Sell More Buy Selling Just 1 Thing!
Here is our latest training video. Sell more by selling just 1 thing. It’s a tale of 2 salesmen. See which one is more successful and why. Use the lesson learned for your Door Hanger Distribution Campaign.
Target 1 Prospect
The idea of creating a door hanger that is targeted at only one prospect is hard to accept; yet it is the best way to create a good response.
Every business wants to get the most from their advertising dollars. Advertising can be expensive, especially if no one responds. So it’s natural to want to include as much information as possible on a door hanger. Fill in all the “white space” and get your money’s worth. That strategy rarely works.
Let’s take a look at America’s most successful retailer: Wal-Mart. When Wal-Mart advertises, do they list every item that they sell? With literally hundreds of thousands of items that would be impossible. Well how about if they listed every department or even one department with all related products. You would still require a very big ad and few prospects would take the time to read it.
This week one Wal-Mart ad featured a 42” Toshiba LED 1080P TV for $649.98. You could say that ad was targeted at only one prospect: one that needs a new TV, has room for a 42” model, and has $650 in his wallet or available on his credit card. That’s pretty specific targeting and a whole lot of prospects will simply not be interested and ignore the ad. The good news for Wal-Mart is that there are a lot of prospects that fit the target profile, and as a result, they will probably sell a lot of those TV’s.
Do you think Wal-Mart was worried that if they advertised a specific TV model, that the rest of their inventory would not move? Hardly. In fact, they will be tickled pink if prospects just come to a store to look at the Toshiba TV on sale. Even if they don’t buy that model, perhaps they will buy a different TV or at least buy something before they leave the store. Most visitors will.
They succeeded. They generated a lead. Once they have a prospect in the store, chances are they are going to sell him something.
You can do the same thing. Think of the door hanger as a way to generate a lead, not a sale. Remember, leads turn into sales. Tantalize prospects with a single offer and be prepared to sell that offer or something else when they respond. Don’t be afraid to feature a low price. Most shoppers start off looking for the lowest price. Once they respond you can justify higher prices by demonstrating value.
So there you have it. Don’t try and speak to everyone when creating your door hanger. Target one prospect and you will find there are many who fit the same profile. Even if you are speaking to only 5% of the prospects who receive your door hanger, make sure your ad is strong enough to get noticed by 95% of the 5%
How To Use Carrier Route Maps To Plan Distribution By Every Door Direct Mail (EDDM)
Zip Codes are broken down into carrier routes.
A carrier route is the daily delivery route of a mail carrier (usually 300-500 addresses)
Carrier routes are shown on the map below with a 5 digit code.
Example: 23C08 – The first 2 digits (23) are the last 2 numbers of the Zip Code (33023).
The next 3 characters (23C08) is the Carrier Route Number.
Use the chart below to cross reference the Carrier Routes shown on the map to find the total number of deliveries. A breakdown of single family and multi family homes is shown for information purposes only. To qualify for EDDM rates, all of the residential addresses must be included. Businesses can be added, however, businesses cannot be mailed without residential addresses.
Example: 33023 C008 (shown on map as 23C08)
Single Family Homes = 406
Multi Family Homes (Apartments) = 107
Trailers = 0
Sub Total = 513
Businesses = 48
Grand Total = 561
If this route is selected, it can be mailed 2 ways.
With only the residential addresses = 513 or if the businesses are included = 561
General Information About Mailing EDDM
Post Office Drop Off
The mailings must be dropped off at the Post Office which handles mail for the Zip Code selected.
If multiple Zip Codes – each must be dropped off at their respective post office.
Minimum and Maximum Pieces
Minimum daily mailing is 200 pieces and the maximum is 5000.
Postage Rate 14.2¢ Per Piece – Pay As You Mail
The entire carrier route count must be mailed at the same time.
If multiple carrier routes are purchased, they can be mailed all at once or one at a time.
Example: Refer to the chart above. If all carrier routes in Zip Code 33023 are purchased (10).
All 4742 pieces can be mailed at once or individually on whatever schedule the mailer chooses.
Payment for each carrier is made on the day of mailing.
