The full title of this book by Tony Bernard is
“Marketing Blueprint For Contractors: The Fastest and Easiest Ways to DOUBLE YOUR PROFITS in 90 Days or LESS!“.
In my review at Amazon.co.uk, I gave it a Four Stars rating. This means I think it is good to very good.
Here is my book review.
A guide to get you thinking about direct response marketing
This short book is very much focused on generating leads for the author. The book is scattered with offers and links to his website.
There isn’t much detail in the book but what there is should get you thinking along the right lines.
I’ve read it wearing both my business coach hat and my hat as a frustrated customer. In the days of Yellow Pages, I invented a game of marketing bingo to highlight how much advertisements all tend to say the same things. The same game can be played with websites.
The book covers developing a USA that is a unique sales proposition and is designed to help separate you from your competitors. The book presents a simple formula based on the Domino’s Pizza classic statement. Incredibly the book doesn’t suggest you have a look at what your competitors are claiming.
It then explains how to create effective advertising that gets measurable results. I like the idea of the rating system but it ignores the vital issue of proof.
An idea I really like is Should Ask questions to help educate customers to distinguish between the “good and capable” (you) and the rest.
This could have been a much longer book but the danger is whether you’d read it if it was hundreds of pages long and went into fine details.
If you’d like to follow through this style of marketing in a more substantial book, it can be useful to read outside your trade. That’s because it’s easier to see yourself as the buyer receiving the marketing. I suggest you look at The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand! by Dan Kennedy.
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