The 2 Most Common And USELESS Pieces of Marketing Advice Given to Home Service Companies
Unique Selling Propositions are counter-productive.
Never Let a Committee Make Strategic Marketing Decisions
"If Columbus had an advisory committee he would probably still be at the dock." - Arthur Goldberg. A committee in small business can be a group of employees or a loose bunch of well-meaning family and friends.
Media Agnosticism
From matchbook covers to skywriting, it all works. Which is why you have to approach it all with Media Agnosticism. If somebody in your affinity group tells you they had success with direct mail, ask to see the piece. It matters.
Reverse Psychology and Advertising Strategy
It’s called “reactance.” When someone tries to tell you what to think or do — that automatic resistance you feel is called reactance by psychologists. And for advertisers, there are plenty of work-arounds for reactance.
What About SEO?
A business owner says "I want to show up when someone is looking for a plumber. Shouldn’t we use the “near me” expression because it’s up 500%?" But aggregators that sell leads are dominating the SEO and PPC wars.
Do You Suffer from Feed the Beast-itus?
You’re no longer a one-man-brand or only running a few trucks. You should be getting ready to hit breakthrough. And yet, the bigger your business gets, the harder it is to “feed.”
Good Spiderwebs
Too often, a company uses their marketing to push their features and benefits - ‘Best location, Best Product, Best Service, Best Employees’ - but these are not clingy and sticky. Features and benefits are slippery and rarely remembered.
The 30-Second Exercise to Help You Understand Brand and Branding
Once you understand the differences between a “brand” and a brand, and between branding and mass-media branding campaigns, it’ll help your marketing efforts immeasurably.
Win Now. Win Later.
The balance between relational brand-building vs. getting the immediate sale has confused businesses and thrown marketers into battle positions. My spies on the inside tell me both sides are holding out on you.
A Love-letter to Radio Sales from 3 Ex-Production Directors
This fiery video challenges your media company to have an internal advocate for your advertisers. Somebody who will act in the best interest of the client and campaign.
Why The Road Runner’s Style Guide Kicks Your Style Guide’s A$$
When done right, THIS is the stuff that creates a distinct voice and personality. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.
They Hold The Power of Your Company’s Reputation In the Palm of Their Hands…
Remember: the people closest to the job have the best ideas on improving it. Are you listening to them?
Turn Your Business into a Loveable Money-Making Machine (Part 1/2)
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
What is Your Price Tag Advertising?
It’s a mistake to presume that “all people want is the lowest price.” That painful myth has led many-a-business to nosedive into bankruptcy. The price tag is advertising quality.
Long Ads, Short Ads, and Creating Viral Videos | Wizard’s Roundtable
Is it better to have a bunch of little 15 second ads or a full 60 second ad? Is a quick postcard better than a long letter? And how can we leverage entertainment?