MONTGOMERY, Ala. — According to HVAC marketing expert Adams Hudson of Hudson, Ink, “What do I do next?” is the No.1 question that he hears. “Contractors are looking for a marketing plan because most admit they just don’t have one,” he says, stating that 88 percent of contractors admit to “no real marketing plan.”

Because of this, Hudson, Ink has compiled a free 2003-2004 Marketing Planner for contractors. It provides a “Marketing Focus” for each month, along with “Media Watch” recommendations, and what to look out for in upcoming months. Tips from the planner include:

  • The 32 days a year you should never mail sales letters (Dec. 10 to Jan. 12).

  • The worst newspaper day is generally the one the rep recommends (Sunday).

  • A postage technique that reduces cost but increases response (called “live, standard”).

  • How to drop your newspaper rate but increase your company’s recognition with small, cheap ads (called a “TOMA” program).

  • How to multiply spring and fall tune-up leads by 2.8 times (using a call-behind with the right three-sentence script).

    The 2003-2004 Marketing Planner is available to contractors by faxing their letterhead with the request to Hudson, Ink at 334-262-1115.

    For more information, visit

    Publication date: 08/25/2003