door hangers
How to Pitch Anything in 15 Seconds
Door Hangers are a great way to generate new leads, but what happens when a client calls or comes in to your location? Are you prepared to introduce your product or service in a brief and effective way?
I recently came across this article and video by Carmine Gallo (written for Forbes) describing how to use a “Message Map” to get your point across in 15 seconds.
Here it is:
The Article is Posted Below The Video:
How to Pitch Anything in 15 Seconds
If you can’t tell me what you do in 15 seconds, I’m not buying, I’m not investing, and I’m not interested.
Few technologies are as complicated to explain as 4G LTE. Last year I worked with a group of leaders for the division of a global, publicly traded company who were responsible for pitching the technology to potential customers. Since the group was struggling to explain the technology simply, I introduced them to a tool that I’ve used very successfully with other brands—a message map.
The leaders in this particular division were responsible for pitching the technology to public safety agencies. Their audience knew a lot about police work, but had little knowledge about wireless broadband. Imagine if the head of a public service agency heard something like this: 4G LTE is a standard for the wireless communication of high-speed data based on the GSM/EDGE and UMTS/HSPA network technologies, increasing the capacity and speed of new modulation techniques. Not one person would have acted on the pitch because they wouldn’t be able to understand a word of it!
Instead we created a pitch that started with this sentence: 4G is a mobile broadband technology that will change the way your department communicates, collaborates, and operates. The audience got it in one sentence. The message was so simple and effective, the company landed several multi-million dollar accounts after their first meetings and they credited the message map for helping them pitch the idea in a simple, yet compelling way. The message map gave everyone (sales, marketing, executive leadership) a roadmap for the customer conversation. “Without a doubt it improved the confidence of our sales and marketing teams to articulate our value, our mission, and why our product would make a difference,” one leader told me.
Build a message map in 3-steps. A message map is the visual display of your idea on one page. It is a powerful and tool that should be a part of your communication arsenal. Building a message map can help you pitch anything (a product, service, company, or idea) in as little as 15 seconds. Here is the three-step process to using a message map to build a winning pitch. For this exercise you will need a notepad, word document, PowerPoint slide, or whiteboard.
Step One.
Create a Twitter-friendly headline.
The headline is the one single overarching message that you want your customers to know about the product. Ask yourself, “What is the single most important thing I want my listener to know about my [product, service, brand, idea].” Draw a circle at the top of the message and insert the headline. Make sure your headline fits in a Twitter post – no more than 140 characters. If you cannot explain your product or idea in 140 characters or less, go back to the drawing board.
Step Two.
Support the headline with three key benefits. As I discussed in a previous article, the human mind can only process about three pieces of information in short-term memory. Specifically outline the three or, at most, four benefits of your product. Draw three arrows from the headline to each of the key supporting messages.
Step Three.
Reinforce the three benefits with stories, statistics, and examples. Add bullet points to each of the three supporting messages. You don’t have to write out the entire story. Instead write a few words that will prompt you to deliver the story. Remember, the entire message map must fit on one page.
You can create a message map for any product or a brand. Lets use the example of soap. If you can sell soap, you can pitch anything. Lush is a global chain of stores that sells soaps and cosmetics. It has about 100 locations around the world. They literally stock hundreds of items. Although the brand takes the unusual step of sending new products to each of its employees, it wouldn’t be feasible, nor necessary, to create a message map about each product.
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!
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:
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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
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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
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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.
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.
