My partner (Frank) and I have been in the process of shifting our of carpentry contracting and into building. It’s the classic retail vs wholesale shift.
Anyways, during a recent discussion regarding mixed messages that our marketing efforts would produce, I asked him a simple but direct question: If someone asks you “what do you do?”, what is your exact 30 second commercial?
We alll can agree that first impressions are the most important of all. Pyschologists have determined that you make a lasting impression for about 30 seconds. After that, you’re toast.
In Frank’s case, he stammered and started rambling immediately. We both laughed and agreed that we need to refocus our thirty minute commercial. Before, when we were focused on carpentry contracting, we both had an effective 30 second commercial. Now…were floundering…but since our discussion….were cognizant. Recognizing a weakness is the first step toward solving it.
My thirty second commercial is actually funnier than Frank’s…: “Since the carpentry contracting business is proving to be a huge finacial disaster, due to severe economic conditions we are moving into the retail….blah, blah, blah.”
We both laughed at how awful the realities are!
If anyone has an effective 30 second commercial, please share it….I’ll share mine as soon as I’m done correcting it.
blue
Replies
I'm a high end, full service remodeling contractor.
I'm a hand-on contractor. I'll be doing most of the work on your project, and if I'm not doing it personally, I'm there every day overseeing the subs. I have a stronmg background in high end trim carpentry, so everything I touch is installed with a trim carpenters eye for detail. And I expect the same from my subs.
I have a short list of trusted subs that I prefer to work with. Aside from knowing and trusting their work. I know and trust them as friends.
If you are comparing the usual 3 bids, I'll be surprised if my prices isn't somewhere around the top. I tend to charge a bit higher for much higher quality work.
If fast and cheap is what you are looking for, I'm not your man.
Thank U fer yer time.
Jeff J Buck ...
Buck Construction.
Here's a card ...(actually 3) ... Take one for yourself and one for a friend.
on and back side is the christmas wish list ...
That's avery strong message Jeff.
That type of approach certainly lays out the foundation for your impending higher bid. It certainly is a strong qualifier.
I like the way you demonstrate your value, before you talk about price. This approach will eliminate a lot of price comparison shopping dead end quotes.
I'm going to have to pull out my 30 second commercial tape and compare it's lessons.
how has this one been working? How many people are turned off or on by it?
blueIf you want to read a fancy personal signature... go read someone else's post.
from way back in my tetemarketing background ...
I'm usually able to tell someone what I do while presenting it in the direction I want to head.
I had lotsa practice when my wife worked for the airlines ... part of her job was "event planning" ... I went to most of the functions ...
spent at least one weekend a month in a rented tux talking to corp heads.
The first time I heard her tell someone I was a carp ... I knew I had to change something!
From her end ... I'm a Remodeling Contractor. She has some better basic answers as to what I do also.
I always figured ... what the hell. I know it's just small talk chit-chat ... "So .. what do ya do?" .. with no real answer expected ... but they asked ... and they just might have a crappy kitchen ... so I give the short but full answer.
I get a surprised look sometimes. Like ... wow .. that was actual information!
I think I get a pretty good response. I find myself answering follow up Q's about remodeling in general or specific problems. Since we're all shooting the bull ... I give as full an answer as I can.
I', yet to get a direct lead from talking to someone ... but I have gotten calls from people who recieved my card from someone I talked up at one of her work functions.
Her new job doesn't persent the oportunity at the moment ... but as the financial seminars get up and rolling ... and they're more like clock work for her and her boss ... I'll start taking up the invitation to come for the free dinner and hit up a coupla potentials!
LIke I said ... I also hand my card to EVERYONE!
and the cards have made their way back to me as leads.
I also use something similar to that intro when someone that I just know can't afford me askes about work ... like U said ... to eliminate the tire kickers ... I stress the "I'm usually highest" .... and the conversation usually turns back to the polite chit chat about kids or the weather.
Good idea of a topic ... I wanna hear more. Where's Smith?
He'll sew a patch on their arm!
