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

---

Effective Promotions Through Local Classified Sites

Today's online marketplace is extremely competitive. People want to market... Read More

Seven Ways to Waste Your Money on Yellow Pages Advertising

Each year there is a Yellow Pages arms race where... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

Send em to the White Pages

Your business is listed in the Yellow Pages whether you... Read More

How To Create A Better Brochure

Having a quality brochure makes a positive impression on a... Read More

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on... Read More

Ten Ways To Sell Advertising Space Fast

1. Give your customers a discount when they spend over... Read More

Why Not Use the Humble Fax in Your Advertising Strategy?

When my daughter complained recently about the prohibitive cost of... Read More

The First UK Man To Become a Human Billboard an Interview

Advertising on humans using tattoos is rapidly kind of freak... Read More

Measure the Response of Your Advertising Campaigns by Using Promotional Products

For most companies, gone are the days of spending money... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

How You Can Create Advertising That Sells

A well-planned and properly executed marketing program should include a... Read More

Direct Response Advertising; Radio vs TV

Radio advertising vs. television advertisingMany new advertisers assume that they... Read More

Small Cards, Big Ideas: Alternative Uses for Business Cards

Aggressive business card marketing isn't about handing your business cards... Read More

Increase Business By Being Nice

I have been reading articles on increasing sales using search... Read More

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

Design Your Own Newspaper Ads

Many people in business lay-out (design) their own ads. That... Read More

Tips On Writing a Successful Ad

When knowledge is based on truth it is powerful!When it... Read More

Online vs. Offline Advertising

Let's face it. Email marketing and publishing have became very... Read More

Driving Customers to You - Your Car as a Marketing Vehicle

You can turn your vehicle into a rolling advertisement. Costs... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

How To Write Ads That Get Response

Your print ads should do more than just get noticed.... Read More

Cable Ads 5 Bucks!

Cable has grown from 13 houses connected together in 1948... Read More

7 Tips for Better Ads

The content of advertising is basically the same no matter... Read More

What Does the Back of Your Business Card Say?

Business cards with nothing on the back are wasted opportunities... Read More

Commercial: Consumer - Discounts - Misleading Advertising

Marketing is an important tool for attracting customers. It is... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More

Dont Be a Secret Agent

This tactic of the game was hard for me to... Read More

How Well Do Postcards Work?

The humble little postcard has been getting a... Read More

See How to Advertise and Gain More Money to Blast Another Project

We have a Great News that we think that may... Read More

Juice - Scam of the Decade or Opportunity of the Century

If you are an ardent web surfer and MLMer like... Read More

The Motivational Triggers That Make People Buy

In order to sell more products and service, you need... Read More