Busy, Booked… and Still Broke
My explanation to a home services company with record call volume & jobs completed, but shrinking profit.
Lead Generation vs. Branding: How to Win the Marketing War
Unnecessary targeting by competitors is a beautiful thing.
Shared Suffering: The Missing Ingredient in Customer Loyalty
How do we share suffering? That’s easy: Identify your common enemies.
Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.
How Do I Get More Good Leads
Let's cut to the chase on how to attract the high-quality leads that want what you’re offering.
“Google is God”
Just because you need Google to succeed doesn't mean it alone can put you in a leadership position.
Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Your Company Is in a Relationship, And It’s Complicated
The customers won with a single flashy pick-up line often don’t stay long.
What is the Most Direct Cause of Customer Loyalty?
Don't settle for mere Transactional Loyalty on price, ease, and quality. You need Relational Loyalty to get rich.
Love Letter to the Forgotten: Intimacy of Analog
We miss the vinyl era because music back then was relational, not transactional. So what can we learn?
Avoid This Mistake To Convert Deal Hunters into Loyal Customers
How to attract word-of-mouth referrals and repeat customers.
The Push-Pull Method of High-Performance Lead Generation
When your brand design language mismatches your business model, you run into trouble.
Surviving Vs. Thriving: Buyers And Their Hierarchy Of Needs
Surviving (vs. Thriving) buyers are naturally more “transactional.” Their goal is to find the lowest price overall.
Relational and Transactional Ads: The Perfect Combination
Do you want a quick sale or do you prefer building a solid customer base you can retarget for future transactions?