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Extreme Makeover – They’re Not Mind Readers!

You’d Be Surprised How Often Remodelers’ Marketing Fails To Explain What They Actually Want People To Know.

You’d Be Surprised How Often Remodelers’ Marketing Fails To Explain What They Actually Want People To Know.

You’d Be Surprised How Often Contractors’ 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 Monopolize Your Marketplace’s ongoing “Extreme Makeover” series, where Rich Harshaw takes an existing contractor 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.
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The Rule of Three

There’s Something Inherently Powerful About Groups Of Three Things. No, Really.

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 contractor 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.
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