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MISTAKES EVERY CONTRACTOR MAKES
- An effective ad is actually not designed to tell the world about your greatness. An ad isn’t about you; it’s about your prospective customers. Your ad should deliver a compelling message that causes the reader to call you. Don’t un-sell your services with the wrong kind of ad.
- a poor construction company logo created by the contractor or an enthusiastic amateur;
- the company name hogs precious ad space (name recognition without sales = bankruptcy);
- an unappealing color scheme;
- a mix of several different fonts;
- a silly pun in the ad copy (as if consumers demand witty contractors);
- a picture of your service fleet (which will give the automatic visual impression that you sell work vans instead of construction services);
- technical buzzwords (which the average person will not understand or care about);
- manufacturers’ logos (you’re paying to promote yourself, not someone else);
- the phrase “Discount Prices” (consumers who want quality will call someone else);
- the phrase “Best Prices” (doesn’t everyone claim this?);
- the phrase “No Job Too Small” (which will send your big-ticket clients looking for someone who can handle their project);
- a weak premise, such as “Here’s a great deal!”;
- the lack of an attention-grabbing, compelling headline;
- no solutions proposed for common issues;
- no list of features or benefits of your services;
- no sense of urgency (why not just say “Please call us sometime”?);
- no call to action; and
- the phrase “Satisfaction Guaranteed” (as if you’re bragging that you won’t make the customer unhappy).
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