Home Services
Since Covid, several of our clients asked me to document my past Home Services exploits. After 31 years here in Mohave County, they trusted us and wanted answers as to what we believe is the change needed for future progress. I thought “WHY NOT, WE BUILT THIS BUSINESS ON FRIENDSHIP & HONESTY.”
Back in 1995, we were pretty unique. We had started with loose print ads in envelopes and innovated via change to the award winning magazine ADSPAY. We were the best bang for the buck in all 3 cities, and for all those in business, we were the go to guys.
It’s no secret that to be successful, one must have an effective marketing strategy. We built that and for years we created many success stories, but as with all innovations, it had a shelf life.
We offered our views regarding more change was imminent, but very few would listen as we saw the numbers diminish and the costs increase. We saw and documented the proof, that 50-60% of mailings never made it passed the Post Office Dumpsters and still do not. But we became our very own worst enemies.
We had the audacity to be honest: We told the truth with factual proof that the downward trends and Post Office malpractices were beyond our control. We saw raw materials sky rocket and delivery costs become unaffordable and then our State of the Art Printers closed their doors. Enough was enough and competitors dove in to fill voids at giveaway prices.
We were a business that many copied. Many failed but all the preaching we did, started to come to fruition. We moved on and allowed those still printing to print. They increased rates, persisted in hiding the truth and bought their loved ones NEW cars.
All because they could. Because they preached the past. Because they preached it would never fail. It will, and we know it’s difficult to implement change, but as the Great WINSTON CHURCHILL stated:
TO IMPROVE IS TO CHANGE; TO BE PERFECT IS TO CHANGE OFTEN.
There are countless resources available to all of us, and it’s tough to know where to begin and who to trust, but change has been staring you in the face for way too long, but you can’t commit to it. All because you are stuck believing in the past. The past that we created…..but changed, to be PERFECT.
Did you ever have a Pager? Did you change it? Did you ever have a Flip Phone? Did you change it? Did you ever believe that life would be controlled by Smart Phones? Did you ever believe you would see Codes on your Phone that would allow you to board aircraft, redeem discounts and basically take control of life.
That is change and this is what makes you stay put where you are.
WHY FIX IT IF IT’S NOT BROKE
That statement is a business killer. It makes no sense. If a Model “T” Ford still ran well, would we have the new Ford “MUSTANG.”
Most small businesses buy marketing for a fixed period to monitor results. Others buy because they like their sales rep and others buy because that’s where Mom & Dad bought.
Whichever which way you chose, we wish you well. Fortunately, as I write this message, I look back at the 40 years of experience on a journey across 2 continents, which today, makes me cringe, but more often makes me smile.
For me to document the highs and lows, this blog would need to be in a BOOK format, so we’ll keep it simple and highlight what we believe are 3 of the many pointers you should really give thought to:
- Know Your Target Audience:
Talk to your existing clients. Ask them about pitfalls and pain points. They’ll tell you, because they trust you and before yo know it, you’ll have a list in your mind as to who to target.
2. Build Your Identity Brand:
OK, you have a great logo, but you must distinguish your business from the others. Thorough competitor research will allow you to see what works and what doesn’t.
3. Develop a Marketing Content Strategy:
What we mean is that there is a Blueprint you must create that includes your business goals and the needs of your clients. Try to include Digital Marketing, Websites, Social Media over and above the standard Mom & Pop approach.
Those 40 years have been the ride of a lifetime. My thoughts are from experiences and success is 100% dependent upon change. We changed:
We target to buyers only. We fix costs at a fraction of others. We offer guarantees. A guarantee that if we fail, you pay ZERO.
NOW THAT’S A CHANGE!