create a $30 million business. It's more than just a bit impressive isn't it?

    Imagine if they were put on car windscreens?


    Steve



    P.S. Completely separate to Flyers. A senior manager at a supermarket once told me - that the most profitable "item" in the store (actually outside the store) was... the car wash.
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    • Originally Posted by Steve The Copywriter View Post

      Hi Ron,

      What a great story proving just how good they can be!

      Even if they are not distributed directly to the decision makers and just left to be picked up - you can still create a $30 million business. It's more than just a bit impressive isn't it?

      Imagine if they were put on car windscreens?


      Steve



      P.S. Completely separate to Flyers. A senior manager at a supermarket once told me - that the most profitable "item" in the store (actually outside the store) was... the car wash.
      I`m afraid that putting them on windscreen is illegal.
      We`ve done it few times and were told off.
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  • Profile picture of the author watsonovedades
    how can i be sure my flyers are beign distributed in case i hire some help?
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    • Profile picture of the author favoriteshirt
      Originally Posted by watsonovedades View Post

      how can i be sure my flyers are beign distributed in case i hire some help?

      "What gets measured gets done" - Peter Drucker. You can tell them that you are going to follow-up and make sure they are working then actually follow-up and make sure they are working. Tell them the findings and always be truthful.
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      • Profile picture of the author SteveSki
        Hi Steve, Once again I thank you for the help you gave me on my photography letter. Before moving from the States to Australia I was making anywhere from $200 - $800 dollars (on average) each day that I taped my Magic Marketing flyer on the front door of residential homes.

        For those interested you can download a very early version of the flyer (no opt in required) at: Magic Marketing Flyers The latest magic marketing flyers are still black ink on white paper but also includes a few graphics because the product is much improved and really adds curb appeal to peoples front yards (not like the original product - it's so much better now)

        The great thing about the flyer was... it did all of the selling for me. I never had to speak to anyone to get orders (unless I wanted to) and after I delivered the product, I would write a note on a plain white envelope asking the homeowner to write me a check or place cash into the envelope and place it under their door matt so I could stop by later that evening to collect their payment.

        It worked like a charm in some neighbour hoods... as much as a 10% response rate. However, once I worked up the courage to go knocking on doors my response rate often went as high as 80%.

        When door knocking I would only post a flyer if no one was at home. But that evening when the people who were not home returned from work they would suddenly see homes up and down their street displaying my product.

        Many would end up calling me that same day or they would follow the directions on the flyer and tape it up inside of a window so it could be seen from the street... signalling me to deliver their order!

        It really did work like magic... thus we called them... Magic Marketing Flyers!

        Cheers,
        Steve

        PS, The folder at Magic Marketing Flyers contains five files of my entire marketing plan and door knocking pitch for that business. The magic marketing file is the one named MagicMaketingFlyer-1.pdf
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    • Originally Posted by watsonovedades View Post

      how can i be sure my flyers are beign distributed in case i hire some help?
      If you need someone to help , take some friend or member of family someone who you can trust.
      If you really need to hire people from outside , make sure you doing leafleting together with them so you can supervise keep them in range of eyesight.
      This is how I used to that : stop the car in the half of the street , then each of us making like half circle (or U letter) - drop to the houses on one side of the street then at the end of the street turn and come back doing houses on the other side of the street.
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  • Hi Steve,

    Great to hear from you.

    And what a brilliant collection of Flyers PLUS the marketing plan. Fantastic.

    A lot of people are going to find this very, very valuable.


    Steve
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  • Profile picture of the author PeakConfidence
    I guess flyers like everything else depends how they are done, I personally havent had any return, but then who knows as people might have got in touch years later, I delivered postcards with motivational quotes on a while back that people could stick round their house, but even better is to ask people on forums and social media do you want a free motivational fridge magnet etc.. or even sell them,

    To sell a flyer sounds a reversal but people will buy if its something they want, look at any painting signiture

    But in flyers....... I NEED HELP ON COPY lol
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    http://www.peak-confidence.co.uk
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  • @watsonovedades

    Yes, it’s the most critical aspect of the entire game – getting the phenomenal Flyers delivered.

    You’ve persuaded the client to make an irresistible offer.

    That’s easier said than done!

    There's no point in advertising if they have nothing to say.

    And if they are going to advertise they have to say something really, really good.


    So, lets assume the Flyer is a cracker, and the audience are householders all ready and waiting…

    (To be honest they’re not – at this time they couldn’t care less. They’re oblivious to the sensational offer. Until they see the wonderful message on a piece of card - then a good % will like it and respond)


    The most important thing is – to be sure the Flyers are delivered.

