Who doesn’t want to multiply their income? I can’t think of anyone.
We all want to do better for the same effort.
But oftentimes there’s something stopping that growth.
Sometimes you’re just focusing on the wrong things. Your effort would do better somewhere else.
That’s exactly what happened for this small home renovation company.
Once a small home improvement contractor struggling to get noticed. Then through strategic changes in marketing, they’re now dominating their market and have seen their sales skyrocket by almost 300%.
I know from experience that more effort doesn’t mean more results. I’ve banged my head against the same problem only to come up with less not more.
If that’s you, and you’ve been spending your money on print advertising, I’ll show you what’s possible.
Keep reading.
The Old Approach: A Pain in Their Butt
Originally, this contractor relied on traditional marketing methods:
- Postcards
- Magazines
- Flyers
Every month writing checks for thousands and thousands of dollars. And to be honest, I don’t hate print ads. I think they’re great. But they weren’t working here.
Despite their efforts, the results were terrible. And even worse, some homeowners took to Yelp to leave negative reviews because they didn’t want the “junk mail”. The saw a declining ROI and were growing more desperate for work.
A Strategic Overhaul
I stepped in to overhaul their marketing strategy. By taking a portion of their budget and targeting customers already searching for their services, we found a more effective approach.
It made no sense to me to target print with these flimsy short ads. I like to live by the same principles as the old ad men, “we sell or else”. There’s no room for marketing that doesn’t turn a profit.
Later on when you’re really stable, sure…make the brand investment. But in the beginning it’s about sales.
The Tried and True Method
We found a new strategy.
Our new strategy included:
- Google Adwords: Showcasing their best service with an irresistible offer.
- Email Campaigns: A 60-day email strategy focusing on educating and attracting prospects.
- Retargeting Ads: Persistent, branded advertisements to keep our client as the top choice for prospects.
This works for most businesses and I’ve milked it for years. This is direct marketing at it’s finest.
The Outcome They Hoped For
The results were what business owners and marketers dream of:
- A tripling of income in a remarkably short time.
- An eventual quadrupling of income (Yes, you read that right!).
- An influx of positive reviews and raving fans.
What changed? We were now focusing our efforts on people who already were interested in our service. No longer wasting time on people who had no intention in ever remodeling their home.
I like to say brand marketing is a net and direct response is a harpoon. You only aim for those that you know are interested in what you have to offer. And wouldn’t you know it…it has better results.
Beyond the Success
This story isn’t just about impressive numbers. It’s proof of the fact that while every marketer promises results, not all methods work for every business. The key to seeing a positive ROI lies in being:
- Strategic
- Data-Driven
I can’t stand marketers who take money and have no intention of bringing results. Oh sure they hope for them. But it doesn’t eat them up when they don’t come. That’s irresponsible.
Businesses live and die on clients coming through the door. And I obsess about that.
Your Turn
Tired of the same old results? Don’t wait to write your own success story. It’s time for a change. Embrace a new strategy and see your business thrive.
Don’t know where to start?
If you read to this point, maybe you’re thinking, “this guy is pretty helpful. I like him”. If that’s you and you’d like to see how else I can help you, click on the link and send me a message. I’d be happy to help you get more customers you love to work for.
