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.