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Marketing to Pick Up Dollars, Not Dimes

If you’ve been in the service contracting business for any length of time you know what it’s like when business slows down and money gets tight. And if you’re like most service contractors, marketing spend is usually the first thing to go!

My dad, Irving, called that “stepping over dollars to pick up dimes.”

Why? Because without marketing your phones are going to go dead and/or stay dead.

It might seem counter-intuitive but those slow times are actually the best times to be doing testimonial-based marketing, which I’ve seen work well not just for my own service contracting business but also for dozens of other contracting businesses ranging from plumbing, heating, cooling, electrical, roofing, garage door service—to name just a few.

To make sure the marketing of your contracting business hits the mark you’ll want to focus your time, energy and your money on three main drivers such as:

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Can Radio and TV Marketing Still Make the Phone Ring?

Have you wondered whether or not radio and TV marketing still make the phone ring? Well, yes they can.

This isn’t just my opinion. It’s an opinion based on the work I’ve done with clients and partners recently as well as over many years.

Here’s what I do know about radio and TV marketing … it doesn’t work unless you plan out and execute the campaigns way ahead of time.

When planning radio or TV campaigns, there are four key things you must do to be successful:

Marketing Ahead So the Phone Won’t Go Dead

Have you ever picked up your company phone just to check if it was working?

There’s nothing scarier than a phone that’s gone dead.

Most contractors are great at the work they do but they’re lacking when it comes to making phone ring at all much less in a way where they will end up with these three (critical) things:

1. The right amount of calls

2. From the right customers

3. At the right time

The key is to cultivate skills and techniques you can use to make your phone ring with more calls than you can handle. That’s because having more opportunities than you need is what will finally enable you to be picky about what work you pursue and how much you charge. If your phone isn’t ringing off the hook, you’re not likely charging what you deserve and need to be paid to operate a highly profitable business.

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