The commercial cleaning flyer is a tried and true method of getting customers for your cleaning business.
You pass them out by hand, include them in your direct mail pieces and leave them wherever your customers can find them.
The goal of the sales flyer is to zero in on its target market and create just enough of an emotional pull to get the prospect to act. To just about everyone else, the sales flyer will be the most boring piece of paper they ever saw. But that’s fine because…
We ONLY want to speak to those interested in what we have to offer!
So in essence your business flyers act as an army of salespeople working hard behind the scenes to get your phone to ring. Unfortunately most of the flyers I see out there couldn’t attract any business even if it had a ten-dollar bill attached to it.
I know that sounds a little over the top, but it’s true. The vast majority of people get the whole idea wrong when creating a flyer. They just bold some type with the words CLEANING SERVICES thinking that they are on the right track.
They go on to add the words cheap, discounted or some other adjective hoping to grab people’s attention. This of course not only doesn’t work all that well, it attracts all the WRONG types of potential customers. Who would that be?
The cheapskates who give you nothing but grief!
Of course you don’t want to get hired by a cheapskate, do you? I didn’t think so! You only want to get hired by those who appreciate what you do and are willing to pay to you a premium to clean for them.
When you follow this approach you’ll have fewer customers, but EARN MORE MONEY. The hidden benefit is that you will also work for a better group of people, as you get to avoid the cheapskate crowd. Not a bad deal in my humble opinion. So how do we do that?
Well…it all starts with the headline. A good headline speaks directly to the target market, every last word resonating with the reader. Take a good look at the example below. You’ll notice the headline asks a question that many office managers are thinking about.
Once the reader gets pulled in by the headline, now you need to talk about the benefits that your service offers. These benefits will add an emotional element to the flyer because the reader can “imagine” how your benefits can help them personally.
Take notice of how I turned the bad habits of inferior cleaning services into a benefit of my service by asking the sub-question of “Are you looking for?”. Then I go on to list all the small details that I already know matter to the people who make the decision to hire a cleaning service.
By doing this I “imply” that poorly run cleaning companies can be defined by the following list of requirements. This in turn makes the customer go two different routes in their perception of the cleaning company they now have.
- It “confirms” to them that their current cleaning company is no good and they need to change providers. When this occurs their current company was probably “on the fence” anyway, and are now “out the door” because of your prodding.
- It makes them look more closely at what level of service they are currently getting. Odds are their current company is dropping the ball on at least one of the items listed. When this happens you may not get the job right away, but it puts you in a clear path to assume their job once their “probation” ends.
As you can see, either way is good for you!
Now lets get back to the flyer for a moment again. After the benefits I throw in the line “Let us solve your problem once and for all!”. This text is meant to give an extra push to the reader, as it makes no bones about the fact that I can solve whatever problems they are having for good.
After that I add a few short paragraphs to further connect with the reader. If you notice, each paragraph touches on a slightly different topic. The first one just touches on the fact that we will work hard to come to a win-win price when it comes to bidding.
The second paragraph just points out that the size of their facility doesn’t matter, as we clean just about everything. Finally the third paragraph mentions a monthly special. This is a must! You need to give the reader some incentive to act.
Then to finish I add a “deadline” for the reader to make the call. This deadline is probably the most important part of the process, and must be included. If you have no deadline, you are inviting the reader to PROCRASTINATE, and that is not good!
Now to be fair, the “special offer” could have been highlighted even more prominently. Perhaps instead of placing “No Long Term Contracts” in the big red star located at the top right, I could have put “25% off your first month!”.
The moral here is to be creative and TEST what works. You will not know what type of layout works or doesn’t work until you send it out and see what happens. Try different headlines, try different benefits, try more text or less text. In short test everything.
I am making this flyer available as a download below so you can start the process of testing this particular layout free of charge. Just click on the download button to get the file. Note: Removed “star” image and replaced with “100% Guarantee” image.
The above file is in PDF format, so if you have Adobe Acrobat, you will be able to modify it right away by putting your name and phone number on it. If you don’t have that program, just take the file to your local printer and they will change what needs changing for a minimal fee.
While I don’t guarantee this flyer will make you rich, or even get the phone to ring for that matter, I can guarantee it has all the elements of a successful flyer in it. It will be up to you to modify it and make it work for your given situation.
UPDATE: September 6, 2012 – Due to numerous requests, I’ve made available a second download option that is in “OpenOffice” format. This format is FULLY editable by everyone who has the FREE OpenOffice software. NOTE: Picture of “star” was replaced by a picture of a “100% guarantee logo”.
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