Due to an emergency, we must polish ANOTHER postcard turd.

48 replies
ALERT! ALERT! ALERT!

We have a small business owner that's verging on giving up on the ultimate money machine (direct mail) and we must get him back. The original post is located here.

In a nutshell, he owns an overhead door business and spent $2600 for a mailing that returned a dismal 7 responses and ended up losing him $1,000. He also put his trust into a professional designer and copywriting 'team' so that he could maximize response -- only to find that they didn't come through with their promises.

Now he feels like postcard mailing won't work and he's better off dumping his money into other channels.

Can we help this situation? I don't know but I can guarantee you that direct mail can pull more leads than anything for his business if the right person is taking control of his mailing.

Let's examine the postcard and the main elements...



Postcard looks nice overall and definitely was put together by a pro designer. But does that mean it will PULL?

Let's look at the elements...



First of all, we really don't need a smorgasbord of garage door coupons to draw people in. It looks highly fabricated and slightly desperate.

I hate the "$65 dollars off" coupons because it doesn't actually clue the recipient in to the actual cost, which just gets them scared. Use a high percentage instead. (note: it's completely fine to use a $$ off coupon when your recipients KNOW what the cost should be).

The FREE installation of the garage doors is a much better selling point than the $599 low price, so that should be emphasized instead. Also, if you want to promote the $599 price, make sure to put the normal price above it with a big red "X" through it. They have to see the tremendous savings is if you're going to list prices.

The free estimate is nonsense. No one pays for estimates and no one is going to rush to call in for one before the coupon expires. If it expires, would you really start charging anyways? Too much clutter.

The picture has to go. The impression I get from looking quickly at the card is you're some kind of super high priced high end company that works with upscale clients. That picture will not strike a chord with the recipients this is going to.

Don't waste giant space on proclaiming the "owned and operated since the dawn of time" stuff. You can weave this in to the copy (you'll see).




My thoughts

If you want high response, you've got to snap up the people who are early in the buying stage, not the ones who are just conveniently looking around for garage door companies to fix their door at the moment.

Send EDDM to the area's you feel are the best fit and lure everyone with a remote need for a door in with a sweepstakes. Give away a low end door and put in your legal fine print that it only includes the door and not labor. You'll get a boatload of response that you can convert to estimates and put into your back end. Those will convert to buyers and upsells easily.

By including a couple coupons as well, you can capture the people who are in the buying process and don't care if they win or not, who just want to jump in on the offers before they expire.

The designer's/copywriter's you used designed this to please their client, not to generate maximum response. The attractive design, professional look, and emphasis on "owned & operated since..." makes it very clear that they were more focused on stroking their clients ego.

My version:

If this was my project, I'd want every recipient with a remote chance of needing a garage door or repairs done to it, to TAKE ACTION. I'd want this thing to scream at them to do something before it's too late.

If someone even has a slight problem with their overhead door, believe me it's a big problem. No one wants a door that's rickety, unsecure, unreliable, unoperable, or unattractive. All it takes is getting in front of that homeowner.



The point of this post is: you can generate response via direct mail that can tremendously outperform other channels. Postcards can reach prime targets who you'll never have a chance of reaching via other channels and it can drive people to take an action very easily when the design, copy, and offer is on point.

I wouldn't be suprised if $2,500 worth of these postcards sent EDDM bring you in truckloads of response and tens of thousands of dollars in revenue.
#direct mail #direct response marketing #due #emergency #polish #postcard #postcard marketing #turd
  • Profile picture of the author ewenmack
    What Bob has done here is understand what a customer is worth and what the garage door guy would/should be prepared to give away to get the customer.

    When you start thinking like this then you lead to thinking how many of these
    offers can you put out because for every dollar you put out you get x number back.

    Great question to ask yourself or client.

    Best,
    Ewen
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    • Profile picture of the author bob ross
      Originally Posted by ewenmack View Post

      What Bob has done here is understand what a customer is worth and what the garage door guy would/should be prepared to give away to get the customer.

      When you start thinking like this then you are lead to thinking how many of these
      offers can you put out because for every dollar you put out you get x number back.

      Great question to ask yourself or client.

      Best,
      Ewen
      Dead on mate.
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      • Profile picture of the author ewenmack
        Originally Posted by bob ross View Post

        Dead on mate.
        There's a Aussie company in the reconditioning engines business.

        It sells to mechanics.

        They worked out, after being pressed by their marketing guy,
        how much profit they make on each engine.

        Once that figure was worked out, then they knew how many they needed to sell to be able to give one away.

        So the offer was buy x number and you'll get one free.

        They just fax that offer to mechanic shops throughout Aussie.
        Plus give a bit of background why they are so good.

        Sales boomed, expanded their workshop and took on more staff.

        Before they were going down hill.

        Best,
        Ewen
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  • Profile picture of the author ADukes81
    Always pick up golden nuggets when you polish up these "turds". I still laugh reading that word after 31 years, too.

    Thanks for the copy tidbits along with the laugh on Saturday, Bob.
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  • Profile picture of the author Doran Peck
    Great re-work Jake, It is already a much stronger card.

    So as I was reading the original thread, my thought process started to want to ask the garage guy things like...ok so the ultimate goal is to sell a garage door....but what else can you do in this arena...the smaller things...What else can get your foot in the door in case they don't necessarily need a whole garage door right now. I see he does repairs....ok so specifically what are some of the things...busted springs?....if your customer were to describe to you something that was wrong with his door, what words would he use, what things would he likely notice. what are the common problems. When your customer sees his own thought process on your mailer, or things he can identify with, then you've increased your likelihood of response, and you've definitely nudged him closer to the sale from you ( as opposed to whoever else, thinking they've got some leverage cuz their sitting on Google)

    He captured 7 responses....so he very well might have snagged 100% of the people who happened to need a garage door, right now, the moment they got the card. I mean who knows. Next week maybe 7 more people will suddenly find themselves with a garage door problem...whatever the number is...its a limited, finite amount. if you sent out 10,000 mailers it still might only be 7 people that need the door right now. So I'm really not sure we can be too disappointed....we aren't talking about food here.

    So, we ask ourselves how can we make this card ALSO capture people who need other things related to garage door stuff?

    Yes there is a repair discount...but its leaving the customer to decide if he needs a repair or not. How does he know? ..the only thing he really knows right this second is that he's parting with 59 bucks. So, I want him to also feel like he needs a repair, or at least fear he might find himself in a garage door pickle down the road, unless he takes care of something right now. I want the person reading the card to have a thought, something like "Hmm...I didn't know that...I better go check that out" So I ask the garage Door guy...what is the something that can invoke that thought? ( I'm asking cuz I don't know about the specific workings of garage doors)

    The Free Estimates thing...yeah I agree, as it is...not much of a motivator...perhaps though, if you were to dress it up as something else, I might take advantage of it. If a guy were to come to my place and give me tips on what I can do to give my door longevity, or troubleshoot little things that commonly occur..something along those lines, I could go for that. Not an "inspection" and not an "Estimate"... Meanwhile if that's what gets you on their property face to face...then you can feel your way from there...pitch the hard sell, or grow the relationship.

