I want to keep this list short and sweet but powerful. Here is my list of the 6 Biggest Mistakes That Contractors Make with their marketing.
1. Targeting Everybody.
This means you interest nobody. Know who your best prospect is, understand him or her thoroughly, and then speak to them directly.
2. Talking About You, Not the Customer.
People don't care about you; they care about what you can do for them. Focus on benefits, possibilities and opportunities for your prospect.
3. Being Forgettable.
Most contractors talk in generalities, show the same pictures, and have forgettable names. You've got to give prospects something to remember.
4. Ignoring the Pain.
People are 10x more likely to tune into marketing that deals with a problem they have. Know what bothers your prospects most. Position yourself as the solution.
5. Assuming You're Advertising in the Right Places.
You're probably wasting a big part of your budget. Ask your current customers how they heard of you, what papers and websites they read, what stations they watch and listen to.
6. Neglecting to Say Thank You.
The best sources of new customers are former customers. Be creative. Do everything possible to make every customer want to send you referrals.
Remember, whatever else you do, you're in the communications business. You don't have to be rich to do successful marketing, just smart.