When your creative juices aren’t flowing and you are up against a deadline, turn to two unlikely sources for ad copy inspiration. Many of you can find one sitting right next to you on your wife’s bedside table. The other one you probably see everyday and don’t pay any attention to it, and it is right there in your checkout line at the grocery store.
marketing
Regardless of your industry, most contractors have a hard time generating new business. And to make matters worse, the methods they use are essentially copy cat variations of their competitors. Direct mail, door hangers and yard signs all scream “Hire me, I am great and I am cheap!”
However, imagine the following scenario. On a beautiful Saturday afternoon, a promising heating and air conditioner contractor goes through a neighborhood knocking on doors. Instead of handing out fliers, he has a free report outlining the benefits of keeping the air conditioner system cleaned and maintained. He says thanks and leaves.
The next week the contractor mails out a postcard to the same people asking them to call a special 800 number to get answers to the top 5 most frequently asked questions regarding how to maintain their heating and cooling system.
Lastly, on the second week, the contractor sends off a bulky envelope to the people. Now this envelope has a refrigerator magnet shaped like a melting ice cube. Across the magnet reads “Keep your cool with XYZ Cooling and Heating Services!” The magnet has the company’s phone number, website, physical address, and email information. With this type of information offering, and consistent marketing approach, a lot of these people will be more likely to call the new contractor because he has provided value before asking for the business. What are you doing to market your business today…this week…this month?
