Opinions on my leaflet please

[JoyDivision]

I think my idea has flopped, basicaly I wanted to sell wireless networking to people who have never thought if it before, the problem is I think it has resulted in a very fussy looking leaflet.

http://www.m21technology.co.uk/leaflet.jpg

This is my add I have placed in a local directory

http://www.m21technology.co.uk/add.jpg

Edit please ignore the grey on the leaflet, its normaly printed on colour paper so its actually just a yellow shade rather than gray.

[Magsite]

Look good to me and would defo get me interested!

Well thats my opinion!!

Lisa

[gapgb]

I would try and take a less technical approach. You have some benefits in your leaflet make these the message that leaps out of the page.

Access the internet from your garden that kind of thing. Keep it clear and concise. If you get their attention they will contact you, you dont need to tell them everyting you do right up front.

On the PC health stuff I would try and concentrate on the disadvantages of not having your pc well looked after. e.g. would you be upset if all your family photos were lost tomorrow? etc etc

edited for appalling grammar

[JoyDivision]

Thanks I tried to be clever by selling the benefit but the probem is its resulted in information overload. Critising design is somthing we did at university with my leaflet I think its too big and complex. The other much smaller add looks more effective.

I also want to reduce the size to A6 for cost reasons, paper is getting very expensive not to mention the toner. At the moment I am doing all the printing in house until I am happy with a leaflet that gets response. I just cannot afford to blow £100 on leaflets at the moment.

[mattk]

I agree with Guy. Who are you aiming at, home users or businesses? If it's home users then I'd guess most your your leaflet will go straight over their heads.if it's business users they they'll want someone who can support their network 24 hours a day, 7 days a week, not just some bod who pops round to tinker inside some boxes.

I think your leaflet as it stands falls somewhere in the middle of oth camps without actually appealing to either.

[mattk]

The other thing to bear in mind is what insurance do your customers have if everything goes titsup and they lose all their data, need new hardware/software etc?

[JoyDivision]

I have public liability insurance, basicaly if a part I supply is faulty and then recks the rest of the machine (i.e the PSU) I can put in a claim. If I break somthing due to my own error then I am stuck but I PC parts are cheap I can fix it.

I am aiming at both markets but the leaflets are aimed at the consumer.

It seems I have made the classic mistake of not researching the market in terms of design. I asked people if the leaflet was good etc they all said yes, but to my fair my family and friends are not going to say otherwise :p:

The insurance policy says nothing about data, so I assume that is not covered but a discaimer and backup policy will get round that.

I am not worried about the marketing side because I have good advise from here but I am worried about the market.

[mattk]

I think there is a market for home IT support, the problem is, how do you differentiate yourself from the dozens of other people offering it. My local Asda has a noticeboard and it always has half a dozen cards from people offering PC installations, virus protection, beginners courses etc.

[gapgb]

I'm sure there's a market too and networks are going to become more and more common in houses(with the Fridge talking to the Telly etc) so there's nothing wrong with your idea, you've just got to decide where your niche is and concentrate on it.

[JoyDivision]

I think there is a market for home IT support, the problem is, how do you differentiate yourself from the dozens of other people offering it. My local Asda has a noticeboard and it always has half a dozen cards from people offering PC installations, virus protection, beginners courses etc.

I am not too worried about that, there dosn't seem to be that many people doing it and a lot of the ones that are LTD companies or just people not running it as a business.

It is all swings and round abouts, my area has a lot of well off people with no time, but they are also highly educated and that could be a problem.

I am hoping my qualifications and insurance will be a benefit, plus the fact I publish my address on all advertising material must make it look more trust worthy.

[Richard Glynn]

Hi Joy Division,

I think you know it's not quite right - so that's a start.

You've already got some good advice - but here's my four penneth …

• Less is more. There's way too much info on this leaflet.
• Limit it to three selling messages maximum. Make sure that there’s plenty of white space to make it easy on the eye.
• Don't try and be all things to all people. E.g. Put your businesses selling messages on a business leaflet and your domestic selling messages on a domestic leaflet.
• Consider a unique offer exclusively available to anyone mentioning they’ve seen the leaflet. This way you can track the response.
• Spell check - on the ad – ‘Competitive’

So where now?

