Perhaps you’re asking the wrong question
Instead of simply asking what drives the most traffic, ask how you can earn the trust of customers before they need you and inspire loyalty with relational marketing.
Selling like Herb Tarlic
“We will match the price of our competitors on any similar product.” With one sentence, he converted us from relational buyers to transactional ones.
Fundamental Forces of Business – Part 2
This technique is used by many who think they understand advertising. It can turn a person into a customer, but only a weak one.
Fundamental Forces of Business – Part 1
Walmart is the richest retailer on the planet. They use the gravitational pull better than anyone else. But gravity is the weakest force.
Advertising is like cooking an egg
In an environment where results are needed immediately, microwaving your marketing might be the option. But it’s not the most ideal.
Mom was right, your so-called friends are using you.
Just like the friends that go to your neighbor’s party when the freebies are gone, Transactional Customers mooch from you until there’s nothing left to give.
A Smart Start For Marketing Your New Residential Home Service Company
With this strategy you spend upwards of 10X per lead less, convert higher, at a higher average ticket, at a higher gross profit.
The Anatomy of an Offer
Vagaries and loopholes are the enemy. Specifics and clarity are your best friends. If you’re putting a special offer out there, do the things that make offers work.
Cubicalls: Press Pause
"Is this that transactional-relational thing?" “I think so. Her business should be relational." “Why?" "We’ve been taking Buffy to our groomer for 10 years. You ever bathed and brushed a Bichon? Our groomer isn’t the cheapest. But I never miss an appointment."
10 Basic Truths of Advertising, Part 1
America has always sorted its mail over a trashcan, and now just as ruthlessly sorts, filters, and dismisses every other incoming stimuli. Modern life demands it.
Transactional vs. Relational Customers: Are You Attracting the Wrong People?
Given the disproportionate amounts of revenue and profit generated by Relational buyers, you might even expect an over-abundance of messaging aimed at Relationals. But that’s not what you find.
Your Coupons Are Lying To You
4 families in 5 use coupons, but not because the coupon instigated the purchase. Rather, they use the coupon because there was a coupon to be used.
Tony’s Best Business Tips, On the Occasion of His Passing
Right from Tony’s first entrepreneurial venture, he understood that long-term thinking was a strategic advantage.
About That Price
“The only thing people care about is the lowest price.” This is the rejoinder I most often hear when a business doesn’t see any value in advertising (much less marketing). This confounded me for many years until I realized advertising wasn’t the problem.
Why Character-Driven Ads are the Key to Higher Margins
Facts presented as facts — as standard “reason why” advertising — cause people to buy from a Consumer Reports mindset. They want bang for the buck.