How Do I Get Picked Without Being the Cheapest?
Price fills the vacuum by default if you never gave customers a different reason to choose you.
Discounts, Data, and Delusion: Rethinking Valpak
Is Valpak effective marketing or just organized junk mail?
The 7 Truths of Sales Activation – Calls to Action That Work
Customers are jaded, experienced, and hard to fool. So don't try.
How do I Make My Marketing More Effective?
You might not need to spend more money. First, evaluate what you are doing and why.
The Phone Is Ringing Less This Year For Everyone
Something has changed for a lot of companies. Buyers are hesitant.
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.