I like your card btw. Put some kind of deal or coupon on the back to get the phones to ring.
they gotta read it and get it in 10 seconds or less. so that makes it memorable and promotes toma. did i get that right? thanks
I don't think they have to read it [all] in 10 seconds, but more like hold their attention for ten seconds (or more). If they start reading, there's a good chance they'll keep reading. If they shift their focus, there needs to be something else to keep, or regain, their attention, thus the 'free drawing'. People like free stuff.
The back of my card is semi-gloss (near matte finish), this is what faces outward (if possible) when placed at the home.
The headline gets their attention, the 3 topics tell them 'what' briefly (with a short description) and the 'free drawing' ... if nothing else ... makes them go hummmm... free. The 3 topics will be manually checked with a sharpie(tm) to demonstrate a personal touch (i.e. someone actually stopped and looked at the house and driveway).
Beneath the 'free drawing' is a 'call to action' (some will call it a scare tactic). The lower half is the "fine print" details. If they actually read this part, I doubt they will toss the card immediately.
The front of the card is a high gloss (polished feel). This is a "differential texture effect" when they hold the card. People will instinctively flip a card over if the opposite side feels better. The clock is still ticking as long as they are holding the card, right?
Upon flipping the card over, they're hit with another "attention gitter", not to mention a slightly, not so subliminal message on the roof of the house. Some people get a tickle out of seeing "wash me" written on dirty cars and in their head they agree that the car needs to be washed. There's also a moment of embarrassment when they discover this written on their car (lol).
The whole card is design to make them stop and think.. 'is my house that dirty?'. The graphics are visual examples of 'before and after' to demonstrate the possible improvements to their home.
Obviously, all the red coloring is a play on the company name - to help it stick in their head as long as possible (still working with the 10 second rule). The card itself is a very heavy stock that looks and feels expensive.
I'll be thrilled if I get a 1% ROI (on 5000 cards).