Chapter 1

• The Marketing Mindset – A Contractor’s Most Powerful Marketing Tool
  11 Marketing Myths That Are Killing Your Business

Chapter 2

• Your Ads Are Your Salespeople – Too Bad Most Aren’t Housebroken
  Developing a Powerful USP That Magnetically Attracts Customers
  Simple Way to Create Your USP (that almost everyone misses)
  3 Questions to Your USP
  6 Ad Types You Need to Know and 1 You Need to Forget
  Establishing Differentation With Competitive Insights
  Raising the Bar

Chapter 3

• A Smart Contractor Chooses Media – Not the Other Way Around
  Two Ways to View Media Choices
  Frequency Over Reach
  Top 5 Contractor Media Choices
  11 More Contractor Media Choices

Chapter 4

• Why Your Yellow Page Ad is Failing
  Marketing Myopia – Is this curable?
  Powerful Lead Generation Techniques that Work
  The Most Powerful Lead Puller in Yellow Pages
  Build On Your Headline
  Pile on More Leads with Risk Reduction
  Other Lead Pumping Guarantees
  Giving to Get, Part 2
  The One Element that Many Miss
  Layout, Space and Place
  Advanced Strategy: The “Non Yellow Page” Ad Technique
  Yellow Page Budgeting Sanity

Chapter 5

• Market Meets Message, Makes Money. Any questions?
  A 7 Question Marketing Plan
  At Least One Big Fat Lie
  The 5 Funnels of Contractor Marketing Success
  The Lazy Contractor’s Marketing Plan

Chapter 6

• How to Make Home Shows Pay You Big
  Know the Crowd
  Best Locations within the Home Show (plus 3 to avoid)
  Creating a “People Magnet”
  Look! A Prospect! Now what?
  3 Questions You Must Ask Every Prospect
  Working and Acting as a Team
  Why Are My Handouts All Over the Floor?
  About Freebies After the Show
  Sample Home Show Lead Sheet

Chapter 7

• The Most Valuable, but Overlooked, Link in the Marketing Chain – Your CSR
  The 3 Sales in Every Call
  How to Blast by “Average” Phone Performance Without Spending a Dime
  The 4 Dreaded Phrases No Customer Ever Wants to Hear
  Qualities and Goals for the Perfect CSR
  How to Make Customers Welcome Your Calls
  Understanding Buying Motives
  How to Overcome 3 Top Contractor Objections

Chapter 8

• Customer Retention, Referrals, and Recurring Revenue
  Why Customers Leave You
  Why Your Customers Stay, Pay, and Refer
  A Simple Customer Retention Program
  Newsletters as a Secret Marketing Weapon
  Maintenance Agreements Referrals and Testimonials
  What’s All this Customer Retention Going to Cost?

Chapter 9

• Connect the Dots Marketing
  The Only 3 Ways to Grow Your Contracting Business
  How to Create a Cash-Producing Direct Response Offer
  Networking for Net Profits and Net Results