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KB Renovations

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Poster: Jeff Harrison  (see this users gallery)

An example of using Draw to create an aggressive Yellow Page ad. 1/3 page full color is $$$, these guys want some market share.

Some correspondence:

Here is the aggressive style of ad I initially had in mind.

If the incoming calls are handled well, the propect should feel so confident in you that they don't even try anyone else. Ya gotta be very slick & amiable to pull that off though... The psychology in the ad is that you'll have both first access to the prospects, and also the last by opening to door to other quotes they may get from a competitor.

It's a proven statistic that people usually make 3 calls or get 3 quotes. I mention that in the ad, and suggest that they ensure that you be 1 of those 3. That subtle comment can render 30 other companies insignificant.

This situation is a nightmare for your competitors. Why? Imagine a competitor spending hours putting together a proposal. The prospect brings it to you, you simply say, "We'll do it for 5% percent less, same specifications... but we need to fill out our agreement right now if you want to take full advantage of our super-saver discount." Snag the deposit, bad-da-bing. Your competition becomes demoralized, one painstaking quote at a time.... "those $#$! KB Renos people pulled the rug out from under us again!"

The sales rep wanted to ad www in front of the name.... I conceded, but commented:

www. added, though it's not required. Most fortune 500 companies don't use the www. prefix anymore, as it serves no purpose other than make customers do more typing. .com is all that matters, and has far more significance.

Ford, Honda, American Express, Dow Chemical, Home Depot, Safeway, Wal-Mart, etc. have decided not to use it in their materials. The most powerful companies in the world have the same philosophy.
· Date: 20-5-2005 · Views: 29063 · Filesize: 127.2kb · Dimensions: 600 x 479 ·
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