ComputerHunter.org |
|
|
|||
|
 |
Imaging Isnt Everything
Many home improvement contractors attempt to use advertising to expand their client base and increase profits. Whether it be yellow pages, mailers, ads, or valpak; for many it's a total waste of time and money. Why do so many contractors achieve less than desired results from their advertising dollars? The answer: They're doing it the wrong way! There are two types of advertising. One is a complete waste of money. The other is highly effective, yet very few people know about it. Brand Marketing, or "image advertising" is a total waste of money. It's easy to recognize. This is the sort of "getting your name out there" advertising we all see everyday. It is the type of advertising that only works for companies that have millions of dollars in their budget. The advertiser tries to relay an image about how great the company is. They use large (expensive) ads with fancy logos, graphics, and colors to try to convince the prospect that the company is more professional, stronger, more trustworthy and competent than its competitors. It tries to make people feel that this is a company they should trust to do business with. The problem is, the focus of this advertising is all me, me, me. The advertiser is suggesting you buy from him without actually telling the prospect what's in it for them. The essence of the sales message is "buy from me because I'm telling you I'm a great company." Specific, compelling reasons for a person to pick up the phone and call the advertiser are never given. Fortunately for you, most of your competition doesn't know this, so it continues to produce this drivel. Let your competition waste its money on "image advertising," and instead spend yours on advertising that creates calls from people who are ready, willing, and able to hire you to remodel their homes or offices. This type of advertising is called direct response. Direct Response Advertising Any advertising, in any media, can be direct response. The difference between direct response and brand marketing is that direct response is designed to produce an emotional response in the customer. It directs people to take action - an immediate response. This action could be a visit, call, purchasing decision, whatever. In contrast, institutional advertising produces an emotional appeal to the ego of the person writing the ad. It's all me, me, me. At best, institutional advertising produces results sometime in the future (which may not arrive in time to benefit you, given today's hyper-competitive market). Direct response doesn't waste time or space making empty boasts about the company. It concentrates on results now. It does this by telling a complete sales story. It is precise and compelling, focusing on your customer, not you. Furthermore, because it always makes a specific offer, its results are easily measurable and countable. A good direct response ad contains all of the following: 1. A big, bold, powerful headline that attracts readership of the ad. 2. Interesting copy that tells the reader right up front, "what's in it for me." 3. Benefits that are expressed clear, evocative, and specific terms, not vague generalities. Avoid unproven claims of "the best" or "number one." 4. A specific offer. 5. A response device to respond to the offer. The prospect must be told exactly how to respond to the offer. It could be a phone call, mailing in a coupon, etc. 6. A deadline or cut-off date stated so that the prospect knows when to respond by. If you incorporate these direct response elements into your advertising, you'll be light years ahead of your competition. They'll still be scratching their head, trying to figure out what you are doing while you're fielding more leads and your profits soar. Knowing the difference between brand marketing and direct response advertising is a key weapon in today's ultra-competitive market. You need to make the decision: are you going to feed your ego or feed your wallet? Though it may make you feel good about your company, fancy logos, catchy slogans and "name recognition" advertising is wasteful and unprofitable. Maximize the effectiveness of your advertising dollars by creating ads that provide specific clear benefits to the customer. Tyrell MacGregor is Managing Director of FootBridge Media, a Referral Marketing Company that specializes in client newsletter templates and website marketing solutions for home improvement contractors. Visit them at http://www.footbridgemedia.com
Google News - Top Stories
|
|
|
|
RELATED ARTICLES
10 Ways to Advertise Your Business For Free! At some point many small business owners are left with no or a small amount of capital to promote their business. But many entrepreneurs utilize these free or low budget yet effective tactics to promote their business online and offline. Graphical LED Display Graphical LED Displays utilize high-resolution graphics and video to transmit the information. You will find them sited in world's great cosmopolitan cities. These impressive electronic signs towering over the streets displays graphic and video to broadcast important information or to advertise themselves. The Key To Marketing New Ideas! Imagine tossing a pebble into a crystal clear pond on a still day, & watching the ripples make their way to the shore. A tiny cause has a massive effect. Not Another Calendar! - Choose Advertising Specialties That Sell As I was searching through a kitchen drawer the other day, I found dozens of pens, pencils, letter openers, sticky-note pads, oversized paper clips, rulers, dental floss, calendars, magnets, whatsits and thing-a-ma-bobs, each with the name of a business on the front. In looking through my "collection" I discovered some things I love and use and others that I can't imagine why I picked them up. Some, I'm not even sure what they are! How Do People Know Youre in Business? One of the most important things to do now that you've started a business is to TELL THE WORLD! But HOW? It can be very expensive and time consuming if not done properly. Here's some inexpensive publicity and marketing ideas to help you get recognition for your new venture. Take Advantage of Your Foes Let's take an example that is easy to check: I am French. Among the readers who reacted while reading that, an half felt their painful stomach ulcers starting up again while the others remembered their burning desire for visiting France. Nothing inexplicable. If the French-haters had not been that determined, the French-lovers would never have had to be so supportive. How long would it take to a Finn or a Bulgarian to provoke any reaction? Marketing Tips - Advertising Typical methods of advertising-newspapers, radio and television are effective if used properly, but there are other, less expensive ways to get your company's name out. How To Write More Powerful Brochures, Leaflets, And Catalogues Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention. Advertising Through Moms Moms have a very powerful influence on what their families eat, drink, wear, do, and buy. Moms are not only the driving force behind their families, but also the economy. How To Write Super-Effective Ads and Sales Letters! "The more things change, the more they stay the same". That saying couldn't be more true, especially when it comes to writing ads and sales letters. How To Write Kick-Ass, Profit Pulling Adverts For Your Business? Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh ? grammatically speaking ? but holy smokes, it does it have 'stopping power'... What Colors Make Your Services Most Attractive? This information is based on the principles of Laws of Attraction, Law of Allowing and Law of Deliberate Creation. And the Universal Laws of Energy (like attract likes) proven by Quantum Physics. Is Advertising Art? Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled. Whats On Your Business Card? A professional business card says more about you and your business than any other tool in your marketing arsenal. You need a card that looks good, tells what you do and makes it easy to contact you. God Bless The Refrigerator Magnet! Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations. What Does the Back of Your Business Card Say? Business cards with nothing on the back are wasted opportunities to sell. CD Business Cards- Why Use Them? CD Business cards are the electronic version of the now outdated paper business or social card. They are the smaller squared version of the CD-R family. A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed! FACT: Most people don't spend anywhere near enough time on creating a strong, compelling headline. Juice - Scam of the Decade or Opportunity of the Century If you are an ardent web surfer and MLMer like I am, then I am sure you would have seen the sales pitch "Give away free broadband and earn £27 GBP each time". More Cheap Tricks for Promoting Your Business In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful.
|
|
|
|
|
