More Leads with Risk Reduction
April 30, 2008More Leads with Risk Reduction
By Adams Hudson
Prospects don’t know who they should call, and they have all heard contractor horror stories. I mean, how many television shows feature stories of elderly or disadvantaged people who were the target of some shyster generally “posing” as a contractor? The awful outcomes, regardless of whether the contractor was maligned, are what’s remembered.
Therefore, your job in every ad (or sales situation) is to assume a degree of risk at least equal to the amount of leads you’d like to get. If you have guarantees, put them in the ad. If you have crazy, over-the-top guarantees, you should make sure they’re viable and if so, test them. As we looked at USPs, you saw examples that burst through the expectation from competitors and achieved stellar results.
You’re going to have to drop the barrier of resistance, especially if it’s feasible and outside the norm. The more the better.
Your guarantees tell prospects that you care enough to put their concerns first. It proves you’re committed to satisfaction and quality (without using those worn-out words). You can have:
• Service Guarantees
What about your service can be guaranteed? Others claim “fast service.” Yeah, so what? How many hours? What kind of turnaround? Be specific.
• On-Time Guarantees
This drives customers slowly insane... waiting around for 'no show' or 'late' contractors has become a national past time. Tell people when you’ll be there and what’s going to happen if you’re not.
• Quality Guarantees, Extended Guarantees, Creative Satisfaction Guarantees
How can you step beyond the norm without resorting to - yawn - "highest quality work"?
Plus, every ding-a-ling can say “Satisfaction Guaranteed,” but it takes a contractor interested in differentiation to get creative.
A prospect wants to know: Is it going to work, look good, last long, save money, reduce energy, make my house sell faster, not need service for 5 years, maintain its value, outperform ‘x’ standard or ‘y’ ordinary? Think for them and answer as if you were asked.
Either quantify their concerns or blend in, your choice.
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.
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