First attempt at a mailshot...

[thefloorman]

We have a flooring company in Suffolk and are sending out a letter introducing our business to homes/businesses where they have had planning applications accepted for work to be carried out.

I'm concerned the recipients will feel this is too intrusive with having access to the information what their planning to build/renovate and maybe aren't aware their planning application is available to view on the local Council's website. Would you feel it's an invasion of privacy?

I would appreciate some feedback on what you think of the letter?


Dear Mr. Smith,

RE: Property Extension / Development.

It has come to our attention that you will be shortly commencing work on your development and with this is mind I would to take this opportunity to introduce our company to you.

We specialise in all aspects of flooring including solid and engineered wood, laminate, carpets, luxury vinyl tiles and safety flooring. Our practical experience and knowledge enables us to advice on the most suited product options and at what point to schedule in the flooring. This can and has saved previous customers both time and money.

Our Ipswich and Woodbridge showrooms have a vast selection of products for you to choose from. There is lots of stock including accessories to take away. Alternatively we can reserve products and deliver when you are ready. We also offer a professional experienced fitting service.

If you would like to arrange for us to visit and provide you with a no obligation quotation please call our showroom on… You will get an exclusive 5% off your total order with presentation of this letter.

 

[telemax]

We have a flooring company in Suffolk and are sending out a letter introducing our business to homes/businesses where they have had planning applications accepted for work to be carried out.

I'm concerned the recipients will feel this is too intrusive with having access to the information what their planning to build/renovate and maybe aren't aware their planning application is available to view on the local Council's website. Would you feel it's an invasion of privacy?

I would appreciate some feedback on what you think of the letter?


Dear Mr. Smith,

RE: Property Extension / Development.

It has come to our attention that you will be shortly commencing work on your development and with this is mind I would to take this opportunity to introduce our company to you.

We specialise in all aspects of flooring including solid and engineered wood, laminate, carpets, luxury vinyl tiles and safety flooring. Our practical experience and knowledge enables us to advice on the most suited product options and at what point to schedule in the flooring. This can and has saved previous customers both time and money.

Our Ipswich and Woodbridge showrooms have a vast selection of products for you to choose from. There is lots of stock including accessories to take away. Alternatively we can reserve products and deliver when you are ready. We also offer a professional experienced fitting service.

If you would like to arrange for us to visit and provide you with a no obligation quotation please call our showroom on… You will get an exclusive 5% off your total order with presentation of this letter.

2 Bits of advice

1. Hand write the envelopes
2. Follow up the businesses with a phone call

Stop worrying about being intrusive.

 

[Adam Loveday]

I think the letter is well worded! If you are concerned about it being considered intrusive then you could reword the opening sentence to something akin to 'If you are looking to undertake any development on your property in the next few months we'd like to introduce you to our company....'

The trigger will be the work being undertaken and so if there is a need your letter will be timely and should get the attention it deserves.

Did you select the planning application data based on the nature of the development eg: extension, loft conversion etc. Having used this type of data in the past some of the applications are speculative and the work never happens, some are for garages, conservatories, knock throughs etc. So if you can select by type of development that could increase your success rate.

It is also possible to identify pre and post movers for mailing campaigns that could expand the scope for your project further. The post movers information (1-5 weeks old) is a good source for prospecting as once people move they will often need a variety of services and so a timely mailer can be successful.

Hope that helps
Rgds
Adam

 

[thefloorman]

Many thanks for the feedback.

Aiming at post-movers is a great idea as this is our ideal client, I didn't realise that sort of informaton is available.

Thanks for the help.

Thefloorman

 

[Adam Loveday]

I'd be happy to expand on post/recent movers. if you are happy to drop me a pm with your contact details I can give you some further information for consideration.

 

[Normansmith]

Try to get more "customer" benefits into the first paragraph. Why should they use you ? It is after all a sales letter.

 

[S-Marketing]

2 Bits of advice

1. Hand write the envelopes
2. Follow up the businesses with a phone call

Stop worrying about being intrusive.

That's 3 bits of advice

All good though.

 

[directmarketingadvice]

I would appreciate some feedback on what you think of the letter?

Here goes:

Dear Mr. Smith,

Fine so far.

RE: Property Extension / Development.

Don't do this. For a start, it's impersonal. Secondly, it implies some sort of prior communication between the 2 of you. That, coupled with the next sentence, could creep people out - or make them feel their privacy has been invaded.

It has come to our attention that you will be shortly commencing work on your development and with this is mind I would to take this opportunity to introduce our company to you.

This is talking about what you want. What does Mr Smith want?

We specialise in all aspects of flooring including solid and engineered wood, laminate, carpets, luxury vinyl tiles and safety flooring. Our practical experience and knowledge enables us to advice on the most suited product options and at what point to schedule in the flooring. This can and has saved previous customers both time and money.

Still not talking about Mr Smith or his situation. There's a claim of benefits (saving time and money), but nothing to either quantify this or to back up your claim.

Our Ipswich and Woodbridge showrooms have a vast selection of products for you to choose from. There is lots of stock including accessories to take away. Alternatively we can reserve products and deliver when you are ready.

More features. We live in the internet age. However big your range, Mr Smith is likely to assume he could get an even wider range online. And that those companies will deliver.

We also offer a professional experienced fitting service.

That's interesting, but you don't expand on this.

If you would like to arrange for us to visit and provide you with a no obligation quotation please call our showroom on… You will get an exclusive 5% off your total order with presentation of this letter.

Not a very strong offer, IMO. 5% off of what? Maybe your prices are high to begin with?

I'd suggest you think about this again - this time from the perspective of how you think you can make the reader's life better/easier. Then lead with whatever that benefit is.

Right now you've got a price offer on a letter than doesn't sell the benefit of your prices.

Hope this helps,

Steve

 

[Working First Aid]

Aye, you really need to work on those customer benefits.

It is your customer who needs to be convinced that you're the only company for the job, not you.

 

[Ameliepoole]

Sorry
you need to talk about the person
a few people have mentioned benefits
try including the words "you" and "your"
into the text and write about them and not you.

 

[Wood Flooring Guy]

Old post but hopefully good advise for anyone reading...

I run a wood flooring company in London and we started in 2010, a tough time, but we made it work.

Here are some tips:

1. A local radio ad worked well for us, expensive and you might not see the benefit straight away, but it will build your image locally.
2. Local facebook ads, you can set it to advertise with a certain mile radius.....you dont need a big budget.....even £5 a week will vring you some traffic.....if you get 1 order a month it more than pays for it.
3. Social Media - make sure you business is listed on Google Places, has a Facebook page and maybe a twitter account if you have the time to manage it.....post recent jobs you have done so customers get to see your work.
4. Get listings in local and national directories.
5. Customer Reviews - This is the most important and really boosted our sales. Reviews dont cost you anything to get from a customer and it will help convert more customers in the future. We use Eooro.com, very cheap and you an app you and your employees can use to collect reviews.....perfect for flooring business.
6. Website, make sure your website is optomised (SEO), with good content and keywords in there to attract serach engines and get your business coming up in results.

hope this helps you and others reading this post.

Regards
Dave

 

[Deleted member 69011]

1. Hand write the envelopes

So much yes for this!