In my previous article, I showed you a direct mail piece a new local pizza shop sent out that is a classic example of what I call mediocre marketing. The type of marketing that does little to get a business owner new customers and keep existing customers.
As a matter of fact, I laughed when I read one of my reader’s (Danny) comments that said, “The creative doesn’t capture the essence or explain what the product is. They just mailed out a Chinese food “take out menu”, rather than using the mailer to explain their product and differentiate it from their competition and giving you the unique selling proposition.”
In a case you missed the article, you can read it here.
In the article I also held a contest to see if my readers could identify three big mistakes this business owner made with their mailer.
I am happy to report I have a lot of smart readers and many of you go the right answers. Nobody got all three, but a few got 2 out of 3 (Pat Flynn, Eric, Mike Root, etc.). Thanks to everybody who participated!
I will be sending the following readers a gift box in the mail. If one of these is you, please send me your mailing address so I can send it to you.
So here are the top three mistakes I believe this pizza shop owner made:
Big Mistake #1: The name, Inside Out Pizza, is interesting and sounds like a BIG IDEA, but this mailing piece does nothing to advance the story or concept. They hooked me and got me to notice it, but left me hanging.
Same with reader Eric who said, “Missing the story of what the inside […]