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An easy trick to make your marketing more potent, powerful, and persuasive

Want to discover an easy little trick to make your marketing more explosive, influential, and appealing?

Hint: I used it in the line above. And in the subject line of the email. And I’m essentially using it in this very paragraph.

It’s called the tricolon.

The tricolon is a writing technique that consists of three phrases or words that occur in rapid succession. The point of the tricolon is to punch up your writing, emphasize your words, and boost the memorability of your message.

(Whoops—there I go again.)

Writers and speakers have used tricola (the plural of tricolon) for centuries to craft unforgettable messages that retain their power over time.

Here are some famous examples of tricola:

  • “Government of the people, by the people, and for the people.” (Abraham Lincoln)
  • The Father, the Son, and the Holy Ghost
  • “I came, I saw, I conquered.” (attributed to Julius Caesar)
  • “Lions, tigers, and bears… oh my!” (Dorothy in The Wizard Of Oz)
  • Stop, drop, and roll.
  • Lock, stock, and barrel.
  • See no evil, hear no evil, speak no evil.
  • “We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.” (Declaration Of Independence)

I could go on all day.

So… why does the tricolon work so well?

Why do groups of three just… feel right?

  1. People tend to process information through patterns. Yet we can hold only a small amount of information in the short term. Since three is the smallest amount it takes to make a pattern, it’s very easy for people to remember information in groups of threes.
  2. The tricolon also has an unmistakable rhythm and buildup. Each item in a tricolon relates to the next. It’s like a three-act play: there’s a beginning, middle, and end. You just HAVE to see it through.

Let’s take a famous tricolon from above but remove the actual tricolon. This way, you can see its raw power:

A.   Original: “Lions, tigers, and bears… oh my!”

B.   Group Of Two: “Lions and bears… oh my!”

C.   Group Of Four: “Lions, tigers, wolfs, and bears… oh my!”

Doesn’t “B” feel… incomplete?

And “C” seem like… too much?

Can you imagine if Dorothy had said either “B” or “C” while walking the Yellow Brick Road? The phrase probably wouldn’t have become one of the most famous lines in movie history.

As with all good things, though, it is possible to overdo the tricolon.

Think about the sport of boxing.

If all a fighter throws is haymakers, he’s going to lose. He’s using TOO much power all at once. He becomes predictable. Tired. And sets himself up to get knocked out.

If you use a tricolon every other sentence (i.e., throw nothing but haymakers), you water down your message’s power. It becomes stale. Boring. Obnoxious. And no one will read or remember it.

As a result, it will wither away and die faster than the Wicked Witch at a water park.

But a perfectly timed tricolon? It’ll pack one heck of a whollop.

So in your next marketing piece, try to feature a tricolon in a headline. Drop one in a bullet list. Or work one into the copy of your ad.

You’ll find that your writing feels more powerful, complete, and compelling.

-Rich

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I WANT you to make me sweat bullets

Is it hot in here, or is it just me?

I’d like you to do me a quick favor.

It’s really easy. And it’ll take maybe 20 seconds of your time.

Here are your instructions:

  1. “Fill out the form on the right-hand side of the No-Risk PPC page.”
  2. Tell me the absolute maximum number of leads you need to get to where you want to be financially. Doesn’t matter if it’s 40 or 400 a month.
  3. End the email with this sentence: “Rich, make it happen!”

Once you click “Send,” here’s what will ensue…

  • Your info will be forwarded to MYM COO Bryan Bauman and Digital Services Director Katie Colihan.”
  • They’ll follow up with you to collect a little info about your services, location, lead expectations, etc.
  • They’ll then crunch a ton of numbers and provide you with an in-depth report on how No-Risk PPC can “deliver the goods.”

One caveat: I do NOT want you to hold back with how many leads you want.

I want you to make me sweat.

I want to think, “Oh, boy… they want HOW MANY leads? (Gulp.)

Here’s why…

By making known the MAXIMUM amount of leads you want, you’re throwing up the Bat Signal to MYM. You’re telling us that you’re ready to grow your business—hard and fast.

This, in turn, gives us the green light to kick into overdrive, burn the midnight oil, and get you those leads.

And if your market dictates it (i.e., your service area has the population to produce the number of leads you want), we’ll deliver them.

