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leaflet headline?

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bee cleaned

hi,
I am looking for a bit of help with my headline for my leaflet for window cleaning. I hope to get as many people as i can to read it even if thay have a window cleaner.

A, Do you need a professional window cleaner?

B, Do you need a reliable window cleaner?

C Full window cleaning from just £15

or what would make you have a look?

Thanks Brad
 
"All your windows cleaned for £15" or, as you say "Full window clean £15" works best for me.

I couldn't much care about someone's insurance, tbh. "Fully Insured" might just mean your van insurance is comprehensive! It's like a 25 year guarantee for your new flat roof or windows: not worth the paper it was never printed on.

Ah, I've just re-read. Whenever I see the word 'from' I move on without reading further. I'd prefer to see 3-bed semi £x, 4 bed detached £y. Conservatories £z.

I always expect the 'from' price to magically never be available and the actual price always 50% more. But maybe that's just me.
 
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Thanks Matt fully insured is on it and 9 other bullet points. The only thing with the cost headline is most window cleaners are alot cheaper than me in the area but do not offer a good service.

If a leaflet came to you with the headline cost x2 more than what you were paying would you read it?
 
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bee cleaned said:
If a leaflet came to you with the headline cost x2 more than what you were paying would you read it?
Click to expand...

No. But then if I phoned you up and you came over and offered a price X2 over my normal bloke I wouldn't hire you either, and you'd have had a wasted journey.

I don't know if quality sells these days: everyone is trading down - just look at the supermarkets.
 
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bee cleaned said:
Thanks Matt fully insured is on it and 9 other bullet points. The only thing with the cost headline is most window cleaners are alot cheaper than me in the area but do not offer a good service.

If a leaflet came to you with the headline cost x2 more than what you were paying would you read it?
Click to expand...

Oh, right.

I don't have a window cleaner, so I wouldn't know what was cheap or expensive, although £15 doesn't sound like a lot of money to me to be honest.

So, looking at this from another angle, how often do people usually have their windows cleaned? If, as you say, you offer a better standard of service maybe you should make something of that or even assure customers that using your service would mean they needed their windows cleaned less frequently.

Funnily enough, I don't think I have ever had a window cleaner either call at my house or put a leaflet through my door in the 8 years I've lived at this particular house. Do window cleaners avoid certain areas? I live in quite an affluent area in a rural location.

At the end of the day, if your prices are higher than your competitors you have to come at it from a different angle and sell yourself on something other than price, which in this economic climate might not be easy.
 
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matt seymour said:
Funnily enough, I don't think I have ever had a window cleaner either call at my house or put a leaflet through my door in the 8 years I've lived at this particular house. Do window cleaners avoid certain areas? I live in quite an affluent area in a rural location.
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That probably doesn't have an abundance of properties nearby.

If I was a window cleaner, I'd concentrate on densely populated areas as I wouldn't need to charge for my time getting from job to job.

Also, 15 quid's well steep. £4 for mine, but then again I live in the middle of a long terraced row.
 
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thanks for the replys,
most window cleaners come every 2 weeks and only clean glass, we clean every 6 and clean all frames,sills and doors.

still sound to steep?
 
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bee cleaned said:
thanks for the replys,
most window cleaners come every 2 weeks and only clean glass, we clean every 6 and clean all frames,sills and doors.

still sound to steep?
Click to expand...


Very. Six weeks is too long between cleans (once a month would be ok). No matter how you sell it, you'd have to spend a good half hour cleaning my property before I'd consider giving you £15.
 
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First - avoid opening on cost - it won't attract the right type of customer.

Late in the thread you have highlighted potential benefits, but appear to say thayt your visits are less regular than most window cleaners? I can't see how this will work if you potential clients want windows done every 2?

Anyway, with regard to your message, think about either what you achieve for your customers (I'm struggling with ideas in the context of windows, but shiny, sparkling and daylight are in there somewhere)

Or think about how you differentiate yourself - in particular what might frustrate you customers with their existing supplier.

'More than window cleaners'. reliable, thorough, regular (brings to mind All Bran:eek:)

I expect someone with a marketing head will translate that for me...
 
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bee cleaned said:
thanks for the replys,
most window cleaners come every 2 weeks and only clean glass, we clean every 6 and clean all frames,sills and doors.

still sound to steep?
Click to expand...

Possibly, but at least we're getting nearer to your USP.