I'd go back to the drawing board I’m afraid, and begin by putting yourself in the shoes of your customers. Ask yourself ‘what do they want to hear from me?’ - not ‘What can I tell them?'

Consider case study approach. Instead of focussing on what you do – focus on what your customers need. Explain how your services will help their real life situations.

Then I’d think carefully about exactly what you want the leaflet to achieve. At the moment it looks to me like you want to tell as many people as possible about everything you do. Praiseworthy – but not going to bring you business.

Your aim (Called a ‘Call to Action’) should simply be for people to call you – which then gives you the opportunity to find out more about what they might need and then sell it to them. The information on the leaflet simply needs to focus on this much more straightforward job.

Good Luck

Richard

[JoyDivision]

Thanks some very good advice there, there isn't enough time in the day to get it done, its my mates 22nd today so all of this evening is written off.

I also have to make a lot changes to the website.

I should have asked advise on here in the first place.

With regard to the competitive mistake I have just phoned the publication and ask if its too late, it has already gone to print but she noticed it and changed it. I was lucky there.

I am also happy to go back to the drawing board. My problem is genetics, none of my family can get straight to the point :p: and I think it shows in the leaflet.

Edit just revieved another phone call but I was out at the time and they didn't ring my mobile. Either way so far the response rate as been 2 calls in 1500 leaflets within one week. So its not awful but it needs improving.

[confused]

I am not too worried about that, there dosn't seem to be that many people doing it and a lot of the ones that are LTD companies or just people not running it as a business
100% agreed
In my area (where are you by the way?) there are about 8 ads in the local classified section, I rang them all up with a fictitious problem ;) I think most of them had daytime jobs and wanted to earn a few £, not all though, I wont name names.
I am in the same line of work, but although I do home users, I concentrate more on the small businesses/schools etc as this is what I did in my previous job (network design/installation).
Heres pics of my flyers, I had the basics done like you but I was also not 100% happy, so Jaqui from Creocom sorted it out.
Regarding PL insurance, mine is basically the same, I dont think anyone will offer insurance for software, I (and you too I suppose) really need a disclaimer and some T & C's though they dont come cheap, I wonder if we could split the cost since they would be the same apart from the name - might be worth considering.

Original (http://www.calvsplace.co.uk/datacomuk/flyerfinal.jpg) One sided
Front of new one (http://www.calvsplace.co.uk/datacomuk/flyer_front.jpg)
Back of new one (http://www.calvsplace.co.uk/datacomuk/flyer_back.jpg)

The blue for some reason appears very dark on the screen, a lot better when printed.

One thing I would advise - NEVER take on a job unless you KNOW you can do it.

Feel fee to PM me, maybe we can swap ideas

CALV

[mr.steve]

Hi Joy Division

You have some very good advice on this forum.
I can only repeat it

As a few people have pointed out, your leaflet is
trying to be all things to all people.

First you need to have two leaflets: one for businesses
and one for consumers (if you really are intent on aiming for both).
Then each one needs a very strong pitch, approaching the
customer from the point of view of their probems.

Think... What keeps my prospects awake at night?

Then you have to make your prospects really feel the
pain of those problems (or the fear of the possibility
of them happening).

Your pitch doesn't compel anyone to get in touch.

With the right pitch you could well be flooded with customers.

But you're on the right track, because you realize something
isn't right.

Good luck with your next effort.

Cheers

Steve

[multilingual]

Hi JD

I agree with a lot of the above.

You need to highlight problems before you can offer a solution.

Something like 'tired of being chained to your home pc? Why not go wireless?' or 'stuck at your pc when you could be outdoors in the sunshine? Why not go wireless?'

OK not brilliant, but you get the idea. Once people are made aware of a problem they are more likely to look to you to solve it.

People buy solutions, not products.

Best of luck.

:)

JB

[WakingDragon]

I have a problem with your basic propositions. I should be in your target market on two counts: firstly I am really keen on having WiFi/AV linked up in my house and have the money to spend on it. Secondly, running a small office I would be keen to get that better technology-enabled than it is. But somehow what you are offering does not appeal to me on either of those levels.

