There’s A Whole New Consumer Paradigm Out There. Are You Ready For It?
And it doesn’t matter if you’re selling retail, wholesale, business-to-business, or whatever. The new paradigm has been created by increased competition, which has caused confusion in the marketplace, which has caused consumers to distrust most of what you say in your sales & marketing efforts. And it’s not that they don’t trust you, either. It’s just that they don’t give any credence to what you say. I mean, really, do YOU care if they’re the largest residential roofer?
Another client of ours is a $40mm home product manufacturer (go figure, they’re right here in Commerce, California!). They’ve been getting killed by all kinds of smaller manufacturers and foreign competition that are willing to sell inferior quality products at drastically lower prices. The owner of the company told me that they were pulling their hair out trying to compete…. that their marketing pieces weren’t effective any more now that the cheapo guys were selling against them.
It’s A Communication Problem… And An Easy One To Solve.
One look at his marketing materials revealed that the problem wasn’t the competitors, it was his marketing materials. They had spent over $45,000 to send out a direct-mail letter that said absolutely NOTHING! Sure, it had words… but the words said nothing. There were no offers. There was nothing that would make anyone want to buy anything. How can you expect to win when you’re not giving anybody a reason to buy?
To prove our point; the first thing we did was to put the next batch of letters on hold, and we totally rewrote the letter. Only this time we included a headline on the envelope. The difference was startling. The previous letters generated an average of 98 calls each… all from their buddies telling them how great the letters looked. Our re-write letter went out to the same 100,000 prospects. I’ll bet you can’t guess what kind of results we got just by rewriting the letter. That’s right… no less than 1,268 + people called in off the letter within the first week.
Checkout Our Power Profit Program Training And We’ll Show You The Details.
Don’t get the wrong point from this story. The training program is not about how to write letters -or even billboards. It’s about how to set your business so far ahead of your competitors in your prospect’s minds that they realize they would be receiving less than the best by choosing a company other than yours. We teach you how to innovate what you do–and then effectively communicate those things–to a point where your prospects and customers draw that conclusion.
Let me give you another example:
We had a handyman contractor come to our seminar about 9 months later. The owner was relatively new to the industry. His frustration was the inability to attract higher end, more lucrative multi-family residential dwellings. They’d trapped all the single-family home business they could stand, but now they wanted to apartments. Ask yourself this question: What’s the biggest frustration you have with a contractor? The answer can be summed up in one word: confidence (lack of it). But how can you say in an advertisement or over the phone that “We’re honest; you can trust us, and we won’t overcharge you or slide in some hidden fees.” Nobody will believe that. They would expect you to say that.
Separate…. Then Eliminate!
We helped him create marketing materials not based on self-touting bull… but rather a standard that should be used to evaluate any contractor you might consider hiring. It detailed all the things you need to know about contractors in order to have confidence in them. It listed things like, what insurance they should have and how to call the BBB and check on contractors; how to find out up front if they’re baiting you on the price. Every concern you could think of was covered. We created a website and a full color direct-response print, email and social media campaign.
While he was waiting for the new materials to be finished, he took our one-page ad and mailed it out along with his usual direct-mail campaign. Guess what? He got an unbelievable 9% increased response to his direct-mail. The crowning moment was when one homeowner told him, word-for-word, “I would be an idiot to use any other contractor.” Conclusion drawn!
Come one of our seminars and we’ll show you the letter. The market program rolled out; and believe me there was a lot of really ‘ticked-off’ contractors.
How To Legally, Ethically, and Morally DOMINATE and CONTROL Your Market.
Maybe it’s just a shift in focus. A MERCEDES dealership we work with finally realized they needed to quit selling the merits of MERCEDES and start selling the merits of buying the car from THEM. Maybe you just need a better way to stay in contact with all of your prospects -or just plain contact them… period! I don’t know what your situation is right now. Chances are… this program can help you get where you’re trying to go, faster.
So please check it out! I think you will enjoy the program.