While visiting a friend out of town he handed me a flyer he received in the mail from his local carpet guy, and shared the following thoughts about it. What is this? Are they really asking me to market their company with the chance that I might get $20. He went on, being a small business owner himself, to tell me that there were so many things wrong with this solicitation that it would require another cup of coffee. So I obliged. What I haven’t told you is my friend has been in the creative direct mail business for about 30 years, but I digress… “Let’s start here” he said. What does this kid have to do with carpet cleaning? Is the company desperate for business?
Here’s the front page of a tri-fold small postcard type that he received…
The reality is that it is not so much the fact that it is a bad “looking” card, it’s more about the content and request. I know that the stamp cost .31 cents, just not sure of the postage and creative costs. Speaking of creative…
Does anyone see an issue with the purple dots? Do they have to be so big to cover the verbiage? (I suppose it’s personal preference); but then there’s the next page…
OK – I need more room for this section! So go ahead and save this until you “physically see” your friends, family, or I guess any ol’ stranger” and tell them how much you love this carpet cleaning company and give them a chance to get the equivalent of about a half a carpeted room cleaned. Just write your name on the two coupons provided and give it to them.
It’s that easy!!! Then if we are presented any of these cards with your name on them after we might clean someone, we will send you a $20 off certificate in the mail.(more carpet cleaning costs). So go ahead and spread the gospel of our company. Hit the pavement and let us know if you need more than the two coupons provided – we’ll send you more! (I swear it says that on this solicitation).
I am ALL FOR referrals, BUT… to ask your clients to go to such perceived personal extremes and not to mention company costs seems at best non-realistic; at least it did to my friend – the client of the carpet cleaning company. I must concur.
Take a look at the 20th Century approach to referrals…
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