IMPORTANT COACHING CALL INFORMATIONcontractormarketing.hudsonink.com › acton › attachment... ·...

IMPORTANT COACHING CALL INFORMATION

Date: November 11, 2015

Time: 2:00 PM Eastern (1:00 PM Central, 12:00 PM Mountain, 11:00 AM Pacific)

Duration: Approximately 70 minutes

Topic: Ifit’sNotYourProduct,ServiceorPrice…ThenItMustBeYourMarketing!Call: 512-225-9381

Your Access Code Is: 782108#

1. Print your Workbook so you can easily take notes and follow along with the presentation. 2. Use your free marketing tools and send any questions to [email protected] 3. Act. Now. Today. Remember, this information is only provided to Coaching Club members, but it’s up

to you to put it into practice. It’s never too soon to put your marketing to work for you.

YOUR COACHING CALL ACCESS INFORMATION

AboutAdams:AdamsHudsonisthepresidentofHudson,Ink,amarketingfirmthatcreatesanddistributesavarietyofmarketingandinformationproducts.Hisfirmfocusesonhelpingin-homeservicecontractorsmarketmoreeffectivelywithTurn-KeyRetentionNewsletters,DirectMailMarketingandStrategy,OnlineMarketingandStrategy,CustomAdDesignandCopywritingandCustomizedMarketingCoaching.Hespecializesindirectresponseadvertising,forwhichhisadshelpedproduceanastounding$410,000,000insalesforcontractorclientsinoneyear.

HOW TO GET THE MOST FROM YOUR COACHING CALL

Adams Hudson

Adams Hudson

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Confusion with Marketing Options

Lead Generation Difficult

Cheap Competitors

No Structured Plan – Reactive, inconsistent

Frustration Getting to Next Level

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5 2

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•  E A and R of P C .

Marketing is:

•  M •  M •  M •  M •  M

Comprised of:

Big Myths?

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40 Monroe Street • Montgomery, AL 36104 • 1-334-262-1115 (FAX) • 1-800-489-9099 • www.hudsonink.com

MEDIA MONEY MESSAGE

(% of budget) Direct Response All Purpose Image Retention Direct Mail 22% 70% 20% 10% Newspapers 16% 70% 25% 5% Yellow Pages 14% 85% 15% 0% Retention 11% 5% 10% 85% Home Shows 5% 40% 40% 20% Radio 8% 70% 25% 5% Television 6% 60% 30% 10% Website Maint. 7.0% - - - SEO 4.0% 75% 15% 10% Email Marketing 3.0% 50% 25% 25% PPC 2.0% 85% 10% 5% Social Media 2.0% 5% 10% 85% Total $ of budget 100% 61% 22% 18%

BasedonYourGoals

1. Media2. Message3. Money

2015

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LeadsYellowPages

WordofMouth

VehicleMarke5ng

DirectMail,Print,

Electronic

Website

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Website

SocialMedia

email

PPCSEO

LocalLis5ng

BannerAdsLeadsYellow

Pages

WordofMouth

VehicleMarke5ng

DirectMail

ElectronicMediaBlogging

Reviews

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• “Traffic” • “Followers”

• “Fans” • “Viewers”

• “Rank”

• “Visitors” • “Clicks”

• “Opens” •  “Friends”

Usefocusedmessagingto

converttosalesappointments

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Stand Out Get Noticed Get Leads

Step 1

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Which Displays a Higher Image, More Emotion?

BEFORE AFTER

PlumbFast 324-135-2467

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3


Lead Conversion Funnel “Baited” Content drives visitors

Visitors drive clicks

Leads become customers

Clicks become leads

Most Profitable question you can

ask:

“How can I move the most v from the t

to the b ?”

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1.Put‘Baited’Reportonsitethat’linkstoDirectResponseSalesleLer.

+2.Send‘CraOed’shortemail

withlinkstoreport.

=HugeSEO,Conversion

Leads

YouremailList

“Baited”Report,SalesLeLer

SEOTraffic,Conversion

leads

Simple 2-Step Web Lead Generator

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CLICKS Stack: 17 Google: 8 Direct: 2 Bing/Yellow 4

Total: 31 leads

BEFORE 2-Step Lead Multiplier – Stack Heating & Cooling

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4


7 SIMPLE SEO TRICK Name Page Titles with K .

Simple List-

Building Trick “I C “ Boxes Find Hottest Keywords at SearchEngine Watch.com

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Simple Lead Generation Trick:

•  Best time and day to send emails to homeowners? A near tie: Tuesday am and Friday pm.

