(Marketing) Things I Hate: Flyers

A long time ago I used to read a blog which was simply an angry man’s rants about the world. Inspired, I decided to write about those things I hate when it comes to marketing and then turn it around to show you exactly how to be better than the sleaze out there. Because even if everyone is doing this type of marketing, it could be making your intended clients hate you.

Today’s edition: flyers everywhere

This happens far too often. I go to the store, happily do my shopping, load up my car, return the cart and then as I’m driving home notice, on my windshield, a flyer flapping in the wind tucked under my windshield wiper.

Let me explain the reasons why I hate this marketing strategy:

1. I never look at my windshield for paper unless I’ve illegally parked.

2. It’s likely to contribute to littering and if it flies off my car and I get ticketed, you know I’ll blame you.

3. It’s not personalized or considerate of the recipient. Which would be me.

4. I either have to pull over on my way home or look at your flapping flyer until I can throw it away.

5. You touched my car. No one touches my car.

Just kidding on #5, I really don’t care if someone touches it but to affix something to my car means we’re just one step away from you slapping on a bumper sticker or writing in paint on my window.

Listen, I’ve only ever seen big corporate businesses use this strategy and whether they’re affixing flyers to car windshields or sticking a pizza delivery flyer in my screen door (where it falls, stuck between the screen and the grate and drives me CRAZY), it doesn’t work. But I’ve seen this advice given to entrepreneurs as well.

“Stick your business cards on bulletin boards everywhere!”
“Distribute your flyer for that class to everyone you meet!”
“Just hand them out until you run out.”

Listen, marketing doesn’t have to be impersonal bordering on rude. You can have personalized messaging and it isn’t obscenely expensive.

The real reason I hate this kind of marketing strategy is that it’s ineffective carpet bombing. The company doesn’t know if I need pizza, custom frames, a babysitter, or mortgage refi. They don’t know me at all. So instead of feeling understood and supported I feel like a speck in the massive parking lot where my business is just as coveted as the owner of the car next to me. I’m not excited to do business with you after I find a flyer on my windshield, I’m likely to recycle your flyer, or curse you for littering my car with trash.

How to do it better

Okay, this post isn’t all whining! Let’s say you really do have flyers you need to distribute and it’s so easy to put them on some parked cars.

Stop right there. Marketing isn’t supposed to be whatever is most simple for you to get done. Good marketing helps you understand your audience better and support their goals. Which means you’ve got to talk to people instead of slinking around a parking lot.

Instead of blindly stapling, tacking, or handing out your marketing material first have a conversation. I know, it’s not a revolutionary idea but it is effective. Ask what this person in front of you needs, their goals, their struggles. Then, if it’s a good fit, offer your material to help them with the next step.

Notice I said offer, not thrust a flyer into their hand and walk away.

If the company that left the flyer for custom framing on my car had thought through this strategy, they might set up a table in a busy place and ask “Do you have anyone you love graduating college or high school this month? Any weddings coming up this summer? Is there a budding artist or photographer in your home?”

Upon receiving a “yes” (i.e. the confirmation of interest) then the pitch could begin with a very simple offer, “a custom frame is a great piece for a diploma, wedding pictures, a marriage certificate or even one of a kind art. Would you like a coupon for 80% off your next custom frame?”

Do you see the difference? While you may hand out far fewer flyers in this alternative strategy the leads will be pre-qualified, interested in the offer, and (this is important) not pissed off.

Ironically the same day I got this annoying flyer, I had two graduation announcements in the mail but the coupon offer was already in the recycling bin.