To be clear: We won’t be able to supply you with 700 leads per month if you’re in a small town like Narragansett, Rhode Island (population: 15,868). I’m just being honest here.

But if 700 leads per month is what you want, tell me anyway.

After all, here’s the worst-case scenario…

We’ll find out that generating 700 leads per month isn’t attainable in your market—but maybe generating 150 leads is.

One hundred and fifty leads per month is still outstanding.

And it’s 150 leads you didn’t have before.

And you invest a maximum of $200 per lead.*

Now, let’s do the math on 150 PPC leads per month at $170 per lead:

  • 150 leads x $170 per lead + $1,000 monthly PPC maintenance fee = $26,500.
  • Out of those 150 leads, you close 30%. That’s 45 sales.
  • Your average project cost is $10,000.
  • 45 sales x $10,000 = $450,000.
  • Result: You invest $26,500; you accumulate $450,000 in sales per month. 

Not too shabby for a “worst-case scenario,” eh?

(If you want to run different numbers, play around with the Sales Calculator toward the bottom of the No-Risk PPC page.)

Bottom Line: Dream big. Email me the number of leads you TRULY want—not just what you think you can handle. And let MYM worry about the rest.

Go ahead. Make me sweat.

-Rich

P.S. I’m dead serious. Fill out the form on the No-Risk PPC page right now with the amount of monthly leads you crave.

Whether or not you decide to move forward with No-Risk PPC, you’ll walk away with a clearer picture of how many internet leads are currently available in your market—and at an estimated cost per lead.

*There are EXTREMELY rare instances where the max cost per lead can be up to $300. This is usually due to factors such as ultra-competitive geographic areas, out-of-the-norm competitor efforts in the pay per click services arena, or extreme seasonal competition. If this increase applies, you will ALWAYS be notified in the initial discussions with us regarding your specific company’s situation. In other words, if an increase is required, we will let you know up front before any leads are generated.

 

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Want to know what customers really think of you? Just ask them

A few months ago, I showed you how Tesla and SpaceX founder Elon Musk responds to online feedback from his customers.

I explained how Musk has perfected the art of responding to online criticism from customers, and why you should copy his methods.

Today, I want to show you another tactic you can pilfer from Musk’s bag of tricks.

First, let’s lay the framework…

We often assume what our customers think about us. I kind of went into this the other day in my post about your business’s blind spots that infuriate customers. I also gave you solutions on how to fix some of these issues.

There is, however, a solution I didn’t mention. And it’s an oh-so-simple way to improve your customers’ experience.

What’s this solution?

Do you REALLY want to know?

Are you sure you’re ready for this?

Okay…

If you want to know what customers REALLY think of you—and how you can improve their experiences—JUST FREAKING ASK THEM.

I don’t mean those feedback cards some companies hand out at the end of the project, either. Being rated on a scale of 1 to 5 by a customer doesn’t give you specific detail about what you are or are not doing.

I’m talking about a true back-and-forth dialog about your performance, products, service, and so on.

As in, an actual conversation with the customer about what they liked about your company… and what could have made their experience even better.

This is what Elon Musk did a few months ago on Twitter. Here’s a look…

Musk asking for feedback on Twitter:

Even a guy as smart as Musk can’t always see where his company needs to improve; he sometimes needs an objective set of eyes. So he took to Twitter and directly asked his customers for ways to improve Tesla.

Since Musk has 20 million Twitter followers, he naturally got a ton of responses—many of which were for potential issues he never even thought of. He basically created a focus group filled with the consumers who matter most to his company—HIS TARGET CUSTOMER.

By asking his customers for feedback, Musk is better able to gauge what his customers want and take his company in the proper direction (i.e., the one that will give him happier customers and more money).

The second part of asking customers for feedback is to RESPOND to them. Musk took the time to do this personally for hours on end.

Here’s a look…

Musk responding to specific customer feedback:

A list of Musk’s responses:

Besides being the polite thing to do, responding to customer feedback YOU solicited shows you actually care about what they say.

This makes your customers feel important, which creates good will between you and them.

And customers who feel appreciated? They are more likely to reward you with repeat business, referrals, and glowing online reviews.

So if you want to eliminate the blind spots in your company WHILE building stronger customer rapport, reach out to past customers (via phone, email, etc.) and have a conversation with them.

Say, “I’m glad you enjoyed working with us. I’d like to know your honest opinion of how we can further improve. We’re looking for candid feedback—don’t worry, you won’t hurt our feelings!”

