Making it Easy
We want a leaflet. We need a leaflet.
We see lots of business, often quite small, who want a leaflet. They know they want a leaflet, with a picture of what they do, and some bullet points and a phone number on the bottom.
We do lots of these, and at £99 for 5,000 A5 full colour, you can understand why. Some customers are confident in what they want, and we’ll give them what they want, no problem. Some customers come to us with what they need. Subtle difference. Most businesses need a leaflet to generate enquiries (although not all, more on this another time). By making small changes to your marketing material, you can get bigger and better results.
Here’s one thing you can do to improve your marketing message on your leaflets, websites, business cards, van signage or pretty much every communication with your customers and potential customers. It’s called Making it Easy.
Make it Easy for people to buy from you.
This isn’t just making your phone number big, although that does actually help! There are lots of ways of making it easy to buy, but here’s one that most trades people or small businesses can use. Tell people how much they are likely to spend. You are probably thinking that putting prices will put people off, and to be honest, it probably will, but if people are not prepared to pay your prices, do you want to be going round to do a quote they won’t accept? No.
One great way to generate qualified enquiries from a leaflet is to focus on a service or product that people can check themselves if they need. It could work for things like fitting outside taps, electric sockets outside, delivering and erecting sheds. If you tell people you are an plumber, they think of plumbers. If you tell people you can fit outside taps, they think ‘Could I use one?’
To help you understand what I mean, here is an example.
Most people won’t know how much it will cost to repoint a chimney. It’s not a job that you have done every month like your nails. It’s also a job that most people won’t even know they need doing until they look up.
The purpose of the leaflet is to get people calling up to book a repointing. If they call up for a quick survey, that’s OK, but it’s bookings we’re after. This means people have identified they have a need, and you are the person best placed to relieve them of the worry that a crumbling chimney can cause.
From what I know (not that much!) repointing is a simple enough job for roofer. Materials are not that much, it’s just labour and most chimneys are not that big. So for an average sized chimney, average amount of pointing, and average access, you can come up with a price. So the big picture on the leaflet would be warning about the dangers of neglected chimneys, a statement about how to check if your chimney needs work (and if not, we can come and do a free survey) a good old before and after pic and then the price: “Standard Chimneys repointed from £199”. You can qualify this by saying maximum 4 courses, but to be honest, I wouldn’t. Some you might make a bit less on, but if it’s a listed building or the local powerstation, it’s not really a standard chimney is it.
The call to action is simple: “To book your repointing Call xxxxx, Text xxxxxx or email xxxxxx.”
Of course as a roofer you’ll do lots of things, but next
So what a normal roofers leaflet look like?
Most will have a picture of a house in the background, the name of the business and logo if they have one, a bullet point list of every possible roofing job they can do and a phone number at the bottom. No reason to call, unless you are already looking for a builder and haven’t quite got round to finding one yet.
There is lots of stuff going on in the chimney pointing leaflet that makes it work better than a general leaflet. This is for another article. If you are looking for a leaflet that gets results, rather than a leaflet that gets put in the recycling, drop in, give us a call, email us and we’ll show you how.