You want something different? Read on- The Ghost that landed you that new account

WoodysWindows · October 11, 2010, 5:10pm

Ok. If you’re like me, you get a ton of “junk” in the mail, or placed on your door in an attempt to get your business. I get get tons of of pizza ads, furniture ads, satellite TV ads, political ads, pool cleaning ads, plumber ads…etc. Again, if you’re like me you pretty much recognize these ads for what they are immediately and toss them right into the garbage (unless you study the ad for your own marketing purposes like I do sometimes- especially the one that actually grabbed your attention).

The point is, we are bombarded with advertising everyday, and in order for something to stick-out, it needs to be either unique, or just great timing because you just happen to be looking for a “plumber” the day that ad showed up in your mail box.

So what can you do? I make no claims of being a marketing guru, but I do know one thing: if you’re marketing piece doesn’t grab someone’s attention right away, it probably never will. It is destined for the trash bin.

At my local post office, there are trash cans that are always full of marketing pieces that are never read! That’s very discouraging from a marketing point of view- to think of all the money those businesses spent, only to have their ads tossed unceremoniously into the trash!

So how do you jump this first hurdle, and grab your target’s attention before they toss all your hard work into the trash without a second thought?

The first thing you need to do is GRAB their attention. It’s like fishing–if you use the wrong kind of bait you wont be bringing home anything- you probably won’t even get a nibble.

Now I have learned that marketing is definitely a numbers games- the more you do it, the better your chances are. Think about it: if you went fishing with 20 poles, you would have a better chance of catching fish than if you used only one fishing pole.

However, you still need to use the right bait, and my experience and research say that a good bait is something that your prospective customer has never seen before. Something that will stop and make them think, “what the Hell is this?”…and then they will hopefully be compelled (if for no other reason than their own curiosity) to turn your ad over and see what is on the back.

If this happens- congratulations, you just did what countless others failed to do- you got noticed!

My piece is designed to “grab” a persons attention from all the other ads they are sifting through, and compel them to “at least” turn it over and read your offer on the back- thereby jumping the first crucial hurdle.

I have decided to offer this piece for sale on WCR in the community submissions area of the site. You can see it here “Ghost Card”: Community Submissions | Buy Window Cleaning Supplies, Tools, Equipment, Products

It is available as a 4X6 post card or an 8.5X11 card. The postcards are set up for mailing, but since they are also fully and easily editable, you can use the space (normally reserved for the postage and address) and put in more offers or change whatever you like if you want to hand them out yourself or use them as regular flyers without mailing.

You can change anything you want, like the fonts, dates, prices, or whatever else you need in order to suite your business. If you don’t want to edit much, all you have to do is replace my logo and company info with your own, and you’re ready to go. I made them super simple to edit without a lot of complicated layers.

As for the the picture on the front…well here’s the story… and I’ll try to make it “family friendly”…ehh-em;)

My wife and I have been ghost hunting in our spare time since I first took her out to a lonely cemetery late at night when we were first dating. As I stated in an earlier post, for all you single guys out there, if you think that taking your girlfriend to a scary movie will make her cling to you, try taking her to a creepy cemetery late at night out in the middle of nowhere- she will be on you like “white on rice”-- trust me, we are married now and have three kids;) She will think your the bravest man around and will swear she hears a distinctive “clanking” sound when you walk…hahah

Anyways, I have done a lot of ghost hunting and one of the hardest things to get is a good picture. I have great EVP’s from some of our hunts, but as far as interesting pics- they are far and few between.

One night however, we were out hunting a local cemetery and I had come across a gravestone that had previously been broken at one time and then been repaired. After the repair, the gravestone took on a “different” look. As I approached this headstone, I snapped a picture and as I looked into the view finder on my camera, i noticed that the gravestone looked similar to a…eh-emm, a “phallus” to put it mildly.

I immediately called out to my wife, "hey check this out, this headstone looks like a “phallus” (not the exact word I originally used;) ), anyways, she then asked me “what- let me see?” So instead of pulling the picture back up from the camera’s memory, I just snapped another picture to show her. When I did this, I was pretty shocked to see a big orange/red glowing ball of light hovering over and to the right of the headstone. Our immediate reaction was an “oh crap” we just just ****ed someone/something off, but i immediately decided to snap another picture to continue documenting this thing. The very next picture I took- it was gone. So I have a “before, during and after photo” of this event.

