You know many businesses still rely fairly heavily on letterboxing to generate their new business and I think this firm of painters are probably one of them. Although I’ve been hanging onto this DL letter boxer for a while I reckon they’d still be using a current version.
And why would that be? Well, simply because I reckon it would work gangbusters for them.
So what makes it work?
- There’s a wealth of detail and great information.
- They spell out what makes them so good under “our promise.” Now even though competitors could probably say they do the same thing, invariably they never spell it out like this. They’d normally just give a few one or two word bullet points. The difference here is that Fairfax gives meaningfully specific information not mere meaningless generalities.
- They give an idea of the type of work they can do (which serves as a prompt, almost a shopping list, to the reader) as well as an indication of price (and means that they don’t have to show just a big “whole house” price which may drive prospects away).
- They offer some additional useful services like repairs and carpentry.
- They use the words “free” and “guarantee. Always powerful.
- Great pictures work well here too.
So, could it be better? Of course it could! I’d suggest…
- A good strong headline such as “How to make your home look sparkling new!”
- A really solid guarantee like “Finished on time or its free!”
- Testimonials of happy customers.
- Maybe even a photo of the MD and a personal guarantee.
Letter box droppers can make you stand out from the crowd and, as one of my mates says, there’s no delete button on stuff that comes through the letterbox. Sure, there is the rubbish bin but if you apply the AIDA formula you’ll save your message from that… at least long enough for a prospect to look at it!
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