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Thread: Rate of return
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Old 12-27-2006, 12:02 AM
LawncareMarketingMagic LawncareMarketingMagic is offline
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Even though flyers are a great way to cheaply get the word out about your business, it doesn't produce the results of other methods. If you can get a .5% response rate you're doing pretty good.

Of course you can increase your odds of improving your return rate by following these principles:

- Don't just list services, stress benefits, benefits, benefits
- Include a time sensitive, valuable offer to stimulate sales
- OR, include a time sensitive, low-risk offer for some valuable information in order to generate interested, qualified leads (i.e., a free report titled 'The 5 Questions You Should Ask Any Lawn Care Company Before Letting Them Set Foot on Your Property)
- Use testimonials and allow your customers to make the sale for you
- Tell them exactly how and when they need to respond, don't assume they know
- Consider it your salesman in print so don't be afraid to use lots of text. You wouldn't send out a salesman and tell him to limit what he says to 250 words, whould you?

Follow these principles and you should see a sizeable increase in the response your flyers generate.

On last note. Flyers work well in neighborhoods that are more middle class. If you're targeting upper class neighborhoods, you're better off cutting down the number of prospects you target (2,500 or so) and delivering a well written sales letter or postcard. You'll spend about the same and increase the response rate substantially. Plus, letters or postcards convey a more professional message than do flyers.
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