Filtering Posts by Month: March, 2018

Phone Books—Day One:

Phone Books—Day Two:

One of my employees snapped these photos outside of his apartment building. Those are phonebooks a Yellow Pages employee leaves in the hallway of the building a few times a year.

None of the tenants ever takes one.

This stack of phone books was particularly unlucky. Someone in the building was moving out, and they used the phonebooks to prop open the hallway door. The tenant forgot to move the phonebooks back, so they were left out overnight.

As you can see from the second picture, it rained. Hard.

Welcome to the 21^st century… where people find the phonebook more useful as a doorstop than a business directory.

The pictures above are almost poetic. Since 2002, the international yellow pages industry has seen its value plummet by 50%. And I bet you can guess why.

(Hint: It’s that internet thing you’re using to read this email right now.)

Gone are the days when a contractor’s phone would ring off the hook because of an effective and well-placed yellow-pages advertisement.

Here to stay are search engines, online business directories, and getting the vast majority of inbound leads from the internet.

I’m not saying yellow pages advertising is a total waste of money for absolutely every company in the world. It can still work for some small-town companies whose client base consists of older folks who don’t “internet.”

But if you’re in the other 99% of companies, and phonebooks are your PRIMARY method of advertising (or, worse, your ONLY method of advertising), you need to seriously reconsider your marketing priorities.

Here’s why…

First, advertising in yellow pages nowadays will likely net you a negative return on investment.

Like I said earlier, very few leads come from phonebooks anymore. And yellow pages advertising can be surprisingly expensive… especially when compared to high-return online endeavors like SEO or PPC.

Second, there is a newer, better, yellow pages out there. EVERYONE uses it—not just stubborn grandparents who refuse to get a computer and internet connection.

It’s called Google.

The latest data shows that 97% of people now search for local businesses online.

Ninety-seven percent!

Google (and Bing, too) has supplanted traditional ink-and-paper phonebooks and directories. That’s obvious.

What is not as obvious to some contractors is that merely having a website is good enough to get you into Google’s good graces and onto page one.

To make page one, you have to have a sophisticated plan of attack. Unlike the phonebook, getting the first listing isn’t as simple as naming your company “ABC Remodeling” or “Aardvark Contracting.”

If you’re doing SEO, you need to do the following just for a fighting chance to be on page one:

• Keyword research and analysis
• Doc type analysis
• Optimization of title tags of all important pages
• Optimization of other meta tags (Description etc…)
• Optimization of header tags H1, H2, and H3
• Analysis of bold tag
• Optimizing JavaScript and CSS codes
• Optimization of non-index able attributes like Frames
• Optimizing HTML source code
• Image optimization
• Hyperlink optimization
• Optimizing internal linking structure
• Optimization of external links
• Blog Setup
• Literally over a dozen other highly technical things

And if you’re doing PPC, you need to do just as many complicated “tech-y” things. But the list is COMPLETELY different.

Basically… if you don’t have PhD-levels of knowledge about SEO and PPC—and you try to do it all by yourself anyway—you’re internet-marketing efforts are dead in the water.

But don’t throw your computer against the wall in frustration yet. Hope is not lost.

MYM is the authority for comprehensive online marketing solutions for contractors and remodelers. And our crack team of SEO and PPC Einsteins will do ALL the work for you.

From SEO to PPC to Online Reputation Management, we perform every necessary measure (and then some) required for our clients to experience total internet-marketing domination.

This is why some of the companies that unequivocally trust MYM with their online marketing include…

• The nation’s largest independently owned exterior remodeling company
• The nation’s largest independently owned HVAC company
• Dozens upon dozens of small- to medium-sized businesses that value results and outstanding service

But don’t just become a client because of that. Let us PROVE that we “walk the talk.”

Our no-cost Contractor Lead Generation & Marketing Audit is the best way for you to determine if MYM is the right online marketing company for you. We’ll dig deep into your internet marketing efforts, expose what’s not working, and then provide you with actionable steps to fix the problem(s).