C008 with 513 pieces would cost 513 x .142 = $72.85
How to Design a Sensational Door Hanger in 4 Steps
Door Hanger Advertising is one of the best ways to generate new business. There’s no envelope to open or flyer to unfold, a Door Hanger starts working as soon as it is removed from the door.
So what are the secrets of designing a door hanger that will generate a sensational response? We have developed a 4 Point Design Strategy that has been proven effective.
4 POINT DESIGN STRATEGY
Step 1 – THE GLANCE TEST
The goal is to let the prospect know what the door hanger is about with just a passing glance. Seems obvious, but many door hangers fail the Glance Test and are tossed out without getting the chance to deliver their message.
So, how do you design a door hanger that will pass the “Glance Test”? Use a big headline, with few words, that shouts the main purpose and benefit of your offering. A photo or graphic can also be very effective. A combination of both may be even better.
Step 2 – THE MAGNET
“Magnet” is the term we use to describe the lure, hook, special offer or incentive that will motivate the prospects you are targeting to respond to your advertising. Yes, it’s the bait that is most important when you are fishing for new customers. The stronger your magnet, the more business you will attract.
Which of the four magnets below do you think is the strongest?
| Remodel Your Kitchen 10% OFF |
Remodel Your Kitchen $500 OFF |
Remodel Your Kitchen FREE Estimate |
Remodel Your Kitchen Start with the Cabinets from $1898 installed |
Remember, you don’t have to give all the details. Just tantalize the prospect. The purpose of the door hanger is to generate a lead, an opportunity to make a sale. The door hanger normally will not make the sale, you have to do that.
Step 3 – YOUR CLAIM TO FAME
If you can avoid the trash can by passing the Glance Test and tantalize the prospect with a strong Magnet, your Claim To Fame is used to seal the deal. What is your level of expertise, why should you be trusted and what do others say about your product or service? Sometimes the claim to fame might be you. If so, don’t hesitate to include a photo and a brief professional biography. This is not the time to be modest.
Step 4 – THE CALL TO ACTION
How do you want people to respond? Call on the phone, visit your website or perhaps come to your physical location. If there is more than one option, make sure you emphasize the one you prefer with larger type on both sides of the door hanger.
Design is the most important part of your campaign. Take your time. Show it to family, friends and even a few loyal customers. Remember, no one knows your business better than you do, so make sure you feel as confident as possible that your design is a winner before you launch.
Take advantage of our “No Risk Design Guarantee”. We’ll offer suggestions and make as many changes as needed (never an extra charge) until you are convinced the design is as good as it can be. Good Luck!
Revealed: The Secret To Door Hanger Advertising Success
ARE YOU READY? HERE IS ONE OF THE SECRETS TO DOOR HANGER SUCCESS:
Repetition is one of the most important parts of any advertising.
Repetition is one of the most important parts of any advertising.
CAN YOU FILL IN THE BLANKS?
National firms, like companies that sell auto insurance rely on repetition to create a “top of mind awareness”. They recognize the fact that consumers may not be ready to purchase insurance the first time they see their ads. To prove the premise, fill in the blanks with the name of the auto insurance company below:
- You’re in Good Hands with ____________________
- Like a Good Neighbor ____________________ is there
- Call ____________________ , 15 Minutes Can Save You 15% On Car Insurance
Chances are you got all 3 right. It’s the result of repetitive advertising.
Studies have shown the importance of repetition. The more we see or hear something, the more likely we are to believe it and act on it. One report says that 59% of respondents will believe and remember the information they receive if they see or hear it 3 to 5 times.
HOW DOES THIS RELATE TO DOOR HANGER ADVERTISING?
So how does this relate to Door Hanger Advertising? Think of it this way. If your goal is to “Grow Your Business”… for the same budget, it is better to distribute door hangers to 1000 prospects 3 times, than to distribute to 3000 prospects 1 time.
Here is an excerpt from an article by the National Federation of Independent Business:
“When designing and placing ads, many small business owners search for the magic bullet: an ad that is so compelling that customers will immediately pick up the phone and call to make an appointment. Remember, advertising is a process, not a one-time event. Advertising research has shown that a consumer usually needs to see an ad five to seven times before responding. This is what the ad industry calls the rule of seven.”
