Know-How Exchange : Copywriting

Is your problem getting appointments or closing sales afterwards?

Regrettably, many tradespeople are good at their trade, but they stink at appointment setting and keeping an overall professional appearance to themselves and their business.

Painting is not an impulse by. You need to be in front of the customer when they need it, not just when you want the business. I would put together a promotion for people who will be in need of painting in the foreseeable future, as well as a promo for a referral. Then have your testimonials / references handy. And good question... are you not getting responses, leads, or closing?

I would not offer painting for free - you are a professional. I would do this. Put together a free report or 2, something like: "The Secrets to Hiring a Painter" and "How to Avoid the 6 Big Mistakes when painting."

I would put the advertising from the perspective of "Are you planning a paint job?" and then you need to sell your benefits, use testimonials to separate yourself from other painters, show photos of your work on intricate painting, etc. Get it done professionally - writing and graphics. Then use it as your advertising platform. Offer the free reports to all who call to inquire about painting and stress that there is no pressure or obligation to buy just to check into it.

Buld yourself as the resource for painting knowledge and superior work and then they will want you even if your price is higher. Quality beats the price cutters every time but only if you can show the difference. Flood them with testimonials and proof, build your credibility and change the hook of your message and your responses will go up, be of better quality, easier to close, and less price cutting for you. Go the extra mile on every job, get testimonials from everyone and grow from there.

Hope that helps,
Bill

Try marketing by letting people know that you'll answer the phone -- and then answer it.

Seriously, with most tradespeople the first person who can book the appointment is going to get the job, assuming that the price is reasonable.

Put yourself in the homeowner's shoes.

Two thoughts

1. when you are talking with potential customers, friends, people in general, you could ask them for help in creating an offer that would get attention.

2. Buy one, get half off for second one, or restated you will paint a house and you will paint a second house for half price .. charity, neighbor, friend, family whoever. Also, if charity, it's a tax deduction and you could get leads from church or community centers.

Same offer for other paint jobs from fences to living rooms.

good luck

Firstly, I think you need to be reminding people why they need a professional painter and decorater in the first place. You don't say where you are advertising but the pregnant woman browsing a local ad mag, may well be interested in a painter for the new nursery - but will end up doing it herself. Look at your professional points and advertise those - better, longer lasting finish. Use of superior quality paints and materials at trade prices. You get it right the first time. You may also wish to make a point about your behaviour on site - courtesy extended to all areas being very carefully dust sheet covered etc. Draw up some flyers and try to get them into the local maternity centre - captive audience, all thinking about blue or pink paint!

Now the discount question. I agree with one of the above posters that most savvy potential buyers will presume you mark up your price in order to discount. I wouldn't suggest offering to do a second house for half price, I don't think people are so generous that offers for other people sway their buying decisions.

Why don't you buddy up with a local carpet company? Often people will be considering new flooring if they are decorating. Arrange with the company to offer 20% off their carpets when booking through you. If this goes well you might want to organise a small 'finders' payment for yourself. The customer gets a useful discount, another company has a relationship with you (and carrys your cards and flyers in THEIR shop) and potentially you make a little commission. Everyone's happy.

So - your ads run something like this -

Time to redecorate? New baby on the way?

blah blah - your professionalism, courtesy, experience and end job etc...

With rooms decorated from as little as (price for room the size of a shoebox), with additional 20% discount from blah blah carpets, when quoting code 980C.