    While only a certain number of people are going to immediately respond to any mailer...there is a great ancillary benefit to your effort that should not be taken lightly. Regardless of the responders, you've still put yourself in front of 5000 prospects. They know your name, they know something about you, and hopefully you've done something to influence their train of thought towards needing you.

    Google can't do this for you at all. You sit there completely at the mercy of the customer finally deciding he needs to take action. Your direct mail make YOU the guy pushing every possible prospect in your direction and helping them get there sooner, than had they been left to their own finally figure it out.....without direct mail, you're relying on hope that when they get around to it, whatever random direction they pick happens to be yours.

    Understand the full value of what you are doing...its not always just about the response.

    DP
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  • Profile picture of the author Rearden
    Man, I just realized those were garage doors in the original picture.

    I thought they were window shutters.
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  • Profile picture of the author rushindo
    I believe the list is more important than anything else. Bob, I don't think your typical direct mail strategies that mail to everyone will work very well with this niche. The question is who are the best prospects?... which the owner should know the answer to. How long does one normally have a garage door before replacing it? What type of doors do most people have that end up replacing their door? Wood? Metal? Etc?

    The list is much more important than the postcard, IMO. Though in the real world, it may be a lot of work to identity all the needed information to maximize conversions. But if he really is that much in need, he needs to get to work and identify the best prospects and mail only those people.
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    • Profile picture of the author bob ross
      Originally Posted by rushindo View Post

      I believe the list is more important than anything else. Bob, I don't think your typical direct mail strategies that mail to everyone will work very well with this niche. The question is who are the best prospects?... which the owner should know the answer to. How long does one normally have a garage door before replacing it? What type of doors do most people have that end up replacing their door? Wood? Metal? Etc?

      The list is much more important than the postcard, IMO. Though in the real world, it may be a lot of work to identity all the needed information to maximize conversions. But if he really is that much in need, he needs to get to work and identify the best prospects and mail only those people.
      I agree with what you're saying in general but in this niche it's impossible to laser target because there's no list for homeowners that need garage door repair. You can broaden the list to homeowners with certain incomes and ages but you can do better off saturating neighborhoods that fit the demographic.

      While it would be incredibly awesome to find a list somewhere of homeowners who have crappy wood garage doors with no openers, it's just not possible, so you're better off saturating prime areas that fit the profile you're looking for. You get 2x - 3x the mailing coverage and 2x the postcard size as a benefit as well.

      In this niche, all you need are people to respond who have any remote need for replacing or repairing their garage door, and I believe this type of strategy finds those people best.
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  • Profile picture of the author Claude Whitacre
    To the owner of the business and Bob Ross;

    I owe you both an apology. I sort of derailed the last thread on this postcard.
    In no way do I want the OP to think that he should replace the postcard with online marketing. They are each either profitable, on their own...or they are not.

    Bob has shown a huge improvement in the postcard, far better than any idea I had.

    The only thing I was thinking that wasn't on the card was a short list of benefits (I know nothing about garage doors);
    Better security
    Better insulation for energy savings
    Custom built to your home
    That sort of thing...

    Anyway, I would certainly advise another run with EDDM and the card Bob showed. But also spend a little effort improving your online positions.

    Although the two ideas slightly support each other, they are two completely separate marketing methods, gathering completely separate sources of business.

    My suggestion is that, if you can get the postcard to work (and I think you can), then you can test the same offer and ad online and in other direct mail media.

    I would have expected to pay a few thousand dollars for an expert reworking of a card like this. And that's what we have here.

    "Open to Smithville Residents Only" is a beautiful line.
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  • Profile picture of the author SashaLee
    Hi there,

    Kudos to Bob Ross once again!

    All the best,

    Sasha.
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    • Profile picture of the author DABK
      Love the improvements, Bob.

      When the winner has been chosen and his door installed follow up with an advertorial (with photos) in the local paper or a press release?

      Then 2 weeks or so later follow up with another postcard?
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  • Profile picture of the author midasman09
    Banned
    Reminds me of an afternoon back in Sept of 1982.

    Me and a buddy were tossing down Mics at our favorite pub when in walks another buddy....plunks down on a stool next to us (tarbender brings over his regular glass of Mic)...and yells; "Hey! Anyone here know anything about Storm Windows?"

    He tells us he wants to cut down on the heating bills in his 3 Rental Houses this winter and the windows leak like sieves.

    So....I give my buddy next to me a jab and ask; "Hey! I wonder how many houses in this town of 7,000 have Storm Windows. Bartender Bob comes over and says; "I'll bet there's not many! Too small a town!"

    So....I ask for a Denver phone book. We look in the YP for "Storm Windows" and see 5 Cos. I ask Bob for the "house" phone and call one Co that looks like they're looking for Sales people. Their ad says they have a"Demo Kit" for $50.

    Sure nuff....they WANT to have Sales People selling their Storms and told me to come on by. (Only problem, I was in the Mtns)

    So...I ask for a local phone book and ask my buddy John to pick a phone book page at random and pick 5 Residence Numbers at random.

    John underlines 5 numbers and slides the phone book over. I dial the fiirst #....a woman answers and I say; "Howdy! I have a Storm Window business here and I'm wondering if you folks have Storm Windows?"

    She responds with, "Oh! No! We're just renting!" I thank her for her time and dial the next #. Woman answers I ask the same question and she responds; "No! But my hubby and I have been talking about covering the windows this winter with "something". I then ask; "Do you own your home?" She says; "Yup..been here about 3 yrs now!"

    I then say; "Fine! I'd like to stop out this evening and give you an estimate! What time does he get home?" She says; "About 5:30 but we usually have dinner then!" I say; "Fine! How about 7pm?"

    She say; "OK!" I say: "Fine! See ya then!"

    The next call is another renter but 4th call went about the same as 2nd. Got an appt for 7:30. 5th call hubby out of town.

    So....I grab my buddies arm and we take a drive around the residential area and notice a LOT of homes with plain windows.

    I say: "OK Johnny me boy....we are going into the Storm Window biz!"

    I drive to our bank...go into the lobby...I tell John to "give me $100!" (we go round a few minutes and I "persuade" John to write me a check for $100. I write one for $100. I go up to the clerk and ask to open up a new biz account called "Valley Storms"....and deposit $200 into the account.

    I go to a pay phone in the lobby (this is WAAY b4 Cells)...phone the 2 women I set up an appt with and ask to change to tomorrow night. OK!

