Thirteen 13 Publicity Hounds have tips for Christine Fichtner of Mequon, Wisconsin. She’s an interior painter who specializes in faux finishes and she wants tips on how distinguish herself from every other painter with a paintbrush.
From Sandy Shortridge of Hampton Roads, Virginia:
“This is an idea used at the salon and day spa where I get my hair cut. When the owner bought the salon location, he did an extensive remodel and each wall or room was painted with beautiful, professional faux finishes. He told me that one of his clients is in the business of specialized painting and painted the salon free of charge. In exchange, he allows her to place her business cards at his front check-in desk. I thought this was a great tie-in because whenever anyone commented on the beautiful décor, he mentioned the painter. Also, if you choose an upscale salon and day spa, I think you would hit on your ideal target market.”
From Monica J. Kannel of Madison, Wisconsin:
“Have CDs made with samples of your past work that you can share with prospective clients (who can also pass them on for added referrals) and for editors/writers you contact. I recently had several rooms in my home done by a talented faux finisher and I happily show her sample CD to anyone who admires her work in my home.”
From Dan Janal of Excelsior, Minnesota and the publicity leads service PR Leads
“Don’t sell to the homeowner–sell to the people who sell to your clients, such as designers, real estate agents, traditional painters, paint stores, architects, etc. You’ll have an easier time selling to them than to end-users. Plus when your “resellers” or “joint venture” partners recommend you, it is pretty much a done deal. They’ve sold for you. They’ve lent their credibility to you. When you use this technique, you are using leverage. Your marketing costs will go down and your profits will increase.”
The Publicity Hound says: Write how-to articles for spring and fall home improvement sections in local newspapers. They’re far more credible than paid ads. Why give away your secrets for free? Because lots of people, including me, find the very idea of faux painting too daunting and messy. Tell people how to do it, and they’ll hire you for the job. Learn how to write a 700-word article and get a template for how to write a 700-word article with the CD or electronic transcript titled “How to Write How-to Articles for Newspapers, Magazines and Trade Journals.”