Opinion on mailer

[TREETX]

Ok, tear this apart. Halloween postcard mailer.


A few hundred and will be glad with 0.5% response (I think that is wishful thinking)

Keep in mind that this layout wasn't by an arborist and still needs editing.
Start shootin'

FYI - I hate anything too complicated and wordy. I hate discounts too.

 

[ORclimber]

I like it, it's different.

Off the topic, but it's on your mailer, how's the Xmass light business?

 

[TREETX]

Sure them leaves don't get loose before they lose them?? Did you catch their instead of they're??

Keep in mind that this layout wasn't by an arborist and still needs editing. The "Know what hit them" line is coming out.

Ok, correct that in yer mind and feel free to read on.....thanks

 

[treeman82]

Looks good, few grammatical issues, but nothing major. I'm just curious about a few things though:

What colors are you going to use?

Where are you going to be distributing these?

When will you be sending them out?

Are those penguins on the back side? I might suggest adding a small X-mas tree back there, or a wreath, or something like that. I am not very well versed on the catholic religion, and am most certainly not gifted when it comes to the arts. So with that in mind... what came to me is making the A into an X-mas tree, and the O into a wreath. Something like that? Please keep in mind, I have already hear Dominick the Donkey up here on the radio, and that was a couple of weeks ago!

Possibly include pumpkins in your first line on the first page, maybe some corn stalks? Make a pumpkin into a period?

Note: I have NO artistic ability whatsoever.

 

[Toddppm]

No ofence (catch that Brian? )
It's kinda weird (to sneak up and chop their limbs off), but there's a co. here named Jack the Ripper tree service and seems to be popular????
We get good response with coupon books, some will call 2-3 months later?

 

[TREETX]

Thanks

Thanks for your input. I have learned a lot. Main thing is that I need to keep it very short. These posts like Spydies show that people don't read much. He didn't read even my initial post or there wouldn't have been the comment about a certain line that was said to be axed in the 1st post (since edited). Maybe you will keep that in mind before typing long in big blocks?

Sounds like I am jabbing, but it is an honest observation.

It you can't say it in 2-3 sentences, they are gonna pass it by.

The name and the # part fit in to the whole KISS theory.

Personally I don't do discounts and coupons, I am just fair with every bid.

 

[TheTreeSpyder]

Actually, i thought i was pointing out, that 'hit' was chosen to be removed, because it didn't go right, but 'chop' was first and fit the same negative criteria, yet was left; and in more of a 'lead' position.... So i was backing up my first statemeant,and validating your feelings on the word choice; only giving the reason a name to observe the rest by; i thought.

Interpolate the rest please.

 

[NebClimber]

Treetx:

The key to effective communication is simplicity. Especially in marketing. If people have to read more than a few lines to find out what your message is, you have already lost them. You might just add an opening line that says: Now is a spooktacular time for tree maintence. Fits your theme and immediately delivers your message. Also, don't discount the guys who are a little confused by your theme. I see exactly where you are going with the Holloween idea, but some people won't. Bounce this stuff off of your friends. If they are confused by what should be obvious, then this is your problem, not theirs. Refine your message as much as possible to strip it down to its simplest form.

FYI: I've been told that the top info consumers look for as to tree trimming/removals are: licensure; insurance; price of estimate; experience.

 

[M.D. Vaden]

Its different - and that's almost a challenge these days.

Seems good.

I just tried a whole new concept to our flyers that will be inserted in small papers and sent to doors, etc..

We started with a phrase:

GREAT FALL AND WINTER SAVINGS

Then follow the subheading services before small paragraphs:

SAVE YOUR TREES WITH CORRECTIVE PRUNING

SAVE YOUR SOIL WITH MULCH AND DRAINAGE

SAVE YOUR ROOTS WITH AERATING

Its an offer for a savings that would exceed any "clearance" sale.

 

[Tree Machine]

Moving pocketbooks

Refine your message as much as possible to strip it down to its simplest form.

Refine the message, but don't leave out the all important BENEFIT, which you have done; no question. But to get them to pick up the phone and call you, they need to have their emotions moved. BENEFIT. They wanna know what they're getting out of it and (often less importantly) benefit to the trees.

I like your 'during the tree's dormant season / less stress to the tree schpeel (benefit to the tree).

Sneaking up on the trees does not paint the mental image you're trying to create.
How about, "...smiling treeguy with his low-impact climbing, giving all parts of your tree's crown, limbs and trunk a complete and thorough caring-for, as best I can ."

just babbling some emotion words out there for you.

Estimates are free and, as always, free firewood and free chips if you like, from the wood harvested from your treejob.
(do you believe I sunk three FREE's into one sentence?)