Differentiation begins in the Inbox:

copypastecharacter. com

From a Person

Subject Line

Lead in for copy Line Length <60 Paragraph <8 lines

Link #1 VIDEO/REPORT Link #2 VIDEO/REPORT “Viral” request

Link to site

Off-line contact Link to ‘other’ article Social Tie-in

Powerful Email Template

season,itreallyaddsup.

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AFTER 2-Step Lead Multiplier – Stack Heating & Cooling

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10

20

30

40

50

60

70

Stack: Google: Direct: Bing/Yellow:

Clicks Total Clicks BEFORE:

31

Total Clicks AFTER:

126

1 email + 1 article 406% more clicks 8 leads 6 sales $29,957 sales

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AFTER Sequenced Strategy Advance Mechanical

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10

20

30

40

50

60

70

80

90

Advanced: Google: Direct: Facebook Video:

Clicks

Advanced: 84 Google: 18 Direct: 16 Facebook 11 Video 19

Total: 148 42 leads

Sequence Strategy 1644% more clicks 42 leads 11 sales $45,320 sales

Total Clicks BEFORE:

9

Total Clicks AFTER:

148

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2-Step and Sequencer Strategy:

Power of “Matched Messages”

“Baited

Articles”, Sales Letters

& Video Keyword Search Traffic

Your Local Listing Links

Social Site Posts

Email to Your List, Discussion

Boards, Directories

Converted to LEADS

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Step 2

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Powerful Offline and Web Marketing Integration

What’schanged?MC.What’sNOTworking?II.What’sworkingnow?M2MM

The#1ContractorLeadGenera5onPrinciple“ConsistentMessagetoMarket

Match”

Comingup…

Anatomyofa“IntegratedHVAC

Campaign”20

“Thoughwebsalesareveryrobust(up4.3%in’13),DirectMaillegi%mizesonlinepresence,andkeepsusmateriallypresentincustomershomes.”

Millard Drexler, CEO, J.Crew Mailed 40,000,000 catalogs in 2014, up 2m from 2013

Source: No B.S. Marketing Journal, 1/13

“GoogleisfocusedonDirectMailasaprimarymethodofsellingit’sownAdWordscampaigns.Why?‘Itisge-ngincreasinglyhardertobeseenonline,anddirectmailisfarmoretargetable.”

Catherine Maley, MBA, Online Reports 8/13

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Highly Lucrative Low-Tech

Print: ! Direct Mail Letter ! Direct Mail Postcard ! Community Paper Outdoor: ! Door Hanger ! Yard Sign ! Billboard Online ! Facebook post ! Email invitation ! Landing Page Report ! Online Video

An Integrated Campaign

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1. PostCard 2. email 3. Direct Response

Sales letter 4. Linked to Online

Report/Video

Small effort = 61 leads in one week

Answer: a) 4 b) 8 c) 10 d) 12

Integrated Campaign Generates 61 Replacement Leads in Slow Period. How many different ad pieces did it take?

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BEFORE INTEGRATED Strategy Parker Heating & Cooling

CLICKS Parker: 1 Google: 2 Direct: 2 Bing/Yellow 0

Total: 5 1 Lead

Schedule Your Free Comfort Analysis Here

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0

10

20

30

40

50

60

70

80

Parker: Google: Direct: Bing/Yellow:

Clicks Total Clicks BEFORE:

5

Total Clicks AFTER:

178

61 leads during “slow

season” 25

#1 Contractor Marketing Mistake Get Remembered Get Referred Get Rave Reviews (Turn one sale into many… for pennies)

Step 3

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•  Advertising/promotion costs •  CSR to field call, email, respond •  ‘Missed’ appointments •  Technician/Salesperson to app’t •  ‘Unsold’ leads •  Missed appointments •  Trip consumption •  Total average = $225-$275

Average Costs to Generate a Customer Service Contractor/Plmb./HVAC/Elec

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Average Net Profit 5.6% Service Contractor/Plmb./HVAC/Elec; In-home sector <sub, non-commercial>

Average Transaction Size $400-600USD Service Contractor/Plmb./HVAC/Elec; In-home sector <sub, non-commercial>

99..88 %%

Average Net Profit per Transaction:

$ .

$$550000

5500

If you service him once…

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Which Company is More Like Yours?