I’ve taken thousands of pictures and seen a lot of weird things, but this one defies all my experience. The fact that I made a “crude” comment right before this thing appeared is…well, weird.

We have since been back and never captured anything visually from this area again, although, we have caught very high quality EVP’s, we have yet to capture this kind of thing again. I have to admit that I am somewhat embarrassed by my original comment, and and cannot bring myself to “talk some smack again” in order to get something to show up again.

So basically, this is a never before seen picture that is sure to be different as I have never posted it online anywhere before.

If you want to grab some attention- I think this template can do it for you!

Get it here on WCR.

It will work before Halloween and even after Halloween. In-fact, it’s different enough that it might work in the middle of Summer too. I plan to try it out next Summer. Since it’s fully editable, it can made to be used all year.

I’m always on the lookout for weird things when I’m working, especially in an old house. Anyone have any “ghostly” stories while working?

Mike_the_Window_Clea · October 11, 2010, 5:56pm

I read a good idea… well I thought it was a good idea so it might be a terrible Idea actually:o It was to have the flyer cut diagonally. Triangle flyers:D

WoodysWindows · October 11, 2010, 6:02pm

One of the print shops just recently sent me a email about “different” shaped pieces. Interesting idea, though kinda of a pain trying to figure out how to set up the piece in an odd shape- if you plan to mail it. If you plan to deliver your pieces by hand, then I could see it being easier. But whatever- being different is good- whatever it takes!

chris_francis · October 13, 2010, 1:16am

I like the xray on of hip on your website do you use that as a mailer also how does that do for you.

WoodysWindows · October 13, 2010, 3:05am

The x-ray template works good so far but i have only just begun using it. The x-ray picture you see on my site is one that i bought online (and I only use it on my website) and not as good in my opinion as the x-ray picture that is used in my postcard. The one I use in my postcard is the original x-ray template from Kevin Dubrosky and can be found on his forum for download when you join. His forum is a wealth of marketing ideas, templates, info and very much worth the cost of joining. I have learned a great deal by being a member and reading his latest book.

Paul_McQuillan · October 13, 2010, 5:52pm

I don’t like the x-ray pic much because most homeowners do not
climb a ladder to clean windows.

If they are not in danger the ‘fear’ factor is eliminated. This makes
the ad useless to majority of the market.

IMHO

chris_francis · October 13, 2010, 7:21pm

Paul I do more pressure washing and roof cleaning then I do window cleaning so I am on a ladder alot. But I bet that would be good one for commerical accounts were you need a ladder.

Mike_the_Window_Clea · October 13, 2010, 8:51pm

I doubt it. Commercial owners or buliding engineers, are a lot more savy then home owners on what is needed to do the job. It might make them question if you have insurance though.

I don’t have any stats to back up my gut feeling, but my gut feeling is that a picture of the service being performed is what is needed. Just a couple hours ago I was doing a fall clean up. Neigbour saw me blowing leaves into the bush and the majority of the lawn was clean and it occured to her that her yard is full of leaves and needs someone to do it. So she came over and I got another job…

WoodysWindows · October 13, 2010, 10:11pm

]

Thanks for your input Paul. I agree that using the “fear” factor as a primary motivator for hiring one’s services is really a very limiting approach at marketing.

However, I personally don’t use the piece as a “fear” factor piece. The danger of falling off a ladder is obvious and the results can be serious- I highlight this fact but it is not the primary reason for using the x-ray picture. The reason for using it is twofold. #1) it is a very striking image and grabs peoples attention. #2) the picture IS worth a thousand words and it states an obvious fact that falling off a ladder can have serious consequences. But the fact remains, that the picture is being used to capture the mind more than anything else.

My Ghost template follows the same philosophy. While some people may be scared to death of a ghost or being in a cemetery at night, the postcard does not rely on their fear of those things. While it may be scary to some, it’s simply meant to capture the mind/imagination/attention.

