To some of you, welcome to the Web version ofRoofing Contractor. To many of you, welcome back. To all of you, thanks for reading Roofing Contractorand for putting up with this unvarnished bit of self-promotion for our Web site.
But that is the point of this note: self-promotion. What prompts this is a recent visit with Don McCrory of Kiker Corporation, Mobile, Ala. Don is a commercial roofing contractor in Mobile and is a past president of the National Roofing Contractors Association. His casual mention of a recent recognition by the University of South Alabama of his brother, Bruce, started us talking about the idea of self-promotion.
Don told me he was going to announce it because Bruce would not likely tout this type of honor. I find that most roofing contractors are at once pretty good at selling their products and services, but humble and often uncomfortable with the idea of self-promotion. The problem with that, however, is if you do not promote yourself, who is going to do it for you?
In 2008 nearly every roofing contractor in this country needs to focus on every type of promotion he can muster. Most marketing schemes start out costly and get more expensive by the minute. Self-promotion can frequently take the form of a press release to the local media. You might be surprised to have your story picked up by the local newspaper, radio, or even television. Not necessarily free, as it will take some of your time and focus and you may have to hire an agency to write (and push) your press releases.
Good works in the community are especially attractive to media outlets, but you should let them know of any good news that your company produces. Rolling out a new product or service? Let the community know! Recently awarded a large or unique contract? Sounds like a press release to me. Have you or one of your associates been recognized for giving a hand to the local charity or institution of higher learning? You need to let your community know.
One of the best reasons to self-promote is to build trust with your clients and potential clients. Trusting that you are one of the good guys will drive a good many people through your door. And if you do not build your own case, nobody is going to build it for you. Building a brand and a recognizable name is vital, but add trust and you begin to build a value to that brand.
Bruce McCrory has his brother, Don, to promote his good works. If you do not have an in-house promoter, you may wish to consider ramping up your self-promotion efforts. In a year when paying clients may be tough to come by, it could make all the difference.