    Unless you do it yourself you can never be certain.

    But you can put the odds in your favour if other people do it.

    Professional, long established distribution companies are usually honest – unless you are unlucky and get a member of the “team” who flings your beloved Flyers in a skip (it's rare but can happen).

    The mail service will deliver Flyers in the UK. I’m not sure about the USA. Very reliable. But ideally you want your Flyers delivered on their own. Not with all the other post. When they arrive "solo" they're much more likely to be read and not get binned.


    The best way - get your own crack team of trusted Flyer distributors (how do you recruit them? - I think you may have guessed...Flyers. Although classified ads work well - see SteveSki's excellent post above for examples).

    How do you know they’ll actually bother to do the work?

    You don’t - unless you deliver with them, or have someone supervise them.

    But…

    From experience 95% of people are honest and they’ll deliver ever last one.

    The best people to choose? – there’s no set category.

    Moms are good. Students are good. Retired people who want a bit of exercise are good.

    So, go with your instinct if you feel they’ll make the effort – they usually will.



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

      @watsonovedades

      Yes, it's the most critical aspect of the entire game - getting the phenomenal Flyers delivered.
      Here's an email I just sent to my son yesterday. I'm posting it here because the first video shows the type of person you want to hire to deliver your flyers and the other videos show you how to start your own flyer distribution business....

      There are millionaires in every business you can think of.....

      Here's a kid who is making over $5000 every month and he hires others to do the work for him....

      Check out all his videos at:
      Start Any Business – How To Door To Door Flyer Distribution | nicedayblog because he tells you how to start your own business for just $5.00

      In the UK people are paying thousands of dollars to buy a flyer distribution service but as Vince points out.... he started with just $5.00 and so can you!

      You get paid to distribute flyers for business owners.... but you can also ad in your own flyers and create leads to sell to service type business owners or branch out yourself and hire others to Mow the Lawns, Shovel The Snow, Seal The Driveway, Clean the rain gutters, Fix The Roof and so on!
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      • Profile picture of the author Steve Solem
        Originally Posted by Ron Lafuddy View Post

        Steve, great topic. Yep, flyers work!

        A few years ago, David Frey, the marketing guy, posted a
        flyer that was used by a car wash business on his old forum.
        From memory, I believe they were called "The Car Spa", but
        don't hold me to it, and I don't have a copy of it.

        As I recall, the flyer was simple, a color picture of the
        outside of the business, location, phone number and
        a coupon. Very simple.

        The concept is more important than what the flyer looked like.

        The company did no other advertising except for their flyer.

        David said that the flyer was everywhere, in his dentist's
        office, in the restaurant's and stores he frequented, everywhere.
        Finally, he asked about it at one of the businesses he was visiting.

        He was told that some older guy came in and asked if it would be okay
        to leave some flyers on the counter and they said yes. Every so often
        someone would stop by and replenish them.

        David, being a marketing guy, was fascinated enough to do some
        investigating. Turns out that the car wash company was a 30 million
        dollar operation.

        How were they getting their customers?

        Good old fashioned.......Flyers.

        What stunned David is that none of the businesses that were essentially
        promoting the car wash to all of their customers, had asked the car wash
        to do the same for them.

        He couldn't believe it!

        Ron
        I remember that Ron, and still see that method used around here often by places like Hershey Park who has discount coupons in just about every fast food place and other businesses within about 30 miles of Hershey in season.

        It's a win for Hershey park for sure, but also for the business owners who often get new people in the door looking for the coupons.


        Originally Posted by SteveSki View Post

        Here's an email I just sent to my son yesterday. I'm posting it here because the first video shows the type of person you want to hire to deliver your flyers and the other videos show you how to start your own flyer distribution business....

        There are millionaires in every business you can think of.....

        Here's a kid who is making over $5000 every month and he hires others to do the work for him....
        Vince's Door-to-Door Flyer Distribution Commercial - YouTube

        Check out all his videos at:
        Start Any Business - How To Door To Door Flyer Distribution | nicedayblog because he tells you how to start your own business for just $5.00

        In the UK people are paying thousands of dollars to buy a flyer distribution service but as Vince points out.... he started with just $5.00 and so can you!

