Frank and I are out pounding the pavement again. We’re using this dead period to attempt to create another builder relationship. Currently we’re passing out this flyer and I can tell it’s getting some good responses. I’m using the panelization system to separate from the pack. We’re also pushing our personal involvement (one crew). That immediately leads to the takeaway, since our personal involvement is a double edged sword….yes, we will be on the job doing the work, but our availabitlity is scarce.
Once again, all criticisms are welcome. My own criticism is I don’t like the overall appearance. Ive thought about reformatting with bullets, but I’m lazy.
Frank is now digging deeply into Jerralds Proof system for determining hard costs. I’ve always sold on the basis that I want/need more than the market will bear, but Frank and I have decided to get a little more serious about our pricing. We actually want to know when we take a losing job!
Sometimes I think burying my head is easier…
blue
Just because you can, doesn’t mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I’m a hackmeister…they might be right! Of course, they might be wrong too!
Replies
Made a few adjustments that I would make... see what ya think.
Rich, that is awesome. I love the collective wisdom that this forum offers!
I've revised your revision keeping your basic changes. Your suggestions inspired me to get off my lazy duff and make the formatting changes.
Heres a revision of your revision. Please feel free to offer any criticisms again.
Thanks, you're ideas are very helpful!
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
you may want to repost that revision... as I cannot get that one open.
me neitherI Love A Hand That Meets My Own,
With A Hold That Causes Some Sensation.
[email protected]
Okay Rich, try this one.
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
new one
Some really minor editing on the flyer:
The second bullet is where panelization is identified as the method... should this be the first one?
Second bullet, the use of semicolons is questionable, commas would be better.
Second bullet, second sentence could be one phrase... 'cost and turnaround time are typically cut 10%' or something like that
Third bullet, use either 'fewer materials' or 'less material'
Third bullet, use an em-dash rather than semicolon... 'we use less material--you save money'
Fourth bullet, don't say 'meet production schedules', say 'exceed typical production schedules'... no point in saying you are typically on time, since ya' damn well better be.
After the fourth bullet, skip the small print, they know that.
The layout and sizing of the bottom content is a little off to my eye... the business name is smallest, the principals' names are larger, the tag line is largest. The tag line is also a little bit downscale for a business that's trying to position itself as technically advanced.
I definitely think a business should have one office phone number, not two. Which guy do I call??
And, definitely give me a graphic of a crane lifting a big panel up to a partially complete second floor... make me think about how fast and slick this will be!
I agree with some points... others I don't... so I adjusted by my thinking. Thanks.
On the disclaimer... just my thoughts... if you claim a guarantee... better be sure to cover the exclusions. Assumptions are the mothers of misconceptions.
On the "Meet or exceed"... if the schedule is a collaborative effort between Blue and his GC... then he should be meeting that collaborative schedule... or exceeding it. If it is a comparison of a typical schedule and Blue's performance... then yes, it should be "exceed". I collaborate with my framer... so I would expect him to meet the agreed-upon schedule.
The order of the first two bullets.... he is a framer first.. a panelization guy second. I would leave framing as the first call-out... then panelization. He should be able to frame a house.. and use panelization where appropriate.
Another graphic at the bottom would be nice... but this is certainly not set up to do so. If Blue has a graphic... then I could probably adjust to accommodate.
The tag line... I don't like the formatting of that one either... but I have yet to come up with a solution. I probably will... but it may be after chewing on it for a while longer.
David and Rich, Thanks for the revisions and help.
Here's #6.
A couple of thoughts. I do agree that the tag line is somewhat disjointed when combined with the ACC name, but it's all relative. We ARE advanced...if only a little bit and we ARE Carpenters. This flyer is designed solely as a one-on-one handout sales aid.
