How to Make Your Home Stand Up to Hurricanes While Lowering Energy Bills

creatingeffective&
profitableadvertising

www.TheWealthyContractor.com | www.gFourMarketing.com
3 THINGS YOU
ABSOLUTELY HAVE
TO UNDERSTAND
IN ORDER TO
GENERATE LEADS

Kennedy Results Triangle

why advertising
fails…

Who is your
target

customer?

➡ Who are they?

➡ Where do they live?

➡ How old are they?

➡ How much money do they make?

➡ What kinds of cars do they drive?

➡ What magazines do they read?

➡ What hobbies are they interested in?

➡ Where do they shop?

➡ Are they college educated?

➡ What are their problems? What keeps them up at night?

FINDING YOUR WHO’S
? ?
• Don’t rely on guessing

• Don’t rely on what your
people think

• The only reliable way is to use
hard data

PAGE 36-37

HOW WE DO IT…
• Get a list of CLOSED jobs

• Put it on to an excel
spreadsheet

• Export to mapping software

• Get your map… and study it.

how do you get your
 
message

to your

market?

media is
all about…

How do you reach them?

➡ Online?

➡ O
ffl
ine?

➡ TV?

➡ Direct mail?

➡ Magazine?

➡ Newspaper?

➡ Canvassing?

What is your
message

to attract your
 
target customer?

image(institutional) vs. directresponse
“Brand” Building Lead Making

MOST MARKETING BY OUR INDUSTRY
Blah, blah, bla
h

BORIN
G

All about ME, ME, ME
NO
NO

Too many
opportunities for good
quality leads are lost
because of POOR
messaging!
THE WORST PART IS…

A good lead generation MESSAGE will include:
✓ Attention getting, bene
fi
t driven
headline

✓ Images (only if needed to tell a story)

✓ A compelling o
ff
er

✓ Call to action with deadline

✓ Trust symbols

✓ Social Proof!!

✓ IMPORTANT: The “prettiest” ad seldom
wins!
HOW DO YOU CREATE YOUR MESSAGE

PAGE 38-39
• Add a bene
fi
t-driven headline

• Add a compelling o
ff
er

• Use a “story”

• Ad “Guaranteed” to your copy

• BONUS: Rewrite ALL we, our
and us copy to YOU and YOUR
INSTANT AD MAKEOVER

THE HEADLINE
"On the average,
fi
ve times as many people read the headline as read the body copy.

When you have written your headline, you have spent eighty cents out of your dollar."
Here’s How To Make Your Home
 
Stand Up to a Category 3 Hurricane…
While Lowering Your Energy Bills and
Boosting Your Home’s Value
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Think You Might Have a Roo
fi
ng Problem,
But Not Sure Who You Can Trust?
DISCLAIMER: These ads have NOT been tested. They are for demonstration purposes only.

THE OFFER

 

accommodare eum ne.

Eum
fi
ff
ert o
ffi
ciis.

ff
ert

Think You Might Have a Roo
fi
ng Problem,
But Not Sure Who You Can Trust?
THE OFFER

CAN YOU TELL A STORY?
 

accommodare eum ne.

Eum
fi
ff
ert o
ffi
ciis.

ff
ert

or,
even
better…
 

accommodare eum ne.

Eum
fi
ff
ert o
ffi
ciis.

ff
ert


CAN YOU ADD A GUARANTEE?
 
Stand Up to a Category 3 Hurricane… While
Lowering Your Energy Bills and Boosting
Your Home’s Value, GUARANTEED!

accommodare eum ne.

Eum
fi
ff
ert o
ffi
ciis.

ff
ert

easiest way

WHICH SHOULD WORK BETTER?
 
Stand Up to a Category 3 Hurricane… While
Lowering Your Energy Bills and Boosting
Your Home’s Value, GUARANTEED!

accommodare eum ne.

Eum
fi
ff
ert o
ffi
ciis.

ff
ert

AFTER
easiest way
BEFORE

Disclaimer:

Examples are only meant to be instructive.

Test, test and test.

IMPORTANT NOTE:

Do not copy any of the examples shown here.

how impactful can this be?

Results: January through June

REVENUE: Approximately $40,000

Cost: Approx. $14,000

RESULTS:

July through December

Revenue: $337,901

Expense: $ 48,100

Ad Ratio: 14.2%

PAGE 39-40

“I know that half of my advertising dollars
are wasted… I just don’t know which half.”

-John Wanamaker
Not testing and tracking everything
BIG MARKETING MISTAKE

How to Make Your Home Stand Up to Hurricanes While Lowering Energy Bills

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