One-step Versus Two-step Marketing for Handyman Businesses

Let’s talk about using one step versus two step marketing for your handyman business. So one-step marketing is when you can get your entire marketing message out in one single step. So, one example of that might be a six-page sales letter. You can get your entire message out in a six-page sales letter. You can, a lot of times, you can get your entire marketing message out in a newsletter. You can get your entire marketing message out in an audio CD, you can get it out on your website. So one-step marketing is when you can get all of the message out in one single step.

The other interesting thing is two-step marketing. And that’s whenever you cannot cost-effectively get your entire marketing message out in just one step. Examples would be, a small postcard you may send out. You couldn’t possibly list all the features and benefits, and why would somebody would want to do business with you, on one small postcard. Extremely hard to do. So what you may put on there is the telephone number for someone to call and get the additional information, whether that’s a 24-hour recorded message, or if it’s to talk to you live, or maybe you have a website address on that postcard, and people can go your website and get the additional information that they need from there. Classified adds are another example of two-step marketing. Banded sings. If you’re going to put signs out on the street corner, or anything like that, that could be a two-step marketing campaign.

A lot of these different things, is just that it’s not cost-effective for you to get the whole message out. It would cost you an inordinate amount of money in order to do marketing on a classified ad to get your full marketing message out, because it’s one of the most expansive places for advertising on a cost-per-inch basis. So, you want to just get your headline and the call to action, whether that’s a telephone number, and/or your website on a classified ad, get them to come to your website, or call the number to get the additional information that they need and use that. So I’ve talked about the typical second steps, which is usually your 24-hour recorded information line, or your website in order to get your two-step marketing out. And I do a classic example which is classified ads for the two-step.

Until my next post,

James

P.S. Learn how to effectively use one step and two step marketing for your handyman business with “The World’s Greatest Handyman Marketing Course”.

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