When I go through my mail, the postcard of the clogged drain or freshly mowed lawn do not get any attention from me because I know what they are offering and i’m not interested- so they get tossed in the trash without even looking twice. Most people don’t hire window cleaners— period. By showing them a clean window or a home with clean windows on the front of a postcard, it does nothing in my opinion, other than say that “here’s an advertisement for some kind of home service…” and then it will probably get tossed into the trash along with the plumbers postcard and the lawn-care postcard.

The objective of the X-ray and Ghost cards are to make them think twice before tossing them in the trash- simple concept really. Be unique and interesting and you get noticed. I’m sure you of all people realize that marketing is in part a big numbers game and that one of the primary challenges of any business is to get noticed.

Short of putting a naked woman in your marketing piece, what do you use to get noticed Paul- comedy, interesting facts, or some other unique angle? You have a lot of experience and the respect of many people on this forum and I would be honored if you would share some great ways to get noticed with a simple postcard. How do you stop someone who would otherwise just toss another ad they got in the mail- into the trash without a second thought?

Mike_the_Window_Clea · October 13, 2010, 11:14pm

Ok, I gotta put this out there. Woody, I looked at that ghost pic twice and both times the first thought in my head was penis. I wouldn’t put that pic on a flyer unless I was selling glow in the dark dildos.

WoodysWindows · October 13, 2010, 11:22pm

Haha…do they make glow in the dark dildos? If so maybe I should contact the manufacture and see if they are interested in my photo;)

I assume you read the the first post in this thread right? How do you think I got that that thing to show up in the first place. Weird huh! Your seeing what I saw- when I took the first pic.

Mike_the_Window_Clea · October 14, 2010, 12:23am

I think I read about a third of it then got kind of lost. It’s rather long… the post I mean.

Paul_McQuillan · October 14, 2010, 8:58am

WoodysWindows:

]

Thanks for your input Paul. I agree that using the “fear” factor as a primary motivator for hiring one’s services is really a very limiting approach at marketing.

However, I personally don’t use the piece as a “fear” factor piece. The danger of falling off a ladder is obvious and the results can be serious- I highlight this fact but it is not the primary reason for using the x-ray picture. The reason for using it is twofold. #1) it is a very striking image and grabs peoples attention. #2) the picture IS worth a thousand words and it states an obvious fact that falling off a ladder can have serious consequences. But the fact remains, that the picture is being used to capture the mind more than anything else.

My Ghost template follows the same philosophy. While some people may be scared to death of a ghost or being in a cemetery at night, the postcard does not rely on their fear of those things. While it may be scary to some, it’s simply meant to capture the mind/imagination/attention.

When I go through my mail, the postcard of the clogged drain or freshly mowed lawn do not get any attention from me because I know what they are offering and i’m not interested- so they get tossed in the trash without even looking twice. Most people don’t hire window cleaners— period. By showing them a clean window or a home with clean windows on the front of a postcard, it does nothing in my opinion, other than say that “here’s an advertisement for some kind of home service…” and then it will probably get tossed into the trash along with the plumbers postcard and the lawn-care postcard.

The objective of the X-ray and Ghost cards are to make them think twice before tossing them in the trash- simple concept really. Be unique and interesting and you get noticed. I’m sure you of all people realize that marketing is in part a big numbers game and that one of the primary challenges of any business is to get noticed.

Short of putting a naked woman in your marketing piece, what do you use to get noticed Paul- comedy, interesting facts, or some other unique angle? You have a lot of experience and the respect of many people on this forum and I would be honored if you would share some great ways to get noticed with a simple postcard. How do you stop someone who would otherwise just toss another ad they got in the mail- into the trash without a second thought?

I am not sure the x-ray or the ghost card would increase interest. If I put
an image of a cat pooping in a litter box, people will stop and look.

It is very easy to grab attention, very hard to initiate the sales process.

Does the x-ray/ghost ad convert more than the more standard ads?

WoodysWindows · October 14, 2010, 9:41am

Thanks again Paul for your professional input. I must say that a cat pooping in a box might grab your attention but it certainly wouldn’t grab mine. Is this an example of one of the ways I asked you how you make people take notice of your marketing piece? If so I can see why you might find it easy to grab attention yet find it hard to initiate the sales process with your approach.

