Advertising

Imaging Isn't Everything

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Fortunately for you, most of your competition doesn't know this, so it continues to produce this drivel.

Let your competition waste its money on "image advertising,' and instead spend yours on advertising that creates calls from people who are ready, willing, and able to hire you to remodel their homes or

Many home improvement contractors accept to use proclamation to expand their charge base and increase profits. Whether it be yellow pages, mailers, ads, or valpak; for many it's a total waste of time and money. Why do so many contractors roll in less than desired results from their publicity dollars? The answer: They're doing it the wrong way!

There are two types of advertising. One is a complete waste of money. The other is highly effective, yet very few people know most it.

Brand Marketing, or "image advertising" is a total waste of money. It's easy to recognize. This is the sort of "getting your name out there" we all see everyday. It is the type of publicity that only works for companies that have millions of dollars in their budget.

The advertiser tries to relay an image surrounding how great the body is. They use large (expensive) ads with fancy logos, graphics, and colors to try to convince the prospect that the convoy is more professional, stronger, more trustworthy and competent than its competitors. It tries to make people feel that this is a cohort they should trust to do subject with.

The problem is, the focus of this build-up is all me, me, me. The advertiser is suggesting you buy from him without for real telling the prospect what's in it for them. The essence of the sales message is "buy from me as things go I'm telling you I'm a great company.” Specific, possessing reasons for a person to pick up the phone and call the advertiser are never given.

Fortunately for you, most of your competition doesn't know this, so it continues to produce this drivel.

Let your competition waste its money on "image advertising,” and instead spend yours on build-up that creates calls from people who are ready, willing, and able to hire you to remodel their homes or offices. This type of build-up is direct response.

Direct Response Advertising

Any advertising, in any media, can be direct response. The difference midst direct response and discredit marketing is that direct response is designed to produce an emotional response in the customer. It directs people to take theme - an immediate response. This development could be a visit, call, purchasing decision, whatever.

In contrast, institutional proclamation produces an emotional adjure to the ego of the person writing the ad. It's all me, me, me. At best, institutional proclamation produces results sometime in the future (which may not gain in time to resuscitate you, given today's hyper-competitive market).

Direct response doesn't waste time or space making empty boasts much the company. It concentrates on results now. It does this by telling a complete sales story. It is precise and compelling, focusing on your customer, not you. Furthermore, as things go it steadily makes a specific offer, its results are easily measurable and countable.

A good direct response ad contains all of the following:

1. A big, bold, powerful headline that attracts readership of the ad.

2. Interesting copy that tells the reader right up front, "what's in it for me."

3. Benefits that are expressed clear, evocative, and specific terms, not vague generalities. start back unproven claims of "the best" or "number one.”

4. A specific offer.

5. A response device to respond to the offer. The prospect must be told exactly how to respond to the offer. It could be a phone call, mailing in a coupon, etc.

6. A deadline or cut-off date stated so that the prospect knows when to respond by.

If you incorporate these direct response elements into your advertising, you'll be light years capping of your competition. They'll still be scratching their head, trying to figure out what you are doing while you're fielding more leads and your profits soar.

Knowing the difference midst pepper marketing and direct response publicity is a key weapon in today's ultra-competitive market. You need to make the decision: are you going to feed your ego or feed your wallet? Though it may make you feel good involving your company, fancy logos, hallucinatory slogans and "name recognition" publication is wasteful and unprofitable. Maximize the effectiveness of your publication dollars by creating ads that provide specific set free benefits to the customer.

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