Well, if you can explain the importance of detailing briefly, then I would do it. Obviously it beautifies the vehicle, helps preserve paint, etc. Maybe give a quick point or two on why a professional detail is better than the "wash n wax" places, but be professional - this isn't an election campaign, so no mud slinging. I'd keep it relatively short though - it's like any sort of advertising - you have a VERY short time to grab the customer's interest w/ your ad, so you have to utilize your space wisely. I'm not in marketing, so I'm not exactly sure how you'd go about that for a detailing business. Maybe "IS YOUR REAREND DIRTY???" in big letters and then in smaller letters underneath - "how about your hood, roof and wheels?"
Maybe not such a good idea, but then maybe it is?!? I don't know - it just popped into my head.
BTW - I didn't realize you're doing two sided flyers. You obviously have more real estate for information by utilizing both sides, but you have to hook them first in order for them to read the other side, so save the boring stuff for the other side - like the price list?!? Get them to at least scan the front side, possibly convince them they need a professional detail and THEN flip over for the sticker shock. I still suggest leaving prices for online though. The way I look at it, is if you can sell them on your services w/ the flyer, they'll surely check you out online for pricing - even if it's while at work killing time. Once they see before/after shots, even if they can't afford your services, you're in their head. Every time they get in their dirty car, they'll think of your freshly detailed pictures. It'll disgust them. They'll hate going to the grocery store and take a cab to work, etc. LOL. Okay, maybe not that far. BUT, they will want it, just can't afford it. When the money comes around though, they'll remember - b/c they actually had to take the time to physically type in your name in web browser. Same philosophy when studying for a test - always remember better when you physically write something down b/c you have to think and concentrate on that task. Even if they don't specifically remember, it's a good chance they bookmarked you. Now, if your prices are on the flyer, Joe Schmoe picks it up, eyes are instantly drawn to $150, $250, etc and he throws it away w/out even reading. I do recommend your flat rate special on it still though - people love "sales" - especially now.
What is the price breakdown of two-sided though? Like, for the price of 1000 two-sided flyers, could you get 1500 single-sided? Advertising is a numbers game. If you can get 1 outta 100, you'd land 15 jobs instead of 10 for the same price - WELL worth condensing your information and getting that website up in my opinion for that kind of gain.
I might be completely wrong about all of this though. I'm just basing this on what I look for in a flyer. If I see high prices = trash. If there is a good deal and a convenient spot for me to find more info (web), I'll check it out. THEN, I might convince myself, "Oh, it's only another $20 to get this done", etc. That's all marketing is. Think about what works on you - you're a consumer and are bombarded w/ it all day long. I'm drinking an undisclosed lime flavored beer right now - I'm not on a white sand beach and there aren't any hot chicks in bikinis, but it's a nice thought. I WANT to be there, but in the meantime, this delicious cold beer will suffice.
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