As said above, my missus would want the windows cleaning more regularly than every 6 weeks. I think ours currently does ours about every 4 weeks.

How about focussing on the higher level of service you give? If people can see the value in your service, they'll pay if they can afford to.

I apologise for not being more helpful with the headline.
 
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Position the headline and your service so that it makes your customers money back...and some. You're service is not a cost to them, it makes them money, saves them time or both.

How long would it take them to clean the windows on a weekend? Presumably they already have busy weeks, the last thing they want to be doing is house work. Etc
 
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all the key points will be listed under the headline, but in need a head line that will make people read them, Also a full price list will be on the leaflet so they will know the cost before they phone.:|
 
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Clean glass but dirty frames??? Not with us.
 We clean all your glass,frames,sills and doors every time we clean.


how about this would you read on.
 
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Digital Investments said:
Position the headline and your service so that it makes your customers money back...and some. You're service is not a cost to them, it makes them money, saves them time or both.

How long would it take them to clean the windows on a weekend? Presumably they already have busy weeks, the last thing they want to be doing is house work. Etc
Click to expand...

I don't think most people clean their windows very often. I know I don't! My upstairs windows? Once every couple of years, maybe. The downstairs windows - when they get noticeably dirty. I would view it as a luxury to have a window cleaner. I don't think you can position window cleaning as a service tht makes you money, except for commercial customers.
 
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bee cleaned said:
Clean glass but dirty frames??? Not with us.
 We clean all your glass,frames,sills and doors every time we clean.


how about this would you read on.
Click to expand...

No. But, given that you say you are 2X the cost of the competition, is this maybe why? In which case, it's a useful EXTRA to offer, but perhaps not build into your standard service. Could you offer:

  • a 'standard clean': same as everyone else - your glass is cleaned for £x.
  • Luxury clean: glass and frames etc £y.
  • Super clean: £z glass frames restored (using solvent cleaners) and washed back to new.
 
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How to Save £50 and 3.5 Hours of Your Time Every Two Weeks While Your Dirty Windows and Frames Are Cleaned

The above is an example to express my point. It appeals to your customers self interest.

As a potential customer, what would they be thinking? I would be thinking that I get to save £100 a month and a whole day of my weekend (I only have 8 free days a month), while having clean windows. In the winter I may not be so bothered about clean windows, but now summer is coming I want lots of natural sunlight and I especially don't want to be spending my time cleaning windows...

You see?

Equally, if not more important, you have to test because the only people who really know what headline will keep them reading is your potential customers. They are your source of knowledge and research.

How many leaflets are you distributing?

Say you're doing 3000 leaflets, have 1000 leaflets with one headline, 1000 leaflets with a 2nd headline and 1000 leaflets with a 3rd healdine. See which one gets the most response.

Hope this helps
 
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Whats the biggest problem you are solving?

If its reliability - ie regularity of service, then Id use this in the headline, with maybe the price as a sub heading or offer elsewhere on the leaflet.

Questions are make good headlines.

I'd them mention things like insurance and your other key features, as bullet points, but remember that customers buy benefits rather than features

Try to get a image, or photo on the leaflet too as this communcates your service even if english is not the readers first language.

Hope this helps

Bobby
 
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Digital Investments said:
You see?



Say you're doing 3000 leaflets, have 1000 leaflets with one headline, 1000 leaflets with a 2nd headline and 1000 leaflets with a 3rd healdine. See which one gets the most response.

Hope this helps
Click to expand...


Yip!

Who 'buys' window cleaning? I'm guessing its Mrs at-home-with kids and Mrs working-and-too-busy-to-do-it-myself predominantly.

I might be wrong, if anyone has anything approaching qualified info - this will help to target the approach.

Incidentally, my local window cleaner maintains that the best money is in shop fronts, particularly if you can get a good run of them.
 
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Digital Investments said:
How to Save £50 and 3.5 Hours of Your Time Every Two Weeks While Your Dirty Windows and Frames Are Cleaned

The above is an example to express my point. It appeals to your customers self interest.

As a potential customer, what would they be thinking? I would be thinking that I get to save £100 a month and a whole day of my weekend (I only have 8 free days a month), while having clean windows. In the winter I may not be so bothered about clean windows, but now summer is coming I want lots of natural sunlight and I especially don't want to be spending my time cleaning windows...


Hope this helps
Click to expand...


My brain is starting up.

