Speaking Engagements

The 7 Core Marketing Principals to being Remarkable

I have been speaking to Remodeling Professionals and Home Improvement businesses about how to create a consistent marketing system.

It is a new time and a fresh outlook is needed! Be Innovative!

Be unique, Be remarkable and Position your business as experts in the industry. Differentiate and Dominate!

Marketing attracts the right customers, Marketing influences peoples decisions and marketing is a body of work that brings consistent results because you have a consistent system that won’t fade away because it is about doing so many little things properly it is the essence of your business. THAT is marketing!

Plan to succeed! Tactics shoot from the hip.  Don’t just do what everyone else is doing. Strategy calls for the bigger picture, an overall plan, direction and execution of those plans.  Determine your marketing and profit growth strategies.  Do not operate from the marketing plan of the week mentality.

1. Get your team committed to your company’s mission

- Everyone in your business is in marketing! Your company’s mission is a shared accountability to perform and produce from each team member. Everyone is in marketing, build a team that strengthens you message and beliefs.

2. Narrow your market focus

- Stop trying to be all things to all people in need of your special services. Concentrate your marketing and service efforts on a focused niche market and become the dominant (and most profitable) player in that market.  Often a construction business thinks that “anyone with a project” is their market.  Or, a contractor thinks anyone with “a home” is their market focus.  No.  Rather, who will you become remarkable with?  This is the niche market question.

3. Differentiate and Dominate

- Be unique! Don’t look and sound like everyone else. Show customers, so they can easily see your positive difference in your specialty field and price comparisons go out the door. Without a unique difference, you’ll have to compete on price often. If you compete on price, someone else is always willing to go out of business before you. Differentiate and Dominate.

4. Marketing materials that Educate

- Create an Advantage! Create brochures, websites, presentations and other forms of communications that allow your prospective buyers to really experience your expertise. Why you?  And, your professional services?  Versus another? Stand Out.

5.  Lead generation Trio

- A systematic approach to using marketing strategy, to Gain “know, like and trust”  – that has proven to be the most successful approach in not just the residential construction industry, but thousands and thousands of other small businesses from years of research and experience. Every small business marketing system should contain a mix of elements from the Lead Generation Trio.

6. Harness the Internet, build a Web Presence!

- The internet provides your private practice with powerful ways to automatically find, connect and serve your customers and prospects. Tap into the power of the internet for your growth now and certainly tomorrow (more than 70% of local shopping for services and products is now happening via the internet). Learn audio, video, blog, SEO, podcasts and unique ways to use technology to create an advantage!

7. Referral System

- The best way to move your marketing and profitable growth forward as you run your business is to create a referral system and a consistent low cost lead generation system. I am not justtalking about asking for referrals, but creating a systematic way to have a referral flood. Many business owners want referrals but don’t have a unique way to go about getting them. Now you will.