Flyer Catch Phrases

Hey guys,

I have been talking with Paul about advertising methods and things i should do to boost my business this year, he recommend doing large amount of flyer’s.

I was wondering if what you guys have found effective to put on a flyer
Certain catch phrases like "Pro window washing"

Specific layouts
Catchy artwork or anything like that.

I would search fliers on here or NWCD.

That’s just me though.


Same strategies, different media.

Review the yellow pages thread, and implement as many of those same marketing strategies as possible.

A ‘catchphrase’ like “Pro window cleaning” doesn’t really motivate your prospective clients. Emphasize benefits instead.

However - using an ‘off-the-wall’ catchphrase can capture attention for sure.

[SIZE=“4”][B]“Special Report: Murderers in your bedroom!” [/B][/SIZE]
According to [your city’s name] city hall, last year 32 ex-convicts entered
the window cleaning workforce!! Is your family’s home one of their next stops?"[/CENTER]

That’s a little edgy, and probably not something I would use myself, but you get the idea!

Find a button, and push it.

Fear, Love, Connection, Money-lovin’ and lots of other juicy stuff could work.

Another: “How to buy $7.68 for only a buck!” - and build the story around that famous-to-us-window-cleaners Money magazine article that focused on the outstanding 768% ROI that homeowners received on average from their professional window cleaning investment, when selling their home.

More important than that, though - a great offer, great reasons to buy, and an image or photograph that focuses relentlessly on the BENEFITS that your window cleaning services will bring them.

I saw a “credit counselling” advertisement today that had the heartwarming headline “You did it!” and showed a closeup of a smiling mother cuddling her toddler-aged son. That image was brilliant, because it pushes emotional buttons, and focuses on the benefits of the services being offered.

[SIZE=“1”][B]Warning:[/B] This is RARE in our industry. Most window cleaners mess this up.[/SIZE]

Some opinions on flyer strategies.

Catch phrases are fine but you must make it about the customer.
“Pro Window Washing” doesn’t speak to the customer.
“Stay off those dangerous ladders and let a pro clean your windows.” does.
(a little of what Kevin was saying)

A flyer should be full of benefits to the customer but it doesn’t always have to be about discounts.
“Rest assured, all our cleaning packages include screen cleaning and wiping of tracks and sills.”
“Imagine how much healthier your home will be once once we clean all that dirt, pollution build-up and allergens off your glass.”

Headlines should be just that. “Jack’s Window Cleaning” is not a headline. “Good news Kingsway residents, here’s you opportunity to give your home the most affordable face-lift money can buy.” is.

If using pictures, they should tell a story. If you find that you need most of your text to tell a story about the pictures then you need to use a different approach. Even well before the “Face of the company” thread came about I decided that my picture must be on all my flyers. I’m the front office, I’m the back office, I’m the guy who’ll make their home a brighter, healthier and more enjoyable place to live.

About your text (fonts, sentence structure, etc.) It’s fine to bold your headline but use bold text sparingly. Some people use bold text because they’re afraid the reader won’t notice certain points. Have you ever read an engaging news article? Other than the headline, was there bold text through-out? Of course not. You were engaged by the content.

When writing a sentence, start by writing the point you want to get across. Then think of an easier, quicker way to say the same thing. Then think of an even easier way to say it. As the pros say “A 5 year-old should understand it.”

Don’t mix too many fonts. 1-2 max. Choose a font based on readability, not fanciness. Use a spell checker. Have your friends and family read it and see if they understand easily and whether anything is unclear.

Call to action. You’ve gotta tell them to CALL Today, Spots are filling up, This offer won’t last, book before March 31 and you could win an iMac computer. (wait I think some did that one already :wink: )

That’s a great, thought provoking question. I’ve been using a similar line on my site for the past month or so.

I got an email cease and desist note to take that money magazine off my website. That was a month ago, I haven’t heard back from them.

From “MONEY” or from someone that claims they own the rights to the picture?

From [I]money[/I] magazine? For using their image without permission?

I’ve got two [U]brand new[/U] copies of that issue and can take a new picture if we need one.

I called MONEY up and they sell back issues. Two for $15 and I can use them in canvasing and with real estate agents.

1 Like

[FONT=Tahoma][SIZE=3]Here is the Email[/SIZE][/FONT]

comments: You have material on your website from MONEY magazine. I do not see a permission form in our files granting this permission, nor payment from you for the use of our copyrighted material. If I have inadvertnently missed these forms in my file, please send your copies. Otherwise, I would ask that you remove MONEY magazine’s material immediately and confirm that you have done so. Thank you.

Ms. Jo Mattern
Copyright Manager, MONEY magazine
212 522 2582 (tel)

I had a similar issue about 2 years ago with using the term “realtor” in one of my marketing streams. Turns out “Realtor” is a Trademark’d term.

I received a much more strongly worded ‘cease and desist’, and they happily backed of once I accomodated their request.

Not worth the danger not to.

[B]Beautiful View: [/B]Are you sending out flyers in the Kingsway area this Spring?

I’m using my postcard there.

Tweaked and optimized for the area, of course. Forest Hill, Beaches, Rosedale, Kingsway mainly. Probably avoid Vaughan, Caledon, and the more North stuff like them…

I had a good response there last fall. I’ll also be moving a lot of my flyer campaigns outside of Toronto because this market is quite saturated, more so than I thought when I first opened up shop.

The last few (snowy) weeks have at least been good for scouting new areas. I’ve found some sweet areas to experiment with not too far out of Toronto.

Cool. Yeah - especially heading towards Markham/Stouffville way, there are pockets of monster home subdivisions, and also heading into Grimsby/Stoney Creek - more of the same.

That is, if you were going for big homes.

Thank you very much paneless and beautiful view, i apperciate everything. Now the hard part is coming up with something good.
I like the hold 7.68 for a buck things. Right now every body seems to be watching there money and i guess that could be something to get there attention.
I wish i had more of a creative mind like you folks out there.

You do have a creative mind, you just need to teach it how to work on demand!

[SIZE=“1”]Creativity can be taught and learned…but that’s not what this thread is about, so I will stop my digression…[/SIZE]

Step into the minds and world of your prospective clients, and try to piece together what it is they care the most about, and find a way to connect one or more of those things directly to your window cleaning services.

List 5 things that are priorities in life for them, or ingrained behaviours, things they are emotionally attached to (not just STUFF they have or do, but reasons WHY they love or do or want that stuff)

Why do people in your prospective market wash their cars on Saturdays?
Why do they have friends over for BBQ’s in the Summer?
Why do they cut their grass and keep their home looking great?
Why do they drive a new car?
Why do they take fancy vacations?
What are they afraid of?
What do they dream of?
What do they wish they could have/do right now?

See what I mean? Then, once you start answering these things as accurately as possible, you can start repackaging your services to appeal to these desires and emotions.

And of course, you have to create an offer that “their kind of person” will love, too, and that is too good for them to pass up on.

To be honest, 99% of small business professionals (including small window cleaning business owners) don’t take this serious of an approach, but we all should if we want to maximize impact and profitability.