marketing toolbox


In the wake of the housing crisis, we’ve seen a marked drop in consumer confidence. This has caused an associated drop in “non-essentials”, that is vacation homes, luxury cars, recreation expenses and more.

Many of these “consumers” are also business owners who have these same feelings magnified throughout their business. And in truth, these business owners may be you, your competition, or your suppliers.

Often these trying times cause a knee-jerk reaction: Cut jobs. Cut production. And everyone’s favorite: Cut advertising. I agree with an overhead reduction if the associated drop in business warrants the cut.

However, let me ask you…

  • What if half your competition quit advertising? Do you think yours could stand out?
  • What if your competitor’s best techs became available from lack of business? Do you think you could put them to work?
  • What if customers who are seeking comfort and certainty in uncomfortable and uncertain times were made to focus on your marketing? Do you think you could “convert” a few to become your customers?

Well, that’s exactly what’s happening now. Contractors are pulling back on marketing. They are laying so low that they’re forced to let go of good labor. And “their” customers are going to be looking — looking for help from a reliable “be there” contractor who exudes confidence and customer satisfaction.

Marketing advice for my clients has shifted to compensate for their competitor’s short-sightedness. But I’ve never been for blowing money on ads just to do it (remember, I don’t get paid by media costs; I get paid by results.) So the rule of the day is to market smarter. This can be done in several ways.


Direct mail – Keys to Success 
  1. The list.  This is THE most important element. Don't think because you can get a list cheap, or even for free, that it's something you can use. Don't think because thousands or even millions of people will read a publication that you should advertise there. Those people may not be your prospects. The best list for you may be the one you pay an arm and a leg for. The more targeted the list of prospects, the better. If you are selling a book on, say, gambling, you want to find a list of people who gamble AND who buy books on gambling. Try any other list and you may end up saying, "Direct mail doesn't work."
  2. The offer.  What you offer to the list better be something they cannot get anywhere else, while also being something priced to make a profit for you. If you offer a book on gambling that anyone can buy down the street for two dollars less, you'll end up saying, "Direct mail doesn't work."
  3. The creative.  How you present your offer to your list has to be done professionally, so that all of the emotional hot buttons are triggered while also maintaining interest and going for the sale. Some of the best copywriters are paid upwards to $15,000 to write a single sales letter simply because the creative aspect of your campaign is that important. I've known many people who tried to write their own letters and ended up saying, "Direct mail doesn't work."

Direct mail DOES work. Just ask Robert Ringer, who launched his series of bestselling, self-published books with direct mail and advertising. Or ask John Kremer, who has successfully used direct mail to sell his own books. Or ask me, as I've used it to sell some of my work. But, again, those three key elements have to be there or the direct mail or advertising won't net you a dime.

Hope this helps you save — and make — money.