CREATE A TARGET MARKET, BUDGET AND A DISTRIBUTION SCHEDULE
We recommend a monthly distribution schedule in most cases. The important thing to remember is be consistent. Work out a plan that will fit your budget and then stick to it. Momentum will build.
Advertising can be expensive, here’s how to change that.
Advertising can be expensive, when it doesn’t work well.
However, when a campaign is successful, it won’t cost you money, it will make you money!
How can we improve the results of your next door hanger distribution? By generating a bigger response. Well, it’s the message (or special offer) that makes people respond, right? So consider “Kicking It Up A Notch”!
Here are two examples:
____________________________________________________________
A Pizza Shop Distributes 3000 Full Color Door Hangers with the Usual Coupons
– ESTIMATED RESPONSE: 3% – Or about 90 coupons redeemed
– COST PER RESPONSE: Cost of the door hangers $367 divided by 90 = $4.07
– REVENUE GENERATED: Average sale $20 x 90 responses = $1800 – not too bad
____________________________________________________________
What if we “Kick It Up A Notch” and make a really remarkable offer:
“Try Our Pizza – Get a FREE Large Cheese Pizza, No Strings Attached”!
– ESTIMATED RESPONSE: An offer like that could triple the response rate to 9% or 270 coupons
– COST PER RESPONSE: Cost of the door hangers $367 divided by 270 = $1.36 (Much Lower!)
– ADJUSTED COST PER RESPONSE: Add in the cost of the “FREE” Pizza at $3.50 + $1.36 = $4.86
– REVENUE GENERATED: With a FREE Pizza, the average sale will drop to about $8 X 270 = $2160
____________________________________________________________
But don’t evaluate the success of the door hanger campaign by only the revenue generated from the coupons.
Let’s say of all coupons redeemed about 30% were new customers.
– NEW CUSTOMERS GENERATED with the Usual Coupon Offers: 30% of 90 = 27 New Customers
– NEW CUSTOMERS GENERATED with the FREE Pizza Offer: 30% of 270 = 81 New Customers
Consider the “Value Of A New Customer” over the next year (or longer).
– How many times will he purchase over the next year?
– How much will he spend over the next year?
– How many friends or family members will he tell about your Pizza?
Maintaining regular customers by rewarding them with special offers and at the same time generating new customers… that is how to Grow Your Business!
In both examples, enough revenue was generated to justify the cost of the promotion without even taking into consideration the potential of future business from new customers.
The usual coupons or a very special offer? You decide how aggressive you want to be.
How do you respond to criticism about your business?
I was watching The Food Network the other night. It was one of those competitions between chefs. The judges were handing out criticism in large doses.
It was tough to watch. I witnessed the chefs give their best efforts in a timed performance as the clock wound down, until finally time was up. Ready or not, they were being judged by celebrity chefs and thousands of viewers across America.
Most of the competitors were trying to smile and put on a brave face while their food creations were ripped apart by the judges. One of the contestants had tried to create a towering dessert that consisted of several layers including cookies, cream, fruit and topped with a caramel sauce. It collapsed on the plate and although it probably tasted delicious, it looked a mess.
The chef with the dessert disaster listened to the judges criticism and then responded. “I don’t feel bad. Only Mediocrity Escapes Criticism“.
She was so right. If you are trying to be the best. You should expect criticism. You should even welcome it! In fact, you should even ask for it.
In business, your customers are the “Celebrity Judges”.
We recently started sending out surveys to our customers after each completed sale. The survey includes 5 questions and the answers are multiple choice: A- Excellent B- Above Average C-Average and D-Needs Improvement. We have been delighted with the results. Just about every question has been answered “Excellent”.
However, we noticed that one of the five questions was often answered “Above Average”. Good enough, some businesses might say. Although we are getting a high mark, “Above Average” in this one area, for some reason, we are not being graded “Excellent”. We’re analyzing our process and won’t be satisfied until we achieve a top mark for all 5 questions.
The journey to becoming the best can be a long and exhausting one. Criticism along the way can help keep you on the right path toward your destination. Remember, Only Mediocrity Escapes Criticism.
4 Factors That Affect Door Hanger Advertising Response Rates
You should never be satisfied with the response rate of your Door Hanger Advertising Campaigns. To be effective, Door Hanger Campaigns, and most forms of advertising, require tracking, evaluation and fine tuning in order to achieve the highest possible response rate.
