More Cheese Less Whiskers

Today we are talking with Shawn Yergler. Based in Indiana, Shawn does something that helps home owners who have concrete driveways, pathways, walkways, decks, extend the life of their concrete make it look better and protect it from the elements. Essentially, a cleaning and sealing situation with the concrete. Shawn's had some success with every door direct mail - EDDM, (you can see a copy of the post card that he's using, at morecheeselesswhiskers.com/055), and we started by talking about how the awareness of this, the desire for this, a service that is not really a necessity, there's not a lot of utility value. It’s not a transformational service and people don't have to do it so we talked a lot about the right audience, and how to communicate in a way that lets the right people know it’s available.   Right now he has a postcard using a $50 off offer. We talked about a different way to frame the offer that would encourage people who are not ready to get their driveway re-sealed right now, but would like to