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Inside: A Million-Dollar Contractor Marketing Education For $0.00

million-dollar marketing education
You read my blogs for the juicy contractor marketing insight I dish out, right?

Right.

Well, did you know that this MYM blog is home to over 160 (as of this writing) meaty marketing articles and webinars I’ve created since January 2014?

It contains just about every spicy marketing morsel my brain has cooked up in my 23 years in the business.

Seriously, I cover every topic imaginable:

  • Internet marketing
  • Radio
  • TV
  • Direct mail
  • Branding
  • SEO
  • Price conditioning
  • Home shows
  • And more topics than I have bullet points for

There is so much awesome contractor marketing info in the MYM blog that it will take you months to get through it all.

It’s a million-dollar marketing education for a grand total of $0.00.

You have A LOT to choose from, so here are a few posts to take a look at:

The 3 Hurdles Your Website Visitors Have To Clear In 8 Seconds Or Less—Or Else You Die.

Your website visitors are subconsciously making split-second decisions about whether to continue looking at your site. Here are the three major hurdles you’ve got to help prospects clear—within eight seconds—to truly engage them and make them consider doing business with you.

Where Contractors Should Spend Their Marketing Budgets.

Five business-changing tips on how and where to spend your marketing budget. Do this, and watch your sales soar. Don’t do this, and watch your sales sink.

Radio Isn’t Broken. You Just Need To Learn How To Use It.

The foolproof 4-step method to executing a winning radio campaigning. This is one of over a dozen articles I’ve written that teaches contractors how to master radio marketing to make it one of their leading sources of leads. (Scroll to the bottom of the article for a list of radio topics I’ve covered.)

An Urgent Plea From Your Customers: “Offer Me Financing!”

If you think your customers don’t want financing—or that offering financing costs you money—you’re just plain wrong. This article is a concise, by-the-numbers breakdown of how offering financing creates a surge in profits for your company by landing you more customers and higher-paying jobs.

Webinar Video: Overcoming Price Resistance

This info-packed webinar shows you how to shut down price objections before they’re ever raised. You’ll also discover how to skyrocket your closing ratios and average sales amounts.

Here is the video if you don’t feel like clicking the link:

Want over 160 more articles, videos, and webinars that will help you attain unqualified marketing success?

Then you are in the right place. To find a specific topic, use the search bar or Topics menu on the right side of the page.

Trust me. If you’re looking for a specific contractor marketing topic, odds are it’s in here.

Happy reading!

P.S. If there is a marketing topic I haven’t covered in the MYM blog that you’d like to know more about, email me and let me know. If it’s something enough people want me to write about, I’ll be more than happy to. Promise!!!

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The Blame Game, Part 2

Instead of Complaining When Marketing Doesn’t Work, Find A Solution!

Instead of Complaining When Marketing Doesn’t Work, Find A Solution!

Who’s Fault Is It When Your Marketing Doesn’t Work?

You Still Probably Won’t Like The Answer.

By Rich Harshaw

Last week I told you how my wife hates losing her car keys, and how it’s human nature to blame others when we make mistakes. I covered five marketing mistakes, and the true source of the problems.

Today we continue with five more contractor marketing mistakes… and where to look to solve them (spoiler: the mirror).

What You Think Went Wrong: (New Marketing Idea) Is Too Hard To Execute (or Won’t Work)
The Truth: You’re Too Lazy
Explanation: Immutable law in life: everyone, including you, will always try to take the path of least resistance. Okay, maybe not EVERY single time, but darn near it. And that’s a shame in construction marketing because a lot of the things that will probably work the best for you are a little bit off the beaten path. Which is good because that means your competitors probably won’t be trying these things.

One of my clients sells sunrooms, and his most successful marketing activity is holding “sunroom tours” where he gathers 100 prospects, divides them into groups of four or five, and then has employees guide them on a tour of several of his customers’ homes for snacks, drinks, and a chance to see his handiwork. The tours take a tremendous amount of preparation—cleaning the sunrooms, arranging the food & beverages, organizing a starting place, using marketing to find the 100 people, etc. But it always works to bring in twenty-five to forty appointments and a high closing ratio. Guess how many other sunroom companies I’ve worked with (and there are a lot) who are willing to put that kind of effort into a tour? Yea, zero. It’s too hard, and it won’t work anyway, they tell me.
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The Blame Game

Who’s Fault Is It When Marketing Doesn’t Work? Maybe It’s Yours!

Who’s Fault Is It When Marketing Doesn’t Work? Maybe It’s Yours!

Who’s Fault Is It When Your Marketing Doesn’t Work?

You Might Not Like The Answer.

By Rich Harshaw

My wife’s biggest pet peeve is losing things. (Stick with me for a second, and I’ll show you how this relates to marketing for contractors.)

More specifically, she hates it when other people lose things. In a thousand ways, she’s the nicest, sweetest person you’d ever want to meet. But if you can’t find a shoe, forget it. She’s got no sympathy for you.

Which is how I got in the crosshairs when her second set of car keys came up missing sometime around February or March last year. Since the keys were gone, and since she never loses anything, logic would dictate I must’ve been the one who lost them.

Then, every couple months, when she couldn’t quickly locate her main set of keys, she’d remind me how I’d been so lackadaisical in key-keeping. How could I be trusted with important things—like our six children—when I couldn’t even be trusted to keep track of a lousy set of spare keys?

So imagine my delight last Saturday when she came into the kitchen with a sheepish little grin on her face and admitted she’d found the lost keys—in one of HER jacket pockets while cleaning out the coat closet. Frankly, I was shocked; I had naturally assumed that if the keys ever did turn up and if it were her fault, she’d just toss them in the trash rather than admit she was the culprit. Bonus points to the wife for confessing.

The point is simple. When something goes wrong, our egos’ first defense is to blame somebody or something else for the failure. The same is true in business and in marketing. When something goes wrong, the tendency is to BLAME… and nine times out of ten, we tend to blame the WRONG thing.

With that in mind, I present to you, in no particular order, the top ten things you might WRONGLY blame for some of the most common general and roofing contractor marketing failures.
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The Top 4 Reasons Pay-Per-Click Campaigns Fail

Don’t Give Up On PPC… Learn How To Do It Right.

There Are Hundreds Of Eager Buyers Just Waiting To Buy From You.

By Rich Harshaw

I am shocked, amazed, and depressed by the number of contractors that don’t participate in pay-per-click (PPC) advertising.

If I had to guess based on informal surveys I take at seminars and by observing my own clients, I’d say that only 1/3 of contractors and construction companies utilize PPC at all. And that only takes into account “real” contractors with real businesses and real sales.

The other 2/3 either haven’t tried (small percentage) or have tried in the past and found that it didn’t work—so they quit.

If you’re in that group—the group that tried and quit—this message is for you.

I want to urge you to give it another shot. I am confident it can work for you.

Here are the facts:

  • There are hundreds of thousands of searches a month for what you are selling—see below for absolute proof. This is assuming your company is in a decent-sized market.
  • There are thousands and thousands of contractors all over the country that ARE making construction PPC work for them… month in, month out. They know something you don’t.
  • I know of one contractor that spends $70,000 a month on PPC…. And another that spends $135,000 a month (YES, A MONTH!!!!) for this stuff. You know why? IT WORKS!!!
  • I know other contractors who have to TURN IT OFF because they can’t handle the home improvement lead flow. Then they catch up and turn it back on.

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