#1 Contractor Marketing Mistake.
customers leave because their contractor showed no
interest in them staying.
Keeping customers by remaining in contact year-round
should be a no-brainer. However, most contractors still
struggle to stay in touch after the initial service.
Fortunately, a strong company newsletter is still one of
the best and least expensive ways to reinforce an image
and build a strong customer relationship. Why is this so
“Would you remain a customer to a company you've never
heard from? Your customers are no different; they leave
when they feel undervalued or ignored,” says Adams
Hudson, President of Hudson, Ink, a national marketing
firm for contractors. “A strong newsletter program is a
simple and inexpensive way to build a relationship. And
relationships are the key to future sales.”
Customer-focused newsletters should concentrate on being
genuinely helpful to the homeowner, with only soft sales
triggers. Keeping a balance of 80% information to 20%
sales is a way to give customers what they need, and
still place the company name in front of them.
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To that end, Hudson, Ink recently redesigned their
contractor newsletter to serve both the homeowner and
the contractor on a deeper level. That means:
· Online Integration: Newsletters are now
available with web portals that tie in with contractors’
online presence. This allows readers to easily access
more articles, tips and company information.
· Scan This: QR Codes allow contractors’ clients
to instantly view photos, videos, coupons and reports
straight from their phones. Due to their fast
readability, they create more interaction from the
reader and drive them to the company website.
· New look, same quality. The newsletter has been
completely redesigned to benefit and stand out to the
reader. Articles are shorter and easier to read, and
more useful content has been incorporated with a
sleeker, more colorful design.
· More on every page. The contractor’s name and
phone number appear on every page of the newsletter. So
no matter which article a customer turns to, they’ll see
who it comes from and will receive a call to action.
Customers are too valuable to ignore. They cost too much
to get, and they’re like “gold” when you keep them,
build relationships and earn sales. But like most good
things, they don’t appear by chance.
Contractors can receive a no-cost newsletter sample and
get the free “Customer Retention Report” by emailing
Hudson, Ink (www.hudsonink.com) works with the in-home
service contracting trades and is a national partner
with ACCA, PHCC and QSC. Adams Hudson is a recognized
speaker and has published 12 books on contractor