    So....early next morn I grab John and drive to "Big D"....go to the Storm Window Co. A guy takes us thru the plant....gets us familiar with how to measure...what our cost is....gives us 2 Sales Kits (we only paid for 1 because he says he could see we were "Passionate" and had an "inkling" we could SELL)

    So....we arrive back in Glenwood....go to our "office" at the pub and figure out what we're going to charge for windows. We then go over to a Quick Print place and have the clerk make up an "Order Form" on her Type-Setting Machine. We approve it and she runs off 20 copies.

    We then go down to the Office Supply Store and get some Carbons and WE ARE IN BUSINESS!

    We go to our first appt that eve....give the folks a Demo of our windows... get their permission to measure for an estimate. Show them the estimate and hubby says, "We'd just like to do the 3 windwos in our bedroom for now!"

    I say; "Fine!"....and write up the order....hand hubby a Copy and tell him to make out a check for 1/2 to "Valley Storms"!

    He does AND....tells me he's the "Assistant Fire Chief"! I think; "Wow! THIS will get us going!"

    So....we go to next appt and "happen" to mention the Assnt Fire Chief just ordered Storms for his home!. I give the demo....go around and measure....hand them my extimate....saying it's "Half Down and Balance AFTER the installation!"

    He looks up and says; "Let's do it!"....goes to his bedrm, brings out check book...writes check and hands to me. I thank them and go over to our "Office"!

    Well....thanks for allowing me to remember a "Fun Event" in my sales career. We went out to build our Storm Window biz to where we had sales agents in 5 towns with a full-time installation crew.

    And....the 2nd "reason" for posting this is to follow up on the main theme here of...."Mailing Home Owners"! The same with "OverHead Doors"!

    I would NEVER think about mailing anything to home owners trying to find people I could "Bring Into My Sales Funnel for Storm Windows!!!

    Wow! What a waste of time and energy. AND...the "Marketing System" used for the OverHead Doors was...."BLAM!....HERE'S WHAT WE SELL! HERE'S WHAT THEY COST! BLAM, BLAM, BLAM!"

    No "Finesse!"....NO bringing "Suspects" into a Sales Funnel! Just mailing cards to "Suspects"! What an absolute waste!

    I would strongly suggest the OverHead Door Co....find a "Female" to make PHONE CALLS...using a Cross-Index Directory so she could go down the street calling on everyone in that neighborhood....eliminating "Suspects" by simply calling and saying; "Hi! I'm Carol with Valley OverHead Doors! Do you have an OverHead Door?".....Fine!....is it working properly?....Fine!...Bye!" or...."Oh! One of our guys can stop by tomorrow, at NO Obligation, and take a look at the motor (or whatever was mentioned!)....would 8 be OK or 9 be better?"

    Holy Camoly! Give some THOUGHT to WHO will buy your product! GET YOUR PROSPECTS INTO YOUR SALES FUNNEL!

    You "scare" the beejeebers out of any GOOD prospects!.... homeowners who have a door they're thinking about repairing or replacing!

    Ya Gotta "Weed Out Suspects" and "Bring Prospects ALONG...into your Sales Funnel!!

    Find INTEREST FIRST!....then get prospects to make "Minor" decisions (Ya! We've been thinking about getting it fixed or replaced. It's been making strange noises lately!)

    (Fine! I can have one of our guys stop by and take a look.... at NO obligation! Would X be ok...or would Y be better?)

    Anyway....thanks again for reminding me of a "Fun Business adventure"

    Don Alm....Sales & Marketing guy
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  • Profile picture of the author WillR
    I really don't think anyone is going to want to voluntarily call a number to enter a competition because they know the spiel they would receive.

    For that reason that line would be much better used giving them an option to text their details to enter the contest instead. Text or Internet. They need to be informal methods of entering.
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    • Profile picture of the author bob ross
      Originally Posted by Claude Whitacre View Post

      To the owner of the business and Bob Ross;

      I owe you both an apology. I sort of derailed the last thread on this postcard.
      In no way do I want the OP to think that he should replace the postcard with online marketing. They are each either profitable, on their own...or they are not.

      Bob has shown a huge improvement in the postcard, far better than any idea I had.

      The only thing I was thinking that wasn't on the card was a short list of benefits (I know nothing about garage doors);
      Better security
      Better insulation for energy savings
      Custom built to your home
      That sort of thing...

      Anyway, I would certainly advise another run with EDDM and the card Bob showed. But also spend a little effort improving your online positions.

      Although the two ideas slightly support each other, they are two completely separate marketing methods, gathering completely separate sources of business.

      My suggestion is that, if you can get the postcard to work (and I think you can), then you can test the same offer and ad online and in other direct mail media.

      I would have expected to pay a few thousand dollars for an expert reworking of a card like this. And that's what we have here.

      "Open to Smithville Residents Only" is a beautiful line.
      Benefits should absolutely be bulleted, but I only had the front of the card to work with at the moment. The back is just as important (more important actually) and is where I put my bullets.

      I definitely agree that he should incorporate digital marketing as well and yep they are different animals as you said for sure.


      Originally Posted by DABK View Post

      Love the improvements, Bob.

      When the winner has been chosen and his door installed follow up with an advertorial (with photos) in the local paper or a press release?

      Then 2 weeks or so later follow up with another postcard?
      You got it man! You leverage the hell out of those winners and use their picture and experience as much as possible. It's absolutely incredible advertising.

      Originally Posted by WillR View Post

      I really don't think anyone is going to want to voluntarily call a number to enter a competition because they know the spiel they would receive.

      For that reason that line would be much better used giving them an option to text their details to enter the contest instead. Text or Internet. They need to be informal methods of entering.
      As someone who runs these campaigns all the time, I can say you're correct about the phone number thing, a very low percentage of people call-in to enter from a direct mail piece. They call-in with no problem on TV or radio commercials though.

      The phone number still has to be on the card though and instead of putting it separately I feel it's best to kill two birds and put it in the entry options. Personally I wouldn't do SMS entry because it wouldn't get any chance to communicate effectively with the entrants. I think it would just result in a slew of entries that I couldn't really market efficiently to.

      The goal is to get these people on an email or mail list, and have the ability to set an appointment for an estimate. I can't see SMS doing that unfortunately, if I did I would be doing it like mad for my own business. I really wish it did because texting would be a fantastically easy way to enter.

      It's funny you mentioned it because I have thought about doing it for B2B stuff I send frequently. My SMS expertise is highly limited.


      Don (midasman):

      I wish I was around back then, it seems like that time period was just full of money sitting around waiting for any home improvement company to take.

      Unfortunately, the business owners original card pretty much stated what you said and it didn't pull in much response and had a negative ROI.

      People today are much harder to get to respond for bigger ticket stuff like this, especially when there's loads of competition, and relentless marketing from other bigger companies. Cold calling has completely turned upside down due to the DNC list and the only ways of really penetrating the people who aren't getting hammered is to canvass (my personal fav) or direct mail.

