Month: September 2011

 

Case Study – Copy writing flyer for Cleaning Business………..

Copy Writing – Flyers and Brochures

Recently I received an email from David, owner of a local small business needing help with his flyer/brochure.

He has been in business about 2 years and wants more customers.

He will be sending out flyers by letterbox drop and needed a bit of help.  I had a look at what he had, and could see that most of the information wasn’t really of interest to a prospect, and in my humble opinion the flyer was likely to end up in the recycling bin with most others.

The flyer as it was, listed the business name as a headline.

To me it didn’t really communicate to the prospect, identify their pain or problems, and describe how David could solve their problems.   I’ve detailed below the “before” and “after” of this flyer, I’d be interested to hear your comments.

I rewrote it as both a very short (and small – C6 or quarter A4) size and an A4 flyer.

David will be distributing the flyer shortly and it will be interesting to see the results……

BEFORE….

D & S HOME SERVICES

LIFE’S TOO SHORT FOR HOUSEWORK  

ALL WORK GUARANTEED TO YOUR SATISFACTION                       

WE ARE A LOCAL COMPANY WITH EXPERIENCE     

                        WE CARE ABOUT OUR CLIENTS.

                           D & S HOME SERVICES OFFERS A COMPLETE RANGE OF HOME CLEANING SERVICES:

           *   Vacuuming                 * Bathroom

           *   Dusting                       * Laundry

           *   Kitchen                       * Utility cleaning

D & S HOME SERVICES supply professional cleaners on a regular basis

either weekly/fortnightly, the choice is yours. OR for that ONE time clean, such as after parties, spring clean, moving house, etc…

BASIC CLEANING SERVICES…WHAT’S INCLUDED:

Kitchen:                                 All Rooms:

Clean bench tops                    Vacuum floors

Clean cook top                         Dust surfaces

Clean sink & taps                    Mop all wooden/tile floors

Clean splashback                   Clean mirrors

Clean appliance exterior        Empty rubbish bins

Clean inside microwave         General tidy

Bathroom:                               Toilet:

Clean bath                              Clean & disinfect

Clean shower cabin                        

Clean basin & taps

Clean mirror

“Honesty & integrity are part of our core values”

 Call David NOW for a SUPER obligation free quotation:

                         0402 206 574                           

 We will take care of ALL your cleaning needs…..

       USE YOUR FREE TIME FOR YOU!!!!!

AFTER….

DROWNING IN HOUSEWORK?                  

 You’re busy.  Under statement right?

 Between work, kids, bills, housework, family functions etc. you probably don’t even have the time to read this.

 So I’ll keep it short and sweet.

 We’re a local cleaner who values our Customers.

 Nothing is too much trouble.

 We won’t tell you “Sorry we don’t do that” or tell you what we CAN’T do.

 Our mission is to solve your housework worries not add to them.

 Like you, we value honesty and integrity.  We know that GOOD cleaners are in very short supply.  Our cleaners won’t say things like “By the way, if you’re missing an earring I just sucked it up in the vacuum cleaner”

 We’ve heard the horror stories too.

 Try us.  Find out for yourself why we are different.

 Call us NOW to see how we can sort out your housework problems

 Call David’s Home Help on 0402 206 574

Writing, Testing and Refining your Copy

Writing, testing and rewriting your Copy….(the fun part! not….)

 

I’m currently going through the process of testing and refining copy for a long form online sales letter.

In writing the copy I focus on;

  1. A compelling headline.  The headline I used details benefits gained by a previous customer – and attainable by the prospect
  2. Describing the prospects
  3. An offer which is compelling and attractive to the prospect
  4. A cast iron guarantee
  5. The close or call to action

How can you tell if copy is any good?  Well, truthfully it’s results.  Are you getting any sales?  If not it’s time to amend and test the copy until you get it right.

In testing I use google analytics to see how long visitors are staying on the page.

0-10 seconds – the headline needs work

 

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