Company B Company A 15% Acquisition; 85% retention

15% Acquisition, 95% retention

“By year 7, profits doubled”

F. Reicheld, Harvard BSP, page37,

The Loyalty Effect “Difficulty getting to the ‘next level’. ”

Year 1 2 3 4 5 6 7

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!  Average customer loss per year is 9-11%

!  Costs 8 times more to get a customer than to keep one.

!  In 5 years, nearly half leave, 71% for one reason

!  Around 94% of lost customers never complain

Known but Neglected Value Inside Your Customer Base

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4% felt pricing was unfair.

9% moved or passed away.

12% had unresolved complaint.

16% took a competitor’s offer.

55% due to your “indifference”.

Why Your Customers Leave

Reason #5

Reason #4

Reason #3

Reason #2

Reason #1

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How to Keep Customers Buying, Referring, and Piling On Positive Reviews The Golden Strategy: Regular contact 1.  Pre Visit – 2 fast things you can do starting tomorrow 2.  During Visit – Methods that boost image, reviews, and upsells

3.  Post Visit – Ways to build a fence around customers, generate referrals, plus seriously profitable loyalty

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An Ultimate Retention Strategy

Pre-visit Image and Value Builders

1. * Power Phrases

•  “Are you a referral?”

•  “Ask how to save $50 in 10 seconds”

2. Professional Confirmation

•  Confirmation call: Use precise wording, thanks

•  * Confirmation email: Short, proper subject line

•  Valuable Option: Include name and photo of tech

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During visit Image and Value Builders

1.  Ice-Breaker •  * “The company owner wanted you to have this”

2. Leave Behind

•  Differentiates

•  Introduces other services

3. PRA – Reviews Gone Wild

•  * One question:

•  One form


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How to Collect Positive Reviews on EVERY Service Call: The PRA

1.  Ask THE question: 2.  Give PRA form that

points to Review site 3.  Customers can

EASILY leave a review and testimonial!

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After visit “Never Lose a Customer!” 1. Prove Your Appreciation

•  * Thank you email or postcard

•  Thank you “Happy call”

•  * Simple Survey

2. Automated Regular Contact

•  * Newsletter – quarterly mail

•  * Monthly Online reports, videos

•  Referral generator follow-up


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AFTER BEFORE

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Holiday Card 1.  Send oversized 2.  Send as self-mailer 3.  Include ‘certificate’

NOT ‘coupon’ 4.  Get this done.

“The holiday mailing you did generated $67,122 in directly booked business during January, much from people we’d not heard from in over 1 year.”

Noble Yelverton, Dixie

Services ContractorHolidayCards.com 38

S UM

Summary:

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Short term, “right now”, next new thing; manic, struggle, stagnancy

Long term, system to attract and accumulate customers, their referrals, and wealth

Tactics Strategy

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“LIVE” 1-on-1 Marketing Assessment Plan ($279 value) – Hands-on, customized review by a trained marketing coach to help create a tailor-made marketing plan for you. To schedule your MAP, email [email protected]. Marketing Budget Calculator: Times are changing, and your budget figures need to keep up. Your revised budget calculator tells you what to spend and when so the guesswork is taken out of your marketing. Download using the link on the last page of your workbook.

This Month’s Free Resources:

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MonthlyCoachingTools,ResourcesNovember11,2015–Hudson,InkMegaMarketerCoachingClub

Thismonth’sfreecoachingresourcesinclude:

1. “LIVE”1-on-1MarketingAssessmentPlan($279value)–Hands-on,customizedreviewbyatrainedmarketingcoachtohelpcreateatailor-mademarketingplanforyou.ToscheduleyourMAP,[email protected].

2. MarketingBudgetCalculator:Timesarechanging,andyourbudgetfiguresneedtokeepup.Yourrevisedbudgetcalculatortellsyouwhattospendandwhensotheguessworkistakenoutofyourmarketing.

• HVAC• Plumbing• Electrical

YourOpinionMatters:Don’tforgettosendyourthoughts,commentsandtestimonialsabouttoday’scalltocoachingquestion@hudsonink.comorpostthemonoursocialmediapages.

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