      The big money is in catching the people early in the buying process, even the ones who haven't even really thought about fixing anything soon.
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      • Profile picture of the author xlfutur1
        Originally Posted by bob ross View Post


        The goal is to get these people on an email or mail list, and have the ability to set an appointment for an estimate. I can't see SMS doing that unfortunately, if I did I would be doing it like mad for my own business. I really wish it did because texting would be a fantastically easy way to enter.
        There is an easy way to kill two birds, and here's how...

        Definitely give the prospects numerous ways to enter...offer a way to call in, visit a web page with opt in, OR...... the easiest option possibly for many prospects....text in their email address.

        When they text in their email address you can actually capture both the mobile phone number and add them to a mobile list, AND then immediately subscribe them to an Aweber list.

        I use OpenVBX for the mobile list then forward the body of the message (i.e. the email address) to a short php file that subscribes them to Aweber. Works like a charm.

        You can then use both SMS and email to confirm their entry and develop a relationship to attempt to set an appointment in the near future.

        Use one local Twilio number for both the incoming calls and the SMS. That way you can track everything.

        (Best to turn off double opt-in for the Aweber list you use too.)
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      • Profile picture of the author busseb
        Originally Posted by bob ross View Post

        Benefits should absolutely be bulleted, but I only had the front of the card to work with at the moment. The back is just as important (more important actually) and is where I put my bullets.

        I definitely agree that he should incorporate digital marketing as well and yep they are different animals as you said for sure.




        You got it man! You leverage the hell out of those winners and use their picture and experience as much as possible. It's absolutely incredible advertising.



        As someone who runs these campaigns all the time, I can say you're correct about the phone number thing, a very low percentage of people call-in to enter from a direct mail piece. They call-in with no problem on TV or radio commercials though.

        The phone number still has to be on the card though and instead of putting it separately I feel it's best to kill two birds and put it in the entry options. Personally I wouldn't do SMS entry because it wouldn't get any chance to communicate effectively with the entrants. I think it would just result in a slew of entries that I couldn't really market efficiently to.

        The goal is to get these people on an email or mail list, and have the ability to set an appointment for an estimate. I can't see SMS doing that unfortunately, if I did I would be doing it like mad for my own business. I really wish it did because texting would be a fantastically easy way to enter.

        It's funny you mentioned it because I have thought about doing it for B2B stuff I send frequently. My SMS expertise is highly limited.


        Don (midasman):

        I wish I was around back then, it seems like that time period was just full of money sitting around waiting for any home improvement company to take.

        Unfortunately, the business owners original card pretty much stated what you said and it didn't pull in much response and had a negative ROI.

        People today are much harder to get to respond for bigger ticket stuff like this, especially when there's loads of competition, and relentless marketing from other bigger companies. Cold calling has completely turned upside down due to the DNC list and the only ways of really penetrating the people who aren't getting hammered is to canvass (my personal fav) or direct mail.

        The big money is in catching the people early in the buying process, even the ones who haven't even really thought about fixing anything soon.
        Instead of the negatives of SMS reply for entering the contest, turn it into a positive = why not call them back after receiving the text and tell them "Your entry to the contest has been received and good luck on being the lucky winner, and by the way,..."

        I've sent in texts for contests and wondered if they were ever received. This way they know and you get the ability to probe.
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    • Profile picture of the author Khemosabi
      Originally Posted by WillR View Post

      I really don't think anyone is going to want to voluntarily call a number to enter a competition because they know the spiel they would receive.

      For that reason that line would be much better used giving them an option to text their details to enter the contest instead. Text or Internet. They need to be informal methods of entering.
      While I sort of agree with you Will, I have to bring up a point. I just received a GIANT postcard in the mail from a car dealership. You've seen em' "SCRATCH THE SILVER CRAP OFF AND SEE IF YOU'VE WON!!" So, you scratch and yes, you've won!! :rolleyes:

      But that's all it says, YOU'VE WON! You have to go to the dealership and find out exactly what you've won. Clever eh? I know if I go to the dealership, I'm going to get a spiel! My point being, those are expensive postcards. I really don't believe car dealerships waste time and money on such things if they didn't work. PEOPLE LOVE TO WIN STUFF. If they didn't, there would be a whole lot of "Nigerian Baristers" out of work!

      That being said, I really loved your idea of adding the text or internet info into it, giving those options is a sure fired way of getting more responses!!!

      ~ Theresa
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      • Profile picture of the author qu4rk
        Originally Posted by Khemosabi View Post

        While I sort of agree with you Will, I have to bring up a point. I just received a GIANT postcard in the mail from a car dealership. You've seen em' "SCRATCH THE SILVER CRAP OFF AND SEE IF YOU'VE WON!!" So, you scratch and yes, you've won!! :rolleyes:

        But that's all it says, YOU'VE WON! You have to go to the dealership and find out exactly what you've won. Clever eh? I know if I go to the dealership, I'm going to get a spiel! My point being, those are expensive postcards. I really don't believe car dealerships waste time and money on such things if they didn't work. PEOPLE LOVE TO WIN STUFF. If they didn't, there would be a whole lot of "Nigerian Baristers" out of work!

        That being said, I really loved your idea of adding the text or internet info into it, giving those options is a sure fired way of getting more responses!!!

        ~ Theresa
        Theresa,

        Working with businesses with larger advertising budgets (meaning $250k/yr+), you begin to see that they have either a department or a person handling this. I've seen this a few times where a marketing person or department will put out an ad/postcard like Bob's first card. They are doing this because their job is to spend the budget on "marketing" (notice the quotes).

        Why am I saying this? Just because car dealerships are spending money on this, doesn't mean that it works. I'm sure countless people on this board have seen many big budgets spent on marketing pieces that don't work.

        I used to think that if someone was running a print ad, billboard, adwords campaign for a long time, it was working. Then, I landed a gig with a company that had $250k+ budget. They had some direct mail pieces that were like Bob's example. Just a money pit.
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        • Profile picture of the author RimaNaj2011
          ^^Yes, a lot of companies still regard marketing as spray and pray and don't look at ROI or analytics.
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          • Profile picture of the author Claude Whitacre
            I know this is a little off topic. But I've mailed "Win a free.." offers before. The single most important thing I've seen is how you handle the people that didn't win. You know...the prospects.

            I always called them and told them who won the main gift, and then told them that there were three other prizes, and they won the second most expensive one. It would be something that had a high perceived value (not a vacation), and we just wanted to deliver it and drop off a brochure, and maybe answer a question they had.

            Both husband and wife had to be there, "for consumer research reasons", and that's how we made the appointments.

            Have you guys figured this part out completely. I think this is where the promotion thrives or dies.
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            • Profile picture of the author Khemosabi
              Originally Posted by Claude Whitacre View Post

              I know this is a little off topic. But I've mailed "Win a free.." offers before. The single most important thing I've seen is how you handle the people that didn't win. You know...the prospects.

