o grab your Yellow Pages. take the low price.
Now open it up to the page
where your services are Now, go gather up all of your
advertised. advertising materials.
Are any of the advertisements I’m not kidding. Go get them.
unique?
Got them in hand?
Do they all look the same?
Good.
I just opened up my Yellow Pages
to the Concrete Contractors Read them thoroughly.
section. Here’s what I’m seeing:
Do they all read like bigger
Flat work, Retaining Walls, versions of a Yellow Pages ad?
Floors, Foundations, Driveways,
Curbs, Sidewalks, Patios; I’ll bet your website does also
Commercial, Residential; Free (assuming you have one).
Estimate; Licensed & Insured
99% of contractors make the same
Ho hum. Not compelling. Not advertising mistakes. Don’t be
unique. Not persuasive. like them. Be different.
Nothing tells me that any of * Don’t list your services.
these concrete contractors are * Don’t list "free estimate".
going to give me any better * Insert a testimonial or three.
service than any of the others. * Offer a free report "How to
avoid getting shafted by your
This is why 90% of Yellow Pages concrete contractor."
customers get three estimates and * Make a bold statement that
grabs their attention. of concrete contractor.
* Be funny.
Now that you are beginning to
Somehow, you must show prospects understand what is wrong with
you understand what is important your advertisements, let me tell
to them and will bend over you how to fix them.
backwards to meet their needs.
Most problems in life have
Let’s pretend I am a home owner already been solved by someone
looking for a concrete contractor else. Your challenge is to find
to replace my porch. What might I those advertising solutions.
care about? Fortunately, the internet came
along and made your research a
A fair price. lot easier.
Quick work - in and out in the Get online and start searching
shortest possible number of days. for contractors in your trade.
Dig deep into their web sites.
Minimal evidence you were ever Print out pages that have
there. captivating text.
A porch that lasts for rest of my Now, call several of your best
home ownership. customers and ask them why they
selected you. Ask them how they
Knowledge of how to keep the select other contractors. What
concrete, and the base below it, advertising has grabbed their
in good shape. attention? What has gotten them
burned? What will they do the
And most importantly, confidence next time they are looking for a
that I will not regret my choice contractor?
With all of this information in You will probably end up with far
hand, you are ready to write your better advertising ideas than you
advertising copy. How about will by hiring a professional
having some fun while doing this? marketing agency. You will have a
Work is always better when it’s lot more fun, save a lot of
fun. money, and produce better
results.
Grabbed several friends and a
couple of businessmen and women You’ve got to give your prospects
you respect (from outside the a reason to call you and only
construction industry), talk them you. If you have been using
into joining you for a "me-too" advertising, re-do them
brainstorming session, provide immediately. You’re losing
food and drink, and get their business everyday you don’t.
input.
About the Author:
Ron Roberts, The Contractor's Business Coach, teaches contractors how to turn their businesses into a profit spewing machines. To receive Ron's FREE Contractor Best Practices Newsletter visit http://www.FilthyRichContractor.com.
Read more articles by:
Ron Roberts
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