Jeff
Jeff
very impressive and I like a lot of what you say
I am not a cheapo home owner, nor a cheapo builder, but I would real back a little myself ( as a customer) with the line " Ill be surpoeised if my price isnt somehwer near the top" but you qualify it very well with the next line about quality and price
but it does set you aside as a top end, which you are, and many of us would like to be
the good Lord, knows I have looked at a lot of garbage over the years that I wish I had let them know up front, I am out of your price range ( and 90% of the legit contractors !!)
the former company I worked with, a major east coast player, had seminars twice yearly,
twice we had a guest speaker named Jerry Rouleau ( based in New Hampshire)
http://www.jrouleau.com
"The complete guide to selling new homes"
"A Sales and marketing workbook for million dollar producers"
he pushed the idea also of talking top quality, a price that is related to , but now set it up as I am one of the more expensive, not custom
( yes he is more of a whole home sales secialist, but his ideas can transfer to many fields)
and yes there are many many out there that want "custom high end" and want to brag to thier friends, I have so and so a custom high end kitchen remodel or a Smittys Custom Home
and that might be your market and clientel and so that works for you
I know for you and I we are all different, different markets, and what works for one person may not work for another. I am not saying that you need to change
just as I said ablve, as an instant knee jerk reaction, that what comes to my mind
otherwise, I really like your 30 seconds, it may really work for you and your area
and to be honest , I think it is stronger then mine and very to the point and would eliminate tire kickers
but the comments I am making are not necesaarily directed to you but are food for thought for those that might be writing thier 30 seconds now and need something else to think about
please dont take this wrong. I have been reading FHB for years, dropping here as a "guest" and respect your work, shown in pictures, your responces to peoples questions, and your input in print in FHB
Edited 10/17/2004 2:00 pm ET by Isamemon
Edited 10/17/2004 2:05 pm ET by Isamemon
Another item I think is important is to learn their name right away , if you dont already know it, and use it nicely in your comercial
the biggest poo poo I hever heard was a contractor meeting a homeowner for the first time at a home show
homeowner stuck his had out to introduce himeslf and the contractor said baically
"dont bother telling me your name, Ill forget it in 30 seconds"
hows that for a 30 second comercial or first impressions !!!
Don't forget to add.
And we won't go through your underwear drawers!Who Dares Wins.
"And we won't go through your underwear drawers!"
Has Jeff ever said he doesnt do that ?
kiddin kiddin kiddin
Tim Mooney
Edited 10/19/2004 8:50 pm ET by Tim Mooney
Pounding kinda hard on the keyboard there tonight, eh, Tim?
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
Nope , it pastes the same size it copies.
Tim Mooney
You WROTE it that big?
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
I wrote it that big. If you copy and paste it it comes out the same size. And if you type in the same line then it comes out the same. Sheesh you need to go back to posting 101 old man.Who Dares Wins.
Good point.
Here's my first effort.
"So, what do you do?
I build footings and foundations.
Basements.
Like a rock.
I chose this specialty because I was tired of seeing all the mistakes commonly made.
When I'm done, you will live confidant that your basement walls won't settle, crack, or leak. You will know that you won't be having to pay the framers extra because my walls are plumb, level, and square.
I don't cut corners. I do everything right, so I'm not cheap. In fact, because of the care and quality I put into my work, I'm probably one of the most expensive.
I'm trying to give the impression that my mind can't be changed, so I made the intro terse and abrupt. Confident.
Then I tried to play on their fears. (Fear is the second best seller after sex.) I can't yet figure how to make a concrete wall sexy in 30 seconds.
I want it to be arrogant (more confidence) so they will know I think I'm special.
I intend to be expensive because Forbes did a study that found that there are two types of businesses that succeed; the Walmart type and the Rolls Royce type. I'm too small to be a Walmart.
So whatchyall think?
Help me out here.
SamT
I build footings and foundations.
Basements.
Like a rock.
I chose this specialty because I was tired of seeing all the mistakes commonly made.