Winter rates (Don't use the word discount) begin November 15, so call or e-mail, and get on the schedule early.
My home number, with voice mail is..., and you can call up til 9:30 at night. My cell number during the day is ...

This gives them the impression that they're gonna save some dough shortly ahead by calling you NOW, and that you are EASILY reachable. You really want them to call NOW, and as many of them as possible, because within a week or two, that postcard will be long-forgotten.

Our fabulous cleanups continue to drive our reputation
This is more direct benefit to them; they're not going to have to clean up after you. That alone may be enough to get some to pick up the phone.

Sincerely,

Then sign each an every one of them by hand, in ink, so it stands out. No wussy signature. This is YOU. This is the personal touch, and your (potential) clients want that 'real person' connection.

In small, at the bottom,

licensed insured and experienced.

When I used to mail, I sent to all my past clients, thanking them for having invited me as the tree's caregiver. And I would ask them one favor.If you were happy with my work, please tell just one friend, anytime. If you're sending to a blind market, this wouldn't apply, but if you're trying to tighten up the area in which you want to work, word-of-mouth referrals are unquestionably the best way to generate new clients in a zone (because they already know you through the work you did for their friend).

That's my babble, and all the words are pulled out of the air, but the feeling, is what I'm trying to convey. I've used postcards / mailings very successfully over the years, the most having been 300 sendings at one time, at (then) 32 cents a stamp was about a hundred bucks for postage. Printing is, whatever. They're cheap ; one treejob generated can obliterate the entire cost of the sending. Keeps your database and phone list tight and up-to-date. Let's people know you're still out there practicing quality tree care and great customer service.

It's the final week of October and The Tree Machine is booked with treework SOLID through the third week of January right now. I haven't done a real mailing in three years. The postcards I send now currently read like this, "So sorry you've been on the scedule for three months. Please don't feel like I forgot you. Your tree care is important to me and I won't let you slip through the cracks. You're coming up soon, so, Thank you for your patience.
Your treeguy, The Tree Machine

Best luck, TX -TM-

If you're interested, I can show ya how to mail a business card along, attached TO the postcard.

 

[Stumper]

TM If you wear that trick-or-treating you will come home bushed!

 

[Tree Machine]

one-day mailings

To attach the business card, take a 'template' business card. Cut off the corners. Place the template on the postcard and use an ex-acto knife to make 4 cuts into the postcard, exactly where the cuts are on the template card. Pull the template card off, and now there are 4 diagonal slits that you can fit a business card into. Mebbe use a little square of 2-sided tape on the business card's backside, to make sure it stays put. But even without two-sided tape, it'll stay put through the mail system.

There's more work involved with that, but I think you'll find it worth it; unless you're sending out more than 500. For me, that's where the numbers just get too big to whack out a writing / sending in one day.

I will mail this Winter if we get a good ice storm. During the ice storm is a good time to spend creating a mailing, since you really have to wait til the storm's over to go out and work anyway. Postcards, remember, get to their destination in one day.

So, you write and send on day one. Go out and take care of immediate calls on day 2. Your phone starts ringing off the hook on day three. You can count, not only on those to whom you've sent, who have damage, but anyone they know who has damage will quite possibly have your name or card passed to them. In the mailing, thank them in advance for referring their friends on to you.

Having my Winter almost fully scheduled is really a blessing, and I am greatful. It is so, built on the early years where I did about two mailings per year - just to my past clients, keeping them updated and aware that I'm out all 4 seasons, climbing and caring for trees. You'll make them feel important just by having included them in your thoughts. Tell them that you value their business and appreciate their referring of friends and neighbors.

Cultivate that clientele.
If you write them, they will call; if not right away, then sometime. -TM-

 

[Kneejerk Bombas]

Sounds like some good marketing TM.

If I where booked up through January, I'd raise my prices until I was consistently booked up about two weeks.

If a customer is willing to wait months for your service, you are obviously valuable enough that they would pay much more.

 

[Guy Meilleur]

Originally posted by Mike Maas
If a customer is willing to wait months for your service, you are obviously valuable enough that they would pay much more.

Not really, by my experience. I start booking winter work in spring, but raising rates would alienate clients. And that's expensive, considering the cost of cultivating them. The main thing for me is, if I lose a good customer I've lost a friend.
Biology dictates scheduling--price is a totally separate issue for me; supply-and-demand pricing may work for other businesses, but not one where customer loyalty is prized.

 

[Tree Machine]

Hiking prices & supply vs demand

Mr Mueller, I couldn't have said that better myself.

Guy, if I were to imagine other positive aspects about your business / client relations, it would go like this:

You've been in the business long enough that when a client moves, they want to take you with them.

