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.
Knuckleheads are the test for success
On the path to happiness, knuckleheads shake owners like a paint can. They are a test. Are you really going to live up to your guarantee?
The Biggest Risk of Bonding Campaigns
Normally, when a business falls short, customers are merely disappointed or frustrated. Not so with relational customers and businesses to which they’ve bonded.
Small Business Social Media Limits
Facebook and other platforms can flip the switch and force small business owners into the world of being unknown.