I recently switched phone companies. The cover of the brochure below had nothing to do with it.

In fact, I had already seen this flyer two or three times. It was only after a colleague praised the company that I eventually called them. After questioning them for about five minutes, I decided it would be well worth my while to change phone companies.

But, like I said, it had nothing do with the flyer the mailman dropped two months ago. Here's why

Headlines Represent 80% Of The Success Of Any Ad

The message on the front of the brochure

"Finally, you have a choice for local phone service!"

This doesnt speak to any immediate needs or emotions of the target audience. Personally, whether or not I get to choose my local phone company isn't causing me much agony.

If you want people to open up the brochure and read then a more direct message about the meaningful difference you offer needs to be made. What is prospect's problem or need that your product or service can solve? What "keeps them up at night?"

Curiosity is also another powerful approach

In Wightman's case, the company was started by a farmer in 1908. As it says beautifully on the back of the brochure, "I got tired of waiting for a phone, so I started my own company." The farmer angle fits in with the caring-customer service angle. Something like

-----Tired of paying marked-up prices on your phone bill?

"Here's how a farmer from 1908 can help you save $34.95 on your phone and internet bill each month."-----

That would have stopped me from tossing the brochure into the trash can. I'd have at least opened it up to find out how a farmer from nearly a century ago can help me save money today.

Specific Numbers = Believability

The comment in the red circle: Instead of saving "hundreds", a specific number would be more believable. Such as

-----"Linda Meyers saved $348.98 last year after switching to"-----

The more believable, the more people will be willing to read it.

Picture: The image of the lady on the phone could also be smaller. Always make your headline bigger--it contains the message that will sell your product or service.

But you know why this picture doesn't work for me? It's the same as any other phone company's brochure. Smiling faces on the phone.

On the back of the brochure they have a sepia picture of Mr. Wightman from the early 1900s. Now there's an image that resonates more with this audience. The company is presenting themselves (inside the brochure) as a local phone company that cares about people. So why present yourself in the same way as the nation-wide elites?

The farmer angle speaks to me of "down-to-earth" community values.

The current image is just another phone service with a pretty woman.

The Truth About Brochures

Sure, maybe everybody won't go crazy over the farmer angle. But you don't need everyone to be raving fans. If your brochure works on even 1 out of 100 people who read it, your response rate could double or triple.

You see, most brochures have a response rate of 1 in 10,000. Good money for your local print shop, but what about you?

Anyways, if you live in south-west Ontario, I'd recommend giving Wightman a call. So far I've received better service at a more affordable rate. All thanks to a farmer from 1908.