The definition of marketing is "a social process which satisfies consumers' wants. The term includes advertising, distribution and selling of a product or service. It is also concerned with anticipating the customers' future needs and wants, often through market research".  There are four basic components to marketing:

   A book could be written on all the variables for price and place, but for the sake of getting your phone to ring, let's focus on the last one, promotion and advertising.

     The definition of advertising is "a paid form of non-personal message communicated through the various media to your buying public. It is a marketing tool and is designed to influence the purchasing behavior and/or thought patterns of the reader."

     After you pinpoint what you do well, the next thing you need to do is to determine who needs to have that type of work done. Take your time to determine who is your “Perfect Customer”. Do they make a certain income level? Does their home have a specific value? What neighborhoods do they live in? Did they just purchase the home or have they been at that address for a long time? Is their home fairly new or is it over 40 years old? Time spent establishing your ideal customer will pay you back big dividends. Put the demographics together for your “Perfect Customer” and will now become your target market.

Does Your Company Name Create an Image for Your Prospects?    

Once you have established your target market, now you will need to make sure your company image matches. When a customer reads your company name, it should tell them exactly the kind of work you do. Dave’s Construction doesn’t give the customer any information. But if you change the name to something along the lines of Dave’s Upper Class Kitchens and Baths you have a name that clearly describes what it is you do and it leaves an impression.

If you have a company name that doesn't tell your customers exactly what you do, now is a good time to change it.. Take the time now to go through the pain of making the change before you move ahead with any advertising. 

     Now it’s time to start on your advertising so you can let your prospects know you are in business and ready to help them. Remember that your advertising campaign must focus on your customer's three basic fears. Don't talk about yourself, your great quality, your customers, the jobs you have done. Prospects are focused on “What's In It For Me?”.

Your prospects want to know that you’ll:

     Honestly, that’s all they care about. They don't give a rip about you or your company initially.  Their world is all about them and their families. Think about it….you are the same way when you make a major purchase - it's all about your needs and desires. If you don't focus on the wants and needs of your customer and answer those three fears, they simply won't do business with you.

     Don't try to write your own advertising copy unless you have been well trained in all facets of the advertising game, stick to what you do best and hire the pros to help you write your ads. You’re not going to save any money by writing ad copy that doesn't get your phone to ring, you waste it.

     Get rid of the word FREE on your advertising unless you are offering a free report or some information. It only attracts people who are looking for something for nothing. Those are leads you don't need.

     When the economy tightens up as it does about every six to eight years, many construction businesses respond by cutting their advertising. Stopping advertising to save money is just like stopping your watch to save time. It doesn't work! 

     When the economy tightens up, you must increase your advertising. You need to touch more prospects because fewer are buying. You also need to advertise year round if you want maintain a steady stream of business year round.

      The lack of leads many construction businesses are experiencing right now is due to not effectively marketing and advertising their businesses properly. Remember that referrals should make up no more than 20 - 25 percent of all your business. If your referrals are over 25 percent of your business, then when the economy goes in to a downturn you will see a fairly drastic decline in sales and calls. You need to advertise and stay with it.