There seem to be a few threads about dealing with the marketing and getting the attention of the client base where the money is to do the work we love. I’m doing a test with a flier type of letter which I’m going to deliver by hand in select neighborhoods where I think my skills could be appreciated and used (and paid for appropriately). So here’s what I’m delivering, or at least some later incarnation of this first draft.
Jeff got some great input on his letter and I’m hoping to benefit likewise from the folks here. I’m going to hand sign each letter and figure on doing about 200 as a start. If I get interviews and subsequently, a job or two out of it, I’ll jump ship from this job I’m in and take the ball and run. If not, I’m only out some printing costs and time. Nonetheless, while I have the time, it’s something I’m working on and could use any and all help refining my message. Good, bad, or indifferent, I’d like to know your input… Thanks in advance.
Edited 1/23/2005 11:19 am ET by Homewright
Edited 1/23/2005 11:21 am ET by Homewright
Edited 1/23/2005 11:21 am ET by Homewright
Replies
I can't open your file for some reason, but I'm in one of those targeted areas and I get that sort of advertisement constantly without a glance it goes in the trash..
When I do mass mailings If I am really selective regarding the customer base I get less than 1% rate of return and consider it successful.. If I do direct contact selling I wind up with several points above that.. (and I'm a professional career salesman used to direct contact marketing)..
It's worth a shot but don't spend a great deal of ome or money without a follow up propgram..
Dude, I opened your flyer and closed it right up. Why? 4 different fonts on a page looks like a B-movie ransom note.
If you want people to read more than 50 words use a font with serifs.
The awful thing is that beauty is mysterious as well as terrible. God and the devil are fighting there, and the battlefield is the heart of man.
- Fyodor Dostoyevski
Good input. Thanks. I'll work on it and see where it goes...
Here's another try at the attachment.
first thot's ..
clean up the letter head ... too many fonts.
Looked a little wordy .. but I know the pain of condensing!
I look at it this way ... people are either reading the thing or tossing it.
If they're readers ... more info is good.
I don't think any one page letter is too much ...
just me .. I could be 100% wrong ... but then I tend to disagree with most "writting professionals" ... I've had many resumes rewritten by pro's that I ended up changing to fit my eyes better.
Did ya do a "print preview"?
For my stuff ... I always "print preview" ... gives the overall layout look.
I'll change the wording or paragraph breaks to make for a more pleasing first impression ... like it's all a blur and the words don't matter ...
btw ... just asking .. didn't take the time to check yours ... yer on your own there ...
Here's one thing I learned from doing the perp walk .... the higher end HO's we're looking for are rarely home during the day to answer the door ... and the maids just throw the stuff away if they even take it at all ... so have a plan B for getting it to them.
one mailing tip .... hardwritten letters(envelopes) get opened about twice as much as typed. same with the actual letter itself ... but go that route only if U have perfect handwritting ... which I don't.
Work on the letterhead .... then take it from there.
It's a good start. If I had to get them out tomorrow, I'd just change the address font to match the rest and ship them off ...
Jeff
btw ... for myself ... I have to print a hard copy too ... then let it sit for a day or so ... then reread it .... I also have my wife make copies and have her friends at work take a look and give suggestions ... I figure they're the target, right? Buck Construction
Artistry in Carpentry
Pgh, PA
I'd like to thank everyone for their input on this 'thing' I've put together. Amazing thing happened last night. I've been hitting the market hard around here trying to get into something more suited to my skill base and finally got a position with an outfit here in Atlanta that does 'quality' high end remodels. He needed a lead man and we spent an hour on the phone last night. I'm starting Monday morning.
I'm giving my boss this week as notice to be fair even though it was real apparent my new position could have started this morning. I'm going to hang onto this and still work on it when the urge strikes but the fact is, I was working hard to get away from my current situation and now have that taken care of.
By the way, Jeff, I'm with you on 'rules' and tend to strike out on my own when something doesn't feel right for me. I had the same thoughts about handwriting it instead of typing, more of that personal touch idea, so thanks for the input.
Good input from others. The first thought to me was that I cannot tell what you do just by looking at the page. I have to read some of the text before I figure out you are a contractor. The term 'homewright' is a little too precious for me, and I would use something with the word 'construction', 'building', or 'remodeling' in it. One of those words should be withing the first 3-4 words the reader sees. A photo or graphic would help... and LESS TEXT... that's way too much, it'll never get read. You use the letter to get in the door, and then explain all that stuff to them in the meeting, if that's what will sell them.
