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Most Contractors Are Too Lazy To Try This Easy Lead-Boosting Ad Strategy

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“We’re up to sixteen calls today, and it’s only 2:30! We’ve never seen a response like this before—EVER!”

Sixteen calls by 2:30 may or may not seem like a lot to you, but for Dan, who answered the phone for the little sunroom company in New Jersey, sixteen might as well have been a thousand.

Prior to this, the most calls they’d received in one day was around ten… and that happened years ago.

When the sixteen leads grew into twenty-six by the end of the day—and seventy-three by the end of the first week—the sunroom company was floored.

They had never received more than twenty-five calls from a single ad in an entire MONTH.

What ridiculously simple, yet little-used, change to the same ad they’d been running for years caused this influx of leads?

Instead of only having the usual (and expected) incentive offer—which rotated between twenty percent off, a free heater, etc.—they decided to add an interesting information offer: A complimentary “Sunroom Idea Guide.”

The ad told readers to call in or go online to request the guide. The people who contacted the company supplied their contact info, and they’d get the guide. The guide would show readers the different styles of sunrooms available, photos of thirty-three sunrooms this particular company had built, and a pricing chart.

The massive improvement in reader response is easy to explain.

The incentive offers often used in contractor marketing—including YOURS, most likely!—appeal only to “now” buyers. If somebody is already in the mood to buy a sunroom, a discount or freebie might be just enough to make them call.

But the truth is that most people who see your ads are NOT ready to buy. Not yet.

They may be considering it. They may be planning for it down the road. They may even desperately want or need what you’re selling.

But for whatever reason, they’re not ready to move forward and give you a call.

And that’s where the information offer works its magic.

By creating an interesting guide that people request, you’ve essentially captured all the buyers for the next few months—or years—off the marketplace and into your database.

Sure, it’s disappointing that they don’t want to buy right now. But you now have the opportunity to continually hit them with postcards, emails, and other forms of marketing for years to come.

And you know what the sensei says to the student:


Let me break down all the pesky numbers for you, so you can see how effective the info offer technique is…

  • First, determine your current marketing cost per lead deal. If you spend $250 per lead and close 33% of your leads, you’re spending $750 per closed deal. That’s a lot of money.
  • Now assume you generate 100 “information offer” leads during a given month. Remember, you’re going to generate these leads IN ADDITION TO (not instead of) your normal leads. So the “cost” of these leads is essentially $0.00.
  • Let’s assume you close 10% of these information leads in the next 24 months—that’s 10 deals out of the 100 leads.
  • Allocate the same $750 of marketing cost per lead toward these information leads (for follow up), and you now have a budget of $7,500. Spreading that over two years comes to $312 a month.
  • Let’s say you use this $312 per month on postcards, and each postcard costs $0.60 to print and mail. You can send five postcards PER MONTH to each of the leads. That’s 60 postcards per year FOR TWO YEARS.

Do you THINK you might close some of them?

The better question: How could you NOT close some of them?

Including an information offer in your ads is surprisingly simple…

Step One: Create a guide with valuable information that appeals to those who would be interested in what you sell. It could contain before and after photos, testimonials, comparisons of materials or brands, or information about how to choose the best product.

Step Two: Give the guide a good name. Here are a few ideas to get you started: Homeowner’s Guide To Replacement Windows; Everything You Need To Know About Gutter Protection; Storage Solutions Ideas & Inspiration Guide; The Metal Roofing Solution. Clear and simple titles like that.

Step Three: Make the offer stand out in your ad—put a picture of the cover of the guide in a conspicuous area, and use the word FREE liberally. Here’s an example:


Step Four: Ensure you prepare your lead handlers—everyone who will have contact with prospects needs to know that information seekers will be contacting you. This might require a culture change for your company. Don’t try to force an information seeker to set an appointment if they are clearly not ready—you risk running them off for good.

A free information offer sets you apart from your competitors because the results (i.e., sales) are not necessarily “immediate” enough for many companies. So they don’t even attempt it. But you WILL get more sales with a free information offer. Not only that, but you also effectively take information seekers off the market and hog them all for yourself.

And here’s the thing…

You don’t have to get rid of the incentives in your ads; “now” buyers will still want and appreciate your discounts and freebies. But if you want to cast a wider net to catch more prospects, and you don’t mind following up with the ones who don’t purchase right away, information offers are the easiest way to get more bang from your advertising buck.

This free information has been provided courtesy of Rich Harshaw and MYM. time is running out smile

P.S. We provide information guide-creation as part of our Pre-Positioning package. Visit our Pre-Positioning package page, browse our samples, and view additional details. If your marketing could benefit from this package, use the handy-dandy chat box in the lower-right corner of this website to talk to us about creating these materials for you. Thanks!




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How To Track Your Organic Leads from your SEO Campaign

track your actual seo leads
If you want to know how many leads your SEO and other organic traffic sources are producing (not just the amount of visitors to your website they get), you’ll find this interesting…

We just rolled out a new feature that tracks organic leads our clients get from various traffic sources.

For example…

We can determine that Contractor X had 15 website leads for the month come from SEO, 10 from people calling the phone number listed on their website, and seven from online chat.

Then we include this information in the already detail-rich monthly website traffic reports we send to our clients. They know where their lead “game” is strong, and where they need to improve.

Organic lead tracking is an invaluable new feature for our clients because they can now see the true ROI their website produces.

Don’t get me wrong…

Tracking organic website traffic is super important. We do it for our clients exhaustively.

But tracking the LEADS from this traffic shows you how well your website is converting once prospects are actually ON your website.

Another cool feature of our lead-tracking tool is that we can track ANY lead goal you want. We can see how many people signed up for your newsletter, downloaded your brochure, and so on.

Simply put, if there is an aspect of your website that can be measured and quantified, we can track the results.

Here is more info about our comprehensive SEO solutions for contractors.

You’ll see we don’t do a few lame Facebook posts and an anemic, keyword-stuffed blog post every month and call it good.

No, sir. (Or ma’am.)

The amount of SEO bang our clients get for their buck is on a whole other level.

In addition to our new lead-tracking feature, we provide…

  • Complete backend coding for every page of your website.
  • Premium, high-level SEO blog posts and social media content.
  • Optimization for the keywords that YOUR specific prospects search for.
  • Meticulous monthly reporting that our Digital Services Director reviews with you every month.
  • Monthly videos for your website and YouTube channel—one hundred-percent scripted, filmed, and produced.
  • Monthly case studies that showcase your work while moving you up in the search rankings.
  • And much, much, MUCH more.

Like I said, go here for more details about our SEO.


P.S. We’ve got some gorgeous contractor websites coming down the pipeline. You’ll want to keep an eye out over the next few weeks—I’ll be sharing these websites with you as they launch. Who knows… maybe they’ll inspire you with ideas for your own website update.

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