Contractor Marketing That Works

Tax Credits Package Generates Sales
For Smart, Profit-Seeking HVAC Contractors

Is the Government Actually Doing Something Logical With Money? Yes, but it won’t benefit you unless you meet 3 conditions — 

Those funny Government people. We keep hearing how they’re rewarding some companies to the degree they’re failing! I must’ve skipped economics class the day that was explained.

Yet my jaw dropped when I read they actually passed the Economic Stimulus Tax Credits virtually assuring that…

Action-Oriented HVAC Contractors Will Benefit the Most

It’s true. This is probably the only version of a “bailout” you’re going to get! But this one can be real win-win IF you attack the opportunity correctly. First, a super-brief summary —

Homeowners can get a 30% tax credit on qualifying HVAC systems. Wow. The “old” credit seemed huge at $500, and several clients generated six figure sales using one of two direct mail letters. Now the credits are up to $1,500! Contractors are frothing at the mouth for the new marketing to hit. (Word of caution: Don’t put this offer on radio. More in a moment.)

Yet, just like the “old” program, many contractors will have “access” to it, but not have a clue how to market or sell it. So it won’t do them a grain of good, while others will pocket huge cash windfalls. Same with the 13 SEER initiative; most complained while we had contractors who generated over a million dollars in sales using one clever marketing twist. Old news, but here’s why it’s important now.

Most of your competitors will be told (by their well-meaning distributors, manufacturers, and some misinformed media salespeople) to run ads on radio or TV. Why? Long story, but in essence, it’s easier to “control” rates and information publicly. Two problems with this approach (and how we’ve been able to beat competitors in virtually every market):

1. Since all competitors will push this program, say the same things, in the same media, and call it a “Government Tax Credit” how in the world can you stand out? You can’t. Unless you’re willing to be louder (more media money) or cheaper (less profit). I’m not fond of either option. Then…
   
2. If you ARE successful in broadcast media, then expect copycats, low-ballers, and those who not-so-politely rip-off your idea. Why? Because you put it under their noses and showed them how!

That’s why we’re recommending the “stealth” approach again. (Why argue with success?)

Here’s an example of stealth and differentiation -— 

With the “old” $500 Government Energy Credit offer, a client’s competition all stuck their dumb copycat ads in one particular newspaper. None reported ‘great’ results. (Fighting over the same pie!) So we repackaged the exact same offer, never called it a “Government Rebate” (negative word to about 30% of the target market anyway) and put it in a direct mail letter. We advised him send it to a small “test” list of just 3,000 homes. His cost was $2,170 all done.

Good thing we tested small…

After the dust settled, Greg Gill of Action Air in California did $97,200 of sales at a 55% gross margin from a little over $2,000 in marketing costs. He then mailed more, got more success. He “quietly” took people out of the market every day, all while his competition wasted time, leads and marketing dollars. They eventually pulled out of the newspaper.

That’s when Greg went in the newspaper, with a totally “fresh” ad, largely alone, and lit up the phones again. In all, he sold $1.2million, while competitors called the program “too much trouble and expense.” It is if you do it wrong.

We’re seeing the exact same situation now. All will have access to the Tax Credits, few will prosper. The 3 Things you’d better have in place —

1. A Proven Strategy. “Guessing” and “hoping” are better than nothing, but not by much. (I’ve outlined 7 very simple pieces to have in the strategy, but you can still trounce your competition only using 3 or 4.)
   
2. Marketing Pieces. The basics would Press Releases (free to run!), Direct Mail letters, Newspaper ad/inserts, CSR “conversion” script (two sentences) and “thank you” script for after the job closes. Very important to generate more free referral leads.
   
3. “Speed Selling” Pieces and Scripts. Your techs need a brief script to show benefits of the Tax Credits package, plus a ‘Blue Sheet’ sheet that guides his script that the homeowner can keep. This sheet also shows your differentiation, and why they should choose you.

And that’s it. You do this, you win. You wait, you watch others do this time and again, taking people right out of the market, your market, by offering them a way to actually benefit from this incredible, unheard of, tax credits program. Plus, it could end anytime.

In fact, that’s why we went ahead and created an entire HVAC Tax Credit NitroPack, based on that exact formula above. (Well, we probably went a little overboard on it.) We included the media, the methods, the message and even the scripts to use to generate more leads, more sales, and more profits at a time HVAC contractors could use it. Like now — 

What Does the HVAC Tax Credit NitroPack Include?

First, as a partner to our famous PowerPacks, the NitroPacks are smaller, but just as explosive and “zero in” on a particular strategic marketing and sales opportunity.

