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Right Message, Wrong Time: Part 2

If You’re Saying The Right Things In Your Marketing… But At The Wrong Time… Your Results Will Stink And You Won’t Even Know Why.

The Best Marketing In The World Will FAIL If Your Prospect
Isn’t Ready To See It.

By Rich Harshaw

If you haven’t already read Part 1 of “Right Message, Wrong Time” please do so now. This posting picks up right where the other one left off….

What we want to learn today is how to make the Educational Spectrum work FOR you, not AGAINST you. To do that, you’ve got to understand who’s going to be seeing or hearing a given marketing piece or ad, and where they’re likely to be on the Educational Spectrum. And that’s going to depend heavily on where the ad is placed and how much familiarity that group of people have with your product or service.

Let me run you through a few examples to bring this principle home for you. First of all, a really easy example you can relate to in your contractor marketing: The internet. If somebody is looking for something online, then we know one thing about them for sure: they already know what they want to buy, they just need to find somebody to sell it to them. Therefore, websites (including home improvement websites), by definition, should always contain Vendor Selection hot button information. You should be telling people why you’re better than the other 169 companies that have websites a couple clicks away. The same thing is true for pay-per-click internet advertising… people are searching based on keywords they type into Google. That means they are serious—you’d better be ready to tell them why to choose you, both in the ad itself and in the landing page they see when they click through.
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Right Message, Wrong Time

If Potential Lasik Patients Are Terrified Of The Procedure, They Won’t Care How Good The Doctor Says He Is.

If Potential Lasik Patients Are Terrified Of The Procedure, They Won’t Care How Good The Doctor Says He Is.

The Best Marketing In The World Will FAIL If Your Prospect
Isn’t Ready To See It.

By Rich Harshaw

Me: “Nobody cares that you’re the best. Seriously. Nobody cares.”

Lasik Surgeon: “Yea, but we’ve done over 40,000 procedures. Everyone knows us. We’re the best.”

Me: “Then why are you coming to me asking why your advertising quit working?”

Lasik Surgeon: (awkward silence)

Me: “Let me put it to you this way: If 90% of your potential market is scared to death by Lasik, then the fact that you are the best at doing what scares the heck out of them doesn’t really help much.”

Lasik Surgeon: “But… we’re… the best.”

Me: “You have to convince people not to be scared; that there is no danger; that there is no pain. Once they start to believe THAT… then they might care if you’re the best.”
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