Canvassing Leave-Behinds · Giant Slayer Academy

Canvassing Leave-Behinds

Embedding a few Giant Slayer strategies here

🧪 1) Ignore "best practices" and focus on real-world experiences

Most people would say I MUST add a hole to hang these on doorknobs, and that I MUST use both sides, and that I MUST use full-color, "pro" printing

I reject these premises, because:

many doorknobs are incompatible with hangers
90% of the "doorhangers" I encounter are tucked in along the side of the door or laid on the ground, even when they're compatible with the knob
high-polish printings are noisy with detail and easy to ignore
most double-sided hangers will be briefly scanned and tossed because there's too much noise and nothing valuable to the prospect
the higher cost of pro printing likely won't generate more leads from my ICP
pro flyers MIGHT get more outreach, but many of these customers will likely be bad fit (price shoppers, harder to please, more likely to complain); my ICP is intelligent, appreciates educational material, is willing to read when the information is valuable, and prefers to do business with small, local operators, even at a higher peice point

🧪 2) Reduce friction

People can quickly identify when someone is only interested in pitching them, and so they resist engaging. This flyer takes a "give + invite" approach.

I'm running one side because most people won't read two sides. Plus, I want the small amount of information I give them to be dense and value-packed.

I'm looking to make a DEEP, POSITIVE impression on people across the whole demand pyramid -- as OPPOSED to SHALLOW, CHEAP impressions on people who are in a hurry and want the cheapest price.

🧪 3) Pattern break

My ICP has been over-pitched -- and likely burned -- by contractors who are looking for quick cash instead of a lasting relationship.

Therefore, my ICP doesn't associate flash & polish with value & reliability.

This flyer is constructed to disarm and invite the RIGHT people, who ignore more traditional design due to pre-existing negative associations

🧪 4) "Why" over "What"

Most home services position themselves as commodities and compete on price, speed, and cold discovery

I don't really sell "dryer vent cleaning"

I sell the WHY behind the service, and the WHY behind choosing me over others

Fire prevention (cost of inaction -- COI)
Money and time savings (return on investment - ROI)
A pleasant, smooth, and safe experience (cost of alternatives / cost of choosing wrong -- COA)

My ICP is upper middle class homeowners who are proud of the lives they've built, live in the home they're getting serviced, see preventative maintenance as an investment in themselves, and prefer to pay a higher price for a better experience and greater peace of mind.

I'll be printing a bunch of these to canvass locally and also to leave behind in neighborhoods after each job

My goal isn't necessarily immediate bookings

All I want them to do is:

1) start thinking about getting their vent cleaned

2) Google me

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