BUILDERmarketingIDEAS

A client of mine and I were laughing (crying?) about the state of the market last week and we were bouncing some ideas around in order to generate interest. He commented that it must be easy to drop ideas as long as I’m playing with other people’s money.

He was joking…but the comment grew roots.

I’ve made my share of media-buying boo-boos from time to time in my career but I’ve not made them twice.

When I finally grew up and got a real job, the guy who gave me my shot was Don Volk, former owner of Volk Optical Inc (whom I still do work for in the “other” side of my business).

Although I had been involved in promotions and advertising for a little while, I was really green to MARKETING and I was nervous about setting up my first big media schedule. In fact, I thought I was going to puke because we spent A LOT of money on advertising. (You wouldn’t believe me if I told you.)

Don simply said, “Relax…and spend it as if it’s your money”.

Don probably doesn’t even remember this but it’s one of those moments I’ll never forget.

It’s proven to be among the most sage advice I’ve ever been given.

If you’re running a builder’s marketing campaigns – are you spending it as if it’s your own money or are you being wooed and wowed with the latest offer? Are you doing things because this is the way you’ve always done them or are you trying new things?

Next time you place a buy – ask yourself if you would do it with your own money.

Thanks Don. I hope you’re enjoying Hawaii.