Again I appriciate your input Paul and thank you for giving us an example of how you grab your customers attention.

Paul_McQuillan · October 14, 2010, 3:09pm

Thank you for your professional input (as you are now creating and selling ads too)

Did this ad work? That’s all I am asking.

By the way I hope you did not take my cat poop reference as an insult. It is
easier to get attention than you say. I just wanted to point it out.

Seth · October 14, 2010, 3:33pm

Woody,

Do you have any numbers on your your responses?

I must admit, I did think there was a penis in the picture when I saw it the first time. Sorry its the truth.

PS: Babies Sell =) ( and sex but not for our target market… and i’m not saying its ethical…)

WoodysWindows · October 14, 2010, 4:23pm

Thanks paul! No insult was taken at all.

I appreciate that you have referred to me as a fellow “professional”- but to be honest I am just a window cleaner who is trying think outside the box…no scratch that…I’m trying to think different- to heck with boxes and the rest of it.

Your a marketing professional as well as Kevin. I’m sure you can appreciate the fact that any reasonable marketing is better than no marketing at all- and that those who are unwilling to learn from others or take risk- will gain little or nothing in the end. People who do the exact same as everyone else are just “me too” companies.

BTW, to which ad are you referring? The X-ray or the Ghost?

The X-ray is working quite well. It’s too soon for any real statistical analysis, and to be honest I did not set up my original ad with a control system in place to analyze responses solely from that piece. I’m still a grasshopper sometimes

The Ghost Card will be coming out shortly but it follows the same principle as the x-ray card. The offer you see for sell on the website is not the offer I use myself (simply because each market is different).

I created that offer to be representative of the industry “discounts” as a whole, and meant solely to give a window cleaner some place to start with their own marketing strategy. That way they can fully edit the template in any way they see fit, such as prices, offers, deadlines, fonts, anything really. They could use it for gutter cleaning if they wanted, or however else they see fit. That’s the point of a fully editable template. I made it so that each piece is fully editable so as to suite any individual business needs or offers.

Being unique and being noticed is a proven marketing strategy- how you do that is up for debate, but the fact remains. Get noticed first- then hit them with your offer. You may notice that I do not put anything on the front of the card other than “seeing things”. This is because I’m not trying to sell them with the front of the card but rather grab their attention. The “selling them on the service” comes on the back of the card which can be individually tailored to any business.

I’m still interested in some good ways you have found to grab someones attention with a simple postcard. You said that “It is easier to get attention than you say”.
So how do you make your marketing stand out from the crowd?

Thanks Paul- I really do appreciate your experience, and your responses only help me to learn and grow as both a business and a marketer;)

WoodysWindows · October 14, 2010, 4:42pm

Hey Seth, I’m not sure what you mean by “babies sell…and sex but not for our target market”.

I like your postcards with the babies on them (I’m a proud Papa of 3 myself), but what do babies have to do with cleaning windows? Nothing in my opinion, but I see the marketing value in your cards, as women are a primary target base and women DO respond to pictures of babies. Very well done Seth- I like them!

As for my selling “sex” in the Ghost postcard…no thats not what i’m doing. I think to be fair many people have not read the “Ghost Story” of how I came to take that picture. You are simply seeing what I saw the night I took the picture. Hence the quote on the front of “Seeing Things?” We all see what we see- but you have to admit- if you got my card in the mail (having never seen it before) and you see either a gravestone and a ghostly ball of light or a penis and a ghostly ball of light- you would probably flip it over and see whats on the back right? Thats all that picture is for- it has nothing to do with window cleaning just as babies have nothing to do with window cleaning. The trick is to grab their attention and then cleverly segue the picture into the offer on the back.

I’ll repost the story for how this picture was taken here- BTW, everybody seems to think that I might be upset by their mentioning that the gravestone looks like a penis- lol– the truth is the truth and if you read the story below you will see what I mean;)

[COLOR=“red”][SIZE=“5”]Ghost story below…[/SIZE][/COLOR]