              I always called them and told them who won the main gift, and then told them that there were three other prizes, and they won the second most expensive one. It would be something that had a high perceived value (not a vacation), and we just wanted to deliver it and drop off a brochure, and maybe answer a question they had.

              Both husband and wife had to be there, "for consumer research reasons", and that's how we made the appointments.

              Have you guys figured this part out completely. I think this is where the promotion thrives or dies.
              Good Lawd Claude, if I could have thanked you a million times..., it was your last sentence.. "have you guys figured out this part completely?"

              ~ Theresa
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              • Profile picture of the author ewenmack
                Howabout just going to home builders who do in house design and specify fittings
                with an offer. To me they are the ones who decide on new garage doors.

                Then target property managers for the maintenance side.
                And they are an identifiable group who make buying decisions on maintenance.

                Both cases are decision makers on lots of doors.

                Am I missing something here?

                Best,
                Ewen
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            • Profile picture of the author longrobnc
              Originally Posted by Claude Whitacre View Post

              I know this is a little off topic. But I've mailed "Win a free.." offers before. The single most important thing I've seen is how you handle the people that didn't win. You know...the prospects.

              I always called them and told them who won the main gift, and then told them that there were three other prizes, and they won the second most expensive one. It would be something that had a high perceived value (not a vacation), and we just wanted to deliver it and drop off a brochure, and maybe answer a question they had.

              Both husband and wife had to be there, "for consumer research reasons", and that's how we made the appointments.

              Have you guys figured this part out completely. I think this is where the promotion thrives or dies.
              I think that this is where the wheels might come off for me. I'm not sure how I would handle the "prospects".
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              • Profile picture of the author Claude Whitacre
                Originally Posted by longrobnc View Post

                I think that this is where the wheels might come off for me. I'm not sure how I would handle the "prospects".

                Well, this has to be completely thought out. The people calling from this postcard won't be the same people you usually get calling in. They will be much softer leads. And it's easy to screw this up.

                For example, if you get 100 calls from this mailing (the one Ross gave you), and you don't have a strong sequence in handling the calls? You may end up with 7 or 8 appointments. If you do know how to handle the calls? Maybe 70 or 80.

                This is really where most business owners drop the ball. Bob Ross may be able to help you with this.
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                • Profile picture of the author kenmichaels
                  Originally Posted by Claude Whitacre View Post

                  Well, this has to be completely thought out. The people calling from this postcard won't be the same people you usually get calling in. They will be much softer leads. And it's easy to screw this up.

                  For example, if you get 100 calls from this mailing (the one Ross gave you), and you don't have a strong sequence in handling the calls? You may end up with 7 or 8 appointments. If you do know how to handle the calls? Maybe 70 or 80.

                  This is really where most business owners drop the ball. Bob Ross may be able to help you with this.
                  If not i can. I can spend a little time answering some questions
                  and give you some of the good bad and ugly we have run into
                  and what we have done about it.

                  I have got plenty of what does not work, and how not to do things
                  experience
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                  • Profile picture of the author Claude Whitacre
                    Originally Posted by kenmichaels View Post

                    If not i can. I can spend a little time answering some questions
                    and give you some of the good bad and ugly we have run into
                    and what we have done about it.

                    I have got plenty of what does not work, and how not to do things
                    experience
                    Ken; I mentioned Bob because I assumed they were working together on this.

                    But your advice is easily as valid as mine here.
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                    • Profile picture of the author kenmichaels
                      Originally Posted by Claude Whitacre View Post

                      Ken; I mentioned Bob because I assumed they were working together on this.

                      But your advice is easily as valid as mine here.
                      that's a perfect example of why people should read the entire
                      thread before posting.

                      I saw your name, read your post and did not read anything else.

                      Now I look like a poacher :rolleyes:
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                      • Profile picture of the author Claude Whitacre
                        Originally Posted by kenmichaels View Post

                        that's a perfect example of why people should read the entire
                        thread before posting.

                        I saw your name, read your post and did not ready anything else.

                        Now I look like a poacher :rolleyes:
                        Ken; You did the right thing. Always read my posts and nothing else. :rolleyes:
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                • Profile picture of the author longrobnc
                  Originally Posted by Claude Whitacre View Post

                  Well, this has to be completely thought out. The people calling from this postcard won't be the same people you usually get calling in. They will be much softer leads. And it's easy to screw this up.

                  For example, if you get 100 calls from this mailing (the one Ross gave you), and you don't have a strong sequence in handling the calls? You may end up with 7 or 8 appointments. If you do know how to handle the calls? Maybe 70 or 80.

                  This is really where most business owners drop the ball. Bob Ross may be able to help you with this.
                  I don't think that I could handle doing Bob's mailer until I get another sales rep. We would have to tweak the message to pull repair and maintenance customers. I just don't have the help for that many in home demos.

                  Speaking of demos, I bought a new Oreck Vac, Hand Held and Air Purifier the other day. I tried to recruit the sales guy. He did a great presentation. I was impressed. I came in to buy a low cost $300 vac. I ended up spending $1300, and felt great about it. That's the type of person that I would love to find for my business.
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        • Profile picture of the author Khemosabi
          Originally Posted by qu4rk View Post

          Theresa,

          Working with businesses with larger advertising budgets (meaning $250k/yr+), you begin to see that they have either a department or a person handling this. I've seen this a few times where a marketing person or department will put out an ad/postcard like Bob's first card. They are doing this because their job is to spend the budget on "marketing" (notice the quotes).

          Why am I saying this?
          I used to think that if someone was running a print ad, billboard, adwords campaign for a long time, it was working. Then, I landed a gig with a company that had $250k+ budget. They had some direct mail pieces that were like Bob's example. Just a money pit.
          OMG! I so want the job of the idiot marketer that got 250K thrown at them to see if any Sh1t hit the wall! And, to own a dealership that doesn't care where that amount of money went!! "Just spend it Daniels, we'll let the accountant worry about the bottom line!"..

          Um, another lesson here dear "marketers" <---notice the quotes? :rolleyes:
          Let's say said marketing plan looks like a "just spend it and let's see what happens" kind of budget. You think there's a market there? Heck yes! Show those stupid people with all of that money to spend that they might actually make a decent return on their advertising!! Just imagine the kind of super hero you'd become! (Disclaimer: People with these budgets aren't typically stupid! Nor do they throw their money at "Flo" to see if she can spend it fast enough. Sheesh..
          People with 250K+ budgets probably don't have a clue, their marketing plans are nilly willy.. at best, and they KNOW, just adding a little silver scratchy thing will drive people into a buying frenzy!
          Just because car dealerships are spending money on this, doesn't mean that it works. I'm sure countless people on this board have seen many big budgets spent on marketing pieces that don't work.
          ^^This, this is why GOOD marketers go after these types of businesses, because they know what works, and what doesn't, and they show these businesses "the way"..

