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Starting A New Business, Going To Try Postcard Marketing. Any Tips?

 
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Old 11-28-2012, 12:24 PM   #41
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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So for $20 you're gonna drive out, do the inspection, and leave. Nothing more to pay?
Nope. In 85% of tune-up call outs, I end up adding on at LEAST $100 in labor when you include door-balancing and re tightening (in some cases under-tightening) of the springs. In addition, 49% of new jobs I go to do not have a outside keypad, which 65% of customers want and do buy. So with all of the add-on possibilities (that people actually do need and want), its not likely that I will leave only charging $20 very often. But yes, it can and will happen unfortunately.
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Old 11-28-2012, 01:16 PM   #42
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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Nope. In 85% of tune-up call outs, I end up adding on at LEAST $100 in labor when you include door-balancing and re tightening (in some cases under-tightening) of the springs. In addition, 49% of new jobs I go to do not have a outside keypad, which 65% of customers want and do buy. So with all of the add-on possibilities (that people actually do need and want), its not likely that I will leave only charging $20 very often. But yes, it can and will happen unfortunately.
I love doing story problems. I need one more number.

How many service calls per day is a reasonable goal?
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Old 11-28-2012, 01:39 PM   #43
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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Originally Posted by Oconomowoc View Post
I love doing story problems. I need one more number.

How many service calls per day is a reasonable goal?
HaHa, well we can handle as many as 15 service calls per day. But I expect that the max we can get with our campaigns is in the 3-6 per day range
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Old 11-28-2012, 10:45 PM   #44
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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Originally Posted by flashheatingand

your gig is a lot like mine in that people don't want to call us, they need to. I don't know the jargon in your business. So, let's just use heating and air conditioning for example::
[*]blower motor replacement...$250[*]ignitor replacement...$100[*]control board replacemnt...$275
they may not know much about furnaces, but, at least they have an idea about what things may cost before calling the competition, which may be a competitive advantage.

Also, mrs. Jones, may be chatting with mr. Johnson over a game of bridge, and she might complain about a "crazy" charge to get the furnace going. Mr. Johnson states how he got a flier recently, and flash charges only x. Again, it's a strategy that might work for you

nice strategy .
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Old 01-03-2013, 08:03 PM   #45
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


Quote:
Originally Posted by cbscreative View Post
I read a quote some time ago that seems fitting here: "Most people won't pay ten cents to prevent anything, but they'll empty their pockets for a cure." A caption like that would certainly draw attention. Below it you could use something like, "We offer both prevention and cure on our web site. Which do you prefer?"
that's an EXCELLENT attention grabber as far as copy is concerned! can make someone think twice vs. the typical "10% off your next order!" copy...
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Old 01-04-2013, 12:28 PM   #46
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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that's an EXCELLENT attention grabber as far as copy is concerned! can make someone think twice vs. the typical "10% off your next order!" copy...
It would probably work well for your type of service too.

As an example of just how true this is, I'm a firm believer in computer disaster prevention. Although I don't offer it as a service, I've had a page on my site for several years that attempts to sound the alarm about how important it is. It's strictly an informational page and has ranked on top for years. My ranking is secure because there's no money in it.

Several years ago I did some keyword research just out of curiosity. The number of people looking for computer disaster prevention is ridiculously low. The number of people looking for computer disaster recovery is shocking. When you look at the phrases used, you can almost smell the panic. Computer disasters happen, and they happen a LOT. Every recovery service on the planet has a no guarantee policy yet they get lucrative rates to "try" while their customers hope for the best.

Based on your trade description, you would be highly aware of this already. Hopefully someone else here will read this and think, "Holy motherboards, Batman. I need to make sure I never regret not taking computer disaster prevention seriously." Prevention is cheap.
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Old 01-04-2013, 01:58 PM   #47
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


You could also bullet point on your promo some of the items they will be saving by getting a new door installed now vs. when it's too late. I would highly recommend you offer some free in person estimates/consultations. Get in front of your leads, show them what they need. It's much easier to close a someone in person than online or over the phone.

Your website should have a fill-in form for people to request free consultations. If you're using postcards, you can create some copy on the cards to direct people to your website and to the form. Here's a few offer ideas that have proven to work for some of our contracting clients:

1. 10% off (up to $500) - yes it's "boring" but it works
2. Free installation (include the savings amount)
3. $99/mo. payments (no interest for up to 12 mo.)
4. Are any tax breaks they may get for installing a new garage door? If yes, find out what they are and use that for promotion.

Those are just a few ideas.

Last edited by Sir Mixalot; 01-04-2013 at 03:01 PM. Reason: Link removed.
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Old 01-04-2013, 02:49 PM   #48
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


Also, do NOT type the words Pos# Car# Man## in a search engine. They are relentless. Everywhere you go you will see them pop up. I would never use them just because of the constant irritation. Lol
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Old 01-06-2013, 01:26 PM   #49
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


SO much good information here. This thread is GOLD, Jerry, GOLD!