It’s all complimentary… and you can find out more about it here: https://www.mymonline.com/why-you-need-mym/web-marketing-audit.

Thanks!

-Rich

Why is it so tough to step out of our comfort zone and try new things?

I’m not even talking about “the big stuff” like changing careers, moving into a new house, or committing to a healthier lifestyle.

Changes as simple as trying a new meal other than your “go-to” at your favorite restaurant or switching brands of toothpaste can often feel WAY harder than they should. Even if those change could be more beneficial than what you’re currently doing.

So, what’s the reason we’re often “stuck in neutral” when considering trying something new?

It’s the unconscious part of our brain.

Our unconsciousness is the cunning area of gray matter that makes decisions FOR us, without our input. It’s hardwired to protect us from making bad choices.

So when we consider trying something we’ve never done before, that doubting inner voice (aka our unconsciousness) chimes in and says, “What if this new thing doesn’t work? You should stick with what you’re currently doing. You’ll be safe that way!”

Sometimes, our doubting inner voice is right. (Like in early 2001 when it told me not to buy Enron stock.)

But other times, telling our inner voice to shut up and get out of the way pays off. BIG TIME.

No-Risk PPC is definitely one of those instances.

Don’t get me wrong. Your doubting inner voice is justified in throwing up a red flag anytime PPC is mentioned.

After all, you’ve probably heard your fair share of horror stories about contractors being burned by pay-per-click providers. And you may have even been ripped off by a few PPC companies yourself.

But No-Risk PPC isn’t your granddad’s pay per click. On a scale of 1 to 10, the “danger” factor is absolute zero.

That’s because…

1. YOU set the amount of leads you want.
2. You pay only for the leads and only AFTER we supply them.
3. The cost per lead will NEVER exceed $200. And if it does, we cover the difference.
4. You can quit WHENEVER you want.
5.  You’re completely PROTECTED from losing a single dime of your money.

There is literally more risk involved in switching brands of toothpaste.

(After all, if the new toothpaste tastes like bleach and battery acid, you’re out $1.89.)

Not only that, but No-Risk PPC is the quickest and most reliable way to add $1MM to $3MM in sales over the next 12 months.

Yes, really. Pinky swear.

Find out how by visiting the No-Risk PPC webpage.

Thanks!

-Rich

P.S. Be sure to use the No-Risk PPC Sales Calculator near the bottom of the page. It will automatically crunch the numbers and give you estimated monthly and yearly sales you can earn with No-Risk PPC.

For reference, here’s what the Sales Calculator looks like:

I’m an Outback Steakhouse kind of guy.

I eat there at least twice a month. I just can’t resist the palate-pleasing power of the Bloomin’ Onion.

I’ve been a loyal customer of the “Restaurant Chain From Down Under” for years. So when the company came out with a loyalty rewards program a while back, I was all over it like A-1 on a steak.

With how much I eat there, I figured I’d quickly earn enough rewards points to sustain myself on free sirloin for the rest of my life.

My rewards points since becoming an Outback rewards member two years ago? Zero.

Why?

Because I ALWAYS forget to give the server my rewards information.

Just like you, I’m really busy, so I usually forget the “small stuff.” Like telling an Outback server I’m a rewards member. Or giving the cashier at the grocery store my coupons. Or picking up my youngest from school.

(Kidding on the last one!)

When I this email from Outback the other day, it was like they were rubbing salt in a gaping wound:

Thanks for the info, Outback.

Here’s why this email made my blood boil WAY more than an email from a restaurant chain ever should.

I should be getting reminders of the loyalty program from the ACTUAL SERVER WHILE I’M EATING AT THE RESTAURANT. Not when I’m farting around on my phone between commercial breaks during The Americans.

But in the two years I’ve been an Outback rewards member, not once has a server mentioned their loyalty program.

