Contractor Update

If you’re still putting ads in the yellow pages directory every year, you’re spending a lot of money for that presence. Make sure your money is well spent. Your yellow pages ad must make people want to call you up, to request your services. As more people turn to the Internet to find a service pro, make sure you grab every homeowner still using their local phone book to find a contractor.

1 - Who You Are: What does your company do? If you're listed under "Electricians," it's reasonable to assume you're an electrician. But what do they always say? Don't assume (you know why.) State your company name and your profession in the ad. Tell us how we can contact you - phone numbers, email, and website addresses. Include your cell phone, if you think it-s important.

2 - Sell the Benefits: Nobody wants what you're selling, they only want the benefits of what you're selling. I'm looking at Plumber ads in my yellow pages. The majority list, "Copper Re-pipes, Sewer Repairs, Sprinklers, Water Heaters" and 12 other plumbing related jobs. The problem is - everyone else lists them too! One 2 page ad tells me how their guy is a "Professional Expert!" I would hope so… How will you benefit ME? Here’s a good one: "Free House Calls! 100% Money Back Guarantee on all House Calls! We Value Your Time (on the job within 60 minutes)! No Extra Charge for Weekends, Nights or Holidays!" It even says, "Se Hablo Espanol."

3 - Competitive Advantage: Benefits are great but what if your closest competitor touts the same benefits? List the benefits you have that others don’t have. If you don’t have different benefits, you need to get some. Open 24 hours? Lowest prices in town? 110% Guarantee? What's your competitive advantage?

4 - Grammar and Spelling: Make sure there are no errors. If your ad is grammatically incorrect, people will instantly assume two things: 1) you don't know any better or, 2) you don't care. Both will discourage calls.

5 - Have a "Call to Action": Don't be afraid to tell them to "Call now!" Let them know they can "Save Money" or "Save Time!" You can have them "Make an Appointment today." If you have a showroom, invite them to a "Live Demo." It could even be something as simple as "Get Started!"

6 - Don’t Go Overboard: Avoid excessive punctuation. Nothing screams desperate like multiple exclamation points!!! Or that they can save lots of $$$!!! Looks cheap, doesn't it?

7 - Don’t Get Cute: Avoid the urge to use symbols or abbreviations in your yellow pages ad. "Great Deal 4 U!" It looks like you had your teenage son text message the ad content to the directory.

8 - Cartoons: If you have a cartoon character or drawing to represent your company in the ad, make sure that character is part of your brand. Is the character on your trucks, on your website, on your business card? If not, it can be distracting. Make sure any items with your company logo match all the other items.

9 - Logo: Use your company logo in the ad, no matter how small or large. If you don't have a logo yet, get one and put it in your yellow pages ad. You’ll be stuck with it for a year, so make sure it's a good one (not something your brother-in-law drew on a cocktail napkin.) As part of your brand, put logo on everything associated with your business.

Make your money work for you. Make sure you are effectively marketing your services and your brand. If you don't, you're just throwing money out the window and hoping for the best.

If you're not already a member, register your services with ConstructionDeal.com for free to view jobs leads in your area and continue to get more valuable information like this. If you're already a member -- bookmark this page and check it often.

1. Have a Web Presence - Make sure you have a website, register a domain name that closely matches your company name, and make sure you can use your domain in your email address. For example, Bob@SmartRemodeling.com, where you're Bob, your company's name is Smart Remodeling, and you will be branded as a serious professional. Even if you're a "one man" operation, they don’t have to know that.

2. Consider your Brand - From the magnetic sign on your truck, to your business card, to your website and the emails you send, make sure you use the same logos and colors and fonts on everything. It's a consistent and memorable way to keep your company's name on people's minds.

3. Don’t be Afraid to Network - Whether you're just starting out or have been in business for decades, make sure your closest friends and family know what you do and recommend you to others. Give them business cards and brochures and ask them to hand them out at parties, at church, at work, and at the PTA meetings.

4. Ask for More than Referrals – Referrals are key to the construction industry, but you also need to get testimonials. Testimonials are direct quotes from your previous customers, singing your praises, and you can print them on your business cards, your brochures, and even your website.

5. Be an Expert - When folks consider you the one "in the know", they'll come to you for more than questions. They'll come to your for business. Give a "How To" seminar at the local Home Improvement store in your area of expertise. Send in a tips and tricks article to your local newspaper – they may ask you to be a regular columnist. Start a blog (www.blogger.com) and dispense valuable information.

7. Don’t Skip PR - PR is Public Relations. PR is used to get the word out about your company and services. Usually, you can send announcements to your local newspapers and local websites to let them know about changes in your company. You've hired a new operations manager, you have expanded your service area, or you're having a once-a-year sale on the products you install. Make sure the PR statement is informative, concise, and answers any questions a journalist would ask (who, what, when, why, and where.)

8. Write a Mission Statement - It’s a statement that states who you are and why you're in business. Not something saying how long you've been in business or that you're the lowest price in town. But something that says how you plan to conduct your business. You can put this on your site, on your business cards, and in the minds' of your potential and past clients.

It's important to have more than just a yellow pages ad or a membership with ConstructionDeal.com. You need to constantly be thinking about marketing your services so that you make it through slow periods, economic downturns, or just to make sure you can choose from the most profitable jobs available.