Letter Crititque For Deck Restoration Business

Hi Gary....

Here are a couple of suggestions. You won't know if they'll work better or not, though, without testing....

First, I noticed you're trying to sell them from your letter. I think you may be trying to do too much.... I would try to use your letter (or a newspaper ad) to try to generate inquiries.

For example, you could ask them to call you for a free quote, and say you also offer a GREAT free bonus, and to call to find out what it is.... That is, DON'T tell them everything, try to tease their curiosity so they'll (hopefully) be more likely to call. Then, when you give them your free quote (in person), that's when you try to sell them on it, and offer them the free briquettes as an incentive....

By the way, I think you can "sweeten" your offer too this way. Instead of charging $350, consider making the price $450, but give them a $100 discount if they order by a certain date. Give them a reason for why you're giving a discount. I think this sounds like it's a stronger offer (though to you it's the same)....

Also, you only sent 25 letters. It is common for responses to direct mail to be 1% or even less.... Keep that in mind.

Here are a few more ideas on how to find people with decks....

Go to your local rotary club (or other similar club) and try to organize to give a free seminar on how to restore your deck. When you give your talk, tell them how they can restore their decks, and at the end also mention that YOU will do their decks for them if they don't want to go through all the hassle.... SOME people who would like to get their decks restored, but wouldn't want to do it themselves, will probably jump at the chance to get you to restore their deck. So, you'll probably get some jobs to do from giving your free seminar.... (I'm not experienced in doing this, but I've adapted this idea from an idea I've read about elsewhere....)

Another way, which I haven't seen mentioned yet, is to offer a free booklet on something deck-related, through a classified ad. The idea is to try to get deck-owners to send for your free booklet. If someone sends for it, then you know they own a deck! Of course, send your material advertising your deck renewal business along with your booklet.... You might be able to find a good government booklet you can adapt from here.... http://www.pueblo.gsa.gov/ . (Most publications on that web site are copyright-free, unless indicated otherwise....)

- Dien