December 2016

We all Like to Receive a Letter

 imagesAlthough door drop campaigns are often described as leaflet distribution campaigns, in reality more items than just leaflets are delivered by door to door distribution companies. These other items include product samples, company brochures and, in some cases letters, we all like to receive a letter don’t we?

Although leaflets are the bulk of the items delivered through the letterboxes by distribution companies and have proved to be highly effective in attracting customers, there are always some people who will prove resistant to leaflets, no matter how well designed and printed they are, resistance may be stronger if the leaflet is advertising an expensive product or service. There are people who often need more convincing when they are asked to consider buying a high priced item.

No matter how persuasive a colour leaflet is, they need more substantial information than a leaflet can convey. They need a well written and persuasive sales letter that arrives through their letterbox in a sealed envelope.

Now letters arriving through the letterbox from companies selling their goods and services is not a new thing. Direct mail companies have been sending letters to prospective customers for years. These letters are addressed to named individuals and have personalised salutations.

But the direct mail industry spends thousands of pounds building or buying mailing lists of people who have been identified as possible clients, and they are mailed to households nationwide. Now while buying mailing lists and sending personalised letters may not be a viable proposition for companies operating in a local area and on a limited marketing budget; sending a well written sales letter to all of their possible customers can be a viable and profitable proposition.

A company that operates in a relatively local area selling high-priced items, such as patios, driveways, or even swimming pools, could benefit by using a well written sales letter delivered through people’s letter boxes in a sealed envelope simply addressed to “The occupier”.

No matter how resistant people think they are to advertising, and leaflets, in particular, no one will discard a sealed envelope before opening it. And if the first thing they see is an attractive professional letter heading, with an eye-catching headline followed by an unbeatable offer and a list of benefits the product has to offer, nothing will stop the prospect from reading until they reach an irresistible call to action.

The main purpose of the or call to action is to collect the names of people who wish to become customers. But it also has a secondary but equally important function, and that is the collection and filing the names of people who did not buy after showing some initial interest. These people could be contacted again once a reasonable time has passed, and politely asked why they did not take up the initial offer. Once they have revealed their objections, it could be possible for the seller to overcome these objections and make a sale.

The direct mail industry uses this method all of the time to scoop up those extra sales that may have gone forever. There is no reason why it will not work for those businesses that use door to door distribution companies. A sales letter enclosed in an envelope and addressed “Important Message to The occupier” could break down the resistance of those people who may ignore sales leaflets. So why not copy what the direct mail companies do and pick up some extra sales.

Remember no one can resist opening a sealed envelope.

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Colour Grabs Attention

imagesWith leaflet design colour is not always the answer, yes it might look great and stand out from the crowd but black and white leaflets as well as colour grabs attention if done correctly.

Door drop leaflets, like any other form of advertising, depend on being noticed. It is vital that they attract people’s attention.

Of course the message they carry is important, but the message will never be read if the leaflet does not stand out from all the other forms of advertising it is competing with. To achieve this, most door drop leaflets follow the tried and tested method of capturing the prospects attention.

They use bright colours, illustrations and, if their budget allows it, high quality paper. This rule has served door drop leaflets very well, and should be continued. However there is an exception to this rule, and using bright colours and high quality paper can be put aside if the situation demands it.

An example of this exception to the rule of using full colour or black and white leaflets for printing on door drops came to my attention this month.

Here in the United Kingdom we have just held a general election, and for the past few months we have been subjected to relentless electioneering from all the many political parties competing for our votes; and of course most of these political parties have sensibly used door drop leaflets to get their various messages across.

Most of the leaflets I have looked at from the various candidates promoting the benefits to be gained by voting for them have been printed in full colour, with each party featuring their representative or house colour, and I must confess most of them have been very well designed and printed.

However, there was one leaflet that really stood out from all the others, and this leaflet proved that you do not need to print your leaflet in full colour to catch people’s attention.

This particular leaflet was not from a candidate from one of the main political parties, but someone who was standing as an independent, and had no affiliation to any party, and, therefore, no party colour to identify him. His answer was to use just black ink on plain white paper; but it was used in a very effective way.

The candidate, being an independent, had a very limited budget, but in my opinion he used it very well, a good message for little money.

The leaflet consisted of a single A4 sheet printed in black on both sides of reasonable, but not high quality stock. The sheet had been folded down to a third A4. A headline with the word “INDEPENDENT” in large bold upper case was printed white out of a solid black box, with the candidates name and sub heading and some copy beneath.

Once the leaflet was opened it had a clear and concise message on both sides. This stark, almost minimal approach, made this leaflet stand out. Lack of cash should not be a barrier.

stand outThe moral of this tale is that it is possible to produce an outstanding door drop leaflet on a limited budget. With some creative thinking at the design stage, even those with a little amount of cash to spend can have access to a door drop leaflet plan.

For more info on designing your leaflet CLICK HERE

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