How To Avoid Bad Hires – And Its High Energy Cost
Did you know that the average cost of bad hires is $18,000? And 2 in 3 newly hired people later realized they were a poor fit.
Personality Prescription, Part 5 – Let’s Sell Something
There’s a saying that “Business goes where it’s invited.” What should we put in our ads to get that invitation from Ms. Homeowner?
Wiener Dogs Forever: The Power of Crowd Promotion
This is about a community movement where the stars are everyday people. Most businesses that attempt to do something like this do it badly.
Personality Prescription, Part 4 – Other Homeowners’ Motivations
Value Conscious Homeowners are shopping, too. But not for the best deal. They are looking for an expert they can trust.
A childhood bribe taught me about bad marketing
Bribing a customer does not have the same effect as bribing a child. The campaign works, but the strategy fails.
“Unique” Is Overrated — And Far Less Powerful Than…
Do you care whether you get a “unique” plumber to fix your flooded house?
Personality Prescription, Part 3 – You’re Choosing Cheap Ones
You’re probably attracting Price Sensitive Homeowners without even knowing it.
Forget TL;DR — it’s TB;DC you gotta worry about!
The art of ad writing requires the creation of ads that work even for an audience that’s half-paying attention.
The Personality Prescription, Part 2 – Never Cut Price
Dropping price to be competitive means we’re only working harder to put ourselves out of business sooner.
Left turn to Albuquerque
Last year, a lawyer put up a billboard. He used the same graphics as the tv show with the headline, “Better Call Bob.”
Time To Get Crazy
I stand against best practices because it locks you into a way of thinking. You do not defeat the leader by following their playbook.
The Personality Prescription, Part 1 – Stalled Growth
Stalled growth is an outcome of a growing dependence of home service contractors on digital media. They’ve bought into the “wasted circulation” concept.
Lead Generation: The Who, What, Why, and How
If the epic failure, Groupon, taught us anything, it was that there is no value in attracting a bunch of cheap customers.
The Danger of Preconceived Notions
Don’t judge a book by its cover. How do you make connections with your employees, team members and colleagues?
Rebranding Made Simple (+Examples)
It’s an act of confidence and commitment — a chance for companies to give their brands new life by tweaking what they stand for and how people see them.