When I'm done, you will live confidant that your basement walls won't settle, crack, or leak. You will know that you won't be having to pay the framers extra because my walls are plumb, level, and square.
I don't cut corners. I do everything right, so I'm not cheap. In fact, because of the care and quality I put into my work, I'm probably one of the most expensive.
Sam,your style is definitly aggressive. You get right to the point, which is important, especially to people that actually want a basement or a foundation. If they don't need one, they drift off....but if they do, they your come right at them with why your superior.
This is very powerful stuff.
Interstingly enough, your next phase gives them something...something that they want...confidence, security, value...its all there. You're keying into their needs....then BAM, you're doing the semi-takeaway with the "most expensive". Your final sentence challenges them...you're telling them that your too expensive for them....their egos can't take this....
I like it.
blue
If you want to read a fancy personal signature... go read someone else's post.
Thanls Blue,
Now if I can just pull it off in real life.
It won't do me any good to talk the talk if I can't pull the attitude.
Aye, I jus wanna build.
SamT
Sam,
I like your
Like a rock phrase. Very good. Gives the impression of solid. Your walls aren't going anywhere. Good job.
Now our commercial?
We are the ones that show up. LOL Our edge.
Scrapr,
I'm also trying to give a sense of Jesus' saying about building your foundation on a rock.
SamT
"Have you heard about all those paper contractors?
Are you tired of talking to designers who don't listen to you?
Does your old house want and deserve a hands-on remodelor who loves it as much as you do?
And wouldn't it be nice to find someone who actuially lives up to the image you hear in these lousy thirty second commecials?
call N_______ H___ S_______ C___ to find out if we can be of service."
Thanks for the challenge, Blue. I never have done much advertising. WOM does it for me. But it was a fun think.
Welcome to the
Taunton University of Knowledge FHB Campus at Breaktime.
where ...
Excellence is its own reward!
Piffin, your commercial uses the technique of steering the client through a series of "yes"s . It is a very subtle, yet effective technique. The natural tendency for all of us is to say NO. Getting someone to respond affirmatively (even silently) is very effective for opening up line of communication.
It is a fun challenge.
I'm going to relisten to that lesson tomorrow on the way (and back from work). I'll post the main items that should be included in everyone's commercial.
Keep in mind, that everyone's situation and style is much different. This exercise is just a fun thing to give us an idea of whether were actually accomplishing what we set out to do.
If memory serves me correctly, you've hit the majority of goals.
blueIf you want to read a fancy personal signature... go read someone else's post.
I hadn't analysed it in those terms, but it is better to be agreeable( yeses) than disagreeable( nos)
I was thinking in terms of knowing my customer bae from the psoitive feedback I get and the comments they make when I ask them why they chose me to be their man. Those questions become a positive reinforcement of what I know they are already thinking. most of them have two or three homes and are already veterens of the remo process.
They KNOW what they don't want already. Those questions help them refine in their own minds what they DO want
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
Blue,
"I'll post the main items that should be included in everyone's commercial."
So are you going to tell us?
I've always known this as the "elevator speech". How you would describe your business in the time it takes for a typical elevator ride.
"I provide answers to your remodeling questions"
"I am a remodeling contractor, focusing primarily on kitchens, bathrooms, and additions, with a bit of general remodeling thrown in. What projects have you been thinking of doing?"
" I'll show you the solutions to your remodeling problems"
"Hire me so my wife doesn't think I'm a freeloader"
Bowz
Bowz, I haven't located that tape yet...sorry. I'm trackin it down...I think it went out on loan....will find it this weekend.
If memor serves me right, there's about 5 items that you want to do in the first thirty seconds..
now where is that tape.....?
blueIf you want to read a fancy personal signature... go read someone else's post.
If someone asks you "what do you do?", what is your exact 30 second commercial?
We chance life's. ONE JOB AT THE TIME.
What do you wan't us to do first? Your kitchen? your bathroom? your deck?