6 Reasons To Use Door Hanger Advertising
Congratulations for considering Door Hanger Advertising for your business. Door Hangers are one of the best methods for small businesses to attract new customers. Here are 6 reasons why:
- 1-DOOR HANGERS ALWAYS REACHES YOUR PROSPECT
Why is this true? Because you are physically putting the door hanger on the prospects front door. It is going to be removed and in the process, your prospect will at least glance at it. If it is designed properly, you’ll get his attention and if he needs your product or service, you have a chance for a sale. Not everyone gets the newspaper. Even those that get a paper may not read it from beginning to end, so your ad may never be seen. How about radio or TV? Do you have a budget to cover multiple stations at all times during the day? Probably not. Billboards, signs, even aerial banner planes can be a hit or miss situation. Most other media options can not compare to the success of door hangers. - 2-DOOR HANGERS OFFER THE BEST TARGETING OPTIONS
Can you believe the amount of retail shopping plazas that have been built in the past 20 years? Each one seems to be a clone of the one just down the street offering the same lineup of stores. So when advertising, it is more important than ever to geographically target the homes closest to your location. Set your own distribution territory and distribute your door hangers to the homes that are your best prospects. You can even use demographic factors when deciding where to distribute. For example: newer houses are usually owned by younger families with children. Some neighborhoods are decidedly ethnic. Trendy apartments are often inhabited by young single professionals, and so on. - 3-DOOR HANGERS OFFER THE MOST ACCURATE TRACKING
Tracking response is easy with door hanger advertising. Include a special offer that can only be redeemed with the return of the door hanger. If you can’t measure results you won’t be able to make the right advertising decisions. Keep close track of which offers work best and get rid of the offers that don’t. - 4-DOOR HANGER ADVERTISING IS A GREAT VALUE AND AFFORDABLE
How do you know? Divide what you spend on your door hanger campaign by the number of customers or leads generated. Once you have your cost per lead deduct it from the profit you make on a sale to calculate your return on investment. Do the math. You will find that door hanger advertising is one of the most affordable methods you can choose. - 5-DOOR HANGERS LET YOU ADVERTISE ON YOUR SCHEDULE
Timing is everything. Launch your campaign on your schedule. Plan for the entire year using holiday and seasonal themes to get more attention. Increase or decrease distribution schedules based on how busy you are. Instantly launch a new product or service. - 6-KEEP YOU COMPETITORS IN THE DARK
When you advertise in the newspaper or other media, you are also sending your advertising strategy to your competitors. With a door hanger distribution, for the most part, your advertising is between you and your prospects.
If you decide to personally deliver your door hangers, there is another benefit – exercise! Walking door to door is good for your health and the thought of promoting your business in the process is good for your spirit! Wishing your and your business All the Best!
Door Hangers Can Generate Leads, But You Have To Make The Sale.
Door Hanger distribution is a great way to generate leads for your business, but a lead is not a sale. It is opportunity to make a sale, which means someone at your business has got to be a salesman. At many small businesses, the salesman is often the owner or manager. Unfortunately many small business owners are not comfortable with that responsibility.
Why not? What kind of image do you think of when you hear the word salesman? Some fast talking individual trying to pressure someone into buying a product or service? That is not what sales is all about. Zig Ziglar, the world famous sales trainer and motivator once said, “You can get anything in life you want, if you help enough other people get what they want”. I think that is one of the best descriptions of sales that I have ever heard. In other words, sales is helping other people fulfill their needs. Selling someone something that will help them solve a problem or give them enjoyment is a great way to make a living. Learn more about Zig Ziglar at his website www.ZigZiglar.com
Our company offers Direct Marketing Solutions to small businesses. Door Hangers are one of the products we sell. Our job is to help small businesses get new customers. If we think that Door Hanger distribution is the right solution for a prospect, then it is our job to convince him that our product is the best value available. It’s easy because we believe in our product. That’s sales and we are proud to be salesmen. So should you.
Door Hanger Advertising Ideas For Electricians
Here are a few Ideas for Electricians that have been used successfully by our clients. Use one or a combination, but don’t over crowd the door hanger with too much information. The door hanger must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk advertising.
- So Many Homes, So Many Opportunities!
We’ve seen lots of electricians advertise their services with the headline: “ELECTRICAL PROBLEMS? CALL US!” This approach can yield results. There is bound to be lots of folks with some sort of problem. However, why focus on just home owners with problems? Instead, consider every home as a prospect. Think about all the services you could provide in addition to fixing electrical problems. Services like: adding additional outlets, upgrading panels from fuses to circuit breakers, security or landscape lighting, adding service for ceiling fans, replacing fixtures, the list goes on and on. - Show The Price
Give prospects an idea of the cost of your service. For example, Add an outlet $99, Regular Price $119, Save $20. In fact, you should include a menu of prices for a variety of services. Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. - Get Connected With Your Neighborhood
Why not prospect in the neighborhood where you live. Start your campaign by distributing door hangers in your own neighborhood. People trust their neighbors. Include your photo, you may be surprised how many people recognize you. You can even offer a neighborhood discount. - The No Fee Service Call
If you get the job, waive the service call fee. Your ad can say: “FREE Service Call” the disclaimer can go on to say Service call fee waived if work is done (a $49 value). - Be Flexible
“Service On Your Schedule: Evenings and Weekends At No Extra Charge!”. - Offer Residential Service To Your Corporate Clients
No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients.