The truth is the device is not what sucks, it’s what’s written on it
I always find myself defending these forms of ads because those
who have had no ‘luck’ with them, condemn it.
One time I sent out 10,000 flyers and got 2 calls… that is a fail. I
took the exact same flyer (which was b/w with no pictures) and
changed just the headline and altered the offer a bit.
I printed off just 160 and passed them out. I got 4 new clients
Sadly, I did not use my brain the first time around and TEST the
dang thing. I just sent them out.
Far too many of us just think ‘If I build it they will come’. If they
need/want our services any ad will do. Sorry, it does not work that
Sometimes we just think if we send out thousands of ads we should
get something… again, not great logic.
I have a carpet cleaning client that sent out 10,000 postcards he
had made and had ZERO response. Even through the EDDM service it still
cost him over $1400… not including design.
I created his next postcard and we mailed 1000- grossed $2640 and
added 12 new customers.
NOBODY knows what ad is going to work… there are far too many
variables. I do not even allow people I create ads for go large
until it is tested.
I have a couple postcards I did for WCR in the WCRA members area,
I believe they all made more than $100,000 in sales. That said I
would [U]never[/U] tell someone they are a ‘sure thing’.
I typically use a flyer as a test dummy. If my cheapy flyer can
get a good response I know the foundation of the ad is solid. Then
I can adapt it to a postcard, and test that.
Anyway, just some thoughts and a little rant