YCF Dino
We chance life's. ONE JOB AT THE TIME.
What do you wan't us to do first? Your kitchen? your bathroom? your deck?
Heheh.. well that's a lot shorter than 30 seconds....
The interesting thing about yours is the "assumed close". That too is a very powerful technique.
I'm not following the first sentence. What does WE CHANCE LIFE'S mean? Typo? Name of company? Regional humor?
blueIf you want to read a fancy personal signature... go read someone else's post.
I'm using Jeff's commercial. I might add a part about how I like to be paid very promptly. I might add another part about how I'm gonna play music while I'm working. That part's pretty much non-negotiable, especially if you want me to get into a groove and take my time and do a really slick job on your place.
I lost my response again. This dump computers..
OK. What I'm trying to say is make life's better.How do I know if is a typo? I'm A carpenter who learn English from the street signs and Super market isles.
That reminds me of one job that I walk out. The only job in 25 years.
I was replacing a countertop and the husband and wife was fighting like dogs about the color, the shape,the make, the backspash.the sink,the faucet the island.....You have no idea.
So, we pick up our tools and walk out. I almost lose that insurance account. Not for walking out and leaving the job half way,but for telling them that they don't need a new countertop.I told them that they need a doctor and a new life.
Good luck on your new adventures.
YCF Dino
Edited 10/18/2004 7:26 am ET by YCFriend
We chance life's
Maybe you mean We Change Lives
Change means to make different.
Lives means many life's
SamT
We chance life's
Maybe you mean We Change Lives
Change means to make different.
Lives means many life's
SamT
Hi Sam.
Thanks for the correction. And the way you explain it.
So..We change lives.
And we do. Except this couple with the countertop... Imagine if they have to replace the Cabinets? For sure I will have lost the account.
Thanks again Sam. And any typo or mistakes you will notice in the future, please feel free to correct me. This way I know what I'm talking about.
YCF Dino
Blue, one of the many hats I wear as a creative director is that of producer/director.
My first thought us nobody wants to see your mug on their TV set. I don't say that to be mean spirited, its just a fact of advertising life. Who you are, what you say and what you look like doesn't have any meaningful impact on your potential audience of customers. Having said that there are exceptions and meaningful ways to incorporate yourself into your spots.
My suggestion is to keep your commercial simple, evoke some kind of emotion or response and whenever possible show your customers. the most important thing is to know your audience, then develop your spot from there.
Let me know what kind of construction you do and who your audience is and I'll see if I can offer some suggestions.
Pino, thanks for the offer.
That's precisely what I need to do....know where I'm heading...at this point, I'm not committed yet. In years past, when I was strictly custom framing, I could easily give a thirty second commercial
It looks like were leaning toward country homes in the 250 300k range on several acres. Were going to be targeting working families that are sick of the crowds in the city, and retired workers that want to put up a home and barn. We primarily will be targeting small lots (ten acres being split into 4 building lots) but have our eye on a 22 unit development.
As soon as I know more, I'll let you know.
blueIf you want to read a fancy personal signature... go read someone else's post.
how do you hit that market
that is the market we are after
I dont want to try to pound nails and compete with gingerbread frilly tract homes
yes there is great money there for the right person, many of whom are here at BT
I dont need to make a million dollars, not even 100k
not build showcase homes for trophy wives who dont know jack
but nice homes, in the country
lots of people have office jobs
I prefer my office to be up on top of 6 inch plates ( ok 5 and 5/8) with the next house further away then I can see in the spring or further then I can shoot a 16d out of my senco with the safety held back
oh bs, and none of you have tried target practice with an airgun, bs
excuse me my lawyer says I never said that
Isamemom, were just going to spec them. In our neck of the woods, when you get em standing...they sell.
blue
Ps I once bounced a nail off a goose...it was an accident! The goose never flinched.
pps...I woulda ate him.If you want to read a fancy personal signature... go read someone else's post.
Sorry Blue , Im not gonna play by the rules . Id like you to analize something please.