As we are handing this flyer out, we are already telling our story; "We are carpenters. We want to frame your house. We are running only one crew. We are going to be working on the crew. We use a special on site panelization technique that will save you money because we use less lumber. We set up our crane next to your foundation and set up a work station on the other side. We then frame every outside wall from that one spot. We don't waste anything and when we're done, there's a tiny pile of blocks of wood less than 10 " in length. In the last sub we worked, we saved $1000 on the first house, $1500 on the second. The third house was framed by a different crew...same house, they needed to order more lumber! Our systems works because we use the drops to start our next walls. We don't have scrap lying all around the house, that makes the jobsite safer. It looks cleaner because it is clean. On site panelization produces more accurate walls because every outside wall is framed by the same two guys working as a team. I'm one of the guys. We build a perfect table, then re-create each wall using the perfect wall as a template. It's faster, easier, better and it saves you money. I've got 30 years experience as a rough frame specialist and I know how to frame a great house. I'd like to do that for you. Have you got any basements ready to go?"
That might sound like a lot...that's about 30 seconds worth...plenty enough information for a guy that is in the business of building. There is no doubt what we do. There is no doubt about our belief that we do better business. Some in here might call it high pressure sales, but I've dealt with builders for about 23 years and I don't think I've run into one that could be bullied into anything.
Dave, I considered flopping the first two paragraphs but stayed the course. It just kinda flows naturally the way it is, but I can see the advantages of leading with the on site panelization idea.
Thanks for the grammar tips. If you spot some more, please let me know although I think I've already tweaked it way higher than any of the builders I deal with would know!
I doubt that I'll change the tagline. We are positioning ourselves as carpenters...and we really do care. Were sick of the industry reeling backwards.
blue
Just because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
Oops, forgot to post the 6th revision.
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
Looks good to me... "approved for print"! LOL
And you are welcome... I like doing this kind of stuff.
BTW... be sure to print this on a laser printer on some decent paper. One of my pet peeves is when I get something like this printed on an ink-jet.. bleeding all over the cheap paper. Even if the flyer is well-designed... the cheap printing job just gives me a bad impression.
Edited 3/20/2005 10:42 pm ET by Rich from Columbus
Thanks again Rich. As soon as I get David's approval I'll go to print...about 20 copies!
Actually, I think I'm running an inkjet but I've never had any trouble with poor quality copies. The stock I'm printing on his a heayweight cream color. The flyer actually looks good when done.
I do remember some types of paper smudging although it's uncommon. I have a fairly decent "3 in 1" printer, fax, and copier and scanner (four in one?). I think there is a button for custom drying time for some situations. I don't know...when I start smudging the things, it's usually cause I'm running on glossy stock and printing at medium or low quality....which means...FAST!.
Oddly, I was just hearing that laser jets are poorer printers of graphix. Im confused...
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
Hey Blue... when you want to play with a cool flyer maker...
Try Illustrator. This one took half a day of tinkering... but made a pretty cool full page ad in the magazine. Noone believed I did it... (magazine folks like to pick on me).
It's a bit fuzzy in jpeg, but I took this file down from 250megs to 125k to post here.
L
GardenStructure.com~Build for the Art of it!
Edited 3/20/2005 11:30 pm ET by Lawrence
Nice ad copy Lawrence!
How much is that software?
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
Over a thousand US I know for sure. Bought that a couple of years ago, but likely can be had for between 1 and 2. If you can purchase a dated copy I hear it is easier to use. CorelDraw is similar... May want to look into that. They both do more or less the same things. I hear Corel is easier to use.
That is the trouble with Word... formatting. I can actually lay things out in Illustrator, then save it in 15 different formats-including Word. It's like all the functions are in word...just buried in the code and unusable.
LGardenStructure.com~Build for the Art of it!
Blue-The BT crowd has helped me tremendously over the years.... and I am the previously mentioned "ad geek"... actually have a marketing consulting firm that occasionally helps clients with advertising. So I'll try to give something back.I've done 2 quick layouts of your flyer. Do with them what you will. I think the #2 is faster at driving home your major benefits. I would also consider some mention of experience. If I read this, I might ask: "Sounds great, but how many times have they done this?"A few quick ad geek rules: Always try to use your brand instead of "We." Always try to use numbers/facts (better than "faster, better, stronger"). Try not to use rhetorical questions ("Expecting a banner season?") As someone mentioned previously, direct declarative statements work better (research shows this over and over).One other comment.... the suggestion that programs such as illustrator are great for making nice layouts is true. But that is like you telling me an Estwing hammer is great for framing. I see too many companies think they can buy desktop publishing software and create professional ads to save money. Instead, they save money on making an unprofessional ad, which costs them more than the software ever could save. If you like these and want to tweak them, let me know. I'm happy to get you to a final printable version.Best, -RG
Those are sharp!
