Morrow Mechanical Air Conditioning Direct Mail Flyer
Direct Mail
Jul 24, 2017
Whoever wrote this letter has DEFINITELY taken a cue from old Gary Halbert and Dan Kennedy sales letters. This was a piece of mail that came in an envelope and read more like a “letter” than a “flyer” like a lot of the examples above. This was a great mailing (it’s not “pretty” in the traditional sense, but I can tell it probably performed extremely well)
Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.
Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.
Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.
Image Description
The direct mail flyer features a detailed letter-style advertisement for Morrow Mechanical's air conditioning services. It includes compelling offers, guarantees, and a list of comprehensive 21-point service checks. The flyer is text-heavy, resembling classic sales letters by Gary Halbert and Dan Kennedy, with a clear focus on value propositions.
Positive Aspects
- Old-School Charm: The flyer embraces a classic sales letter format, which can stand out amidst modern, flashy flyers. This approach can be more engaging for certain audiences.
- Strong Guarantees: The flyer offers a bold guarantee, promising satisfaction or a refund, which can build trust and prompt action.
- Comprehensive Offer: The detailed list of services included in the tune-up adds perceived value, making the $69 offer appealing.
- Visual Attention: Heatmaps indicate the flyer’s design effectively guides the reader's eye to important information, enhancing its impact.
Key Takeaways
- Direct Mail Success: A well-crafted, letter-style flyer can perform exceptionally well, especially when it leverages proven sales tactics.
- Value-Driven Messaging: Emphasizing guarantees and comprehensive service checks can significantly enhance perceived value.
- Strategic Design: Using visual cues and design elements that guide attention can improve engagement and retention of key messages.
- Targeted Approach: Direct mail can effectively reach specific audiences, offering a personalized touch that digital ads may lack.
Additional Insights
- Classic Techniques: This flyer echoes the influence of legendary copywriters, proving that tried-and-true methods still have a place in modern marketing.
- Trust-Building: Including images of the team and emphasizing their qualifications can humanize the brand and build trust with potential customers.
- Humor in Guarantees: The playful tone in the guarantees (“That’s like getting it free!”) adds personality and can make the offer more memorable.