As a result, I’ve probably lost out on a few hundred bucks worth of food. And I’m sure thousands of other Outback rewards members have, too.

The thing that kills me?

This issue would be so easy for Outback to fix. But they probably don’t even realize it’s a problem.

Maybe it seems like I’m overreacting. It’s just a measly restaurants rewards program, right?

But here’s why I’m telling you…

Your company also has hidden blind spots. Things you can’t see or never think about that infuriate your customers.

Every company has them. And most aren’t self-aware enough to spot and fix them.

Your customers won’t tell you about them. Most of them have a “grin-and-bear-it” attitude during a project. But you can be sure as the sun rises that they’ll mention it in to their friends, family, and the entire internet once you’re gone.

Lucky for you, you have me.

Here are common blind spots in your company that may be covertly frustrating your customers… along with how to (easily) fix them:

1. Lack Of Client Communication

Everything may be going smoothly and on schedule. But there is a lot of downtime between when materials are ordered and installation begins. You may not know it, but your customer is incessantly wondering where the heck you are and what you’re doing during this time.

How to fix it: Clearly explain—in as much detail as possible—the ENTIRE project schedule. Then follow up regularly with courtesy phone calls and emails to inform the customer where the project stands.

2. Long-Winded Sales Presentations

You may think what you’re saying is interesting. But by the time you’re on the third hour of prattling on about low-e glass coating or the benefits of impregnating sealer on granite countertops, your prospect’s blood is secretly boiling. They want you OUT of the house, so they can unwind from work, eat dinner, and watch NCIS.

How to fix it: As concisely as possible during an appointment, tell the prospect why you’re awesome, give them a price, and answer their questions. Remember, most people get multiple quotes. By the time you come to their home, they may have already sat through numerous 2- to 3-hour sales appointments. If you’re in and out in 45 minutes or less, your prospect will appreciate it.

3. Showing Up Even 5 Minutes Late

It might not seem like a big deal to you. But if you’re not at your customer’s house the exact second you said you’d be, they go from “excited” to “irritated” in the blink of an eye.

How to fix it: Being prompt is a sign of respect, so give yourself a few extra minutes to get to the customer’s home. If a flock of ducks crossing the road will make you late, give the customer a quick call. Let them know an unavoidable circumstance is making you a few minutes behind. The customer will understand and appreciate the heads up.

4. Not Leaving On Time

Unless you’ve reached a prior understanding with the customer, they do not want you in their home working until 6pm or 7pm. You could be the nicest person in the world, but folks don’t want to hear hammers, buzz saws, and belt sanders all hours of the night.

How to fix it: Reach an understanding with the customer about when you’ll leave each day. If you find it hard to wrap up at the agreed-upon time, you either need to start your end-of-day process earlier or create a detailed schedule of work to be done each day (and then stick to it religiously).

5. Saying Seemingly Innocent Things That Actually Offend Customers

Customers hear more than you think they do; they just don’t say anything. But make no mistake—if a customer hears your installers cursing, talking about how hard they partied over the weekend, or even discussing politics they don’t agree with, they WILL get mad.

How to fix it: Since you don’t know your customers, their values, or what they believe, it’s best to err on the side of caution. Create a simple list of “taboo” things to say in a customer’s home, and review it with your installers. The list should include things like “locker-room” talk, politics, and (of course) cursing.

6. Leaving A Mess Behind

No one likes a messy home—especially if the mess is caused by someone else. So do NOT leave your tools and materials lying around the customer’s home after you leave for the day.

How to fix it: I don’t have profound advice for this one. Just be sure to pick up after yourself EVERY DAY. No exceptions.

—

That’s it for today. If you want to know more potential blind spots in your business, give me a holler.

In the mean time, pass the Bloom Sauce.

-Rich

Last November, I spoke at a national conference in Las Vegas.

