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Reaching the Customer
Source: REPLACEMENT CONTRACTOR Magazine
Publication date: November 1, 2007
By Rich Harshaw
Ninety-nine percent of all advertising is a jumble of hyperbole, fluff, and platitudes. A big yawn. Terms such as “professionalism,” “cheapest,” “service,” “quality,” and “convenient” are everywhere. They do nothing to communicate why you're the best value to your customers or how you solve problems that nobody else solves.
But most contractors go on churning out these platitudes that do nothing more than get their name out there, if that. Why would anyone want to waste all that money hardly saying anything to anyone? Because we see ads for General Motors, McDonald's, and Pepsi-Cola all the time, and assume that's how advertising is done.
INTO ACTIONA more effective strategy is advertising that gets prospects to take action which, in turn, leads to a purchase. That action could be to call for an appointment, visit your Web site, or request product information. This is different from Fortune 500 advertising, which tries to create a feeling and associate it with a particular product.
The bottom line is that you have to spend your money — whether it's hundreds, thousands, or even millions of dollars — more wisely than Fortune 500 businesses do.