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Every Spring the mailbox clutter of flyers promoting a host of seasonal services arrives. Bemused, I stand 
over the trash and sort them — shaking my head and sometimes, chuckling. And just so you know, making a copywriter and marketing strategist laugh at your collateral? Not a good thing.
Today I’m going to zero in on the Landscapers, but the rest of the seasonal services such as window washers, painters and gardeners — you need to listen up because your flyers look just like every other seasonal service flyer.
Six flyers last week all touting “high-quality” “low-cost” landscaping services.
I wonder if there’s some common source for their “advertising” (and I use that term generously). They all say pretty much the same thing, just the names change. My favorite, over-abused word they use? “Quality.” Usually it’s written as “QUALITY!” in the copy.
What’s wrong with using the word “quality”? After all, you want prospects to know that you do a fine job, so what’s the problem with a simple word? Plenty. If you’re in business . . . if you’re a professional — then “quality” is a given. If you don’t do quality work, you shouldn’t be charging for it, capiche?
And for god’s sakes, quit putting “AAA” and “AAA+” in your company name! It’s a cheap directory listing stunt that went out of vogue when everyone caught on — and that was in the early 90’s. Wise up.
And where in the world are the USP’s?! You know, the Unique Selling Proposition that cuts you from the mail herd and keeps your flyer out of the yawning maw of the hungry trash can? Folks, do something different. Offer something that no one else is offering. I (and many in your market) are not looking for the cheapest.
We’re looking for the best in our price range.
It would so easy to stand out in this ubiquitous crowd! Since everyone’s collateral looks the same, all the breakout player needs to do is do something slightly different and interesting.
What about you? Have you checked out your competition lately? Does your promotional material look like it was hauled up from the same well as everyone else in your industry? How do you know? When was the last time you checked?
Like what you read? Then click here to buy me a coffee.
By Walter |
Topics: Client Top Secret, Marketing Mishaps, Pro Analysis |
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Comments
over the trash and sort them — shaking my head and sometimes, chuckling. And just so you know, making a copywriter and marketing strategist laugh at your collateral? Not a good thing.