Here's a great case study on how to vastly improve the information you provide to your prospects / market...whether you use flyers, websites, brochures, or even a conversation, in generating leads and clients.

Simply go to

http://www.SuccessfulHomeBuilders.com/flyer.gif

and we can walk through this one-page example together.  Your information / handouts will never be the same...

Section A (see the big, blue circled "A" in the above link)
The headline is the most important part of a marketing tool.  It's the first thing people read (on physical ads, such as flyers or yellow pages) or hear (such as on the radio), or both (e.g., TV).

The most ineffective thing builders and renovators do is with the company name for a headline -- this flyer, rightly so, doesn't.  However, what's the "dream" being turned into reality?  People have many dreams (sailing, skiing, , career, vacations, etc.)...not all of them revolve around building and renovation.

Your headline should focus on concerns or, yes, dreams your target market has about your service.  Wouldn't a more focused headline read:

"Don't Trust Your Renovation Dreams to Just Any Contractor..."

or

"Thinking of Renovating...But Find the Process Too Confusing and Intimidating to Start?"

or

"The 7 Most Important Questions You Should Ask Any Renovator Before You Even Think About Signing a Contract."

Section B (again, big, blue circled "B" in the link mentioned at the top)
Doesn't this look like every flyer, yellow page ad, brochure or similar marketing piece you've ever seen?  And that's the problem -- it doesn't differentiate you, or this contractor, from any other contractor out there.

This company must have something that sets them apart from the average contractor, right?  But what contractor doesn't do "alterations" or "bathrooms" or "drywall."  Worse yet, does the average homeowner know what "nova brick" is, and why they would want it?

This space (a full one-half of the flyer!) would be better used educating the prospect and leading them to want to learn more.  Using our headlines above (or, even, the original headline), the flyer could list how they "turn dreams into reality" or what to look for / ask about to make sure you're choosing a quality contractor.  Ensure your education matches with your headline...but taking the time, and space, to differentiate yourself will hands-down win over a typical list of "here's what we do" -- especially since it's also a list of "here's what everyone else does too."

Section C (yup, big circled "C")
Here we finally get to some important information -- "Fully Insured", "Reliable", "Clean" but:

a. it's dwarfed by the company name (if you had one chance to tell me the most important thing about your business, would you mentioned your name...or the quality you deliver?)

and

b. it doesn't explain, or prove, how you're "fully insured, reliable and clean."  Anyone can say they're "clean" or "reliable" (even if the client finds out too late that they really aren't).  Also, what defines "fully ensured?"

(Also, as with Section B, we have "free estimates" and "seniors discounts" - does that really differentiate this company, or yours?)

Section B would have been a great place to explain, prove...and even guarantee how this contractor is more reliable, cleaner and fully insured over and above the average contractor (or all the contractors) in their area!

Also, this flyer doesn't give a strong reason to contact them further.  (I should note, the phone numbers were removed from the flyer.)  This is an "all or nothing" game.  Either this flyer lands in the hands of someone who's ready to buy now and, therefore, they may call (if they're compelled to pick this contractor out from everyone else)...or they're not ready to buy, and the flyer will get filed in the "someday" drawer or, just as ineffective, the recycling bin.

Again, in keeping with the headlines (Section A) and educational material (Section B), give them a reason to contact you...not just to buy today, but to become a lead for future work -- that'll get more for your time / money then just trying to attract the "who wants to buy now?" crowd (especially with a big-ticket item like a renovator or new house).

How about "Call for our Free 'Professional Contractor' Checklist" or "Get Your Free Guide - How Professional Contractors Makes Renovations Easy and Stress-Free for You."

Final Notes...
I'm sure this contractor does excellent, professional work.  But, unfortunately, his flyer doesn't differentiate himself from the rest of the pack and, with no good reason to contact him unless "I'm ready to buy", the vast majority of these flyers will end up:

a) in the recycling bin (lost marketing money)

or

b) he'll get a lot of the dreaded 'price-shopping' calls, since most homeowners won't know how to separate him from the competition in any other way.

Make the most use of your time or space when differentiating yourself from the competition -- get their attention (the headline; Section A); give them information to help them buy from a quality builder / renovator (Section B); and give them a reason to respond to the information (Section C) so you can not only capture 'now-leads' but 'future-leads.'