Nothing about being in the contracting business is easy, including advertising. How do you convince the masses to take advantage of your services? Throwing money into unknown mediums and campaigns can be scary. Thankfully, there are some rough rules that you can consider and follow when creating your next email blast, postcard drop, newspaper ad, billboard, or radio spot. We call them the “12 Secrets of Advertising.”
- Unique Selling Proposition – In any ad, it needs to be communicated that you have just what the customer is looking for, and you can provide it better than anyone else. The fact that you’re a family business or have been around for 20 years does nothing to get the USP across. Convey things you do or provide that fulfill a need or desire, not just things that sound interesting or make you yourself feel good about your business.
- A Powerful Headline – Don’t use something cutesy or silly. You’re a contractor not a comedian or commentator. The headline should be about the benefits of your services. It should make the reader feel like they have to look at the rest of the ad because there may be exceptional value in what is says or offers.
- Test, Test, Test! – If you don’t test, you’re probably practicing the proverbial “throwing money at the problem” and not seeing the results. You can test on a small scale very affordably. You’ll find what works, what doesn’t and not only will you not be throwing money at it, but you’ll get very good bang for your buck.
- Reverse the Risk – Most homeowners, since they know nothing about your trade, are afraid that they are in a position to be fleeced. Offer the customer a 100% money-back guarantee. It removes the fear from the buyer, and they actually feel like you may be taking a risk, which isn’t really the case. If you are conducting your business properly, only about three of 100 people will ask for their money back.
- Create Perceived Value – Ads must make the customer believe that you are worth what you are charging because of whatever attributes you have, such as being professional, clean, technically competent, punctual and courteous.
- Give Reasons Why – The customer needs a reason to call you. Make an offer, have calls-to-action that make it easy, give customers a reason to call you because of what’s in the ad. They may have a leak, but if they don’t, why would they call you? Give them that reason in the ad.
- Sell Benefits not Features – The point of an ad shouldn’t be a faucet, but rather what the faucet will do for the customer. Everyone knows what a faucet is but the beauty, consistent stream, and responsive knobs are what set it apart. Same goes for your company! Don’t sell what you are sell what you can do for the client.
- Give Bonuses and Ethical Bribes – Similar to TV ads that say, “But wait, that’s not all!” Also, think of all the ladies who buy cosmetics just for the cute bag it comes in or the guys who purchase magazine subscription because of the cool jacket that comes with it.
- Educate Homeowners – Not only is there value for the reader right in front of their eyes, but it makes them feel you know how to fix their problem. You’re trustworthy if you are willing to offer help right there on the ad.
- Create Ads that don’t Look like Ads – Ads that look like stories often work, as long as the content is worth reading. This can trick a customer’s mind into thinking they are not reading an ad. Once they are hooked, you’ve got them right where you want them
- Use Testimonials – Third party opinions are invaluable. Customers see themselves in the testimonials, and if there are several and they explain how money or time was saved because of you, the customer reading it has a tough time choosing anyone else but you to call.
- Follow the “Rule of Seven” – Customers should be contacted at least seven times a year. You have to keep your name and look in front of homeowners new or old. If you’re not in their mind, they may forget you and spend their money elsewhere whether the mean to or not.