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Lead Generation vs 1 step approach for local mailing

by Delta223
3 replies
I have a small painting business and am looking into doing a shared mailing with non-competitive people in home improvement. But I'm wondering if...

I should do a straight promotion (Delta Painting service: Interior/Exterior/Patios/Decks. Free estimates!)

or Lead generation (4 money losing myths about painting you MUST know before letting anyone touch your house with a paintbrush / the Delta Painting FREE Guide to saving money and increasing home value with your next paintjob).

Are there any rules of thumb for when to do a direct promotion vs when to 2 step with lead generation? Thanks for any insight
#approach #generation #lead #local #mailing #step
  • Profile picture of the author Edward Green
    Originally Posted by Delta223 View Post

    I have a small painting business and am looking into doing a shared mailing with non-competitive people in home improvement. But I'm wondering if...

    I should do a straight promotion (Delta Painting service: Interior/Exterior/Patios/Decks. Free estimates!)

    or Lead generation (4 money losing myths about painting you MUST know before letting anyone touch your house with a paintbrush / the Delta Painting FREE Guide to saving money and increasing home value with your next paintjob).

    Are there any rules of thumb for when to do a direct promotion vs when to 2 step with lead generation? Thanks for any insight
    The Lead Gen magnet you mentioned "4 money losing myths about painting you MUST know before letting anyone touch your house with a paintbrush / the Delta Painting FREE Guide to saving money and increasing home value with your next paintjob" would be fine for some folks but not for all.

    The real answer would be to do all methods and watch the results, tweak and start again. Some people are worried about being ripped off and some are simply not! I have used the report on many occasions for a multitude of businesses I have either owned or marketed for.

    A simple home service message can be delivered easily monthly by flyers. I like the non competitive partners on quality full colour board because in general they pay for the printing and delivery and I earn lots of money from the free enquiries.

    My suggestion is to target 3-4 marketing methods or more if you can do it. Start with 1 and get it going as quickly as possible and start the second as soon as you can.

    Test them all so you can see which are delivering but make sure you know your ROI on each. I know several businesses that only used the internet for marketing and have more or less disappeared into the noise of all of their competitors.

    Good luck

    Ed
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  • Profile picture of the author Rearden
    In my personal training business years ago, I moved away from the 2-Step lead generation approach and focused all my marketing on interested prospects who wanted to do business today.

    In my life insurance business, it's the exact opposite.

    Build a marketing approach for each, test, and go with the most profitable approach.
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    David Duford -- Providing On-Going, Personalized Mentorship And Training From A Real Final Expense Producer To Agents New To The Final Expense Life Insurance Business.
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    • Profile picture of the author ewenmack
      Different media present people at different
      stages in the buying decision.

      Classified ads, like Yellow Pages, Newspapers
      and Craigslist are for people who already
      have made up their mind to buy, but not from whom.

      For going mass mailing it would tend to be multi step
      for big ticket items, if you can get it to pay.

      Giving a reason why a buyer should
      choose you over the alternatives
      in classified media will mostly give you the biggest
      bang for your buck.

      Best,
      Ewen
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