Garage Doctor, I'm worried you're going to blow that 15k marketing budget you have learning how to market, and once you have it somewhat figured out, you'll be out of money. The Valpak thing shows me you were off to a bad start. Coming here was good though. You've gotten tons of great information already that other people had to pay to find out. Hopefully you can put it to good use.

My advertising budget is even smaller than yours; I spent about 5k last year. I'm just starting out, and I can't afford to not get a return on investment. So I'm very, very careful about where and how I spend my money. So far I've averaged a 6.1:1 ROI, which I think is pretty decent.
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Don't get me wrong, I like to read as much as the next guy, but, not on the first date.
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Old 01-06-2013, 01:53 PM   #50
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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SO much good information here. This thread is GOLD, Jerry, GOLD!

.
I just love Seinfeld.

"Ever just get on your knees and thank God you have access to my dimensia"
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Old 02-08-2013, 04:02 PM   #51
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


I once had an advertising professional tell me that you should plan on sending your marketing material out 3x before customers take notice.
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Old 02-11-2013, 09:59 PM   #52
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


The end of this post is dynamite!
Which is more specific, 83% of our service calls are under $200, or a lot of our calls aren't too expensive?

The first is reassuring, the second, fear inspiring.

Always go for specifics, it kills the mindless drivel of most of the advertising out there.


Use that on your website, too! I've been trying for 5 years to get the awful front page paragraph off my website! Lol.

If I see another "we use only the highest quality materials" ona website, I might lose my mind!

Saying the expected is what allows the prospect to erase you from their memory, pronto!


Say something different! Say something unexpected! Say something specific! You are different, prove it with a specific thing no one else in your market can say!


Quote:
Originally Posted by Oconomowoc View Post
The very first advertising I did was with postcards. I did 5 mailings with 5 different messages. My fifth and final postcard mailing gave me the greatest yield. I'll share that one with you then I have to get back to work.

I don't remember what my % was on the cards, I didn't track back then but I do remember the first 4 were horrible.

On my fifth one I was running out of money but I was convinced it would work with the right message and this was all part of a steep learning curve.

So I was talking with a homeowner one day and he went on about how he hated calling a plumber because he's always afraid of what the cost might be. I mentioned to him that most of my service calls are less than $200. He was shocked, and I remember how relieved he felt when I told him that.

I was watching a movie with my wife that evening and I was trying to pencil in my last (5th) postcard, desperately knowing I was running out of money. I thought about what that customer said and put 2 &2 together and came up with my message.

I went through a years worth of invoices and came to the conclusion that I can play on "fear" and supply an answer to the fear.

As it turns out 83% of my invoices are less than $200. That was my headline and the phone range immediately.

I'll let you draw your own conclusions. Gotta run.
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Old 02-12-2013, 08:22 AM   #53
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


It's home show season, go do one of them, they work great
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Old 02-12-2013, 11:55 AM   #54
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


Quote:
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If I see another "we use only the highest quality materials" ona website, I might lose my mind!
I wouldn't go so far as to lose my mind, but I would move on and put it out of my mind as fast as possible. I'm glad to see a contractor say this because contractor sites are hideously prone to sounding a lot alike.
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Old 02-13-2013, 05:00 PM   #55
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


Don't do post cards. Do Adwords instead. The difference is one who is absolutely not in the market for what you do versus one who is actively seeking out someone who does what you do.
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Old 02-13-2013, 06:38 PM   #56
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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Don't do post cards. Do Adwords instead. The difference is one who is absolutely not in the market for what you do versus one who is actively seeking out someone who does what you do.
People don't always know they need what I'm selling.
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Don't get me wrong, I like to read as much as the next guy, but, not on the first date.
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Old 02-13-2013, 06:49 PM   #57
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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People don't always know they need what I'm selling.
Listen, if they see their tree is in bad shape, they know they either need to try and fix it or take it down. A mail drop goes to people who may not even have trees. Point is, you don't pay lest someone clicks an ad, if they click an ad, they have a need.
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Old 02-13-2013, 08:16 PM   #58
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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Listen, if they see their tree is in bad shape, they know they either need to try and fix it or take it down. A mail drop goes to people who may not even have trees. Point is, you don't pay lest someone clicks an ad, if they click an ad, they have a need.
I click on competitors sites I see in the adwords section, just to show the real value it has.
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Old 02-13-2013, 09:33 PM   #59
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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I click on competitors sites I see in the adwords section, just to show the real value it has.
Thats great except for Google only counts that once in a 24 hour period.
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Old 02-13-2013, 09:53 PM   #60
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Re: Starting A New Business, Going To Try Postcard Marketing. Any Tips?


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Thats great except for Google only counts that once in a 24 hour period.
please explain, because 3 years ago it wasn't that way and i felt extremely burned by ther pay per click thing

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