The enthusiast with a car they love and the person who wants a cheap wash are both customers, and they cannot be sold to with the same page.
Module 2 of the Castells Media academy for contractors: Go to market.
Two audiences, one bay
What the enthusiast is buying
What you must not be mistaken for
How you sound
Where each one is
What your bay hours are currently sold to. Put your own numbers in. If most hours go to the low-value work while the marketing talks about correction and coating, the positioning and the reality have come apart, and the bay is deciding, not you.
Do this next: Decide which end of the market you are for, then read your own price list and ask which customer it was written to attract.
Written by Castells Media, a marketing agency at 1298 Antelope Creek Drive, Roseville, California, working with home service businesses across the US.
Castells Media Inc, 1298 Antelope Creek Drive, Roseville, California