Good Contractors, Bad Advertising
By Richard Broudy, Contractor’s Business School
Dear Richard: I'm thinking about doing some simple TV ads for my remodeling business. Just me standing there talking. I see other contractors doing these and I figure “why not”? Are there any reasons “why not”? - Bill
Dear Bill: There's an electrician in my area who does his own TV spots. He's an articulate guy and the ad is well produced, but the guy has a shaved head, never smiles, has a huge black moustache and hard black eyes, and looks like a professional wrestler. He's probably a nice guy and may be a great plumber, but I don't want Stone Cold Steve Austin in my house, and that's the image the ad sends out.
There are another couple of guys who do roof work. Their ads show them singing an off-key jingle wearing t-shirts and sunglasses, driving a cool hot rod, and acting like laid-back surfer dudes.
I have nothing against wrestlers or surfers but I'm looking for someone who'll get the job done right and provide a great experience. These ads aren't telling me this, and they're working against these people because the ad actually makes it less likely that I'd call them than if they had no ad at all.
"Yeah", you say, "but you tell us that getting noticed in the crowd is really important and that's why we should advertise, right? These ads sound like they made you notice these contractors, so isn't that a good thing?"
Recognition is only good if it brings in more business. You can spend a bundle to create a well-known image of Wally the Wacky Wallpaperer, but unless your Wally character attracts more business (not just attention) it's a waste of time and money.
A few pointers for advertising:
• Ads are part of an overall marketing program. A mailing here and a few radio or TV spots there won't be effective. A marketing plan is like a blueprint that's carefully thought-out and covers all the bases. Yes, it's more complicated than just doing a few ads, but it's how things work.
• Restrain your acting urge. You're a pro contractor (and that's what you should be selling), but a very amateur actor. While there's a certain honest message that comes from the contractor doing his own ads, it's also easy to cross the line and come across as an insecure, nervous rookie, and that's not what your market is looking to hire. Don't let the bright lights (and the ad salesman) suck you in.
• Aim before firing. It's fun seeing your ads in print or on TV, but that's only the final coat of paint on the house. For a good result, a lot of prep work is needed up front, and in marketing that means the research to understand who your market is, what appeals to them and how to reach them. Better make sure your market loves red houses before you paint yours red.
• Give it time. Marketing is a lot more of a science than most marketing people will admit, but it's not an overnight thing. Brand awareness takes time.
• It's not that tough. If you're smart enough to be a successful contractor, you're plenty smart enough to learn marketing techniques. It's just a different set of skills.
So, by all means, consider doing some ads, but not in a vacuum. Learn the basics, create an overall plan, and make sure you broadcast the (honest) message that your market wants to hear.
My best to you,
Richard
Contractor’s Business School® is a coaching, training and consulting firm specializing in helping contractors produce more profit in less time. Calling on experience dating back to 1993, the company has worked with hundreds of contractors in many specialty areas to build successful stand-alone businesses. Visit www.contractorsbusinessschool.com, or call (800) 527-7545 to get the FREE CD "10 Key Strategies to Build a Business that Works."
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