one more point... Note that I got rid of "exceed production schedule." I don't think you ever want to EXCEED a schedule.. i.e., go longer. You want to be faster, or accelerate a schedule, no?
Rickgreg, I love those layouts! Thank you.
I'm certainly not opposed to tweaking the message...that was my original intent of posting it here. Since I do have 30 years in the industry, it makes sense to include that.
How would you suggest getting rid of the "we's" in there? Should the headline just be a simple headline...Rough Carpentry? After all, that's what were offering and we are handing these directly to builders....they don't need any gimmicky stuff. As long as the key words are YOU SAVE MONEY, they'll read it!
blue Just because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
See ACC flyer2. I eliminated all the "we" and made your headline a statement of the major benefit.I'd consider adding a small tag line near the bottom... something like: "Serving better builders since 1974" or something like that to show you've been around.Also, do you think all your target builders know what "onsite panelization" is? If this is a newer concept, it might be worth including an inset box describing it in 2-3 short sentences.Send me any feedback and I'll send back a high resolution version of the layout for printing.
Rick, thanks for taking the time.
I'll take up your offer tonight when I get home.
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
Blue...
I admittedly just skimmed through this thread, but I'd offer an observation. I think Rickgreg made a major improvement with the first version inasmuch as you mentioned trying to use panelization to stand out from the crowd I think. Although I'm not an "ad geek" I'd even try to go a little further with that message. If that's your "position", get it out in front right off the bat.
Edited 3/22/2005 11:47 am ET by PaulB
If that's your "position", get it out in front right off the bat.
I can't argue with that logic.
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
Rick, I finally see it...I do like the flyer that leads with the the "introducing....panelization heading. That makes so much more sense.
"Framing quality homes Since 1974" would be a good choice for a tag line. That puts me in a different century...I feel olllllllddddd!
If we can cram that in somewhere that would be good. If not, it's good the way it is. I really do like it.
I'm going to have to think about tweaking it to deliver a message to homeowner builders. We want to put some materials in the hands of the lumber salespeople. They are reporting that traffic has just jumped significantly and homeowners are asking for referrals. I'm trying to conjure up a referral program right now.
If you can transfer that flyer into printable document, I will really, really appreciate it.
The logo is available online at http://proofyourdesign.com/advanced
Blue
Just because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
Edited 3/22/2005 9:57 pm ET by blue_eyed_devil
Just go to your local Kinkos and print 'em off there on a laser. It's cheap... and produces a better product. They run Word on their puters... so no worries.
I just notice things like this... as I used to be VERY particular about my marketing materials from my former life... and take a lot of time getting my stuff now to look good.
If a sub walks up and hands me a business card... printed off the ink-jet... perfed edges... I get an immediate vision in my mind of "if he can't afford simple marketing quality... how will he be able to afford meeting my safety rules on the site?" Or "If he can't make a piece of paper look good ... how will he be able to make a HOUSE look good?"
Just giving you the guidance from one who buys. Not meant in a derogatory manner... just a small helpful hint from Héloise! LOL
FWIW.. I run an HP laser-jet 4100.. and have actually saved a large amount of money by doing so. The price of ink cartridges is sky high for ink-jets... and don't last very long. I have run tons of pages on my laser and change the cartridge very sparingly (especially in comparison to the ink-jet). And it is a much better result.
You can pick up a reconditioned laser pretty cheap... might be worth the investment. It'll pay you back in quality, and over a little time.. in actual cost savings. Not to mention the speed (can you say 25 pages a minute at full quality? LOL)!
