“The most valuable of all talents is that of never using two words when one will do”
- Thomas Jefferson
I like that quote. This is an important principle to keep in mind when developing marketing messages for your roofing services. Roofing contractor marketing does not need to be complicated or lengthy.
“Great, I will just put a bunch of simple bullet points in my ads and people will surely read them” Not true. Along with being busy we have also become immune to most advertising. I was looking at an ad for an electrician in my area. His bullet points were:
Clean professional service – Experienced, friendly electricians – Free quotes
If you were looking for an electrician what would go through your mind as you read those bullet points?
My thoughts are: “Really? Wow, I’ll hire this guy because the other electrician advertises ‘dirty unprofessional service done by grumpy guys with no experience’!” Or in other words – “What else would I expect? Everybody says those things!”
Keeping it simple does not mean saying the same old thing that everyone else says. You could have taken the ad for that electrician and inserted his competitor’ name and the ad would have been fine. You could have taken his ad and inserted a plumber or a roofer and the ad would have been fine. This is not a good ad.
Keeping it simple is hard work. It means really taking the time to figure out what makes you different from other roofing contractors (saying something they cannot say) and then finding a way to say it quickly and convincingly in language the customer will understand.
1 - Review your ads and see if your are saying things that make the reader say “Of course, everyone says that!” If you have them, change them.
2 - Take time to review what makes you different from other roofing contractors and find a way to explain these differences in two or three sentences. Then replace your old generic points with these.
In future posts we will discuss how to develop these statements often called your “USP” or Unique Selling Proposition. Please share your thoughts.