Growing up, I fished a lot. Since my father died before I could remember, my uncle stepped in to be my surrogate. Plus, he needed someone to back the trailer. And deal with the bait. And drive the boat. I was more than willing since I had some ‘learning’ to catch up on.
Lots of days, the trip was valuable even if we caught nothing. This came in handy more often than I admit to other fishermen. We had a good time talking, out in the sun, and discussing, as he said, “which one of the 4,812 reasons the fish didn’t bite today.” As a career writer with Readers’ Digest, he had a knack for phrasing.
The top reasons – for which the fisherman had no influence – were the usual, such as water temperature, presence of food, and whether or not we were so blooming hot we had to move the boat or we’d burst into flames. (Some sunspots are cooler than Alabama in July.)
Yet the esoteric reasons for not catching fish were casting ability, bait presentation and lure retrieval. All this was the fisherman’s choice.
We eventually arrived at an honest conclusion. Shockingly, it impacts your marketing and your business, everyday, even among your customers and employees. Click for advice from two over-baked fishermen, potentially feeling the effects of Vienna Sausage. Don’t say you weren’t warned.
A NOT-SO PROFOUND OBSERVATION
When we didn’t catch fish, it was due to the uncontrollable reasons. When we did – you guessed it – it was skill, pure and simple.
My Uncle Allen has long since passed away, but the lesson stuck. We’re all fishing, all the time. In the upside-down logic of human behavior according to fishermen, we let the outcome determine who gets the blame for it.
Could be we’re fishing for a better job, deeper love, more respect, fewer hardships, more money, less stress, more peace. Okay, throw in rock-hard abs, whiter teeth and a magnetic personality.
“The reason I lost my last job,” said a recent applicant, “was because of my dumb boss and his stupid ideas.” (This same stupid guy is among the top franchisees of a company in the Fortune 1000.)
A televised weight-loss competitor said on the air, “It’s a fast-food conspiracy that keeps us fat. The food is too available, too fast, and it smells good.” Pause for smacking plump lips. “Plus, the prices are pretty reasonable. Something’s wrong there.”
What? To me, those are the very mission of the company. I was waiting for her to say ‘addictive’ which all of us in business are still looking to achieve. Soon as I can figure out how to get people hooked on Hudson Ink, I’ll let you know. I’m not above attempting hypnosis.
So, what are you looking to ‘fix’ this year? And is that fix within your control… or outside of it?
Do you believe your increase or decrease in leads is solely due to the weather? Partner with the weather by forcing early season adopters. Tempt late season procrastinators with close outs. Increase your efficiency in peak season to do more with fewer people. There are ways around this.
Do you believe your town is “just not big enough” to grow your business? Then add up the cumulative sales of all your competitors. That’s your market. You just figure how hard you want to work to go get it.
Do you feel marketing is a waste of time and effort, because your sales ‘really’ come from ‘word of mouth’? Then name ONE company that’s successful without marketing. Wait – if they have a sign, a logo, or can be found online, they’re marketing.
Do you believe just having a website is ‘good enough’ and if people want you, they’ll find you? Then consider that 64% of home service sales are now researched online first, before they ever call you. Also, your online reputation can turn hundreds of leads from EVER calling you in the first place. Your web marketing must enter the ‘new’ phase of human behavior.
What’s your biggest marketing problem or challenge for 2011? Don’t hold back. We all have them, me included. (Contrary to my publicly manipulated reputation, I falter and stink up the marketing joint too. But don’t worry – you don’t pay for those, I DO. The information/advice you get here was gathered from a variety of blunders and experiments. )
So how do you end this sentence: “My biggest marketing challenge is…”. Click to send it to us. We’re happy to lend guidance. That’s why we’re here.
Free advice: Keep fishing. It’s impossible to catch anything with your bait still in the boat.Happy Fishing.
P.S. I’ll be speaking at the ACCA National Conference again this year, for which I appreciate the opportunity. If you’re going and plan to sit in during the ONE TIME ONLY “Web Marketing Avalanche Formula” click here so I can come meet and greet you. I’ll do what I can to bend favors in your general direction!
Wednesday, January 26, 2011
Thursday, January 13, 2011
My New Year's Goals
I was glad to adopt one of my New Years Goals taken from a website that recommended: “eat breakfast like a king, dinner like a beggar.” I interpreted that to mean eat a small dinner, but not necessarily out of a trashcan with a glass of cooking sherry.
Anyway, this morning I followed the breakfast advice with a friend. Somewhere between his first and second egg, he mentioned that his college-aged daughter needed to curb her spending. Turns out, that even with a good allowance, she was over-spending on clothes.
“It’s unbelievable” he said, mopping his wheat toast across the plate, “she has many clothes in her closet, with tags still on them, unworn.” He shook his head. I added a comment or two, since I too have a daughter who believes designer clothes are near the top of the "Needs Pyramid”, just above oxygen.
We determined that women have some ancient biological compulsion for new clothes, different hair, and small shiny objects.
