Million-Dollar $ecrets To Getting New Customers--Dean Blay, Mr. Remodeler

 

"John...the ad ain't drawin' flies..."Dean...what happened this time last year?"The ad didn't draw flies.."Then what happened the following month?"Well...we did get more sales..."

For over twelve years I worked with one of Kansas City's best-loved home remodelers', Mr. Remodeler, Dean Blay.

Dean had voiced his own radio ads on our classical station, a music of your life station and several newstalk stations.

Sadly--his voice was silenced this past July due to his death.

But Dean Blays' memory and radio ads will long be remembered.

Dean had a deep...slow delivery and country accent when he read his radio ads. When I first started to work with his advertising--he would give us a cassette tape from his Phone Mate machine with his ad on it. He was too nervous to record in our studio!

When he finally did come to our production room, we turned on the reel tape recorder and left the room so our engineer wouldn't make him nervous.

Dean's down to earth delivery and subject matter reminded me of Andy Griffith. 

He was a good old boy-and connected with all types of listeners.Over the years--his ads would talk about his dog, Hootie that he'd take fishing with him at the lake, his granddaughter calling him grand pa pa and his holiday reflections on how fortunate he's been.

No one really knew what he looked like--since all they heard was his voice.

But after thirty years being heard on the air--listeners called to ask him if they could buy a CD of all of his ads!

Dean's vocal delivery, content and style all produced a homespun warmth that created a TRUST in him--even though you didn't know him.

This would produce customers which, due to the quality of his work--would produce referrals.

Dean would end his ads, say--the last fifteen seconds talking about any room addition, kitchen or bath--to call him...and thanks for listening.

Dean would run his ads every other week, all year long. and business would slow down every summer--and I'd get a call of concern that his ads weren't producing results.

I'd remind him that when the fall arrived---the calls would pick up again.

Several weeks later, in September--he had a customer spend $55,000 with him.

The key to his advertising success were:

• Unique, homespun ads that were a little corny--but you wanted to listen.
• Consistant scheduling year-round to build his brand.
• His delivery and sincerity. 

Whenever I'd meet a new prospect--I would tell them about Dean--and imitate his ad intro...

Prospects would smile...and say--Oh, yeah--I know who he is now.

And that was exactly my point about great advertising.

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