I am guessing that M21 is in Manchester (I used to live in Chorlton before moving daan saff). So you have the M62 corridor of increasingly wealthy city-slickers in Manchester, Leeds, Liverpool and so on. There must be a huge market for bespoke aspirational, high-value domestic AV/IT solutions. As well as the "boys toys" market for top-of-the-range tech gadgetry there is a booming home-office market that is really going to present you with opportunities if sold correctly.

Simply put, IMO you need to clear out all the waffle from your flyer and site and look at providing the lifestyle "solution" for your potential customers. e.g...

"Setting up a home business? Get the best value, reliable, managed home office set up and ready to run with personal support and training to let you concentrate on what your business needs."

...or...

[stylish modern interior shot]
"The total home network for those who demand the best of everything. Get a home audio visual, and WiFi network tailored to your needs - control your TV, stereo and internet from every room in your house." etc etc

These things could appeal to the domestic market in a very aspirational way. You would be using the same skills but in a more interesting manner and you could burn the rest of those flyers to produce something much simpler. Very aspirational stylish flyers/cards in bars along Canal Street would give you the perfect target audience for example.

just an opinion though. If you like the ideas PM me and we can discuss how you would do it further.

[Janebert]

I would suggest back to the drawing board as well.

You need to know exactly who your ideal client is. Then you need to know what their problem or goal is, why they're having that problem, why it hasn't been solved yet and so on. And a whole array of other factors that eventually determine your positioning and your core message.

I would also go for a lead generation campaign rather than trying to sell off the leaflet.

It may well be the case that selling to businesses is both easier and more lucrative - after all, they have more work for you and need bigger systems. But as has been mentioned, they may prefer to work with a bigger company - in which case you could always form a network of associates in order to provide 24 hour cover.

If you're selling to businesses, fear will probably be the best motivator. A business can be literally destroyed if they lose their computing facility. What would happen if their premises were burgled and the theives made off with the server? What would happen if hackers got on their network and started stealing personal information or data? What would happen if their installation was attacked by a virus? What would happen if they keep their backups on site and there was a fire that destroyed all the equipment and their backup tapes? What would happen if they weren't backing up regularly and a disgruntled employee decided to scramble the client and prospect databases? Find the "hook" that gets you through the door - once they're a client, then you can sell them everything else on your backend.

With regards to Public Liability Insurance, this covers you against claims for injury or damage to their property through your negligence. I don't think it will cover you for claims regarding business loss, so if you lose someone's data or someone's network is down for a day and it's deemed to be your fault, then they can sue you and you won't be covered with this type of insurance. You need to get professional indemnity insurance for that.

Here's an example:
Your client sells products by mail order/internet. They do £6,000 of business each day. Their computers are down for a day - so they can't take any orders. They may conclude that not only has your error lost them £6,000, but it has lost them "goodwill" plus new customers with a known lifetime value. So their claim could be for considerably more than £6,000 in lost business as a result of your error.

Now, whether courts take that view or not, I wouldn't know because I'm not a legal expert, but who wants to take the risk or have a claim against them?

This is one of the reasons I got out of IT - too much risk for too little reward.

Hope something in this helps,
Jane :)

[confused]

Regarding the insurance, I very much doubt you will find anyone that will cover software or data loss (I couldnt find any at any price, my PL covers most things but not customers data)
I deal with small businesses and such, and there is an element of risk, Jane mentioned a few of them:
If you're selling to businesses, fear will probably be the best motivator. A business can be literally destroyed if they lose their computing facility. What would happen if their premises were burgled and the theives made off with the server? What would happen if hackers got on their network and started stealing personal information or data? What would happen if their installation was attacked by a virus? What would happen if they keep their backups on site and there was a fire that destroyed all the equipment and their backup tapes? What would happen if they weren't backing up regularly and a disgruntled employee decided to scramble the client and prospect databases?
But that is what you get payed for! I dont know how much expertise you have in networks, large or small, but my advice is, if you have done nothing more than home pc's on a per to peer network, then do not under any circumstances attempt a server/client network on your own.

Did you check out my leaflets?

CALV