I just took a trip with DW. She answered a time share deal. The deal was that we got two nights in a hotel [ a nice one] 80 dollars in cash to listen to a 45 minute delivery in person. We toured a property. I thought they sure had a lot of money in us since they never screened us. MMM
Anyway we just got done with it and had a free trip. I asked the sales man how successful he was and he admitted , very.
Bottom line to me apeared to be the price. They were selling time shares for 6500 each on a 50,000 dollar property. Total selling price = 338,000!!!!!!!!!!!!!!!!!
Give people some stuff !!!!!! Take credit cards, payments , home equity ,......
Tim Mooney
Edited 10/19/2004 9:03 pm ET by Tim Mooney
Tim, thats a numbers game. They know that if they bring 100 people in, two or three will buy.
They buy the hotel room at bulk rates.....whatever it takes to make the numbers work.
I'm not into timeshares but I know several that have bought them. They seem like risky deals to me....hard to resell because you need to know high pressure tactics....most timeshares don't pass the "common sense" test.
blueIf you want to read a fancy personal signature... go read someone else's post.
I didnt have the idea that you should sell time share. I just wanted to represent a symbolic tatic. We have discussed taking credit cards for example. Give some things away like pens , tablets with your name on them [this is the best ] as its always got your name on top of the desk. That source of ideas.
Tim Mooney
Ahhh marketing tools!
that is a subject worthy of its own thread. I've never given out any, but I have received some. I like the small pad idea. I'm a pen grabber...only if I need one. I don't take a lot of stuff offered. I refuse to wear anything that advertises. I'd have to be desperate to wear any designer clothes that have a name on them. I don't take coffee cups or mugs, hats...I refuse shirts, sweatshirts, etc if they have a name on them.
I did wear one and only one building suppliers sweatshirt. It was the nicest, warmest, highest quality sweat shirt that I had ever laidhands on (it musta been weaved by one of bin ladens women). And...I liked the proprietor, he was the friendliest gy ever behind the counter and eventually owned a store himself.
blueIf you want to read a fancy personal signature... go read someone else's post.
Ill quit botherin what you want in here.
Tim Mooney
Don't quit botherin....it aint botherin....
Phill bothers...
blueIf you want to read a fancy personal signature... go read someone else's post.
I see so many cable commercials that are badly produced due, not to lack of money but rather lack of focus and a poor understanding of the medium.
seriously, let me know before you spend money producing a spot. When you get an idea or script, email it to me and I'll give you my unbiased opinion.
I'm thinking Blue is talking about the same thing the rest of us are ...
a 30 sec commercial ...
like when ya meet someone on the street .. or a customer for the first time ...
and put into words what it is U do for a living.
I'm pretty sure he's not talking about literally making a 30 second tv spot.
Jeff
Right on Jeff!
I'm talking about personal commercials. We all need them whether we like it or not.
blueIf you want to read a fancy personal signature... go read someone else's post.
Pino, the thirty second commercial I'm reffering to is the everyday explanation that I, or you, would give to anyone that you meet that asks you "what do you do?". I thought I had mentioned that in the original post.
I'm not thinking about buying television or radio ads. I just came up with this idea for a thread when I realized how important it is to have our own personal 30 second commercial ready at all times. Without this mental 30 second commercial that guides us, we all tend to float...not specifically honing in on the things that will make us successful.
Personally, we took a huge step today toward launching our spec business. Bringing the lack of mental focus is/was a significant step toward moving forward.
blueIf you want to read a fancy personal signature... go read someone else's post.
I'd gotten the idea you were talking radio or TV ad too.
