door hanger design
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 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?
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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!