The HVAC Tax Credit NitroPack comes with all of the following:

1. Press Releases – These are free to run, we advise you send these to all media, to give you “expert status” early. Get press, get noticed, be first (there is no “second place” on PR by the way.) Soon as you get your NitroPack, send these out. If just one of these gets run, you’re way ahead.
2. CSR scripts – Our “scripts” are talking points that “convert” repair calls to replacement leads. Another is for Tax Credit Marketing generated leads. Each gets more appointments than “winging it”.
3. Direct Mail – These are high-powered Direct Response letters to generate leads from targeted lists. These are “under the radar” and crafted to drive stacks of leads right to you.
4. Newspaper ads – Specifically designed to “cut through the clutter” in the newspaper, bringing leads right through the phone. We even tell you what days and what pages to run for maximum response.
5. Web Copy – You get the exact words to splash your site with the magnetic information about this incredible package that can attract better Google Rankings and search results. What is that worth?
6. Email Autoresponder Message – Once your website gets prospects hot, you’ll have emails ready to drive them to an appointment, instantly! They’re ready to send, automatically, 24 hours a day.
7. On-Hold Messages – Use “on hold” time as selling time for the Tax Credits Package. Most won’t know to ask, but these messages get the point across, for zero dollars!
8. Billboard – Promote your company and you ability to help homeowners take advantage of available tax credits in high-traffic areas night and day.
9. Yard Sign – every job you close where the homeowner will benefit from the tax credits needs a sign in their yard.
10. Sales Closing script – For your tech or designated salesperson, use the right phrases to upsell, cross-sell and promote this package the right way. Maximize your closing ratio and high dollar conversions. Just one more sale using these phrases can add thousands to your season!
11. The Blue Sheet: “Tax Credit Report” – This ingenious tool is just ONE sheet of paper for your techs to hand homeowners, or mail in invoice stuffers to educate homeowners about the Tax Credits available and how your company is different from the copycats. What an image builder!
12. CSR follow-up script to thank and generate referrals – After each sale, your CSR will have a specific follow up “thank you” script, to make sure all is well PLUS to generate referrals using the exact phrases that can turn one sale into many!

13. “How to Use the HAVC Tax Credits NitroPack” that gives you step-by-step instructions to implement this the first day you get it. Oh, you needed some “special” help?
14. Phone Follow Up Coaching – We’re not some “quick print” shop or “pretend” marketers, we’re a full-time marketing firm just for contractors and we create all our products, so we’re happy to guide you through marketing snags at no extra charge. 

 
“So How Much is All This Going to Cost Me?”

Here’s the deal – The Government Stimulus package is in your town NOW. It’s available to all your competitors. Either you or they are going to get sales, or lose them. One homeowner, one system, one tax credit. My copywriting charges for ONE 2-page letter is $4,500, which may sound high, but if you sell $100,000 of replacements, do you really care? Then you look at the list of items above and see we’d be within reason to charge you $10,000 for this package. (Plus it’s guaranteed.)

Yet, there’s no time to waste “thinking about it” because this topic is RED-HOT, so we’re offering this entire HVAC Tax Credits NitroPack for the ridiculous price of $397. Yes, it is too cheap, but I want you to come out of this recession with more money, and hopefully to remember we might’ve helped in a small way. Long as you come out, that’s great. Here’s where I make sure —

I don’t’ have any idea how to be more fair. You either want to profit from this program or you don’t. But I have two more benefits to make this an absolute “no brainer” —

Bonus #1: Get 3 Free Months of Marketing Coaching (Silver Level).   You’ll have an “on call” Marketing Coach to help you along, no matter the need, plus a ton of specific help, each month. (See benefits). This is remarkable valuable, given to you as part of this package.

Bonus 2:  The “Unclosed Prospect Letter.”   Send this letter to any unclosed lead to help create sales that would’ve slipped by or gone straight to the competition. The mark-up in just one sale – one sale – from this letter can pay you four times what this package costs!

Bonus 3:  $200 in Hudson, Ink discount coupons for advanced resources and training tools.

Bonus 4:  12-month Marketing Strategy Planner.   Shows you the marketing hot buttons for each month, in each media (and what to pull back on!) plus planning for the next month.

Bonus 5:  Low Cost/High Response Lead Generation Kit.   Over 400 pages of our best marketing material condensed into just 60 pages of the most profit-pumping contractor marketing info you could want.  PLUS the audio seminar.

Well, that’s my offer and I believe it’s a good one. This can be the fastest, easiest money you ever made. They say “buy low, sell high” and we want you to get this package “low” but generate “high” sales! No one’s going to do it all for you, but this package has done about 90% of the heavy lifting. You just follow the steps.

Yes! I want the Hudson, Ink HVAC Tax Credit NitroPack to help me generate more leads, profits, and sales!

Limited Time Offer!  When you purchase today, you recieve a FREE 3-month trial membership in our Marketing Coaching Club.  Click here for full details.