Have you ever taken the time to study TV and radio ads from Joyce Mayne, Harvey Norman or The Good Guys, all fired at us at a hundred miles an hour? It’s all designed to create a feeling of urgency, and it works.
The same principle goes for your leaflet. For Letterbox Marketing Success, you have about two seconds to get someone’s attention before your leaflet ends up in the bin. Two seconds is about the time it takes to breathe in and exhale.
Next time the ads are on TV, stop and actually take notice of how the major retailers market their goods. They come at us with a whirlwind of urgency, and it’s no wonder that they catch our attention. But did you know the same principle applies to your leaflet? In the realm of Letterbox Marketing Success, you have merely a fleeting moment, a mere two seconds, to seize someone’s interest before your carefully crafted leaflet meets its fate in the trash, hopefully the recycled bin.
Some may find this truth unsettling, but let me assure you, it’s drawn from personal experience and industry knowledge: if your letterbox drop yields a 4% response rate, you can proudly pat yourself on the back. However, in the real world, a 2% response rate is a more realistic expectation. It’s essential to understand that this isn’t a reflection on your product or you as an individual. It’s simply the nature of letterbox marketing—quite a significant percentage of leaflets will find themselves discarded.
Suppose you’re a car detailer offering your services through leaflet marketing. In that case, you’ll encounter a diverse audience of potential customers: approximately 40% of people might not care about their car’s appearance, while 30% prefer to tackle the cleaning themselves. There’s another 10% who don’t even own a car, and the remaining 15 to 18% either lack the financial means or don’t perceive the value in car detailing. Your mission is to entice those who are sitting on the fence and convince them that nobody can clean their car as immaculately as you can detail it. Clearly differentiate between detailing and cleaning, and don’t hesitate to captivate your readers with a bold headline like “YOU’LL NEVER GET YOUR CAR AS CLEAN AS WE WILL!”
And that brings us to the crucial aspect of creating a leaflet that actually makes a difference—your headline. It must exude a sense of urgency, enticing potential customers to take immediate action. Giving out information in the limited space of a leaflet with details about your how long you’ve been in business; frankly, people don’t care about that. That’s only important to you. All they want to know is how you can solve their problem—how you can transform their dirty car into a gleaming, stunning vehicle. Remember, it’s not about you; it’s all about them—the customer. So, take a moment to envision your ideal client, what they desire, and design your leaflet catering specifically to their needs. Become the auto detailer they can’t resist, the one who addresses their pain points and provides solutions. In this way, your leaflet will land in the read pile, not the bin.
And let’s talk about brevity and impact. “Catchy and bold” should be your mantra when crafting the content, rather than attempting to cram your life story into fine print. Less is more. Keep your message concise, powerful, and to the point. Consider integrating a compelling “call to action,” like a tempting competition or a discount voucher, to up your strike rate. Pizza shops have been doing this for years with amazing success. Offers and discounts spur potential customers to take action, and when you’ve aligned your mindset with the concept of prioritising the customer, you’ll witness a positive shift in your leaflet marketing endeavours. Ask yourself if this person would have bought from you without the offer. It’s all about reward for action, and then you can reward them for loyalty with a loyalty card. Buy 10, get 1 free, or 10% off your second order etc.
In conclusion, letterbox marketing success demands a focused approach—capturing attention in a blink of an eye, creating urgency, and catering to the specific needs of your potential customers. Remember, it’s all about them, not you. Embrace this mindset, master the art of powerful headlines, and deliver concise yet impactful content to achieve your desired results. Happy leaflet marketing, and we’re here to help if you need a hand!
