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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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