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
ok ok ok. I will be totally in the middle on this and irt does relates to 30 second comercials and sound bites
Im not picking sides
how come we cant play the spin doctor carp,,,, all talk no substance bull that we hear all day long right now
man if I could play that game
pick me Ill promise you everything
Ill tell you what you want to hear without really saying a thing
I notice all the garbage on this and many other forums the pst few weeks and will only get more so in the next few days
I agree politcis are important, we need to elect good people, but how can you tell wehr anyone really stands these days
so yeah it is shallow of me to say,
cant wait till its over , so late at night I cna come here ( and other forums) and not get bogged down with........pick me pick me,,,,,oh dont pick him because hes an a...hole because I say so)
sorry ..............just getting burned out with all the negativety these days
now watch
will be posts talking about this side and that side related to what Im sayng
give me a break ...PLEASE
so you bitch about political posts ...
then try to start one in the biz section?
go away.
or contribute to the idea at hand.
btw ... this is the business section.
get it?
Jeff
Edited 10/21/2004 11:18 pm ET by Jeff J. Buck
You mis-under-stand, Jeff.Let me point out to you that isamemon was providing his/her version of his/her thirty second ad, role playing the part of everything NOT to do in those first thirty secionds to produce a good impression.A - Talk about what you yourself wants to talk about instead of what the potential client wants to hear.B - Wander about complaining instead of presenting a positive attitude.C - Do not invite further contact.D - Fail to impress that you have anything to offer.so you need to apologize and thank Isamemon for contributing so masterfully to the discussion.
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
my fault!
Jeff
Of course!;).Glad to help you see the error of your whys.
Someday, I'm sure you can return the favour. Ain't getting an education fun?
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
I was trying to help, I guess I blew it, If you saw my earlier posts on this , you will see that I was more constructive and not political, You will also maybe notice the other thread on 7-11. Also constructive and related to this topic.
I was just trying to help and say, make sure your ads "say" something of substance.
Sorry I pizzed you off
"I was trying to help, I guess I blew it, "
yes U did
now go away.
Jeff
so here is what I ment
it related to the biz section
30 second comercials are important, politics these days are good examples in cases of 30 seconds of sounding great without saying anything of substance
none of the examples of contractors posts went that way , they talked about what they do and how well they do it , I think it was Piffins, or someone right at the begining that had a great one
It appeared that most contractor ads do not say things like
Pick us because we are the best, we will help you the most, we will watch out for you
this ad sponsored by "truth in contractor comercials" contact us at http://www.truth"
when I said dont contact me about picking sides,
what I was refering to was that I dint want others to start by attacking Bush or Kerry or Nader and trying to relate it to my imput on 30 second comercials
if I wanted to go into poitics of Nader, Bush or Kerry I would have posted this in the Tavern how poltical comercials of no substance are geting real old
Here then is why I don't think your comparison is a valid one - in spirit of constructive criticism, the politicians are know quantities trying to push their agend or to denigrate the other guy.
A contactors 30 sec ad should make a good first impression. First imp's are long tim eago with the candidates. There are using repitition to re-inforce.... First imps with contractors and salesmen omnly come along once.
Candidates broadcast to masses, hoping top capture a few undedideds.
Contractors 30 sec hope to speak to individuals to initiate relationships.
of course, there are those who do the mass advertising saturation thing, knowing they will onluy snare a tiny percentage of the leads developed. Their marketing costs are far higher than average and those costs are passed on to the customer eventually. That probably does compare to the piolitician who promises anything and everything and the costs are passed on to the citizens evetually.
But overall, the comparison of aveerage contractor to average pol is not valid
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
How abought this. 'You can get a job done three ways. Cheap, fast, or well done. Ask for two, don't expect all three'. Now I realise that most people here wont do it cheap (my self included) but you get the drift.
A contractor I was working with once who kept getting change orders jokingly said he should get T shirts that say 'we do it right the second time'.
I'm still looking for that 30 second commercial tape. It was awesome. I cleaned out some more stuff from my truck today and thought I found it.....false alarm!
blue
Warning! Be cautious when taking any advice from me. Although I have a lifetime of framing experience, some of it is viewed as boogerin and not consistent with views of those who prefer to overbuild everything...including their own egos
Additionally, don't take any political advice from me. I'm just a parrot for the Republican talking points. I get all my news from Rush Limbaugh and Fox and Friends (they are funny...try them out)!