The internet is awash with advice about building email lists, growing your ‘tribe’ and getting followers, so is direct selling using leaflets a thing of the past? Possibly not for trades businesses.
Most houses still get marketing leaflets pushed through their doors. Local takeaways, estate agents and double glazing companies still use direct mail marketing because it works. Despite the move to digitise everything, printed paper has its place. But can it work for your business?
Low response rate
The truth is that the response rate for direct mail is about 1-3%. This means that if you deliver 1,000 leaflets you might get 10 calls. And that doesn’t sound great does it?
Well it depends…
What is the value of the response and how much does it cost you?
If you provide electrical or gas work, a minimum charge could be £65 per call. Typically most new customers will spend around £150-£200 with you or you could get repeat business if you are gas engineer, gardener or window cleaner. So getting one new customer can add up to a lot, possibly £1,000s.
Getting 1,000 leaflets printed costs around £35-£50. If you deliver them yourself, it’s your time so allow at least £10 an hour in costs and 10 hours to get them out there. If you are not busy, it is worth doing them yourself as it has several advantages as you can:
- Make sure they make it through someone’s door and not straight in a bin
- Target specific houses – for example avoid rented property as the occupier is not necessarily responsible for maintenance
- Possibly give you the chance to speak to potential customers
If you are busy, then you don’t necessarily need to be sending leaflets!
Reponse rate
From a delivery of 1,000 leaflets, you could get around 15 calls. While that is not many, if each is worth £100 in business, this is equal to £1,500 and possibly a lot more.
Always have a few leaflets to hand when work. As you finish a job, post one through the letter box of neighbouring houses. People will have noticed you working and may have a job for you too.
While distributing leaflets or flyers is hard work and tedious, it is cheap and quick to do. You don’t have to engage any online experts and wait for Google to find you. Leafleting is proactive and a good filler during quiet periods to get your phone ringing.
What to put on your flyer
Simple text is adequate for this purpose, you don’t need a fancy design.
Checklist
Headline – what you do plumber, painter, gardener, electrician. Make it clear and up front.
List 4 or 5 key services – think about what you customer wants and include small and large jobs.
Contact information
- Phone number
- Email address
- Website or Facebook page
Remember KISS – Keep It Short & Simple
