Even if you are new to the contracting business or have been in the business for a long time, today may be good time for some updated marketing lessons on the cheap. Now,just hold on there because I believe you can make the phone ring without spending a small fortune.
Yes all the contracting guru’s out there will tell you to spend x % of sales to meet your sales goals. But you know what today is a different time and the economy is not what it used to be. Right? So let’s crack open the door and take a peak at how I was able to get millions in sales with some of the most least expensive ways to market my company.
Now I am not about all the glitz and glamour when it comes to marketing and I do not like me-me advertising either. But if you what your phone to ring then I am your man. Go get your pad and pen and your favorite beverage because I have something to say that will let you sleep a little easier tonight.
My first nugget to you will be insert advertising. I have made more off of inserts then any other type of advertising or marketing that I have ever done. Yes, I no what your thinking I have done them there fliers also and they just don’t work. Shame on you!
Today I still use them in a big way and I know they work! But I have a few twist and turns in my bag of goodies to show you how to do inserts right and make the phone ring big time.
I call it my lather,rinse,repeat marketing insert method. That’s a priceless nugget#1 so make sure you write it down. See your graphic design is the major key here. The key word here is your. You must have your own graphics person that understands your contractor business. Nugget #2.
Nugget #3 is that only you understand your contracting business better then anyone. So train and teach your new graphics person your business. See once they understand your business then they can design your inserts to pull your client into the ad and then into the call to action[answer the phone].
Yes they will design inserts with before and after pictures and all the graphics and copy that leads your client to the call to action.[answer the phone].
Nugget #4 is a great headline! See your headline is the first thing they see and it has to stop them in there tracks! Boom. The headline is designed to pull them into the sub headline and then pull them into your copy and tell your story.
Nugget #5 says change your headline and increase sales by more then 50%. Yes, you read that right and it’s true. I have taken the same exact ad but with only one difference, I changed the headline. Boom 50% more sales off just changing the headline. You ask how can that be? Let me explain…
Set your drink down and go and grab your favorite magazine, now start flipping threw the pages and stop when a page grabs or peaks your interest. Boom! Now you can see the power of headlines and sub headlines.
Nugget #6 OK Glen but I am not to good at writing headlines, can you give me some help here? Sure as long as I can give you my biggest nugget #7 to date. For this one you will need a road trip to the local book store or your home town library and do not forget the pad and pen for this important nugget.
By the way my girlfriend says I spend half my life in the bookstore. But after your trip you will be laughing all the way to the bank the same as I have for years.
Go to the magazine area and look in the home and garden area. Now think about this question I am about to ask you? What kind of contractor am I? New or remodel or specialty? Kitchens or baths? Windows or siding? Decks or landscape? Tile or carpet? Now look at the magazines and see which one pulls you to it.
Is it your niche business? Are you sure? Have you thought about it enough here because your choice will make you a lot of money or your wrong choice will make you no money.
So you now have 3 or 4 magazines in your hand and by now it’s time to grab a coffee or soda because that little nugget made you feel uneasy. Right? Good that just means your passionate about your business, and that’s a good thing by the way.
Now get out that pad and write headlines across the top. Take all 4 magazines and lay them on the table face up. Tell me what you see? Headlines-headlines and more headlines. Why do you think this is? Because they what you to be pulled into the magazine to pick it up and read it and buy it. The best headlines are always on the cover.
How do you know it worked? Because they are in front of you right? Now think about your company and the products and services you sell or offer, now look at the cover then look inside and write down all your nuggets you have found. Remember your headlines are short and sweet and your sub headlines are longer.
Mix and match the words to meet your current insert marketing campaign that you are putting together. Do not leave until you have at least one full page of headlines. One more nugget then we will be done, and this one will blow you away!
My last and final nugget #8 will be about testing. Now I have a new post I will give you on all about testing but for now I will give you a few tips to get you moving OK. So take 2 different inserts with 2 different headlines only and run them in your newspaper and make sure your graphics person does all the layout and he keys the ads for you.
Whoops, sorry let me explain what keying the ads mean? On the lower right side of the ad put a number on the ad. Like Glen 101 and then Glen102 on the next one. Why you ask? This is how you track your ad. When the call comes in from your client just ask for the number in the lower right corner of the ad.
Then keep track which one pulls the best as far as leads go and which one brought in the best sales for you. Awe ,caught you off guard or did I? Yes there will be a difference between leads and sales so track it all.
I hope I was able to help you here with some great tips ,and can you see the difference your marketing can make in your contracting business. Give me your comments and let me no how else I can help you succeed and grow.
Happy Selling
Glen
{ 1 trackback }
{ 2 comments }
In starting a business you must have a cash in hand, a cash budget in starting a marketing first you must think a plan a short term or a longer plan for you can easily set priorities because in dealing with a contracting business and we all know know that a large amount of cash involve in a business. Well im not an expert in this kind or situation but i want to share some of my ideas or beliefs in constructing a business.
Yes this is very true and I believe this is where a lot of contractors make a mistake by not having enough cash on hand at all times. Plus when starting out you need more cash then you always have. Thanks for the comment. Glen
Comments on this entry are closed.