Did you have any dry cleaning advertising that didn’t work?
I’m sure you did. I’ve had a bunch. I’d like you to comment below and tell me what didn’t work for you.
I’ve tried those mailing packages, newspapers, flyers, door hangers, welcome wagon, Internet packages, and most everything. Most everything I tried bombed. The first dry cleaning advertising idea that worked for me was a bag drop. And that didn’t work right away, but with some testing, I made it work just wonderfully.
A bag drop is taking a custom printed garment bag, attaching a sales piece (I use a sales letter, NOT a brochure) and putting it on your prospects front door. When I first started dropping bags I followed up with a knock on their door. I got great results. I found out later, you could put anything on their door, follow up with a knock and you’d get good results. But that was not what I was looking for with this dry cleaning advertising idea. I didn’t want to knock on doors. I just wanted this dry cleaning advertising system to work on it’s own no matter who was running it. I didn’t want the results to depend on some persons selling ability.
I wanted to be able to do a bag drop and NOT knock on the door and get customers. I knew a few things before I started. I knew that brochures didn’t work. How? I’ve tried them in other businesses and they never worked. I knew that sales letters worked. So I wrote a 4 page sales letter, attached it to the bag and set out to get new route customers with my dry cleaning advertising idea.
I started with only dropping 50 bags. When you test something in advertising, you want to make your test small, so you don’t lose your shirt. So I dropped 50 bags and I got one (1) customer. That’s not bad–2%, but here’s the kicker, I lost 40 bags. I needed badly to get more bags bag because the cost per customer was very high.
The next bag drop I changed the headline in my sales letter (the headline is 90% if the sales letter, because if they like your headline, they’ll continue to read the rest) and I came up with a very simple way to let my prospect know when I’d be back without reading the whole sales letter.
Results on the next 50 bags dropped: 0 customer, 38 of the bags back.
I solved how to get a profitable number of bags back, but I did worse with zero customers. My second headline was worse than the first one.
Over the next 18 months, I changed the sales letter 17 times and finally figured it out.
On average, for every 100 bags I drop, I get 8 customers and I get over 80% of my bags back. I’ve got 150+ members of my Colosi “NO Door Knocking” system doing this week in and week out. In the very competitive markets, they get only 3 customers for every 100 bags they drop and in the non-competitive markets, they get anywhere from 4-10 new route customers for every 100 bags they drop.
It’s been 3 1/2 years since that first “NO Door Knocking” bag drop. Over 50 changes have been made to make the system better with the last one being only a few days ago. For example, we follow up with post-it notes now and we used to follow up with letters. Remember, the goal was to NOT knock on the doors. We’ve figured out that the best day to drop is Friday and the most disastrous day to drop is Monday. We also know that if you hang the garment bag on their mailbox, you’ll get no sales and you’ll really tick off your prospective customers.
I would like you to comment below and let me know about the your dry cleaning advertising disaster. Please go ahead and do that right now. I will comment back. Thanks.