Mass Marketing Doesn’t Work For UK Trades And Construction. Do This Instead:

Quick question: who’s your ideal client?

Many trades and construction business owners answer that question with a variation of:

‘Anyone willing to pay me’.

There are two problems with that:

It doesn’t narrow things down a lot.

It only works if you have an unlimited marketing budget.

If we’re trying to reach everyone that fits that description then a couple hundred million pounds is a nice start for our marketing campaign.

But what if you’re working with a marketing budget that’s less than the cost to build HS2?

Well, this article is for you!

Why Blanket Marketing Doesn’t Work

We all grew up looking at mass marketing. Coca Cola, McDonalds, Apple. These companies are everywhere. Its difficult to picture a world without them.

Then we start our company. And we realise that we lack the means of marketing like Coca Cola. We simply don’t have the budget to saturate the market with our message.

Aimlessly spewing out your slogan or your logo doesn’t work unless you’re a billion dollar business. It’s also not the way that any of these big brands started out.

In fact, I’d bet good money that every big brand you know started by using the same mechanism.

They crafted something special and rare. An Irresistible Offer. An offer that directly spoke to their ideal clients. The people they identified as perfect customers for their product or service.

Effective marketing is dependent on that concept and that concept alone. Are you able to get your irresistible offer in front of the right people?

Smash Marketing With Your Irresistible Offer

Imagine trying to demolish a building with no plant and no tools, just your bare hands. Imagine the pain as you endlessly toil away to no avail. Then someone comes a long and offers you a bulldozer. You'd get the job done a million times quicker.

In marketing the bulldozer is an irresistible offer.

You can't demolish a building without a bulldozer

and....

You can't win clients without an irresistible offer.

Not only will your ideal clients be magnetically attracted to your message, if your offer is solid you’ll also attract the people that are thinking about it, playing with the idea, considering it. So you'll knock down all the potential clients.

So how do you put together an irresistible offer? Let’s talk about that in the next post.

Until next time,

George

P.S. If you want to know how I would implement an irresistible offer in your business, feel free to get in touch. Fill out the form HERE and I will be in touch to see if we’re a good match.