The answers you get may surprise you… and so will the boost to your reputation.

 

-Rich

P.S. If you’re not as in-tune to the online-feedback process as someone like Elon Musk, don’t worry.

MYM’s Online Reputation Management builds, monitors, and controls your online reputation FOR you. You’ll accumulate tons of great online reviews, while having the chance to intercept and fix any negative customer reviews before they get posted online for the world to see.

Go here for the details: https://mymonline.com/working-with-mym/services/online-reputation-management

 

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Leads too expensive? Put them on my tab

For most PPC providers, offering something like No-Risk PPC’s $200 or less cost-per-lead (CPL) guarantee would be a death sentence.

To recap—if a No-Risk client’s CPL is higher than $200, we cover the difference.

For example: If we get you 30 leads in a month at a $253 CPL, we pay that extra $53 for every lead. So that’s $1,590 out of our pocket.

This type of guarantee would destroy other PPC companies. They would hemorrhage thousands and thousands of dollars per day. And they’d go belly-up by the end of the month.

Yet, it does the exact OPPOSITE at MYM.

Companies LOVE our PPC services. And we’re bringing new clients on so quickly that my head’s spinning faster than a Ninja food processor stuck on the high-speed setting.

What makes us different? Why would something that would be a SUREFIRE way to financial ruin for another PPC company actually benefit us?

I’ll let you in on our classified, “Level-5 Clearance” secret: No-Risk PPC clients almost never experience a CPL over $200.

So even though we have the $200-CPL guarantee in place, we hardly ever have to use it.

Not exactly a bombshell, right?

Maybe not. But there is a WHOLE lot that goes into keeping remodeling-lead costs at the levels we do.

To guarantee leads for $200 or less, a PPC company has to have…

  1. A 100% Perfected System. Here’s the thing: I don’t like losing money. I wouldn’t guarantee leads at $200 or less without making absolutely sure our system worked before making it available to the public.
  2. Really, Really Smart People. PPC is a tough nut to crack. Many PPC companies fail miserably because they don’t have the smarty-pantses required to craft a lead-producing ad campaign. But we do. Our crack team of PPC experts knows so much about pay per click that it scares me.
  3. Mucho Experience. To get remodeling leads at the costs we do, you have to eat, sleep, and breathe the industry. MYM has done just that for over a decade. We know EXACTLY what to say in a marketing message to press a prospect’s “hot buttons” and get them clamoring to do business with you.
  4. Mucho Confidence. At the end of the day, you have to be willing to stick your neck out. There are hundreds of PPC providers out there. And they’re all carbon-copies of each other. They don’t want to “rock the boat” and try anything that has even the remotest amount of risk. But without risk, there is no innovation. So MYM has taken the leap other PPC providers won’t—with amazing results.
  5. Total Integrity. Let’s be honest—it’s extremely easy for PPC companies to withhold information from you. Or not give you the full picture of your campaign. Or count things as leads that should definitely NOT be considered leads. The only way we can pull off our guaranteed CPL is to provide ABSOLUTE honesty and UNFILTERED insight about campaign performance. If we didn’t, we’d be sniffed out in a second by our savvy clients. (Also: I just plain hate liars.)

So, yeah… other PPC providers think we’re bonkers. That we should be slapped in straight jackets for guaranteeing pay-per-click leads for $200 or less.

But if you’ve got the system in place to deliver, why the heck WOULDN’T you do it?

That’s just how I feel about it.

If you want to know more about No-Risk PPC, here’s what you can do:

  • Shoot an email to noriskppc@mymonline.com with any questions.
  • Visit the No-Risk PPC page for in-depth details about the service.
  • Fill out the form on the No-Risk PPC page, so we can follow up with you about what the program can do for YOUR specific business (estimated number of leads you can expect, average CPL, etc).

Thanks!

-Rich

P.S. If you want to know what customers REALLY think of you—and how you can improve their experiences—JUST ASK THEM. Having a true back-and-forth dialog with customers about your performance, products, and service will improve your business AND create an unbreakable rapport with clients.

Next post, I’ll show you the exact blueprint to asking customers for HONEST, UNFILTERED feedback. This way, you’ll know for absolutely sure your company is headed in the right direction (i.e., the most profitable direction).

 

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