Quote for the week: “The superior man understands what is right the inferior man understands what will sell.” Confucius
What is an advertising victim?
We want to stop you from being an advertising victim.
An advertising victim is someone who has no plan and makes advertising decisions based on whichever advertising rep catches him on that particular day he walks in the door.
You really need to have a plan for your marketing. This is true if you are doing good direct response ads and not those boring old image building or priced based ads.
I talk about in the Good, The Bad and the Boring Marketing For Contractors marketing tactics used by contractors at the beginning of this podcast and those ideas remain true today. Even if you do you have a great marketing piece that gets lots of responses, you still need a plan.
You need to have a plan and a budget, you just can’t wait for the next advertising rep to come and sell you advertising. In order to have any success, you need to have a plan especially in your marketing or your advertising.
Another part of being an advertising victim is listening to the advertising reps about how to advertise. They tell you that you should do what everyone else is doing.
Copying others who are doing failed marketing does not make yours successful by osmosis.
Don’t give me wrong, you might be getting some responses from the ads that your rep put together, but what I’m talking about is taking your advertising to the next level. This is about making your contractor marketing really blow off the doors of responses and results that you can actually brag about.
Remember the same ad rep that is helping you is also helping your competition with their ads. Really, do you want to trust that rep with your marketing? He says he looking out for your best interest and I know that he wants you to succeed, but only if you advertise with them, otherwise he doesn’t care. He’s just like you, he’s out to pay the bills and to make money to create income just like you are. You are going to have to look out for your own best interests and learn about your contractor marketing so you know what works and what doesn’t.
The Reps seem to get really nervous if you want to use direct response ads. Because its different than what he is used to, he will try to convince you not to do it. He will tell you it won’t work and that it’s not worth it to risk it. Because it’s nontraditional, he will tell you anything so you won’t use it because they don’t really want you to know if your ad is actually working.
When you really look at it these types of traditional image or discount ads that the sales reps are trying to get you to use, there’s really no marketing involved. They usually end up as an oversized version of the business card or Flyer that you have on your desk right now. Like we’ve talked about in an earlier podcast, these “ads” are totally opposite of the direct response approach that we’ve been educating and talking to you about.
Those of you who are hearing this for the first time go back to episode 1, 2 and 3 where we talked about the good, the bad and boring contractor marketing ideas. Going through them will teach you how to be nontraditional and make marketing that actually works so your business will grow and you won’t be worried about having a stable steady income.
So one of the challenges to doing your contractor marketing is that we get so busy doing the day-to-day stuff that we forget that it’s actually the marketing that brings in the dollars. That it’s the generating of leads that brings in the money. And finally actually the selling of the product that actually makes the money. Anybody can be trained to fulfill the order or perform the service. I know, I get busy myself!
So take the time to learn some aspects of direct marketing for your business. At least know the basic principals so you don’t have to depend on the next person who walks through the door to sell you advertising. Remember, successful people have multiple streams of income and successful business owners have multiple streams of marketing that create revenue for your business.