Edited 3/20/2005 11:40 pm ET by Rich from Columbus
"If a sub walks up and hands me a business card... printed off the ink-jet... perfed edges... I get an immediate vision in my mind"I color-laser print mine on card stock, 8.5x11 non-perfed sheets, then take to a regular printer, and have them cut. Cost $5 bucks to cut a couple hundred cards last time. I find that I like to change things out too much to order up 2500 of anything :)
RICH.... quit pickin on my little ink jets!
JK buddy... I think you'd like these ones. One prints posters 2' wide, the other will shoot out photo quality, 1 per minute. I mean 1200x2400dpi. I get about 400 or so per ink-28bucks a cartridge. Yes...they cost.
I'm planning a lazer, next plan order going to get a commercial unit, but it is only for the lower quality required plan covers, photos have to be ink jet.
L
GardenStructure.com~Build for the Art of it!
"photos have to be ink jet"
Again.. in former life... had a Cannon color laser (think the size of a copier... in color) with a kick-tail RIP. Printed 11x17 in full color at 10 pages per.
I miss that thing!!
FWIW... we got that one factory reconditioned at 5k... and that included everything.
We would customize 16 page brochures to personally fit the customer we were selling to. We had templates for each target market... then would replace the customer name... customer specific research... and any other edge we might be privy to.
Our closing ratio went WAYYYYYYY up when we started completely customizing everything for the customer specifically (we also did extensive research... as the average deal we would close was worth $1-1.5 mill per year).
In analysis... there is no reason that a decent operator in this biz couldn't do the same thing. I wouldn't recommend investing in a color laser... but they are available for use at a very reasonable cost at Kinkos (get a commercial account... just being an account holder will reduce costs by as much as 50%)
As far as that wide-format printer... different animal. My.... what fun I could have with one of those!! LOL (and another FWIW... you can have access to one of those at kinkos)
Edited 3/21/2005 12:27 am ET by Rich from Columbus
We would customize 16 page brochures to personally fit the customer we were selling to. We had templates for each target market... then would replace the customer name... customer specific research... and any other edge we might be privy to.
Our closing ratio went WAYYYYYYY up when we started completely customizing everything for the customer specifically (we also did extensive research... as the average deal we would close was worth $1-1.5 mill per year).
Rich, I like that idea, especially since we intend to target the high end market too.
What product/service were you selling at 1.5 million?
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
You are right-for ads we don't need 50,000 a shot so laser has to do...and yes, they are getting better all the time. I can get a brand new HP that shoots 11 x 17 inexpensively (10c/copy) for 2-3 thousand-with duplexer. Can't see investing in a used unit.
IMHO, when we can afford to upgrade-likely we will lease a commercial machine worth $100,000. A few hundred a month is very worth while if you can keep it busy-and looks like we will be.
Thanks for the Kinko's heads up. I went there and paid roughly twice what my local printer charges for just binding a book... was not impressed. That explains it.
Around here a competetive printer charges .50 per copy letter size. My ink jet will print less expensively, but is too slow for us nowadays.
When it comes to printing photos-we are printing large presentation portfolio shots. Has to be high quality and glossy. Lasers just are not suitable, though they are getting better.
L
GardenStructure.com~Build for the Art of it!
Rich, good idea about Kinkos. Frank gets all the printing done up there...mainly cause nothing else is open at midnight when he finally gets his ad copy done!
You're right about the inkjet cost.
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
I believe that people are generally lazy...they don't want to have to sift through extra words to get the point.
You don't have to take my suggestions- I ripped into it pretty hard. I don't know why but that bottom tag line fell off my doc. Wasn't freudian, no worries.
I even messed with that. "True Blue Carpenters-We Care!". Was a joke really, just a play on your alias.
If you are going to use anything from mine I would suggest playing with fonts a little. Think of it like a landscape, pretty things to draw your eye to numerous spots in the yard. Having a spot of handwriting often draws attention to an idea.
My stuff gets chopped down consistantly. Yesterday I had to explain how to do 2 types of exterior laminations in 150 words or less. (yes, it took exactly 150-and 2 hours to do-and no, I don't type slow...I compose at about 50wpm-but have been clocked at 90.) Editing takes time.
