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Other Added - Why Smiling Faces Are Not Enough To Win The Modern Prospect
Planning a meeting or conference is no cakewalk. Here are the top tips from expert event planners who have handled hundreds of association conferences:1. Articulate Your Goals: This may seem obvious, but you would be surprised how easy it is to forget this step. It's harder to plan and choose when you have fuzzy thinking. Here is an example of a clear conference objective. To provide attendees with an opportunity
Specific Numbers = Believability
The comment in the red circle: Instead of saving "hundreds", a specific number would be more believable. Such as…
-----"Linda Meyers saved $348.98 last year aft
If you are considering a car wash fundraiser for your nonprofit group or organization you need to consider the dates and the Times. It is very important not to have a car wash fundraiser on a three-day weekend or holiday week. There will be less attendance and it will be harder to get the kids to volunteer to help because many of the parents will be taking them out of town to visit grandparents or friends.The best time an
In fact, I had already seen this flyer two or three times. It was only after a colleague praised the company that I eventually called them. After questioning them for about five minutes, I decided it would be well worth my while to change phone companies.
But, like I said, it had nothing do with the flyer the mailman dropped two months ago. Here's why…
Headlines Represent 80% Of The Success Of Any Ad
The message on the front of the brochure…
"Finally, you have a choice for local phone service!"
This doesn’t speak to any immediate needs or emotions of the target audience. Personally, whether or not I get to choose my local phone company isn't causing me much agony.
If you want people to open up the brochure and read then a more direct message about the meaningful difference you offer needs to be made. What is prospect's problem or need that your product or service can solve? What "keeps them up at night?"
Curiosity is also another powerful approach…
In Wightman's case, the company was started by a farmer in 1908. As it says beautifully on the back of the brochure, "I got tired of waiting for a phone, so I started my own company." The farmer angle fits in with the caring-customer service angle. Something like…
-----Tired of paying marked-up prices on your phone bill?
"Here's how a farmer from 1908 can help you save $34.95 on your phone and internet bill each month."-----
That would have stopped me from tossing the brochure into the trash can. I'd have at least opened it up to find out how a farmer from nearly a century ago can help me save money today.
Specific Numbers = Believability
The comment in the red circle: Instead of saving "hundreds", a specific number would be more believable. Such as…
-----"Linda Meyers saved $348.98 last year afte
After spending many late nights studying at the college library and hurrying to finish your term papers, you have finally graduated and it is now time to search for full-timeemployment. However, unless you have special training in a particular field, many college graduates will have to search for entry-level positions. The job search for an entry-level position is oftendifficult, but having an impressive entry level resume can hel
Headlines Represent 80% Of The Success Of Any Ad
The message on the front of the brochure…
"Finally, you have a choice for local phone service!"
This doesn’t speak to any immediate needs or emotions of the target audience. Personally, whether or not I get to choose my local phone company isn't causing me much agony.
If you want people to open up the brochure and read then a more direct message about the meaningful difference you offer needs to be made. What is prospect's problem or need that your product or service can solve? What "keeps them up at night?"
Curiosity is also another powerful approach…
In Wightman's case, the company was started by a farmer in 1908. As it says beautifully on the back of the brochure, "I got tired of waiting for a phone, so I started my own company." The farmer angle fits in with the caring-customer service angle. Something like…
-----Tired of paying marked-up prices on your phone bill?
"Here's how a farmer from 1908 can help you save $34.95 on your phone and internet bill each month."-----
That would have stopped me from tossing the brochure into the trash can. I'd have at least opened it up to find out how a farmer from nearly a century ago can help me save money today.
Specific Numbers = Believability
The comment in the red circle: Instead of saving "hundreds", a specific number would be more believable. Such as…
-----"Linda Meyers saved $348.98 last year aft
All franchised companies must have Territory Limitations to maintain the peace within their systems. Often the unspoken ethics of territory limitations are blurred with mobile, home based or online franchise companies. Territory limitations in fixed site franchises are fairly cut and dry. There is your store, no other stores will be placed in the surrounding area delineated on this map within your franchise agreement. Generally th
If you want people to open up the brochure and read then a more direct message about the meaningful difference you offer needs to be made. What is prospect's problem or need that your product or service can solve? What "keeps them up at night?"
Curiosity is also another powerful approach…
In Wightman's case, the company was started by a farmer in 1908. As it says beautifully on the back of the brochure, "I got tired of waiting for a phone, so I started my own company." The farmer angle fits in with the caring-customer service angle. Something like…
-----Tired of paying marked-up prices on your phone bill?
"Here's how a farmer from 1908 can help you save $34.95 on your phone and internet bill each month."-----
That would have stopped me from tossing the brochure into the trash can. I'd have at least opened it up to find out how a farmer from nearly a century ago can help me save money today.
Specific Numbers = Believability
The comment in the red circle: Instead of saving "hundreds", a specific number would be more believable. Such as…
-----"Linda Meyers saved $348.98 last year aft
I am finally reading “The 8th Habit” by Stephen Covey. It seems to be a great book so far. One of the nice things about this book is that it includes a website that has short videos about some of the topics, so you can watch the video and then go back to the book which makes the learning experience much better.One of the videos makes the comparison of how a leader “manages” his prize hunting dog and his new employee. And
-----Tired of paying marked-up prices on your phone bill?
"Here's how a farmer from 1908 can help you save $34.95 on your phone and internet bill each month."-----
That would have stopped me from tossing the brochure into the trash can. I'd have at least opened it up to find out how a farmer from nearly a century ago can help me save money today.
Specific Numbers = Believability
The comment in the red circle: Instead of saving "hundreds", a specific number would be more believable. Such as…
-----"Linda Meyers saved $348.98 last year aft
Disability - The Red Flag!Disability - What Do We Mean?The term “disability” is widely, and loosely used, to cover a range of functional impairments, injuries or loss of function. Some disabilities (such as short-sightedness) are quite socially acceptable and provide no barriers to social interaction, services or employment. Other disabilities, such as mild hearing loss, are not apparent to oth
Specific Numbers = Believability
The comment in the red circle: Instead of saving "hundreds", a specific number would be more believable. Such as…
-----"Linda Meyers saved $348.98 last year after switching to…"-----
The more believable, the more people will be willing to read it.
Picture: The image of the lady on the phone could also be smaller. Always make your headline bigger--it contains the message that will sell your product or service.
But you know why this picture doesn't work for me? It's the same as any other phone company's brochure. Smiling faces on the phone.
On the back of the brochure they have a sepia picture of Mr. Wightman from the early 1900s. Now there's an image that resonates more with this audience. The company is presenting themselves (inside the brochure) as a local phone company that cares about people. So why present yourself in the same way as the nation-wide elites?
The farmer angle speaks to me of "down-to-earth" community values.
The current image is just another phone service with a pretty woman.
The Truth About Brochures…
Sure, maybe everybody won't go crazy over the farmer angle. But you don't need everyone to be raving fans. If your brochure works on even 1 out of 100 people who read it, your response rate could double or triple.
You see, most brochures have a response rate of 1 in 10,000. Good money for your local print shop, but what about you?
Anyways, if you live in south-west Ontario, I'd recommend giving Wightman a call. So far I've received better service at a more affordable rate. All thanks to a farmer from 1908.
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