Originally Posted by Steve
Scott, that is awesome!
With all the experimenting you have done with your marketing over the years now, do any lessons stand out as far as what you have found that worked and what didn't? Were there things you tried that you would never do again? Like what?
I can actually give you a very good answer(s)!
When people think of the word "affordable" they might wonder if it's because the service is poor. I thought ahead and decided to counter that thought by combining the words "Quality" plus "Affordable".
So now they get to see, "We've mixed quality service with affordable pricing!",
as if it's something NEW and has never been done before. They might feel assured that all is well, that the deal has no fault or risk. After-all, the service is affordable and of good quality. No second guessing for the customer!
Also, when you create something. Sleep on it a bit before you start mass producing. I've created things and thought they sucked by the next morning. It's a habit of mine, but eventually I give in and just choose 1 of x creations (cards, flyers, etc).
Even when I look back to last years flyer, the new tools/software I've obtained to create better looking material puts me to shame.
"I can't believe I sent all those poor looking flyers out when I could have sent these babies out!".
When you advertise a service, make sure it's something you're able to do.
I used to do "Gutter Cleaning", now I do, "Gutter Clearing".
It's almost impossible to really clean a gutter, and the risk of not getting paid when the customer says, "I still see some crud over there, here, etc" when usually it's the paint coming off of the gutter (you can't help it, it's old!), or the debris from shingles which is a non stop cycle of torture for you. Don't believe for a second that the customer is going to agree with you, he has to cough up the money and that may make him hesitant (not worth it).
I've never really had a problem with a customer for "cleaning" gutters, I suppose the real reason is the guilt knowing you can't make them look any better, you can only clear the debris out and hope for the best.
I went up on a few roofs and did all I could with just about every tool in my arsenal - It's a big waste of time. Unless of course you want to paint them and give them a good buffering.
NOW, I do gutter "clearing" - it just makes sense, and it's necessary while being noticeable. "I didn't say your gutter would turn white like new. I just cleared all the leaves, a dead mother bird, and her nest full of newborns... They're all in my handy garbage bag sitting under the lawn mower tires. - Just like I had advertised."
GUTTER CLEARING IS SIMPLE!!!!
Get on the roof with a ladder, take your blow and you're done! You can even rake/mow up the leaves that have fallen onto the yard. (make a quick buck).