Flyers . . . Cash On Demand

Hello

It is funny that everyone is talking about flyers because that is the subject of the next newsletter I am writing! As some of you know, my main business is a cleaning company. I clean carpet in homes and businesses, along with a number of other services and products I have put together.

I built my residential client base from a flyer that I had hand delivered door-to-door in upscale neighborhoods in my area. I kept very detailed records about the whole operation but lets just say I was able to book jobs on demand. Here is a brief outline of how the operation went.

1. I had a housewife deliver the flyers for me in the mornings and she was able to deliver about 150-200 per day depending on the neighborhood, weather etc. I pay .15 to her for each delivered flyer.

2. The flyer was for a FREE room of carpet cleaning plus a free carpet evaluation, (like an estimate). It was quite copy intensive and kind of a hard-hitting direct response hit-them-over-the-head type of a letter. Full of benefits and urgent time-dated action requests.

3. I averaged just under a 1% response. So, for every 100 flyers, I booked about 1 job. It doesn't sound like a lot but my average ticket was $120.00.

4. My cost per lead was running $18.00 (including flyer printing), not including the job costs. Or a gross net of $105.00 per job. But it is worth it considering that I have so much repeat and referral business from that promotion this year. I have not had to do the flyer yet this year, but when I need more money I will start the operation again this fall.

Also, I print my flyers on 8x11 and in one of the bright colors, blue or yellow to get attention. I have a great deal with a small, local printer and get 5000 flyers for $150.00. I find that printing prices really vary, so do shop around if you are doing any volume of flyer delivery.

P.S. My ad for the drill bits is not working as well this week. I think that the fact that I ran the ad before Father's Day may have made a difference. I will make a note of it though and run the ad again the same time next year. I will also run it before the holiday's coming up. Maybe a last minute gift item type of ad. Hmmm?




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