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The Master Key To $10MM… TV Advertising

TV and Radio Advertising can take you to $10MM
A couple of years ago I had breakfast with Brian Elias, the owner of Hanson’s Windows, at a hole-in-the-wall diner near his office in Detroit.

When we walked in, I was shocked at peoples’ reaction to this guy. You would have thought I walked in with David Lee Roth in 1984.

The entire diner was craning their necks, pointing fingers, and whispering “it’s that guy from TV” in hushed tones.

The waitress was especially star-struck. After asking for his autograph (yes, his autograph), she requested a picture with him so she could text it to her daughter.

Brian just soaked it all in. This must be just like living in paradise.

By way of reminder: I’m talking about a guy who sells windows, siding, and roofing for a living. In Detroit.

To be fair, Brian has been—and will continue to be—a fixture on the top 10 of Qualified Remodeler’s annual Top 500 list for a variety of reasons. He’s harnessed technology like nobody’s business. He has a commanding presence and is good at getting things done. He has built systems into his business to ensure a perpetual smooth flow of business, and he hovers over the minute details like a pageant mom.

He also earned this award—that’s Brian on the cover:

replacement contractor Brian Elias
But the real secret to his success: TV advertising.

I’ve sent you something like 10 emails in the last couple of weeks.  Everything up until now has been bread, appetizers, and salad.

To learn more about the Make The Jump Event click here.

Now it’s time for the main course—TV and radio advertising.

It’s the master key to getting you to $10MM or more in sales.

Jericho Home Improvements started in 2008 in the middle of the recession. They started radio advertising in 2009, and TV in 2010.

They hit $10MM in 2012.

Horizon Services was doing $45MM in 2011 when I met them. Over the next 5 years, I took their TV & radio budget from $63,400 a year (one country radio station) to over $4MM.

This year they’ll do almost $150MM.

Hanson’s has been on TV in Detroit since the late 1980’s.

Last year they did over $70MM. In Detroit.

IN DETROIT, PEOPLE!!!

Debating whether or not TV advertising is effective is about like debating if the sky is blue or the sun is hot. Do bears crap in the woods?

Nevertheless, I always run into contractors who give me some version of “We tried TV advertising and it didn’t work. It just doesn’t work for us.”

All I can say is if that’s the case, then you were doing something very, very wrong.

And in fairness—it’s easy to do it wrong.

  • It’s easy to be on the wrong stations.
  • It’s easy to be on the wrong days.
  • It’s easy to pay too much. WAY too much.
  • It’s easy to get talked into creating and running crappy ads.
  • It’s easy to quit way too early.
  • It’s easy to track your results wrong.
  • It’s easy to underestimate how well it’s working

If you do it wrong, TV and radio advertising will chew you up and spit you out.

But if you do it right—right stations, right days, right price, right ads, right tracking—it’s about the surest bet you could ever make on your company.

Which is why TV and radio advertising is a big part of what we’re going to cover in my upcoming 2-day seminar, Make The Jump To $10MM.

I don’t teach this stuff in my regular seminars. The average $2MM remodeling company just doesn’t get it. It’s like trying to teach calculus to a 2nd grader.

But you’re not going to reach $10MM without this master key.

In my next email I’ll show you exactly WHY TV and radio are your best bet—and how they beat other media, hands down.

You’ll become a believer.

And if you take action, you’ll own a $10MM company.

Happy Marketing!
P.S. We limit the seminar to 10 companies so we can focus on YOU. No competitors allowed. For more info, please click here.

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Back To The Basics

I Told My Marketing Consultants To Listen To The CD Set Twenty Times For Guaranteed Success. Did They Do It?

I Told My Marketing Consultants To Listen To The CD Set Twenty Times For Guaranteed Success. Did They Do It?

How To Succeed In Life By Focusing On Super Simple Stuff

By Rich Harshaw

Note: About once a month, Monopolize Your Marketplace takes a break from marketing advice and focuses on personal development topics. We call this ongoing series “Personal Edge.” Enjoy!

There’s no way it’s that simple.

Actually, the path to success is usually so simple it’s mind-boggling. In fact, the only thing more mind-boggling than how simple the path to success actually is… is how reluctant most people are to acknowledge the simple path and take it—precisely because it is in fact so darn simple.

Don’t believe me? Answer this: if you had a deadly disease and were told you could be completely healed by dipping yourself in a local river, would you do it?

Naaman wouldn’t. At least not at first. Naaman was a commander of the Syrian army in Old Testament times; he contracted leprosy—which was incurable and deadly—so he called on a prophet in Israel, Elisha, who he heard could heal him.

When Naaman showed up at the prophet’s house, instead of greeting him personally, Elisha sent a servant with instructions: Naaman would be cured by dipping himself in the nearby River Jordan seven times. Naaman was furious: he had expected the prophet to meet him personally, call on the Lord on his behalf, and strike the disease out of his body. Besides, the River Jordan was polluted and disgusting—the thought of curing leprosy by bathing in it was absurd. According to the story, Naaman turned and went away in a rage.
Read More

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Streaking Into The New Year

Streaking Isn’t Just For Naked Hippies Anymore! You Can Do It Too!

Streaking Isn’t Just For Naked Hippies Anymore! You Can Do It Too!

A Fun & Unusual Strategy For Getting Stuff Done In 2014

Written by Rich Harshaw

Note: About once a month, Monopolize Your Marketplace takes a break from contractor marketing advice and focuses on personal development topics. We call this ongoing series “Personal Edge.” Enjoy!

Nothing beats an ice cold Dr. Pepper on a hot afternoon.

Or on a cold afternoon for that matter. Come to think of it, nothing beats an ice cold Dr. Pepper on just about any kind of afternoon. At least that’s what I used to think until my oldest son, Sam—just 4 years old at the time—came home from preschool one day where he’d apparently learned to “just say no” to drugs. The dialogue went something like this:

Sam: Do you know what’s in Dr. Pepper?
Me: No, Sam. What’s in Dr. Pepper?
Sam: Caffeine.
Me: Really?
Sam: Yea. And do you know what caffeine is?
Me: No, Sam. What is caffeine?
Sam: It’s a DRUG.
Me: Oh my.
Sam: Do you know what happens when you take drugs?
Me: No, what?
Sam: You DIE.
Me: (no comment)

Hardcore stuff for a preschooler. But I guess he had reason to be concerned. Follow the logic: Drugs will kill you; Dr. Pepper contains a drug called caffeine; dad drinks about seven Dr. Peppers a day; dad is going to die soon.

Those of you who have children will understand that any attempt to explain away the differences between Dr. Pepper and, say, heroin, would prove to be fruitless. So I did what any good dad would do—I quit.
Read More

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