Filtering Posts by Category: Extreme Makeover

Quit Trying To Sell Everything To Everybody.
Focus In On Specific Prospects’ Needs And You’ll Start Hitting Home Runs.

A remodeler recently submitted the following ad to me for feedback and suggestions:

Before

While I felt like the ad was generally speaking UGLY and looked exactly like the 31,221 other bathroom remodeling ads people see in the paper and in magazines all the time (not good!), my biggest gripe was with the TARGETING.

See, the ad is attempting to reach several different target markets at the same time. They want you to know that they can remodel any kind of bathroom—from “beautiful” baths to “tub to shower conversions” and “walk-in tubs,” they can do it all. A few platitude-filled bullet points don’t really do anything to clarify who would want to buy this stuff or why they would want to buy it from this particular company.
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How We Transformed A Rehash Letter To Feel Less Like A Death Threat…
And More Like A Generous Offer From A Caring Contractor.

You want to send out a “rehash” letter in an attempt to recover lost sales. That’s smart! So you phrase the letter is such a way that the prospect isn’t sure if he’s being asked to attend a colonoscopy, being audited by the IRS, or being held for ransom. That’s dumb!

Check out this amazing “before and after” transformation of a closet organizer “rehash” letter. The letter has good intentions, but the execution is perfectly terrible. It’s stodgy. It’s antiseptic. It’s boring. And it actually sounds kind of threatening. Never fear—that’s why MYM is here. Let the Extreme Makeover begin!
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