Advertising secrets of the written world by Joseph Sugarman
I am reading this book right now to improve my ability to get people “to give up 60 seconds to read…” the key concept so far (I’m on page 41) is to design the entire layout to get them to read the first line. And the purpose of the first line is to get them to read the second.
For marketing newbs like me, that’s pretty helpful advice.
one thing I do notice is that ACWC, again, is out of the ordinary
They have reaped phenomenal results from their marketing without a lot of “advanced” marketing techniques
so either piling on the “advanced” stuff is more appropriate for other industries or higher dollar industries or ACWC could possibly reap even more if that “stuff” was layered on?
Could ACWC be “re-invented” marketing strategy wise to double in size?
not picking on ACWC, just the biggest resi outfit I know to use for illustrative purposes is all
[MENTION=2686]Paul McQuillan[/MENTION]
in recent readings I see the value in “being about” something other than price, as I have started to apply that, I have seen less price resistance
an interesting exercise is to lay out all the ads you get for carpet cleaners in a week or whatever and ask yourself which one would you pick and why?
I did this with alumawood patio cover installers recently, 4 ads cut out and on the desk in front of me
which one and why?
what is different about each of them?
who specifically are they for?
amazing how much clearer one can work on their own marketing after an episode of that exercise
, especially after realizing they are just all “me too’s” saying the same thing and the only differentions were that some had a price, some didn’t but all were saying the same thing pretty much. And no one was “speaking to me”
[MENTION=2686]Paul McQuillan[/MENTION]
That’s read by ALL copywriters… great book! He has some awesome stories in there as well
Bruce, I have no comment on ACWC other than you can win in business
using other methods than great marketing. Could they double in size? I
am not sure their marketplace could sustain that, at their prices anyway.
There are only so many people who would pay for this type of service, and
a fraction of that care about price.
Chris is a business genius. I’d trade my marketing know-how for his skills
any day…
What I learned from Chris is BE CONSISTENT… never let off the pedal
even if it may not work out perfectly.
Well, my first 3 flyer distributions netted 1 customer each. (small batches of 250 each). Not one of the potential customers in the ‘targeted income’ area called. The middle to working class neighborhoods were the one who got us new clients at the $140 price point. My employee without work today is distributing flyers in more of these kinds of neighborhoods and I cant wait to see how it does.
I also have my first batch of EDDM mailers being printed thru the WCRA printers, can’t wait to test these out, I think I’ll split them into different income demographics to see if my theory holds true. It seems the rich in my community are ‘all flyer’ed out’.
I have to admit this last batch of EDDM did not go the way i wanted. I felt the message was weak and somewhat generic although the graphic design was top notch.
It definitely has taught me the importance of the message.
We’ve all done it Jared. That is why I create the wording then the imagery… and I use very little
To me the design comes first then the wording. If a design is bad people will be more apt to toss the card in my experience.
With that said if any of the two are lacking to much you have issues.
high income will be the first to retain a window cleaner for the long term, so if the area is well established it would follow that they are generally all window cleanered up (referring to the cliche “all lawyered up”)
which, full circle, is why many resort to lower price in an effort to get people to switch.
[MENTION=2686]Paul McQuillan[/MENTION] [MENTION=112]panelessperfection[/MENTION] [MENTION=3164]bc window cleaning[/MENTION] [MENTION=1]Chris[/MENTION]
from a book i am currently reading:
“the way most people attempt to attract buyers . . . most hold up a product, service or proposition and holler, “come buy this - and here are all the reasons, features, benefits, discounts and incentives to do so”, and then they fight to overcome a great deal of resistance, including clutter, competition, skepticism, and price issues.”
I find this to be a profound statement in it’s if A then B format, reflecting back on personal experiences
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[/SIZE][COLOR=#333333][INDENT][SIZE=3]from a book i am currently reading:
“the way most people attempt to attract buyers . . . most hold up a product, service or proposition and holler, “come buy this - and here are all the reasons, features, benefits, discounts and incentives to do so”, and then they fight to overcome a great deal of resistance, including clutter, competition, skepticism, and price issues.”
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What if instead, we approach marketing from the customers perspective. The book I am reading currently, The New Rules of Marketing & PR, emphasizes the need to stop talking about us and start talking from the customer’s perspective.[/INDENT]
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With out getting side tracked… Now with the new at cost print service I have been having the opportunity to take a peak at what members are printing… [MENTION=1377]Bruce[/MENTION] submitted a card last week that was really amazing. The best I have seen come across that [URL=“http://shopwindowcleaner.com/at-cost-printing”]at cost print service so far.
Let us know how that one works for you Bruce…
aw man, you’re not supposed to peek it’s a direct link! 
There is no avoiding looking at them… Its the only way we can ensure a perfect print…
that sounded like Men in Kilts didn’t it? (No Peeking)
thanks for the compliment Chris
Some things are really learned the hard way. Well, what’s important is that you were able to learn from that. And I adhere to the idea of experimentation. It’s actually a good one.
[MENTION=1377]Bruce[/MENTION] so how did that card work out Chris was peeking at?
Can y’all suggest any good reading
On designing and laying out a marketing piece? I have sent out mailings sporadically in the past with mixed results and would
Like to quit throwing money away. Do you have any points lists on layout and design you use, or any other advice on laying out a good piece. Also any ideas on what to tweak first, second, third etc on flyers to maximize there effectiveness.
Why re-invent the wheel. WCRA has proven designs and they are free. JMHO.
