In another thread the topic of color in advertising was, ummm, debated. I would like to clear this issue up because I do not think we were looking at it with open eyes (mainly because of my attitude)
Color in advertising is not in any way the same as a product or packaging color. Product and packaging colors are VERY important as most people are compulsive buyers and will take the more “appealing” packaged product over say a dull “cheap” looking product. Now is it just the color that will make someone buy product A over product B? Of course not, otherwise every company would package in the color that draws (you with me?)
Color is extremely important in a car, clothes, house and all sorts of [B]items[/B], but we are not selling an item. We sell the invisible, a service.
What does this have to do with our fliers, postcards, shirts, etc? Very little.
Color is needed in advertising, no question. But we sell basically our time, not a thing. What color is window cleaning? So a color will not ever SELL a service as it is not something that can be colored. (as an aside, I have heard such crazy claims as to the color of shirt a company has makes a difference. It only makes a difference if there is no differentiation between the companies being compared. If you give them no reason other then color… color matters. 95% of window cleaning companies use blue… how many are broke?)
So you say, well colored fliers is what sells. I guarantee you that is not the case (those many, many companies with colored fliers know that which I speak) It seems like a lot of people have not tried this very basic and really, affordable medium of adding color and pics to your ads. DO IT!
But if you ad color does not in any way, shape or form SELL window cleaning. It might make your company look more professional, it may stick out from all the generic b/w ads, but it will not cause them to buy. You only need to get them to read your offer or your reasons for them to buy your service.
You MUST give them a reason. No person on earth will say “wow, pretty flier. Sign me up!” sound reasonable?
Some will disagree, I implore you to realize this is not accurate. You must learn these very basic marketing nuances. Absolutely add color, but make sure there is a reason for them to call.
I put out 10,000 fliers last year. 17 different versions. I had b/w fliers pull 3% (which is a great # by the way) and I guarantee nobody on here would say it is possible looking at it. Thankfully I would not roll the dice with my business from forum folk advice alone, and neither should you.
When you receive any ad in the mail or see things in magazines. The color and graphics ONLY purpose is to get you to read the ad. Please do yourself a favor and go buy some books on advertising. There is some AWESOME stuff out there, cheap. Don’t take my word for it and certainly do not take people who have not done much advertising word for it.
Window cleaning is a hard sell, you need a huge arsenal if you want to have success. Many of you do not have the extra funds to hire someone to help you. That means you are “do it yourselfers” as I was/am. (however I now have an elite marketing coach I pay $700 a month to… WAAAAAY worth it)
You do not need to study all that is marketing. I would tell you to focus exclusively on advertising. These color topics and MANY other things will then become very clear, very fast. Save you some wasted time and money.
Do not listen to people on here exclusively… buy a book and learn from people that have sold millions (or in Ted Nicholas’s case, BILLIONS of dollars) worth of stuff through print ads.
If none of this makes sense to you or you think I am wrong. No big deal. I am just some guy on a forum, but you owe it to yourself to know for sure.