          ~ Theresa
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          • Profile picture of the author qu4rk
            Originally Posted by Khemosabi View Post

            OMG! I so want the job of the idiot marketer that got 250K thrown at them to see if any Sh1t hit the wall! And, to own a dealership that doesn't care where that amount of money went!! "Just spend it Daniels, we'll let the accountant worry about the bottom line!"..

            Um, another lesson here dear "marketers" <---notice the quotes? :rolleyes:
            Let's say said marketing plan looks like a "just spend it and let's see what happens" kind of budget. You think there's a market there? Heck yes! Show those stupid people with all of that money to spend that they might actually make a decent return on their advertising!! Just imagine the kind of super hero you'd become! (Disclaimer: People with these budgets aren't typically stupid! Nor do they throw their money at "Flo" to see if she can spend it fast enough. Sheesh..
            People with 250K+ budgets probably don't have a clue, their marketing plans are nilly willy.. at best, and they KNOW, just adding a little silver scratchy thing will drive people into a buying frenzy!


            ^^This, this is why GOOD marketers go after these types of businesses, because they know what works, and what doesn't, and they show these businesses "the way"..

            ~ Theresa
            Hmmm, I'm not sure if you thought my post was a bust on you, but that wasn't my purpose. If you took it that way, then my apologies. It was to point out to anyone reading the thread, that just because you see businesses doing it, doesn't mean its working.

            At any rate, good day to you & happy selling.
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            • Profile picture of the author Khemosabi
              Originally Posted by qu4rk View Post

              Hmmm, I'm not sure if you thought my post was a bust on you, but that wasn't my purpose. If you took it that way, then my apologies. It was to point out to anyone reading the thread, that just because you see businesses doing it, doesn't mean its working.

              At any rate, good day to you & happy selling.
              I did get your point, just because a business has a large budget, doesn't mean they are spending it effectively.

              And my point was... we as "marketers" should know whether or not it does work, and go for the businesses that need our help!

              Postcards, when done correctly, are very effective! I think what Bob Ross was showing here, was great!! Just changing a few things, really made a difference!

              ~ Theresa
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        • Profile picture of the author NewParadigm
          Originally Posted by qu4rk View Post

          Theresa,

          Working with businesses with larger advertising budgets (meaning $250k/yr+), you begin to see that they have either a department or a person handling this. I've seen this a few times where a marketing person or department will put out an ad/postcard like Bob's first card. They are doing this because their job is to spend the budget on "marketing" (notice the quotes).

          Why am I saying this? Just because car dealerships are spending money on this, doesn't mean that it works. I'm sure countless people on this board have seen many big budgets spent on marketing pieces that don't work.

          I used to think that if someone was running a print ad, billboard, adwords campaign for a long time, it was working. Then, I landed a gig with a company that had $250k+ budget. They had some direct mail pieces that were like Bob's example. Just a money pit.

          exactly, even small companies can become bureaucratic like government, in a hurry. Budgets are "spend it or lose it" with no accountability other than gee that looked good, or we got a few calls! This can be true with small/med size biz too where the owner hires marketing people to do this stuff but the owner does not require proper tracking for ROI, often just seat of the pants stuff. Marketing person keeps producing marketing sausage to justify their position.
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  • Profile picture of the author vndnbrgj
    Not to take away from the postcard...

    But, could you add something along the lines of
    "Just for entering receive our free report! The 7 signs of gargae door failure"
    Or the best ways to maintain your garage
    The 6 signs your garage door might need replacing

    You still have the back of the card
    This way, you can put them on an autoresponder sequence

    .... just a thought ....
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    • Profile picture of the author longrobnc
      Originally Posted by vndnbrgj View Post

      Not to take away from the postcard...

      But, could you add something along the lines of
      "Just for entering receive our free report! The 7 signs of gargae door failure"
      Or the best ways to maintain your garage
      The 6 signs your garage door might need replacing

      You still have the back of the card
      This way, you can put them on an autoresponder sequence

      .... just a thought ....
      I like that. I better get started writing that report!
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  • Profile picture of the author ronrule
    One thought on this - who were the recipients of this mailing?

    Residential bulk mail doesn't always differentiate homes from apartments, and renters from owners. They need to be sure they're targeting home owners that have garages, cross-referencing their list data with county records. If the name on the list doesn't match the name on the county record, then the house is being rented and there is no point in mailing there.
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    • Profile picture of the author RimaNaj2011
      Very nice changes. It's all in the details.

      I've only done direct mailing to get my own clients and I love it. It works well and I craft a unique message to each targeted prospect. I don't currently have time to get another side venture going for my business, but how much do you charge clients for direct mailings? Let's say this garage business for example, what is your pricing?
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  • Profile picture of the author aduttonater
    I just made an Internet style post card in paint offering this contest. I am posting it on CL now. Lets see if it works.
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  • Profile picture of the author rugman
    Once again Mr Ross you rock! Here is a couple ideas i had while reading this:
    A free garage door inspection (if the piece was mailed into an older area). Garage door springs are brutal when they break and the older ones don't have a safety mechanism on them. Great way to get in front of people. Maybe a "We Have Declared May National Garage Door Safety Month!" Get our 7 point safety inspection free. Our team of experts will be in Smithfield all during the month of May.
    Things like springs - automatic sensors that stop the door from crushing little Jimmy on his bike. maybe lube all the moving parts etc.
    Get them thinking - is my door safe?
    If they don't want to give away a whole door - how about a free garage door opener contest?
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  • Profile picture of the author longrobnc


    This is front and back.
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    • Profile picture of the author Aaron Doud
      I wanted to add my two cents about how I feel about this mailer(the second longrobnc one aka https://imageshack.us/scaled/large/7/postcardu.png). I honestly need someone to install a garage door opener and keep putting it off so I would be the perfect client for this. But I don't think it would make me call and here is why.

      1. My house doesn't look like that. If you are targeting people in houses like that I understand using that picture but otherwise it doesn't work. And if you are targeting people who own homes that look like that....

      2. $69 Tune Up? If I own a house like that I will not be drawn in by this. For the rest of us I'm not even sure why I would want to have a Tune Up. Nor do I know if $69 is a good price. This offer is flawed because you haven't made it clear why I want it nor have you anchored the price. Hell for all I know it is normally $70 and all I am getting is $1 off. This comes from my retail days but their is a reason Walmart uses "Was" pricing. It works end of story. So always anchor when you can.

      3. Does the Angie's list award have a logo cause that doesn't flow well as the text it is now. I didn't realize those two lines were one thing at first. Design issue. Also is Angie's List big in your area? Cause honestly I have never used it nor do I care if you won some award from a service I only know from cable TV ads.

      4. Most people don't know what a subcontractor is. And those who do will ask. So why put a question into their mind? This is classic selling you don't hand customers objections. You only address objections that you get all the time. Do they really get people bringing this up all the time? Hell do people even care if it is a subcontractor? I just want my job done right - on budget and on time.

