I love this form of marketing because it is cheap to do and it makes the phone ring like mad. This is how I built several companies into 6 million dollar power houses. Most contractors skip over this type of marketing because they do not understand the leverage they can get by using insert advertising.
This type of advertising I call direct response. Run the ad today and receive calls today. It really is that simple. But like all advertising there is a science to it. But lucky for you it can be learned quickly with the right teacher.
See I learned by trial and error and a continued stubbornness to make it work. It got to be an obsession with me and then a thrill just to see how many calls I could get off the insert I was running at the time. I would run 3-5 campaigns all the time once I got it mastered.
When you have tin men working for over 30 years in the business and they tell you that they cannot believe your inserts bring in that many quality leads, hey, you get warm and fuzzy all over. That to me is the highest of highs for a compliment.
These kinds of guys have paid their dues and know their business and they know how to make you money. If you can still find one, hire them and step back and watch the magic happen. By the way, they make great mentors for you and your sales staff.
Ok, back to inserts. So what makes a fantastic ad insert? First off most of mine were nothing more than an 8.5×11 piece of white paper. But then this is where the magic begins. You will need a graphics design expert in construction. Listen closely because this is where we separate the men from the boys.
See the biggest difference here is about you and your design expert. Rudy, my printing god, taught me this and boy, what a difference it makes. You must be on the same page with your design expert and let me explain something for you:
We contractors have a language of our own you might say. You know when you talk about selling your services or products you are the only one that has the passion that can get it across like no one else. When you work with your design expert he grabs that passion and understands your products or services and puts them on paper.
I like to think he brings the paper alive. Yes I know you think I am crazy here but when it is done right and the phone rings off the hook you then know you are onto something.
See when you add a headline that stops them in their tracks, and then work in some great copy, some before-and-after pictures, and some graphics that make there eye continue down the page, you know you are sucking them in to read every word you have written. And then the big one is a call to action. Bingo! Answer the phone!
Understand when the phone has rung you have done your job. Now it’s time for the sales gods to do their job. But this really is the beginning because now you are wondering, “was this my best ad?” Now the real fun begins and you set out to top the ad you have just run.
Then you call your design expert and keep tweaking and come up with 3-4 home runs (as I like to call them) and then begin your testing process or your zip code zones.
Oh by the way I forgot to tell you that you are running your inserts in your local newspaper. You are able to run in different zip code zones just like any other mailing. Where else can you drop your ad in front of your clients’ home for pennies apiece?
Here are some other tips to think about: Always have your printer service do the printing, NOT the newspaper. Yes it will cost you a little more but it is worth every dime. Do not get lazy here. Follow this process to a fantastic ad.
The best thing to do here is to join the contractorblab.com membership site so you have access to Rudy our printer and Susan our construction graphics design expert any time you need them. Plus as a member you will get me and a whole lot of other like-minded contractors to look over your inserts before printing and give you our opinions. Priceless!
We’re building a strong network of services and products on a site that’s made for contractors by contractors. Networking in a private setting will help grow your business and build strong alliances. Sign up today.
Happy Selling
Glen
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