One step further, what would you do with that time? go to the countryside, play fotball? Sell the image of doing fun things rather than cleaning windows...
 
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My brain is starting up.

One step further, what would you do with that time? go to the countryside, play fotball? Sell the image of doing fun things rather than cleaning windows...
Click to expand...

:)

Exactly!

It really depends on the neighbourhood that's being targeted- are they more affluent? etc. If their's a lot of boats in the drive you would certainly talk about getting away to sail for the weekend. If it's a family neighbourhood then talk about fun things for kids etc.

Ultimately though we know nothing, our customers know everything.
 
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bee cleaned said:
all the key points will be listed under the headline, but in need a head line that will make people read them, Also a full price list will be on the leaflet so they will know the cost before they phone.:|
Click to expand...

I wouldn't put your price list on the leaflet, your potentials will then make an instant decision based on price alone.

Something along the lines of 'we have a range of options to suit all needs and price ranges' shows that you're prepared to be flexible and work to the client needs.
 
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The way I see it, you are looking for your leaflet to achieve two different things:

1, Persuade those who do not use a window cleaner to consider using your services.

2, Persuade those who do have a window cleaner to change from their current cleaner and use your services instead.

In the first case, you need to make the potential customer aware of the advantages of having a window cleaner and also let them know that it's really not as expensive as they might have thought. If you do decide to put prices on leaflets and you believe that you only need to clean windows once every 6 weeks, maybe break the £15 figure down to a weekly figure. £15 every 6 weeks works out at only £2.50 a week, so perhaps try putting that on your leaflet instead.

"Full window cleaning including frames and sills for the equivalent of only £2.50 a week" or something along those lines.

When trying to persuade those who do have an existing window cleaner, maybe make a big deal of the fact that you clean the frames and sills and explain exactly why your clean is so thorough that they will only need their windows cleaned every 6 weeks.

Of course, it doesn't matter what your leaflet says if it looks dreadful, so make sure it looks professional and don't try and put too much info on it. Whatever you do don't employ a leaflet drop company to deliver them. Do it yourself and do it in the early evening.
 
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matt seymour said:
"Full window cleaning including frames and sills for the equivalent of only £2.50 a week" or something along those lines.
Click to expand...

I quite like that. I could maybe even be persuaded to buy that service. It's only a couple of pints, after all.
 
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The trouble with changing window cleaners is that you sort of get attached to your regular one and for a low value thing it is just not worth upsetting anyone. (I pay £5-£6 once every 3 weeks) and I would not move on price.

Reasons why housewives pay for window cleaning? - because they do not climb ladders. So yes, it is a useful service.

To make me read a leaflet it would have to connect either with a need I have or something that makes me feel that it has something to offer which would make my life better. If I did not have a window cleaner I would not clean the windows probably at least not upstairs, so saved time would not work but house pride would.

Window cleaning is not exciting but useful. So either you make it more ('Helping you to make your house sparkle') or you go on convenience and price.

I think that if you do show a price then it is useful to have a range such as economy; comprehensive (including frames and sills); spring clean (maybe include cleaning gutters? ) People may also want to mix them up..ie regular economy with a comprehensive 3x a year and an annual spring clean or something like that.

Is there anyway you could add more to the service?
Washing PCV doors?
Front garden tidying?
Any treatments to stop them getting dirty?
 
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The trouble with changing window cleaners is that you sort of get attached to your regular one and for a low value thing it is just not worth upsetting anyone. (I pay £5 once every 3 weeks) and I would not move on price.
Click to expand...

This is so true.

To build on that I think that now that spring is here and summer round the corner, in a way you want to be spending 90%+ of your time getting new window cleaning clients, because who wants to take on a window cleaner in the winter? The work you do now will cover your winter months.

And the additional services... oh yes! :)
 
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Thanks every one :D

what about this?


Full window clean for just £2.50 a week for a semi-detached
We clean all your
Glass,Frames,Sills and Doors
every time we clean​

This looks ok but we also do 12 weekly cleans at £22 which works out at £1.83, which a lot of people tend to go for?​

we do offer conservatory, gutter and upvc cleaning also which will be on the back of the leaflet.​
 
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Nope. You don't charge £2.50 a week, and you don't clean windows weekly.

"Full window clean* every {month or whatever} for £2.50/week."





*Price valid for typical 3-bed semi-detached house. conservatories not included.
 
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