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Critique: Every Door Direct Mail Postcard Example

A few days ago I received an Every Door Direct Mail (EDDM) postcard from a local lawn care company offering their services.

Now, it doesn’t matter if you’re in the lawn care business, real estate, loan officer, retail, dentist, HVAC, Automotive, etc… you want to pay attention to this critique on this lawn care EDDM postcard. It’s going to be good!

Before I show you the postcard I want to share with you the first three of ten No B.S. Marketing Rules by Dan Kennedy (Author of the No B.S. Direct Marketing book).

I want you to refer to these rules when looking at this postcard.

Three of Dan Kennedy’s 10 No B.S. Marketing Rules:

  • Rule 1:  There will always be an offer or offers.
  • Rule 2:  There will be a reason to respond right now.
  • Rule 3:  There will be clear instructions on how to respond.

Got it?  Good!

Now, without further ado, here’s the EDDM Postcard:

Lawn Care EDDM Postcard Front

Lawn Care EDDM Postcard Back

You can’t tell, but this postcard was printed on 6″ x 11.5″ glossy semi glossy paper.  Oversized postcard for USPS’s Every Door Direct Mail (Current pricing is 17.5 cents, but that’s going up at the end of may… still dirt cheap to mail postcards).


Here’s What I Would Do Differently:

THERE IS NO OFFER

As you can tell, there’s absolutely no offer anywhere on this postcard.  Nothing.  Nada.  Zip.

When creating your marketing you always want to have an offer!  It gives prospects a reason to respond. 

One offer I would make, which I learned from a window cleaning guy (oh, and that’s another thing… don’t always do what everyone else in your niche is doing.  Look around at other types of businesses and see how you can incorporate their marketing into your business), would be for a FREE cut.

Yes, offer a FREE cut.  And, I’d sweeten the deal by not having any other conditions.  Just a free cut for trying out their service.  Then, after you give a free cut, have the homeowner check out the lawn and ask them what they think.  Once they say you did a fantastic job, it’s time to sell them on a weekly lawn cutting service.  Bam!  That’s your in, and that’s where you’ll make all your money.

Also, I would limit this to the first 10 respondents (Gives a reason to respond RIGHT NOW).

NO CLEAR CALL-TO-ACTION

It just says to, “Please Contact Matt @…”  Now that we have an offer, I would give a clear CTA.  I’d say, “Be 1 of The First 10 Respondents To Call 555-555-5555 to Schedule Your FREE, No-Obligation, No Catch, Lawn Cut Today.  Hurry!  Only 10 spots available.”

THERE IS ONLY ONE WAY TO RESPOND

Some people may not want to call on the phone.  They feel they’ll be “sold” and no one wants to be sold.

So, I would add another way to respond.  I’d say to visit a certain website (where the offer is) or use an email address.

ENTER THE CONVERSATION ALREADY GOING ON IN YOUR PROSPECTS MIND

Notice the services provided.  See “fall clean-up” and “Snow removal?”  Well, it’s spring and people aren’t thinking about fall, nor are they thinking about snow removal.  I’d get those removed and only concentrate on what the prospects are thinking about.

Once you get them as clients, then you can mention other services you provide.

SAME INFORMATION ON BOTH SIDES

Did you catch that?  The exact same information is on both sides.  Nothing changed except the background image and the layout.  That’s it. 

This would be a great time to add some testimonials, a headline (mentioning the free cut), and a guarantee.  You have to be sure you grab the prospects attention!


There are other small details I would change, but the above are the most important.

Also, I called up the owner with the number provided on the postcard and he answered with, “Hello.”  Didn’t mention his name, company, nothing.  So, when you give out your number (I prefer separate business/personal lines), be sure to answer how prospects think you should answer.  I’d mention the name of the company and my name.  “DH Lawn Care, this is David.”

It’ll give prospects reassurance that they are calling the right company and didn’t dial the wrong number.

So, I want to ask you, what would you do differently if you designed this postcard?  What kind of offer(s) would you make?

Be sure to leave your answers in the comments below.

Oh, and speaking of offers… You can claim a copy of Dan Kennedy’s No B.S. Direct Marketing book now for only $4.95, and you’ll also have a chance to get a FREE Marketing Kit and 2 months FREE of the GKIC Gold Membership (total package valued at $633.91).  Click Here now to claim the No B.S. Direct Marketing book and your FREE money-making Marketing Kit and 2 months FREE of the GKIC Gold Membership!

Now go take action!

**NOTE:  I want you to know that I reached out to the owner for some stats on the postcard, and I did reach him but he was on a job. I’ll update this if/when I get the stats (How many postcards were sent, how many responses, return on investment, etc.)**

Comments

  1. I agree DAvid. All 3 key components are missing.
    Not sure where is this business but the actual look can be tie in to either his target market ( family, single adults, empty nesters) and portray that on the picture.
    Also, there was not a lotta “trigger/attention grabber to it” unless te grass had a touchy feel to it.

    1. Hey J.Carlos,

      It was just a plain old postcard. No touchy feel to it.

      You’re right, he could have tied it into his target market, but he didn’t. The only way I see getting a response with this postcard is if he was mailing tens of thousands of these and just by shear luck get a client.

      This is why it’s so important for all of us to always use Direct-Response type marketing.

      Keep on rockin’!

      -David

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