That day is gone. Homeowners can get just about the entire blueprints to build their own space shuttle on line these days…for free. They know the value of their email addresses, and they know the hassles of dealing with identity theft, so they aren’t giving up their info for your ebook anymore. If you want people to share with you, you have to share with them, and it has to be you first.
I’ve been listening to a lot of contractors who are doing a lot of talking about how they don’t offer discounts, how they don’t bend when the customer says they can’t afford the project or how they walk away if the homeowner pushes back.
First of all, I say that’s bullshit, they are most likely lying. People do that in forums.
Secondly, it is a way of them saying they don’t know how to negotiate. Getting push back on your first proposal is standard operation procedure, so when someone says I don’t cave at all, I can tell you one of two things; either they are happy with the amount of work they have and don’t care if they get the job or they aren’t busy enough.
So what happens when you press it and try and get max dollars? You lose out on bids. If your closing ratio was higher at a lower price, the market is telling you you are too high.
After you watch this video, realize this; the confusion was with someone who spends 12 hours a day online, sees hundreds of websites and is one of the best website designers I know…and he was confused. Imagine how the Jones’ are using the site after you SENT them there.
Wow…a blank screen.
I know what it is like to stare at a blank screen waiting for the words to come pouring out from your head, through your fingers and tapped out like some modern-day Morse code meant to be deciphered by people willing to read it.
That’s the plight of blogging, or trying to blog. Blogging, if you know me for a minute, is THE best method (over the long-term) to generate leads online. Hands down. Nothing else compares.
Sure Facebook is great for ads and video and Live and Instagram is awesome for image-based marketing, but those platforms belong to someone else while your blog is your own little fiefdom on the web.
Your blog may be great, your blog may suck, but it is yours. No one can ever come along and take it from you (clearly there are circumstances where you can run into trouble, but lets keep it simple) and it is your own digital garden to tend and grow.
Blogging on a consistent basis does wonders for traffic to your site. You should know that by now, but let’s look at the stats:
- If your website has 51-100 pages (think lots of blog posts), then you get 48% more traffic than your counterparts with 1-50 pages.
- If your website has 51-100 pages, your business gets 4.5 TIMES more leads than a site with less pages. Remember, each blog post is basically another page on your site.
That means blogging 4 times a month will get you pretty close to the 50 pages in just under a year, thereby increasing your traffic and leads. Now, if that doesn’t give you the motivation you need to fill the page with words that people can use, I don’t know what will. I know it did for me. If you need help filling those pages, maybe a blogging package will help?
This was this week’s newsletter. I talked about being your client or customer’s utility. Sign up for the newsletter here.
Today, let’s talk about utility…For reasons that go on for far longer than I want to keep you this week, my wife has been crazed about getting the landscaping buttoned up early this spring.
Now, I like a good-looking lawn and garden, but I’m the “let’s have someone do it” kind of guy, while she is a get your hands dirty and do it yourself kind of girl.
That means I’ve spent my fair share of time in garden supply stores lately
We’ve gone to the big box joints for stuff, but my wife finds herself (with me in tow) going to a local mom and pop joint called Primex Garden Center for most of our garden needs.
It’s a 2nd or 3rd generation kind of spot with fantastic greenhouses and beautiful grounds that could double as gardens you’d pay money to visit and the people who work there are as knowledgeable as it gets.
And that’s the difference
The big box stores and Primex have pretty much the same things; tomato plants, basil, miles and miles of bulbs, shrubs and mulch…oh the mulch, I’ve humped 4 yards of mulch all over my house the last 2 weekends and my back is yelling at me as I type.
The difference between Primex and the other stores is the staff. At Primex, everyone knows everything there is to know, they are helpful, friendly and willing to do the extras to make you feel special.
At Lowes, you’d be hard-pressed to find someone who knew what red bark mulch was much less where to find it. It’s not their fault, it’s the nature of the beast; low prices means lower expectations.
And that’s why some, if not most people are willing to pay more
People are willing to pay for knowledge they can’t get somewhere else. From where the mulch is located to how to plant Heinz tomato plants to understanding the permitting process for a new kitchen…and that’s where you come in.
If you compete with a bigger competitor, or your find yourself always battling over price, the best way to move the message is to be the utility. Being a utility makes you immune to price, it leaves competitors defenseless when faced with people who are willing to pay more for knowledge and it helps you distinguish yourself as the expert.
You do that in your marketing. You let people know up front they aren’t getting the cheapest, but they are getting so much more. You insert whatever your so much more is and go to town!
Have a great week!