      5. Green? Seriously? If this was a Lambo I might be ok with that neon green. But otherwise it just hurts my eyes.

      6. Look that Angie's list award logo. BTW that logo looks amaturish. Once again unless I love Angie's List it doesn't help credibility. In fact for me it hurt credibility for them and Angie's List. I am being dead serious that after seeing this flyer and their lame TV spots I will likely never even visit Angie's List.

      7. Woot finally some anchoring.

      8. $599 installed? Yeah this is not targeted at higher income people. Hell I don't own a house like the one in the picture and $599 sounds a bit cheap and scary to me. If this company is a price leader the add should be designed around price. If they are a quality leader it needs to be designed around that. It's trying to be both and IMO it can't do that.

      9. $29 Service call? That just sounds like nickle and dime'ing. Seriously how can you do any work without a service call? I don't get why you would have a separate fee as it's not like I can pull down my door and bring it to you. I understand why car and RV repair have it since those can be brought it in. But for this kind of repair it should just be built into the pricing. So leave it off and have the owner of this company read what I wrote. Because if I expect to pay hundreds for a repair I think it's insane you just charged me $30 bucks (what i spend on a dinner for two aka nothing) just to come out. A separate fee makes no sense here at all in my mind.

      10. I have no idea how much Spring Replacement costs. I am not sure I would even know when I would need it. Do the customers know this normally? I just don't see this offer pulling for that reason. Hell in the end once they come out for the service call and say it's the spring peope may remember this and pull out the ad but at that point all this did was lower profit.

      11. Garage doors don't come with remotes? Since when? But the keypad would be a cool addition. I like that. My point here is how many of your customers are like me and assume the remote comes with it? Better would be "bonus keypad & remote" and find a way to show that it is something this company does that others don't. It's only a difference if people know and you tell them.

      12. BBB logo: Use the A+ rating version (assuming they have that rating). Never use the normal BBB logo if you have a good rating.
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      • Profile picture of the author longrobnc
        Originally Posted by Aaron Doud View Post

        I wanted to add my two cents about how I feel about this mailer(the second longrobnc one aka https://imageshack.us/scaled/large/7/postcardu.png). I honestly need someone to install a garage door opener and keep putting it off so I would be the perfect client for this. But I don't think it would make me call and here is why.

        1. My house doesn't look like that. If you are targeting people in houses like that I understand using that picture but otherwise it doesn't work. And if you are targeting people who own homes that look like that....

        2. $69 Tune Up? If I own a house like that I will not be drawn in by this. For the rest of us I'm not even sure why I would want to have a Tune Up. Nor do I know if $69 is a good price. This offer is flawed because you haven't made it clear why I want it nor have you anchored the price. Hell for all I know it is normally $70 and all I am getting is $1 off. This comes from my retail days but their is a reason Walmart uses "Was" pricing. It works end of story. So always anchor when you can.

        3. Does the Angie's list award have a logo cause that doesn't flow well as the text it is now. I didn't realize those two lines were one thing at first. Design issue. Also is Angie's List big in your area? Cause honestly I have never used it nor do I care if you won some award from a service I only know from cable TV ads.

        4. Most people don't know what a subcontractor is. And those who do will ask. So why put a question into their mind? This is classic selling you don't hand customers objections. You only address objections that you get all the time. Do they really get people bringing this up all the time? Hell do people even care if it is a subcontractor? I just want my job done right - on budget and on time.

        5. Green? Seriously? If this was a Lambo I might be ok with that neon green. But otherwise it just hurts my eyes.

        6. Look that Angie's list award logo. BTW that logo looks amaturish. Once again unless I love Angie's List it doesn't help credibility. In fact for me it hurt credibility for them and Angie's List. I am being dead serious that after seeing this flyer and their lame TV spots I will likely never even visit Angie's List.

        7. Woot finally some anchoring.

        8. $599 installed? Yeah this is not targeted at higher income people. Hell I don't own a house like the one in the picture and $599 sounds a bit cheap and scary to me. If this company is a price leader the add should be designed around price. If they are a quality leader it needs to be designed around that. It's trying to be both and IMO it can't do that.

        9. $29 Service call? That just sounds like nickle and dime'ing. Seriously how can you do any work without a service call? I don't get why you would have a separate fee as it's not like I can pull down my door and bring it to you. I understand why car and RV repair have it since those can be brought it in. But for this kind of repair it should just be built into the pricing. So leave it off and have the owner of this company read what I wrote. Because if I expect to pay hundreds for a repair I think it's insane you just charged me $30 bucks (what i spend on a dinner for two aka nothing) just to come out. A separate fee makes no sense here at all in my mind.

        10. I have no idea how much Spring Replacement costs. I am not sure I would even know when I would need it. Do the customers know this normally? I just don't see this offer pulling for that reason. Hell in the end once they come out for the service call and say it's the spring peope may remember this and pull out the ad but at that point all this did was lower profit.

        11. Garage doors don't come with remotes? Since when? But the keypad would be a cool addition. I like that. My point here is how many of your customers are like me and assume the remote comes with it? Better would be "bonus keypad & remote" and find a way to show that it is something this company does that others don't. It's only a difference if people know and you tell them.

        12. BBB logo: Use the A+ rating version (assuming they have that rating). Never use the normal BBB logo if you have a good rating.
        Thanks for the feedback. I would like to address your comments. Some helpful, some not so much.

        1. Yes, my office is surrounded by a massive waterfront community of wealthy people. The median household income is very high and doors like the one in the picture are very common. I have those same doors in my showroom.

        2. I agree that the $69 price for the tune is not well supported by reasons to use the service or state how good of a deal it is. However, many people know that their door needs attention by the operation of their door or the noise that it makes. We sell about 100 of these tune ups a month.

        3. Angie's List is a very respected review source in my area. I get about 20 leads a month from being affiliated with them. Their customers usually also buy lots of up sells from our technicians. I was very skeptical also, but when I started working with them and placed the logo and reviews on our site our conversions improved.

        4. It's meant to raise the question of what a subcontractor is and why companies use them. Would you rather have a background checked company employee in to your home or someone that an out of town company found on Craigslist to fix your door?

        7. On the border of our area is a spot that has a lot of doors like the one that we have listed. I've sold at the very least 1,000 of those doors in the past few years. The offer could be much better, I agree.

        8. Yes, but when you take a car or RV in to a shop they charge you a diagnostic fee just to look at your vehicle. Is that nickle and diming? no, they charge you to tell you what the issue is because lots of people would waste your time and fix the issue themselves. I once charged $99 plus parts to drive out and complete a repair. When we changed to a $29 call our conversions went to about 80%. Also, why should I come to your home and diagnose your issue for free? If a customer does not want to invest $29 then they can't get a spot in our schedule. The offer could be presented better to improve conversion.