        You get paid to distribute flyers for business owners.... but you can also ad in your own flyers and create leads to sell to service type business owners or branch out yourself and hire others to Mow the Lawns, Shovel The Snow, Seal The Driveway, Clean the rain gutters, Fix The Roof and so on!
        Awesome video share Steve, thanks for that, and the guys delivery rate is cheaper than EDDM!
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  • How cool was that?

    Unfortunately I’m a bit past it to be scooting around on roller blades – I would fall flat on my ass within 10 secs.

    Buried in a mountain of Flyers (maybe with a sign saying "As you can see I'm a bit knackered, but please help yourself to a Flyer...).

    Anyway, for a more sedate way of making a stack of cash with Flyers - here’s a plan.


    Go to your local town and give out Flyers to all the owner owned retailers.

    On the Flyer say something along these lines -

    "Let's Choose A Day And Make You A Lot Of Money - By Reaching The Right People As They Are Out Shopping - Ready To Spend - And Are Just 30 Seconds From Your Store..."

    "If You’re Willing To Make A Super Duper Offer To These Shoppers Here’s What I’ll do…”

    "Work with you and write and design a sensational Flyer that absolutely compels shoppers to come into your store and spend.

    Get your Flyers printed on good quality card.

    And personally give them out to your target shoppers who are very near your store.

    Bringing you an immediate response with people spending their money with you.

    Your Flyer will really thrill the shoppers. Remember, with all the competing shops they want to know just how great you are - don't worry we'll tell them. And they'll see and crave for your special offer. To keep this very exclusive I can only do 2 of these promotions. Let's make sure you are one of them. So you'll get all this extra business and profits - please call _____"


    So what is a “super duper” offer?

    Usually giving a big discount AND something free. The freebie doesn’t need to be expensive. And it's best not to be "conditional"

    In other words the shopper doesn't have to buy anything. They get it just for popping into the store.

    90% of the time, the wonderful law of reciprocation kicks in and they do spend. Often on the "big discount" item mentioned on the Flyer (which still makes a decent profit) and they usually buy other stuff as well.

    It greatly helps if the merchandising is top notch and the staff are friendly and helpful.

    Some "Free" examples are – a bar of chocolate, a coffee, a cold drink (great in the summer) a mince pie (great at Christmas), a mascot (something that features the store), a mug (everyone loves them and the store name can be printed on it), a calculator (mention on the Flyer - "you can work out how much money you've saved"), a pen (again with the store logo on), a free (something) from the store. The list is endless. And the cost is usually well under $5.00.


    How do you get paid?

    You can work out a set price.


    Or, and I often do this. I pay all the costs (which are not that high) – and get paid a % of the sales the store makes. You tend to make far more money this way.

    This takes away all the risk from the client - which helps close the deal (many businesses are understandably cautious, money is tight and they've been "stung" with some other "magnificent" deal that never produced any results).


    Obviously, doing it this way - you have got to trust the owner - in essence they should see you as their marketing guru. And your "instinct" which you'll feel when you're talking to them - will tell you if they are likely to rip you off - just be careful. If you're unsure charge a set fee. Or walk away.

    There's no shortage of good prospects who really do want your help in bumping up their business.


    Also give the owner and staff cards so that every shopper fills out their address and email – now the store has a “list” of happy customers.

    They can contact them with future special offers and promotions (which of course you can write - for a fee or a % of the sales - sometimes a blend of both).


    Just choose the right businesses to work with – the people that “get” how important advertising is. And very importantly, people who you like, and who like you. It's always good to get along...

    The results are usually fabulous.

    And the owner is very keen to keep doing Flyers.

    Because they bring in an instant revenue and profits.

    Which is these difficult and troubled economic times is exactly what they need.


    Steve
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  • Profile picture of the author davidreese
    I distribute flyers for many different clients. Several of whom only use flyers for their marketing.

    Two of the more successful use rather cheap looking flyers to great success.
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  • Profile picture of the author Mikestankowski
    It sounds very old school but flyers are definitely effective if done properly.
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  • Profile picture of the author werthj
    For making flyers I would recommend vflyer.com. It is easy to use, provides a plethora of templates, and has amazing customer support. It makes online flyers but also makes pdf's of flyers.
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  • ...I'm thrilled to be reading all the posts on Flyers.

    I normally reside in the Copywriters Forum. They're a wonderful crowd, but they do drift off every so often and ramble on about VSL's, inter web copy and all things technical.

    It's been such a refreshing change to pop into this Forum - you too are really great people.

    Eventually you might tell me to go back - because I do tend to rave on about my favourite subject - Fabulous Flyers.

    Just say if my visitors permit has been withdrawn.

    Steve
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