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?
Sales Promotions are Like Fertilizer (Helpful & Dangerous)
Use too much fertilizer and your business will smell like manure.
Value Proposition: Stand Out From The Competition
The only way you can have a clear message is if you speak the same language as your customers.
HOPE gets crushed when Despair uses a megaphone
The only advertising that gets customers immediately is through discounts. I’ve seen this picture before, and I don’t like the ending.
Survival Mode And Buyer Archetypes
The answer is to get better at identifying and closing more sales of both Transactional Shoppers and Relational Buyers.
Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Higher Margins & Elevated Messaging
Sell to people who see you as their first and best choice, and your premium pricing will be gladly accepted as “reassuringly expensive.”
Transactional vs. Relational Shoppers
Transactional shoppers illustrate lower average sales and closing ratios, and smaller profit margins.
Origin Story: How Your Story Should’ve Successfully Been Told
Most ads don’t work. Why? They’re missing the key ingredient.
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.
Personality Prescription, Part 3 – You’re Choosing Cheap Ones
You’re probably attracting Price Sensitive Homeowners without even knowing it.