        9. Springs break on average about every 7-10 years. When it happens your garage door will not open! I can't give an exact price because spring sizes and prices are too variable. Especially in my community with lots of large wood doors. Btw, you would know if you have a broken spring. It sounds like a shotgun blast when one breaks and releases tension.

        10. Yes, garage door OPENERS come with remotes, but there are lots of fortunate people that have more than one car. We also have remotes for motorcycle key rings etc. I agree however, that the word EXTRA should have been used or the offer presented differently.

        11. Yes A+ should been used because we have an A+ rating.

        Overall, these offers do very well everywhere but on this postcard run. I ran similar offers in a coupon mag last month and got 30 leads from an $800 investment. I've also run those offers in the Sunday paper for the past 6 weeks and it has been profitable every week.

        Btw, I did not mail the postcard above. I did not have confidence in its ability to pull. However, like I said above. Similar offers did very well in coupon mags and the newspaper. Thanks again.
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  • Profile picture of the author longrobnc
    I did not realize that you did this, Bob. I must have overlooked it. I just had a designer do this piece. If it's another "turd" let me know. At least I will only lose the design fee and not the EDDM and printing on the 10k pieces I was planning.

    Bob, I would like to do a piece together. I would love a proposal from you when you get a chance and if you have the time. Your ideas about pricing etc seem to be solid.

    The area that my showroom is in is pretty upscale. I would say that about 30-35%% of the homes have really highline doors like the ones shown above. In some of these areas I know that they have strict HOA rules and have to install doors as shown in your postcard. I even sent a pic like you have above to the designer. She insisted that the nicer doors "were an example of what we are capable of". I backed off because I did not want to offend a lady.lol
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  • Profile picture of the author Eddie Spangler
    If you all see anyone crying about how this offline forum sucks and that people are only here to sell WSO's please link to this thread.

    I think people see what they want to see and focus too much on the negative.
    You dont throw out the fruit just because it has a few seeds.

    This place has lots of gold , you just have to know where to look.
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    Promise Big.
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  • Profile picture of the author NewParadigm
    Here's a better way, do a mack daddy mailing to homeowner associations. why? they have door nazis that police the neighborhood and send out notices to homeowners that need new doors(and other improvements such as gutters, landscaping, exterior finish etc...) Now you can afford to do a super mailing(whatever you decide that is) to the association boards and not each individual homeowner. Hell, the door nazi would probably leave the door co brochure with the door notice for nothin. Just cut the association a good deal based on how many homes are in the hood. Obviously target aged neighborhoods based on ave life of a door. (don't target any new 'hoods for at least 8 yrs or whatever the ave life of a door happens to be.)

    HOA's are worth more than a mailing, such as a presentation at an upcoming board meeting. I'm sure they'd help set up a neighborhood free inspection day or something like that as well for all the safety stuff mentioned upthread(springs, closing sensors etc..)
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    In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt

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  • Profile picture of the author deepestblue
    The original offer just screams of a company that doesn't have a sales funnel.

    It's so obvious.

    Whey are they offering 17 different things in one ad?

    Have they never read Ogilvy?

    Unreal. (But expected).

    As someone mentioned above, have a SINGLE free offer to get prospects to raise their hands.
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    • Profile picture of the author longrobnc
      Originally Posted by deepestblue View Post

      The original offer just screams of a company that doesn't have a sales funnel.

      It's so obvious.

      Whey are they offering 17 different things in one ad?

      Have they never read Ogilvy?

      Unreal. (But expected).

      As someone mentioned above, have a SINGLE free offer to get prospects to raise their hands.
      How exactly would one run a pre-sale funnel for a service customer? Lol
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  • Profile picture of the author Aaron Doud
    1. If that is the target market that is great.

    2. What is the normal price on the $69? Think you could sell for more (unless you get good conversions to higher tickets in which case I understand it is a loss leader) since to me that seems too cheap to be worth it. I just couldn't believe it would have value for me.

    3. If Angie's List does well in your market push them. I agree completely. Just use a logo or something like on the back so it is clear. Front made me do a double take.

    4. I still think this could be better done with a harder hitting message. But to do it right the ad would IMO need to be formulated around questions to ask. "Does you garage door company do the work themselves or do they use cheap subcontracted 'labor'?" (this would work well in a racist area, plays up the cheap labor aka mexican labor) Something like that with other questions based on objections and differentiation vs. competitors. I don't believe the average person understands what a subcontractor is. Nor do I think they care. Changing it up like I did at least makes them think subcontractor = cheap labor = substandard quality which is what you want them to think for your competitors.

    7. The anchoring on that coupon is great. I love that as it shows massive value (nearly half off). Just seems too low of a price to me still. But maybe I think garage doors are more expensive than they truly area. Personal bias in my own head.

    8. You bring up a point i should have made. It's the wording of that fee that bothers me (personally). I would feel better with something like a diagnostic fee which like with most car RV places I know goes towards the repair if you decide to have it fixed. I think that is a great way to pay for the trip while still showing potential customers the value.

    9. Ok for a spring break I get that. I wonder if you could drum up preventive spring changes by pointing out their average life. also curious if they break that often how does the lifetime warranty work? Depending on how that works that could be a huge selling point. I don't know the market well enough here (as is clear) to really find the right path there but personally I wouldn't discount something they "have to do" like a spring breaking and being replaced. Which was part of my point above. Unless it draws people in why discount it? If you get a lot of upsells from it I understand it but if not you would be better off talking about how they break and why that is a reason to have the service call to check them and upsell replacements to people.

    10. Yeah "extra" makes it clearer. BTW I am learning a lot about garage doors in this thread so thanks for the info. This is kind of fun actually. And yeah I am that kind of learning geek who has fun just learning things. Many the late night i have wasted on wikipedia lol.

    11. The A+ symbol was one of the first things I changed once I had a chance to start advising our CEO on marketing. That really makes you stand out since everyone with a good rating (and even a few with bad ratings) list the BBB. I'd say in the 5 years+ I have been at the RV dealership that at least dozen people have told me our BBB rating is why they choose us. Spread that to all online ratings and that number gets a lot bigger. Of course that is a bigger deal for our national sales vs. local sales.

    Overall one thing I didn't mention that I should have is i think you need to have one big offer and maybe a couple secondary offers. That card as it sites now is kind of offer heavy which doesn't help me want to take action. I wonder if using that service call as your bread and butter offer and upselling would work. Add one or two coupons like the $599 and you could have a winner. I'd put the "extra remote" offer on the $599 coupon but still say all so they know they can get it without. That way it seems like an extension of that offer and not a separate. Bonus is good but separate offer gets confusing since it gives too many choices.

    Though by the nature of the business you really have to have at least two offers. One for people with garage door openers ie the service call (still would change what you call this). Then a second for those who don't have but would want to get a garage door opener. The second of course appeals to those who have one and want a new one as well.
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