There's an old advertising saying that's been around for years:

 "If you want to know why John Smith buys what John Smith buys... you
have to see the world through John Smith's eyes."

What that means is simple:

Your marketing and advertising has NOTHING to do with you and your
company.

It has EVERYTHING to do with your prospects and customers.

They have a need that they're looking to fill and they're "radar"
is looking for company to fill that need.

They also have some fears, doubts and concerns.  We call these "hot
buttons". 

Hot buttons are emotionally charged, pre conceived, subconscious
assumptions about your industry and they come from prior experience
or hearing about experiences from others.  

In the home contractor industry these common hot buttons include:

-For big jobs - pushing all your chips in
-Will they get ripped off?
-Don't know how to choose a company
-Nobody calls back
-Doesn't look as good as promised
-Not finishing on time
-Always costs more than the quote.

Your prospects want a home improvement.  Your prospects also want a
company that won't trigger these hot buttons.

To get better results from your marketing - to stand out in a sea
of competition - you must understand this concept and start
addressing what the prospect wants to hear.

Remember:  You have to focus on what the prospect wants to buy... not
only what you have to sell.
 
Until Next Time,
 
Mike Jeffries
http://www.closingsuccesssystem.com/
 
866-926-5100