You've watched some of your clients' kids grow up.

Your clients would never question your price for not to insult you.

You would not raise your prices as to not insult them.

Your clients would never think of calling another tree guy, unless you referred one to them.

Your clients' friends know you via their friend that referred them. If you overcharge this person, it may get back to the person who referred you.

If your price is too high, they will either feel uncomfortable, or question theirselves whether to get another estimate. Not good. Guy Mueller prices jobs fairly and competitively and sells 9 out of every 10 jobs, making the efficiency worth the not hiking of the prices.

You scrape lawyers. You discount teachers, musicians and artists.

Guy Mueller is a good, honest, hardworking and respected treeguy whose clients are glad to have found him, and are glad to support, trust and refer him on. Mueller would never do anything to contaminate that hard-earned network.



I hope that describes a lot of you, because if it does, you're set for life. -TM-

 

[Guy Meilleur]

Re: Hiking prices & supply vs demand

Originally posted by Tree Machine
You scrape lawyers. You discount teachers, musicians and artists.

Hey, you wanna ghostwrite my bio?
And yes I scrape lawyers, bankers, anyone who talks down to me and anyone who acts like they do not value their trees. Scraping means charging the same rate but also figuring in driving time and overhead. Along with the above, I also discount (meaning charge for time working only and maybe do a freebie now and then) people who are positively involved in their community, lovely earthy women, and others I want to be around. Fairness with a sliding scale.

And the last name's Meilleur, (may-er'), French for "better", hence BetterTreeCare, I'm not boasting, that's just my name. That's a tag line that almost makes the unpronounceable last name worth it.

Just tryin' to keep the customer satisfied, satisfiiiiied............

 

[Tree Machine]

biowriter for myair for hyare (?)

An offer to ghostwrite for a industry giant? I am not worthy. I mean, music had Elvis, but treecare has you, dude. Not worthy, and I'd have to learn to spell your name correctly.

To make more money is not entirely the issue
IMWHO (that would be 'In My Wife's Honest Opinion) to make more money (I can quote her) "If you'd go to work before ten or 11 or whenever ya ???? well please...." which is often prefaced with, "Are you on the ????ing arboristsite again??? and a good "YOU'RE ADDICTED!!!!" Actually, I'm just a very slow typist and don't skim through threads. I read them. I'd like to write TreeSpyder's bio.

OK, what't the subject? Oh, Guy's book.
No, TreeTx's postcard, and marketing.

Or we could clone Guy Meullier's (is that Mool-yay?) ethic, principal and style, harness all of his worldly professionalism, and cram it into all into one postcard; one that just about any one of us could send out as their own piece; an examplary piece. A template.

To write a good one, it just has to flow, to read smoothly and to make you smile. I really think that. If they just read through information and their face doesn't change, it's sterile. It went in, but it'll be forgotten. If you can make em laugh, one'll say "Hey honey, read this." And guess what? They will not want to throw it away, But rather save it and make sure they keep their ears open for you. When someone says I need a treeguy, your person-to-whom-you've-mailed will gladly pass your name along. Guy, the Treeguy

We don't have to lead with a joke, but we can bury some puns in the message. Make it personal. Make a connection (or better yet, reconnection. Permeate their consciousness for that moment in time. Make it so they remember you, and remember you by the benefit you can provide for him/her/them.

So, does this sound like a good idea? Write TreeTX's postcard as a group? There's a kazillion ways it can be written, dependant on season, weather, economic condition, culture and so on. To write one postcard for the general readership to use, kinda tough. Ten postcards, and the ability to select would be so cool, but we'd have to ask the audience for examples and suggestions.

To the READERSHIP. I have had my highest call-back rate from postcards which I have handwritten. You write clear, and legibly on a sheet of paper, then take it to a Kinko's, have them shrink the size, so 4 messages appear on one 8-1/2 x 11 sheet. After proofing, have them copy it onto cardstock, the light color of your choice. Hefty, postcard-thickness paper. Have them make the 2 cuts through the stack and that is that. Put postcard stamps, and addresses on them and drop em in a mailbox. Then take your best girl to dinner because she helped you with the stamps and addresses and it was a good amount of time, but time well-spent.

This is fundamental marketing of oneself (you), as boiled-down as it gets (and cheap). But so simple that you could do it twice a year and really amp up your awareness in your neighborhoods.

-TM-

 

[Guy Meilleur]

Marketing by Mail--Amazing that you guys get those results. 30 years ago I tried it, got a 3% callback and said never again. Just goes to show ya no matter how much you think you know, someone will come along and show you're clueless, an industry dwarf.
We're all Bozos:jester: on this bus, taking turns at the wheel!