When we evaluate the response of a Door Hanger Campaign, we use this 4 point check list:
- THE TARGET or DISTRIBUTION AREA
[ ] STRONG
[ ] AVERAGE
[ ] WEAK - THE MAGNET or SPECIAL OFFER
[ ] STRONG
[ ] AVERAGE
[ ] WEAK - THE DOOR HANGER DESIGN
[ ] STRONG
[ ] AVERAGE
[ ] WEAK - DISTRIBUTION PLAN (Repetitive Distribution Strategy i.e. Distribute to 3000 prospects 1 time or to 1000 prospects 3 times?)
[ ] STRONG
[ ] AVERAGE
[ ] WEAK
If possible, when fine tuning the door hanger, try not to change everything at once or you will be starting from scratch each time. Try the isolate which of the 4 factors is the weakest link. The distribution area and the design should be pretty solid before launching the first campaign. Usually it’s the magnet or special offer that affects the response rate the most.
When setting up a distribution strategy, remember, higher priced products and services may take a series of distributions to generate response unlike lower priced items that are bought on impulse.
The good news is that after a few campaigns, response rates should be very predictable. At that point, every distribution is an opportunity to increase sales.
If you would like us to help you evaluate the results of your last campaign – just give us a call 866-585-0965.
What can we learn about advertising from a famous WW II General?
Many of you keep thinking about launching a Door Hanger or other Advertising Campaign but for some reason keep putting it off. Could it be that you are waiting until you can find the time to fine tune your plan and make it perfect? When will you find that extra time?
“A good plan violently executed today, is better than a perfect plan executed next week.” – that quote from General George S. Patton inspires me nearly every day.
In the current economy, procrastination can be a recipe for disaster. You have got to work harder than ever just to maintain market share let alone grow your business. However, smart business owners know that there are opportunities during strong or weak economic times. Advertising can help you exploit those opportunities.
What’s that old saying, “…if you keeping doing the same things over and over again, you are going to keep getting the same results!”.
Do something different this week. Advertise.
Are you flattering your competition?
IS FLATTERING YOUR COMPETITION A GOOD IDEA?
You know the old saying: “Imitation is the highest form of flattery”. Every week I talk to dozens of imitators. Small business owners, who don’t realize they are flattering their competition. Chiropractors, pizza shop owners, lawn service operators, owners of just about every type of business you can imagine. Honest, hardworking and hopeful.
IF THEY ARE DOING IT, IT MUST BE WORKING. RIGHT?
They call us, ready to grow their business with a door hanger distribution campaign. For many of them, it’s their first door hanger distribution and they are full of optimism. When we get down to discussing a message and special offers, they often rely on what they have seen others do. If most of the competition is doing it, it must work. Right? The problem is, the competition’s advertising may not be working so good, in fact, it may not be working at all.
THIS IS NOT JUST ABOUT ADVERTISING. IT’S ABOUT MAKING YOUR BUSINESS A SUCCESS!
The idea of imitating the competition goes beyond advertising. It’s a factor that is fundamental to the ultimate success of a business. It’s the difference between just getting by and doing great. We are talking about defining a “Claim To Fame”. Something that separates a business from their competition. It’s a chance to break away from the pack of competitors that are hard to tell apart. Once a business is separated from the rest, it starts to move to the next level of sales and profitability.
HERE’S A JOKE ABOUT OWNING A SMALL BUSINESS.
Two friends are talking. One says to the other. “You are so lucky to have your own business!” The business owner thinks for a moment and replies: “Yes, it’s great. I get to work half days, and as the owner, I get to pick which 12 hours I want to work!”
Sound familiar? Are you tired of working hard and finding yourself in the same place month after month?
If you really want to grow your business into a successful operation, work on creating a “Claim To Fame”. Don’t be discouraged if you can’t come up with something right off the bat. If you ask many small business owners to tell you their “Claim To Fame”, most would be at a loss.
WANT A FREE OPINION? SEND US YOUR CLAIM TO FAME.
Want to brain storm? Send us your “Claim to Fame” and we’ll give you our honest opinion on how it measures up with others in your industry located around the country. No obligation or sales pressure. CLICK HERE.