I think you need more headlines and not so much text. Remember, it's only going to get a glance, if that
John
When I open your document in OpenOffice, the name of your company is misspelled. The 't' is missing.
First you state that you are a 'design and build specialist'. Then in the opening sentence, you state that you are a 'renovation specialist', then, later on you state that you really don't specialize in anything ie "kitchen and bath design and building, along with room additions, space conversions, decks, window and door installs". So, what is it?
I personally don't think the average homeowner knows what 'design build' means. You'd have a better chance of getting your message across with the line 'no free estimates'.
I would move all of your contact info to the bottom of the letter. At first, you just want to get them into the meat of your message. At the end you are asking them to contact you. That's where you need your contact info.
Your letter has a passive tone. Things just kind of happen in sentences that seem to run on forever. ie "The coordination of scheduling needs will insure the minimal inconvenience to the homeowner through the duration of a project."
In marketing literature, there's something called the 'you attitude'. People love to hear their name. Since you don't know their name, the word 'you' will do. You should work the word 'you' into your letter as much as possible. This will help them answer the number one question in their mind which is, 'what's in it for me?'. An example of the 'you attitude' -
"I'll work with you to make sure that your project is completed to your complete satisfaction according to your schedule, with minimal disruption to your daily routine, throughout the duration of your project."
OK, maybe that's a little overkill, but hopefully, you get the idea. Compare that to your sentence above.
"With over 25 years working on homes ranging from modern to those built well over 100 years ago," That sentence seems real vague. You're only handing out 200 flyers. What types of homes are you targeting? Split level ranches? Tudors? Turn of the century Victorians??? I'd print a separate flyer for each type of house.
25 years in the trade, with extensive experience remodeling split level ranches.
25 years in the trade, with extensive experience remodeling Tudors.
25 years in the trade with extensive experience remodeling turn of the century Victorians.
I also think that the average homeowner either doesn't care about green building practices or thinks they will add to the cost. (Ignore what I'm saying if you're in a green sensitive place.) You could try something like "I've developed a number of procedures to incorporate eco-friendly, 'green' building practices into the completion of your project that will not cost you any more than established 'ungreen' practices. Call me to find out how."
Your closing line is akin to asking a girl, "you don't want to dance with me, do you?" You need to close with a strong, action oriented benefit statement.
Try something like - "Think about it. Your next remodeling project, completed on your schedule, within your budget, and with minimal disruption to your daily routine, call me now for a free consultation."
This still leaves you open to charge them for a complete estimate.
I'd get rid of the sentence about references. At the very bottom, put the words "licensed, insured, references available" equally spaced.
Hope this doesn't seem harsh.
Bob
Edited 1/23/2005 5:21 pm ET by bobharte
Edited 1/23/2005 5:42 pm ET by bobharte
Edited 1/23/2005 7:32 pm ET by bobharte
Edited 1/23/2005 7:33 pm ET by bobharte
Edited 1/23/2005 8:42 pm ET by bobharte
Brochures work better than letters. Most letters get tossed.
So what is a good layout for a brochure? Go around town to places that you normally shop, and look for a company brochure. Pay close attention to the brochures that cought your eye, and made you want to keep reading further about what the company does, offers, and is all about. The ones that caught your eye will probably catch someone else's eye too. You can either use one of their layout plans, or get ideas from the ones you like and go from there. It is cheap enough now to do these brochures on your own computer.
Brochures are pretty cheap to make up, and since you are going around the neighborhoods passing them out yourself, you will be saving on postage.
Marketing is all about finding your target clientelle, finding out what they like, what their prefered method of advertisement is, and then using that information to reach them. Some listen to the radio on the way to work, home from work, or during the weekend while they are just hanging out (or working around the house). For these people, a radio ad is a good investment. But if your target clientelle does not listen to the radio much, then you wasted your ad dollars. Some people like to read, and brochures that catch their eye can be a useful advertising tool.
You just gotta know what type of advertisement is best suited for your target. That takes research. Do the research now before you spend any money or time on ads that don't work.
Just my humble opinion...
James DuHamel
He who dies with the most toys.... Still dies!
"For what will it profit a man if he gains the whole world, and loses his soul?" MARK 8:36
http://www.godsfreemusic.com