Bob's Tree Service & Stump Removal - Direct Mail Copy Project
The Client:
Bob's tree and stump removal is a small family owned business. Priding themselves on outstanding service since 1982 and great prices compared to their competition (because let's face it, tree removal is pretty pricey, especially in today's economy).
Bob's is a down to earth, yet professional business who loves their community. Which makes them more likeable and relatable than the larger corporations out there, at least in my humble opinion!
The Challenge:
Though Bob's has been in business for a while now and is quite successful, they wanted to branch out a bit (no pun intended, I swear). They have gotten most of their business through referrals, word of mouth, and running some advertising to their website. However, they decided they wanted to try reaching new potential customers in the local area who might be unfamiliar with Bob's.
They wanted to try something new, like sending out a direct mail piece. Something short and sweet... but something that would really catch the interest and needs of their target audience. While of course making them stand out among the vast variety of competition in the area.
The Solution:
We decided that the best way to go about this, was creating a postcard to be mailed throughout the local area. Bob's target audience being homeowners of all ages, living in the local area, looking to have some sort of tree removal, tree trimming, etc., while desiring high-quality work, at a price that falls within their budget.
So, with all that in mind, we decided the best way to reach his ideal customers was to focus our copy on Bob's services, while highlighting the major benefits their business has to offer.
Of course, keeping the copy true to their brand voice, which is personable, friendly, and professional. We decided to include the three most important things that sum up Bob's. Things that his ideal customers would want to know, like…
The years of experience they hold under their belt, making them trusted and reliable.
Showing proof by encouraging his audience to stalk them on Angie's List, where happy customers can be seen speaking on how great Bob's services and prices are.
On top of all those goodies, reflecting on Bob's personality was important, by guaranteeing they always strive for excellence and nothing less (in other words, they won't 'half-ass' the job).
By including the three major benefits that customers will experience when working with Bob's over the competitor, it was easy keeping the postcard 'short and sweet'.
Let's be honest... those sifting through their mail hold very little attention or tolerance for let's say, 'junk mail' or 'advertisements'. So, it was important to engage readers by hooking them in with blunt, to the point copy, showing them instantly it’s *not* ‘junk mail’.
While simultaneously speaking to how amazing and different Bob's business is. Compelling them to hang on to the postcard (maybe slapping it up on the fridge) and reach out when they do indeed need a stubborn tree removed.
Image of the finalized direct mail copy project.