BTW, cool ideas you have Blue. You are one bright boy.
L
GardenStructure.com~Build for the Art of it!
Thanks for the compliments Lawrence and thanks for that revision. Something is going wrong with the formatting and I cant get it to center up. I think I'll just steal the ideas and words and incorporate it into my last revision.
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
The language on the flyer was not written by an ad geek. Example... using the word 'season' twice in two consecutive sentences. Second paragraph is a question and you should use a declarative statement instead. I'd get an ad person to work it over.
I'm getting interested in panelization. A good friend is about to order a panelized house, built off-site and shipped to the site ready to go w/ no crane needed (everything 12' or less). The big advantages to him are (1) nothing gets wet before or during construction, and (2) there's nothing onsite interfering with his forming and pouring until he's ready to erect. With onsite fabrication you will need the owner to provide space for you, you'll need materials delivered to the site and sitting there while you work (and while you don't... are jobsite material thefts a reality there?), and you'll be out in the weather.
If you find interest in your market--and I think you will if you offer builders a way to lose some of the crack-head framers--I would seriously consider getting warehouse space and building up the panels inside. Hire out the trucking to someone with a cab and flatbed, and have a crane show up the day you erect. That way you turn the production into shop work... dry workers, dry material, good light, no rainouts, no theft of the material, no setting up in the mud, get a forklift and some nice flat tables that don't need to be moved... just crank up the music and start nailing. Like cabinetmaking on a very large scale.
David, thanks for noting that double use of the word "season". I switched the second one to "year".
The idea of off-site panelization is nothing new. I remember refusing to bid a job which used it at least 20 years ago.
It's true, some homeowners are slightly paranoid about their lumber getting wet, but in our market, the builders wouldn't give that a second thought. That's not really a selling point for me...to the builder market.
The onsite space that we need is always available. Our primary work areas are in subdivisions and in most cases we have plenty of room to operate. I envision setting up in the front yard on 90% of our jobs, but quite often we are working next to empty lots and we could set up in the side yards too. Also, the rear yards are always an option, but we'd have to reposition to set the garages, so the rear yard would normally be our last choice.
Theft isn't an issue.
The idea that factory panelization is more efficient is a sales myth. After factoring in the cost of transportation and the overhead associated with the capital costs of the building, all price efficencies are wiped out. Pulte just pulled the plug on their factory foundation and deck business. If they can't get it done, no one can. Basically, factory panelization is just a gimmick at this point in time. I saw a Bob Villa show on the factory process. I was anticipating some sort of high tech stuff....WRONG!!! They were doing excactly the same thing we were doing out in the mud! The only improvement I noticed was their air hoses suspended from the air above them....we're working on that idea now.
Oh yeah...the idea of turning our work into shop work...BAD! I could have went into the shop (Chrysler) when I was 20. I didn't like the idea then, and I don't like the idea now.
blue
Just because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
Made some changes. You'll have to do a side by side to see'em.I Love A Hand That Meets My Own,
With A Hold That Causes Some Sensation.
[email protected]
Thanks Eric. It took me a while to find the difference (I could only find that you shifted the word gurantee into the bold and underlined statement) but I finally did. I'm going to add that revision to my revision.
blueJust because you can, doesn't mean you should!
Warning! Be cautious when taking any framing advice from me. There are some in here who think I'm a hackmeister...they might be right! Of course, they might be wrong too!
I assume then that you are staying small, you and your partner doing the work onsite and using lumber provided by the builder. One job at a time. That will not require a shop and will not be an easily scalable business. If you want to do 2 or 3 or 4 jobs at a time, could you?
Virtually everything is built in shops, because of all the advantages. The trusses that will go on your frames are shopmade and there's a lot of reasons those guys don't try to move around to do each job. They just keep a huge inventory of material right next to them at the plant and build in a controlled, centralized manner.
Panelization is definitely not a gimmick here. Lots of people are doing it, all in factories. They either bring a crane out or they build small enough to handle. They also do the trusses, provide the engineering, even the windows, doors, and roofing.