Include Prices On Your Door Hangers

I’ve seen lots of business people who are reluctant to include prices for their products or services on their door hanger advertising. They give lots of reasons: I don’t want my competition to know my prices, I don’t want to scare off the prospect, my product or service has too many options to include a price, etc.

Door Hanger Advertising is not the same as directory advertising, like in the phone book. In a directory ad, the prospect has already decided that he needs your product or service and he is looking for someone to provide it. In a directory ad you want to include an entire “laundry list” of products and information about your company.

Door Hanger Advertising is different. In most cases the prospect isn’t thinking about your product or service. So we want to get his attention. Including a price on your door hanger is a good way to do it.

Let’s take a painting contractor as an example. Which of the examples below do you think would work best?

A) PAINT YOUR HOUSE THIS WEEK AND SAVE 10%
B) PAINT YOUR HOUSE THIS WEEK AND SAVE $100
C) PAINT YOUR HOUSE THIS WEEK FOR ONLY $899 (plus paint)

Great response is not necessarily generated by a discount. In offers “A” & “B”, the client has no idea what the cost to paint a house is, so the discount is meaningless. Some homeowners have never hired a painter and therefore have no frame of reference for pricing. They may read between the lines and think they know the price, but it may be too high or too low, not a good thing in either case. By including a price, the prospect may be surprised and have this reaction: “I didn’t know I hiring a painter was so affordable. Painting the house is within my budget. I’m going to call.”

By including the price, every call you receive will be pre-qualified.

If you are concerned about variables that may effect prices, include a disclaimer. For example: Most Houses In This Neighborhood Painted For $899. Some restrictions apply. Call for a FREE, no obligation Estimate.