The most important “W” that should be in your Marketing Strategy

by | Feb 20, 2023 | Blog

The use of Why, Whole, Where, When, What, and Will are so important in your sales consulting process.

Find out why here…

Will – “Everyone has the will to win but very few have the will to prepare to win.” Vince Lombardi

2020 – 2022, and now 2023( IT IS NOT EVEN CLOSE TO 20-21 and 22 have been record years in the home improvement industry. If you had your ducks in a row, you know this. Now in preparation for the 2023-2024 interesting economic situation- you may need to dig a little deeper into your W’s.

Here is a simple easy-to-digest plan to crush your competition and bring more value to your marketplace.

The Most important W no one talks about “WILL”

The will to win. We hear a lot about that. The will and the wish to win, but there isn’t a chance for either one of them to be gratified or to have any value unless there has been a will to prepare to win: the will to prepare for service, to do the things that build and develop our capacity, physical, mental, and moral.

When it comes to home improvement sales presentations, the most important part of the presentation is often the “why” or the reason for the project. This is because understanding the customer’s motivations and goals for the project is critical to delivering a sales presentation that resonates with them and meets their needs.

To effectively use “why” in a home improvement sales presentation, you should start by asking the customer why they are interested in the project.

This could include questions such as:

  • What inspired you to consider this project?
  • What are your goals for the project?
  • What problems are you trying to solve?

By asking these questions, you can get a better understanding of the customer’s motivations and goals. This information can then be used to tailor your sales presentation to meet their needs and address their concerns.

For example, if a customer is interested in a kitchen renovation because they want to improve their home’s resale value, you can focus your presentation on the features and upgrades that are most likely to increase the value of their home.

On the other hand, if a customer is interested in a kitchen renovation because they love to cook and want a more functional space, you can focus your presentation on the features and upgrades that will make their kitchen more functional and enjoyable to use.

Overall, by understanding the customer’s “why” and tailoring your sales presentation to meet their needs, you can increase the likelihood of closing the sale and delivering a successful home improvement project.


Why you, why are homeowners hiring you?

This is the key to ROI and determining what your differentiating factors are.
Is it culture, value or your warranty you stand behind? Be sure your branding your core message speaks to your Mission, Values, and Purpose.

Keep this in mind, less is sometimes more. Keep your message short sweet simple and easy for your TARGET audience to digest. Then simply over-communicate and deliver the results to them!



You is your AVATAR – no not the Blue One, the one that is in the middle of your TARGET?

You have top be crystal clear who you are trying to attract to your business.
Dive deep- where are they, how much do they make, what cars do they drive, where do they eat, is there an income level, do they upsell themselves, do they have a watch they love? Some of these ideas may seem silly, but really once you find out who your audience is, you will know exactly what to do to get in front of them.

Figure this out before you map out your 2023 Marketing Plans. You will save time and money but simply focusing on who you sell to.



How do you place yourself right in front of your customers?
Postcards, direct mail, social media… there are so many solutions available… we got you if you are confused.
If you know WHO they are, you should be able to find out WHERE they are. What are the hangout spots, Linkedin, Church, Work, FaceBook, Instagram…etc.
Or maybe more traditional; the mailbox, the newspaper, NextDoor, Yelp.
Whatever the answer is, map out the PLAN to get yourself in front of them.
We would recommend being omnipresent perhaps with 3 solid methods of placement to get in front and around them. We love traditional DIRECT MARKETING POSTCARDS with automation and drip follow-up techniques.

These simple strategies will help you with the other important W -WIN.



Well, they ask; “when is the best time to plant a tree? The answer is 10 years ago, the next best answer is, NOW.”

So when do your customers need the WORK done and installed? Is it and need, want, or GRUDGE PURCHASE (ROOF- HVAC?)

If your marketing efforts take 6-8 weeks to kick in you need to adjust accordingly to set initial and sale expectations. How long for that SEO strategy? You need to ask these questions to your marketing services. Make sure you’re covering the current season and the next season’s needs as well. This will help give you some GAP insurance on downtime.



What does your customer need and want? Do you offer this?
Think about some “ADDER-LADDERS” this year, is there something you can add on as a service or upsell to your business to create more market share?

An example of this would be:
Roofing, are you offering gutters or an annual membership program?

HVAC, are you offering a membership program and or Air Quality adders?

Solar, are you selling roofs too?

Your marketing message should then speak to these adders as value-adds to doing business with you.

If you need help with any of this – we are here to help. We have the best in the industry as partners and providers. So if it is a LANDING PAGE – we have you covered, If it is a new Website, we got ya, Direct Marketing automated postcards… yep that too.

Let us know – we are here to serve!


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