Posted by Rich Harshaw on March 26, 2015.
People are primed and ready to buy home improvements when they move into a new house. Are you ready to grab your share of the business?
New Move-Ins Spend Tons Of Money On Remodeling Services…
How To Get Your Share Of The Pie.
By Rich Harshaw
“Because that’s where the money is.”
That’s the famous answer prolific bank robber Willie Sutton gave when asked why he robbed banks.
Then, he added, “It couldn’t be more obvious. Go where the money is, and go there often.”
When it comes to direct mail for remodelers, it’s pretty where the money is: NEW MOVE-INS.
Just look at the data. According to Scarborough report released in 2012, new homeowners are more likely than established homeowners (those who have lived in their home for over three years) to spend on the following items for their new home:
- 53% more likely to repair or replace flooring
- 47% more likely to add or replace heating and cooling systems
- 47% more likely to have the interior of their home painted
- 45% more likely to remodel the home’s kitchen
- 34% more likely to replace siding
- 33% more likely to add on to the home
- 32% more likely to remodel the bathroom
- 29% more likely to replace windows
- 24% more likely to upgrade the home’s exterior
- 14% more likely to repair or replace the roof
It only makes sense, right? When people buy an existing home, they’re not always going to be crazy about the condition, the colors, the design, or the look. That’s when the checkbook comes out and the spending starts.
And that’s where you come in.
Posted by Rich Harshaw on March 24, 2015.
Post Category: Extreme Makeover
You’d Be Surprised How Often Remodelers’ Marketing Fails To Explain What They Actually Want People To Know.
Here’s A Sales Letter That Tells The Prospects Everything
EXCEPT What’s Actually Important.
(And It’s A Lot More Common That You Might Think.)
By Rich Harshaw
Note: This article is part of MYM’s ongoing “Extreme Makeover” series, where Rich Harshaw takes an existing marketing piece that’s not that great… and works his MYM magic on it.
I guess the thought of writing marketing just freezes most people’s brains.
There is really no other way to explain why there is such a massive gap between what people KNOW in their brains and what they SAY when they sit down to type up a marketing piece.
This letter (below) is a perfect example of what I’m talking about: It’s well written—your 11th grade English teacher would probably give this an A. It’s coherent—it makes a decent case for what the problem is. And it has a call to action—it asks the reader multiple times to call for a free inspection.
But behind the beautiful prose lurks this letter’s dark secret: IT’S TERRIBLE, and it WON’T WORK!
It’s terrible because it tells the reader a bunch of information he THINKS he already knows, that he doesn’t think applies to him. Meanwhile, the truly important part of the discussion is completely omitted. That’s right: the #1 thing that will make somebody take action is not in the letter at all.
That’s where I come in.
Posted by Rich Harshaw on March 19, 2015.
There’s Something Inherently Powerful About Groups Of Three Things. No, Really.
Here’s A Clever Little Writing Tool That Will Make Your Writing
More Powerful, More Persuasive… And More Fun.
By Rich Harshaw
Want to learn an easy little trick to make your marketing more potent, powerful, and persuasive?
Hint: I just used it in that first sentence—did you notice it?
And no, I’m not talking about the alliterative use of the letter ‘p’. I also used it in the header for this article. It’s a grammatical device known as a “tricolon;” also sometimes known as the “Rule of Three.”
A tricolon (pl. tricola) is a writing device with three clearly defined parts of (usually) equal length, usually independent clauses, and of increasing power. They allow you to express your points more completely, emphasize your points better, and increase the memorability of your message. Oops, I did it again.
Posted by Rich Harshaw on March 17, 2015.
This Guy’s Marketing Works So Well He’s Famous—And One Of The Biggest Remodelers In The Country.
The Good News: It’s Not Your Fault.
The Bad News: It’s Imperative That You Overcome This Weakness.
By Rich Harshaw
I’ve met exactly one marketing genius in the remodeling industry since I began specializing in remodeling marketing in 2005.
His name is Brian Elias, the charismatic owner of Hanson’s Windows in Detroit. He’s built an impressive business somewhere in the neighborhood of $70 million a year—not by having better products or service than everyone else—but by lapping the field in marketing.
I had breakfast with Bryan a couple years ago at a hole-in-the-wall diner near his office. What impressed me most was not Brian’s grand plans (he has many) or his mountains of success (ditto); what caught me totally off guard was how everyone in that diner reacted to him.
This window salesman-turned-TV-star had the entire diner craning their necks, pointing fingers, and whispering, “It’s that guy from TV,” in hushed tones. The waitress was clearly star-struck: After asking for his autograph (no kidding), she requested a picture with him so she could text it to her daughter. The commotion was about on par with what you’d expect from say, Neil Diamond or Chevy Chase.