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Old 3rd April 2006, 12:50 PM   #11

Join Date: Mar 2006
Posts: 4

Originally Posted by Raffy
Hi everyone,

I have a small decorative concrete contracting company that does patios, driveways, walkways,etc. We also do some landscape construction - trees, shrubs, rockery, etc. I have been in business for 7 years. About 50% of my business comes from referal. I also do a considerable amount of print advertising in local newspapers and advertising booklets that contain ads from other home decor/renovation companies.

What I need help in is in the actual ad. I've read that it is inaffective to promote the product rather than promote a "solution" to a potential customer's "problem." Does anyone have any ideas? For example, Bayer doesn't promote Aspirin, it promotes pain relief in its advertising.


Thats right Raffy, I found that strategy to be very helpful.

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Old 4th April 2006, 01:01 PM   #12

Join Date: Mar 2006
Posts: 6

Me too, the strategies is definitely of good help.
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Old 5th April 2006, 07:23 AM   #13
Gary Boye
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Join Date: Dec 2005
Location: Williamsville, NY
Posts: 16
Default Let's not forget...

Originally Posted by Raffy
Does anyone have any ideas? For example, Bayer doesn't promote Aspirin, it promotes pain relief in its advertising.


Conspicuously absent from this thread is the most important ingredient for marketing--regardless of business size. Your USP--Unique Selling Proposition. Some would call it your "identifiable difference".

Services like you provide are sought, and the potential customers have many choices when it comes to choosing a contractor. Take the time to identify what makes you unique from the competition. If you can't do that, then change your offering to, in some way, make your business unique. You might have to gain more knowledge of the competition to do either. Study them. Study their ads. Where are they weak? Where are they strong? That is authentic strategy.

Next--make sure whoever sells you ad space--or designs your ads--is tuned in to your USP. Don't settle for anything less. It's your money that's being spent. Have your advertising resources know your "message" or find people that will take the time to learn what you have in mind.

That is the key to a successful ad campaign. Find your message and stay on it. Good luck to you!

Gary Boye

Last edited by Gary Boye; 5th April 2006 at 07:26 AM.
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