“As a handyman, you will be driving a lot. It would be a shame to waste all of those miles when you could be promoting your company at the same time with almost zero long term effort,” Dan Perry, handyman business owner advises. “Customers are more likely to hire you if they are aware of your brand, Perry explains. “People like to go with what they know.”
“Branding” – we hear a lot of this popular marketing term, don’t we? Business owners put a whole lot of their time and money into creating a brand name, complete with a logo and other graphics, sometimes adding a motto or slogan. As blog content writers, we’re considered part of a company’s or a practice’s marketing team, always looking for ways to help reinforce each client’s brand. The creating of each blog post is part of the process of inventing – and reinventing- a business brand.
Reading Perry’s description of truck decal advertising, I recalled reading about an experiment with billboard advertising. The subjects of the study were people (several hundred of them) who drove the same route every day to work and back, passing a giant billboard advertising new cars. When questioned, almost none of these people could remember even seeing a billboard, much less that it was about cars. On the other hand, the moment any individual was in the market for a car, she’d notice the billboard immediately.
The point Perry makes to handyman entrepreneurs is that, while “that lady in the Lexus sitting behind you may not need a handyman today, but if she finds you online when she does, she will recognize you and probably call you.”
What does Perry suggest in terms of content for ads on vehicles? “The most important thing is to clearly say what you do and how to contact you.“ Your blog posts are out there on the Internet “super-highway”, available for anyone to see, but the only people who are going to notice your blog are those who are searching for the kinds of information, products, or services that relate to what you do.
The only difference is, of course, is that sustaining a long-term blog marketing initiative is hardly the “zero long term effort” affair Perry promises his handymen advisees. Eleven years ago, in the process of explaining the way my company Say It For You came about, I talked about the “drill sergeant discipline” needed by blog content writers. What I meant was that, while all my business owner clients knew that writing blogs in their area of expertise was going to be a great idea for them, not very many of them have the time to compose and post content on a regular basis. I also knew that the main key to business blogging success was going to be simply keeping on task.
But Perry is on the right track when it comes to customers, who are more likely to hire you if they are aware your business or practice exists, and that you have solutions to offer them.