Information Approach

T

Tim Smith

Member
95% of the advertising used by small business owners is based on the One-Step strategy.

People want to buy things (services) from people they know, like and trust. You can't get people to know, like and trust you in a One-step ad. A One-step ad tries to sell your services in one, quick and easy step. Example - Flyer that list services and price. There may be a few lines about how long you have been in business, etc. At the bottom of the flyer is a phone number for a free estimate.

A Two-step ad offers free information.

Part A of mail-out - Example a newsletter, explaining the aging of wood, the harm of bleach on wood, damages caused to wood that is not sealed, damage that mold & mildew causes to roofs, etc - & the proper procedures of correcting these problems. Information on cost replacement vs proper maintenance. Finish the newsletter with a brief summary of who and how long you have been in business and the associations that you belong too. No prices or sales pitch - just a simple line at the bottom, call for more information.


Part B of mail-out - Send a mail-out with your prices to all the potential customers that call you. The ones that do not call send another newsletter - different infomation from the first newsletter.


Its a cycle - Make sure you get a good target list to start out with.


This is a very powerful marketing technique - it can be expensive, but you are building customers for life. Take the time and money to build trust and EDUCATE the customer - it will pay off - You created a sales force.


You have to spend money to make money.
 
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Thanks

Once you cycle about 3 - 4 times -- the phone calls really increase.
 
Tim, why don't you give me a ring. If you help me with the copy for the newsletters, I'll shoot youa copy of all my proposals... Maybe if we talk we can see where we could trade more.

I've really enjoyed the ideas you have about marketing. What do you think about billboards?
 
Tim, do you reccomend following up all of you mailings with a phone call to the ones who don't respond? Or if it is a large mailing maybe pick 20 or so at random just to see if the mailings are getting to the right person or if they are getting cut off at the receptionist who screens the mail?
 
Rich

I give you a call or you can call me 573-243-1777 - best time to reach me is about 9:00PM Central time. I'll be glad to trade information. One more thing, if you do a mail-out - spend the extra money to put it on quality paper. The more senses (smell, touch, see, hear, feel) that you reach in a potential customer the better. Print your mail-out on resume paper and then print it on cheap paper -- pick both of them up, read them - you'll see the difference. Its all about reaching the customers subconsious.


Joel

This technique is used on Residential customers - So you do not have the receptionist to get pass. All you have to do is catch the homeowners eye within the first three seconds of looking at the newsletter (thats another post). I would not call the customer, unless they contact you first. Calling will break that trust. At night, when you are with your family, relaxing, or just plain busy and you get a call from a salesman - how do you feel? I feel that my privacy has been invaded and that theres not much I can do to it.

This technique will work on Commercial business as well - in that case, I would cold call after the 2nd or 3rd cycle - by that time they will be familar with you and your services. If you are going to cold call - call about 30 min after the business opens and never toward the end of the day.


I welcome all good and bad comments - the participation, the more we learn, the more money we make.
 
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