When researching flights from Dallas to Las Vegas, I decided to visit the website of an airline I’d never used before. I’d always heard they were pretty cheap. So I figured I give them a shot.

When I input the dates for my trip on their website, I was not disappointed with the initial results.

According to the site, a roundtrip would cost me only $236.38 (or $118.19 each way).

These weren’t “redeye” flights or flights with 17 layovers, either. They were at the perfect time and straight through both there and back.

Sweet!

I continued the booking process through the website, happy as a clam.

But then things got UGLY.

All airlines charge for things like checked baggage and seat upgrades. That’s normal. But this particular airline charged à la carte for literally EVERYTHING.

Here are just a few of the fees I encountered (with my reactions below each one):

• Checked baggage fee: $35.00 each way
  
  • Me: “Okay, that’s fine.” (clicks to next page)
• Online booking fee: $33.98
  • Me: “Huh? Okay, whatever. It’s still a solid price overall.” (clicks to next page)
• Seat-choosing fee: $40.00
  • Me: What the heck? Why do I have to pay to choose a seat? I’m flying coach!” (begrudgingly clicks to next page)
• Carry-on fee: $39.00 each way
  • Me: “A stinking CARRY-ON fee? You’ve got to be kidding.” (vein in forehead pulsates)
• In-flight peanuts and water: $6.00 each way
  • “No free peanuts or water?! Oh, come on!” (slams laptop shut)

In all, my “$236.38” roundtrip flight cost would end up costing $430.38… 45% more than advertised.

Airlines nickel and dime all the time. But this was on a completely different (and completely ridiculous) level. As in, PPC-provider levels.

Here’s why…

PPC providers use this low-advertised-price method all the time. It’s only AFTER they lure you in do they tell you the price does not include essential components your PPC campaign needs to succeed.

I’m talking about components like…

• Mobile campaigns.
• Re-targeting ad design.
• Google Review implementation.
• Job map functionality.
• And a whole bunch of other stuff.

If you want these features (and you do), you have to pay for each.

By the time you buy up everything you need, you’re spending thousands more per month than you initially planned.

Let’s run through an example of what and how the typical PPC provider charges. The following numbers are based on real industry averages.

First, let’s assume you set a monthly ad budget of $3,200.

Here’s a breakdown of your ACTUAL costs after you buy everything you need for a successful campaign (again these are based on industry-average prices):

• AdWords Management Fee: $1,200 per month
• Mobile Campaign: $350 per month (+$299 set up fee)
• Online Chat: $35 per chat (+$200 set up fee and assuming they generate 10 chats per month)
• Google Review System: $299 per month (+$149 set up fee)
• Job Map Service: $99 per month (+$99 set up fee)
• Re-targeting Budget: $200 per month (+$399 set up fee)
• Transcription: $96 per month
• Reporting: $80 per month

Total Monthly Budget: $3,200

Actual Cost To Get Started: $7,020

Difference: +$3,820

So, a PPC campaign with a monthly budget of $3,200 is actually going to cost over $7,000 the first month… and $5,874 every month after that.

That’s a Grade-A Rip-Off.

Of course, our No-Risk PPC clients don’t have to worry about any of this.

We do everything (and then some) other PPC providers do—mobile campaigns, call transcriptions, reporting… you name it. But we don’t charge for them.

Here is what No-Risk PPC clients pay for:

• Leads (guaranteed at no more than $200 per lead)
• A $1,000 monthly management fee. This includes EVERYTHING—mobile campaign, reporting, transcriptions, re-targeting budget… the works. (Plus, we waive this fee the first three months to prove to you No-Risk PPC works.)

That’s it.

No ad budget. No hidden fees. No nickel and diming.

You simply tell us how many leads you want. We supply them and settle up with you for payment for the leads every two weeks.

Visit the No-Risk PPC page or email noriskppc@mymonline.com for more details. We’ll answer all your questions and provide specifics on what the program can do for your company.

Thanks!

-Rich