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Who Do You Trust For Advice?

who can you trust for advice
One of the copywriters that works for me forwarded me an email today and asked for my opinion.  It was from some dude who is a copywriting “expert” who had some harsh advice for marketers.

In the email, the expert dude was on an epic rant against so-called “nurture” email campaigns, and how they are a waste of time and how instead, you should just sell the crap out of people. Make your intentions clear and hit them with an offer. He made his point while using a lot of cute “tough” language that served to puff out his chest and “prove” that he knew what he was talking about.

Some of his points had some merit, and I think—if I read between the lines—that he and I actually agree on quite a few things.

But his “this is the only way to do it and if you don’t do it this way you’re a stupid idiot and will surely fail and it will be your own stupid fault” attitude was… off-putting, to say the least.

Here’s why: There is no such thing as a “formula for success.”

Yes, there are principles. And best practices. And common guidelines.

But a comprehensive, paint-by-numbers approach to success?

Give me a break.

I already told you about two of my clients who take utterly opposite approaches to producing TV ads. One spends $20,000 per ad, while the other spends $2,500 for FIVE ads.

So… which of those approaches is “the right” approach?

What I didn’t tell you is that one of those clients uses heavy doses of direct response in those TV ads, while the other one is more about nurturing clients along (sorry salty expert dude).

One of those clients invests almost a quarter-million dollars a year into home shows. The other does no home shows at all.

One of them spends millions on direct mail. The other sends no mail.

Again, I ask you—which approach is right?

I’m sure you saw the punch line coming: BOTH approaches are right!

I’m telling you all this to underscore the importance of making absolutely sure the advice you get from “experts” is customized and tailored to your exact situation.

You won’t get to $10MM by letting some pretended expert try to paint-by-numbers your company to success.  To learn more about my Make the Jump event click here.

Case in point:

My sales team will kill me for telling you this, but one of our largest clients doesn’t do any PPC advertising at all. None. We hate that because we make money managing companies’ PPC advertising.

But this ONE client—and just this one—has done such a good job of advertising on TV and branding themselves… and charges SUCH high prices (like we talked about), that the people who come to them from PPC almost never buy from them—because they are in a price comparison mode. They gather 4 quotes from 4 companies and see that our client is two to three times higher, and they go cheap.

And my expert advice to that client: Don’t do PPC. Spend your money elsewhere—like on TV.

We also crunched the numbers for that same client recently, and saw that TV was out-producing radio by about 70%. So we re-jiggered his budget to buy even MORE TV, and less radio.

Why should we care?

All we want is results for our clients.

Our expertise is in knowing enough about ALL facets of marketing, so that we can quickly steer you into WHATEVER marketing waters are best for you, while avoiding the rest.

PPC? TV? Direct mail? Radio? Home shows?

Who cares? We don’t.

We only care that it works.

At my upcoming 2-day seminar, “Make The Jump To $10MM,” you’ll learn how to make those distinctions and understand when to zig and when to zag. And if you can’t figure it out—that’s okay, we can help.

You can’t afford to waste time on blind alleys as you grow your company. Be careful who you trust for advice.

P.S. If you think my 2-day event is expensive ($2,999), wait until you read my next post. I’ll tell you about a guy who paid TEN TIMES that for a private showing.

make-the-jump

Click here to read more posts in my “Make The Jump” series:

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© 2017, Rich Harshaw. All rights reserved.

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