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Sales is NOT Marketing - Part Two

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Published: 2019-10-02 | Modified: 2019-10-06
By: Construction Business TV
Posted in: Marketing
Sales is NOT Marketing - Part Two

In part 2 of the "Sales is NOT Marketing" series, I am going to give some examples of how to implement my "3 – 30 – 3 Rule of Marketing" into your business.

Before you continue, please read, “Think You Can Handle a Real Marketing Strategy.” You should have your list with a detailed description of your target market and what they want, ready to go.  It must be in writing for any of this to work.  You can’t be lazy when it comes to marketing.

Secondly, read "Sales is NOT Marketing - Part One." Having your customer list with their percent of revenue contribution also in front of you will be very beneficial.

Next, let’s cover my Marketing Rule of 3 – 30 – 3.

What does the first three, in the rule, stand for?  It reminds us that we only have 3 seconds to capture someone’s attention, whether that is the sign on the front of your building or an ad in the newspaper. The 3-second rule also applies to the title of your YouTube video or the title of one of your blogs, appearing in a search engine listing.

Just think for a moment how quickly you scroll through search engine or YouTube listings yourself.  Or how fast someone is driving by your shop or office.  Do you grab their attention with your message in 3 seconds or less?

As a reminder, what is the purpose of marketing?  Marketing is the One-Way communication that you design to make sure that your target market is aware of your brand.

Let’s show how to apply the principle by starting with an old school example, "The Door Knocker."


If you are not familiar with the door knocker, allow me to explain. The door knocker is a long rectangle piece of marketing material usually printed on card stock with a hole at the top that fits around a doorknob. Typically, we place the door knocker on the main entrance door of a home or office.

Here are a couple of examples of door knocker headlines:

“I noticed dangerous cracks in your steps, and this could cause an injury.  Did you know that cement repairs are not that expensive and can save you from a lawsuit?” 

Or for a roofing contractor:

“I noticed that your roof looked severely warn, which could leak and cause expensive interior damage.  When was the last time you had it inspected?”

Did you notice the attention-grabbing question?  These examples use a psychological formula that I will be teaching about in another series.  For now, recognize how quick and to the point they are, sending an important message in seconds.  I will talk more about the door knockers in a moment, but for now, let’s use this example and reapply it to a modern, marketing opportunity, YouTube.  

A great 3-second video title could go like this:

“How do I know my roof is about to start leaking?”

Get up on an old roof and take 5 – 10 minutes to show some danger signs of a roof that could start leaking any day.  Help people out, they appreciate it, and it builds your credibility.  Always remember the adage, “People don’t care what you know until they know that you care.”

This thought leads me right into the second section of my 3-30-3 rule of marketing.  After a prospect clicks your link or picks up your marketing material, you now have 30 seconds to engage them,  30 seconds is it.  I cannot even emphasize enough, how 30 seconds is the maximum time frame you have.  Some marketing experts teach different numbers, and there is a good case for the 10 to 15-second calculation, especially with online marketing, but we use 30. Because 30 is the upper end for all marketing mediums.  However, you do need to have your hook out within 10 to 15 seconds.

However, if you got their attention within 3 seconds, most people will give you 30 seconds; before, jumping ship. They won't click away from your page or video or throwing away your marketing material right away.

What does this mean practically?  You can’t just market off-the-cuff or ad-lib.  It takes some planning.  Of course, you can throw together a bunch of clips of you changing out a toilet, if you want to waste your time and become frustrated by the lack of interest.  I mean it’s a free country, but I am pretty sure I am talking to people who are serious about their businesses.  

Let’s keep going by returning to the door knocker example.  The prospect has your material in their hand; what does your potential lead see?

"We do this, and that, so give us a call."

"No, thank you!"  In the trash, it goes.

How about using the same example that I gave for the video?  Does your roof look like this or that?  Show a few images of real issues that are easy to identify, then offer a free inspection as your call-to-action.

Alright, before we get too far ahead of ourselves with the call to action.  Let’s circle back and confirm our understanding. Your potential prospect clicked on your listing, or picked up your marketing material, and are into the meat of your message. To advance to the third section of my 3-30-3 Rule, you need to engage them within those 30 seconds.

Within 30 seconds, that prospect will determine whether or not they're going to give you 3 minutes of their time.  That's it, 3 minutes. Don’t kid yourself, that’s all you get. Three seconds to capture their attention, 30 seconds to engage them and then 3 minutes to give them something of value.  Like a video tour of an old roof or clear images on a printed piece of marketing material.  At the end of three minutes (or less) you need to give them an option to take action.  What is the next step?
In some cases, that next step is to listen to another 3 minutes of your video.  In some cases, you'll have a call to action right there.  Like on the reverse side of your marketing material.  However, this is why we must understand that Sale is NOT Marketing and Marketing is NOT Sales. If you have successfully guided a prospect to this point, you have done a great job, but you haven't sold anything, yet!  All you're doing is marketing. 

Lastly, within our Marketing Strategy, we must take the right approach with regards to quantity.  If you have never looked up the mere-exposure effect, which is the fancy psychological term for understanding the power of familiarity, do yourself a favor and watch some videos on the subject.
Practically speaking, a common mistake made with marketing, is the thought that if people merely see our brand enough that it is going to have a positive effect.  However, when we apply the “first impressions last a lifetime” principle, we can quickly see why so many marketing campaigns crash and burn.  Take the time to plan because you only have three seconds.  Perform a thorough market analysis or hire someone to help.  Make sure that you clearly understand your target market and how they are judging your marketing efforts.

For some of you, our video titled “Think you can handle a real marketing strategy” may seem oversimplified. However, after working with over 700 companies, I am always surprised to find out that owners can’t concisely describe their target market.  It is therefore impossible to know what they want if you can’t describe them.  Furthermore, if your results from part one of this series, proved that only a handful of GCs comprise your current customer base.  Then we have to be honest with ourselves and admit that our business is very fragile.  Having a small customer-base is way too risky.

Once you can describe your target market and their needs, with some detail, your marketing must adequately represent your company and communicate directly to that group.  Your marketing must be consistent across all mediums: website, social media, and printed material.   Invest some money in your presentation!  Yes, there are many free opportunities, but good marketing isn’t free.  Remember, “first impressions last a lifetime.”
As we wrap up part two of this series, you may have some specific questions regarding your marketing strategy.  So we have a couple of options to help you out.  First of all, our podcast “Your Business or Your Life,” you can find a link to it below.  You can ask us questions through our website, and we can address your specific issues anonymously on the podcast.  Another option, if your serious, you can get in touch with our team.  We can put together a project plan and assist you directly.

Join me in part three as we begin to open up the pandora’s box of the sales process.

If you have any questions about the specifics for creating your sales marketing strategy, please comment below, connect with us on LinkedIn or message us directly on We're looking forward to hearing about your success as we help you take full control of your business.