See How the System Works

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Transcript

Let me show you how one strategy helps you pre-sell buyers before they become a lead—and lowers your cost of getting a new job. If you're getting too many price shoppers, take a look at what your marketing is telling them. Does it sound much like every other competitor in your area?

You all offer the same services. You all say you do quality work. If buyers can't see an important difference, why would they pay more for what looks like the same service?

When everything else looks the same, people tend to fall back on price as the default way to choose. And if your marketing leaves their questions unanswered, or don’t follow up, they’ll fill in the blanks on their own and assume you’re pretty much the same as everyone else. Here's how we change that.

First, we research the customers in your local area and break them into smaller groups that share the same concerns, needs, and wants. We typically identify 15 to 25 different groups. They might all need the same service, but what matters most to them isn't always the same.

Then we select the one or two groups most likely to bring you the most profitable jobs and we build a separate marketing campaign for each one. While your competitors try to make one ad appeal to everybody, your ad speaks directly to that group's situation. It addresses what they're worried about, what they need, and what they want from the company they hire.

That gives them a reason to think, "These people understand what I need. They're a better fit for this job." When they click an ad, they reach a web page built for that same group.

It goes deeper into their concerns, answers more of their questions, and explains how your service meets their needs. Each group gets its own ads and its own page. But one ad and one visit to your website aren't always enough.

Some buyers need more information or more time before they're ready to hire someone. So we create follow-up ads, emails, and social posts for that group. Each one addresses a different concern, need, or want.

Instead of repeating "Hire us," your marketing keeps giving them useful answers and more reasons to choose you. Over time, that builds trust and makes the difference between you and your competitors clearer. When you're ready, we expand your marketing to the next group of customers from the 15 to 25 we identified and build another campaign around what matters to them.

Now, here's how that lowers the cost of getting a new job. You're paying to put your ads in front of potential buyers. When more of those people call or fill out your form, and more of those leads turn into jobs, your advertising money brings in more work.

More jobs from the same advertising spend means a lower advertising cost per job. And you're doing more of the selling before their first call. Buyers have already seen that you understand their situation and have more reasons to choose you beyond price.

That's the strategy: speak to a specific group, answer what matters to them, and keep building their trust through follow-up.