“HELP! I Ran An Ad & I Didn’t Get Any Calls!”
Imagine sending out 385,000 direct mail flyers, with absolutely NO response.
Not even an angry homeowner demanding to be taken off your mailing list.
This is exactly what happened when a major HVAC company decided to outsource it’s mailings to an award-winning marketing firm. The flyer was gorgeous – but no one called because no one noticed it. Over $10k in design work and even more in mailing costs donated to the economy.
It can be devastating when you invest your time and money into sending out an advertisement, only to sit by a silent phone.
Lot’s of times contractors follow the advice of advertising salesmen, their printer’s graphic designer or well-meaning staff, only to find the ad falls flat.
Here’s how to figure out why…
Who is your target market?
Many times an ad will be directed to too many people at once, casting as wide a net as possible so as not to leave anybody out. If you are not getting any calls it may be because your ad is not speaking to anyone in particular, but to anyone who is considering a renovation.
When you write your ad, write it to one very specific segment of the market. Think in terms of homeowners with townhouses or homeowners with single family homes, with large, manicured yards. The more specifically you can identify your target market, the easier it will be for you to create offers that will be appealing to them.
What is your offer?
It sounds ridiculous, but a lot of times contractors don’t make a clear offer when they send out an advertisement. They get sucked in to generic ads that aim to “get the word out.”
If you don’t have an offer, you need to go back to the drawing board and think of something you can GIVE your prospects. Something that will make them want to take action now.
Does your headline tell the complete story?
Can you tell what the ad is about just from reading the headline? A goodheadline is going to tell a prospect everything they need to know to decide if ad applies to me. The headline is the ad for the ad.
Are you talking to your audience like you would talk to them one on one?
When you write your ad content (referred to as the copy), you need to pretend that you are talking to one person at a time. Even though your ad is going to be read by thousands of people – it’s going to be read one person at a time.
Is it absolutely clear what you are asking them to do?
When a prospective client is attracted to your ad and your offer you need to make the instructions to respond crystal clear. Many times an ad will provide multiple phone numbers or a website – without providing clear instructions on what will happen when they call. You need to be very specific and eliminate all confusion from your offer to respond. Make it easy to respond.