Some more great wisdom from marketing guru, Seth Godin, and I believe it applies to contractors and remodelers:
If your writing feels like nothing but easily defensible aphorisms, as if you’re saying things that are obvious, it’s entirely possible that no one is going to eagerly keep reading. Your real estate brochure or the ad copy you’ve written–if it’s merely posturing or bragging, better to not say it at all. We already know you think you did something great.
Consider the alternative. Say the opposite. That your condo isn’t right for everyone. That your software might be overpriced. That this new model car is in fact quite difficult to use.
And then tell us why. We’d love to know how you’re going to wriggle out of that. And along the way, if your story is a good one, we might even give it a try.
Is it possible, in your home improvement company, to say the opposite of what you’re thinking when it comes to marketing?
instead of saying, “We’re the #1 Installer in the Tri-State area!” would it be more effective to say, “We’re not the biggest. Yet! But we will be by the end of the year. With your help!”
Can you see the difference?