We admitted that we’d not changed our basic “look” for about 20 years. Same hair, shirt style, and jean brand. Simultaneously, we announced our “jean size” as clearly printed on the tag. I can’t imagine a lady proudly displaying her clothing size on the outside of the garment. I mean, even the “full figured dudes” don’t mind showing a 48 inch waist. By the way, all women will tell you they’re size 6, as if that means something.
This slight difference between men and women yields a significant marketing technique.
It may also ruin my marriage, so please don’t tell my wife.
If you look back at couples’ photographs, you’ll see the man has scarcely changed, except that job stress has caused his hair to shoot out of his head. The lady will have had 21 different hair styles (and maybe colors) since the photo was taken.
She may exclaim, “Oh, dear, I remember that blouse! That was ‘the style’ back then!” The man is incredulous because he’s wearing the same clothes in the picture, and potentially the same underwear.
I buy my dress clothes from a place that touts, “Quality clothing that never goes out of style.” If a ladies shop even uttered this phrase in a hushed tone, they would go out of business by sunset and mobs of angry but fashionable ladies would burn the place to the ground. I’m telling you, we’re a different species.
And this difference should reflect your biggest marketing shift for 2011. Big Question:
Who’s really doing the buying from you? Statistics say that 91% of in-home purchases (products and services) under $1,000 are transacted by the female. (Not ‘paying’, but ‘transacted’.) This drops to 69% for up to $2,500. After this, the man “acts” like his input is valued (a charade orchestrated by women since Eve and that whole apple fiasco) and ‘major’ purchases at $5,000 and higher climbs to roughly 50/50.
So, if the stylish, approval-conscious, thank-you note writing, sweet-salad eating, thoughtful one is doing nearly all the buying in your service range, who is your primary marketing target? Stay with me here…
Look at your ads. Is your message about “family comfort” or “cheap service”? Let me tell you, she may be a hard shopper, but she’s not cheaping out on clothes or her family. It’s insulting to put a “cheap” tag on her home and her values. Got it? Then drop it.
If your reason to advertise “Lowest prices in town” is just to get calls, don’t complain to me if you get a bunch of price shoppers. You basically begged ‘em to call.
Look at your landing pages. Does your website attempt to pound visitors with hard logic? Or befriend them with helpful advice? Does it use technical jargon, or display benefits that mean something?
Look at your newsletter. Are you talking about the greatness of your company and its glorious history? Save that for the company picnic. Tell buyers why that matters to them. No one likes a braggart, but everyone likes a problem-solver.
Look at the images in your marketing. Do you display a lot of trucks and tools? Great. Show that to the guys in the warehouse, they’ll love it. But unless they’re your buyers, get it gone.
Let this year be the year you shift your message to fit your true buyer.
1.Attract with emotions
2.Convert with helpful authority
3.Retain with friendly efficiency
Do this and you’ll have enough new business to make this your best year ever. Maybe spring for a new wardrobe. Nah. Buy her something instead. You’ll come out even farther ahead.
Anyway, this morning I followed the breakfast advice with a friend. Somewhere between his first and second egg, he mentioned that his college-aged daughter needed to curb her spending. Turns out, that even with a good allowance, she was over-spending on clothes.
“It’s unbelievable” he said, mopping his wheat toast across the plate, “she has many clothes in her closet, with tags still on them, unworn.” He shook his head. I added a comment or two, since I too have a daughter who believes designer clothes are near the top of the "Needs Pyramid”, just above oxygen.
We determined that women have some ancient biological compulsion for new clothes, different hair, and small shiny objects.
We admitted that we’d not changed our basic “look” for about 20 years. Same hair, shirt style, and jean brand. Simultaneously, we announced our “jean size” as clearly printed on the tag. I can’t imagine a lady proudly displaying her clothing size on the outside of the garment. I mean, even the “full figured dudes” don’t mind showing a 48 inch waist. By the way, all women will tell you they’re size 6, as if that means something.
This slight difference between men and women yields a significant marketing technique.
It may also ruin my marriage, so please don’t tell my wife.
If you look back at couples’ photographs, you’ll see the man has scarcely changed, except that job stress has caused his hair to shoot out of his head. The lady will have had 21 different hair styles (and maybe colors) since the photo was taken.
She may exclaim, “Oh, dear, I remember that blouse! That was ‘the style’ back then!” The man is incredulous because he’s wearing the same clothes in the picture, and potentially the same underwear.
I buy my dress clothes from a place that touts, “Quality clothing that never goes out of style.” If a ladies shop even uttered this phrase in a hushed tone, they would go out of business by sunset and mobs of angry but fashionable ladies would burn the place to the ground. I’m telling you, we’re a different species.
And this difference should reflect your biggest marketing shift for 2011. Big Question:
Who’s really doing the buying from you? Statistics say that 91% of in-home purchases (products and services) under $1,000 are transacted by the female. (Not ‘paying’, but ‘transacted’.) This drops to 69% for up to $2,500. After this, the man “acts” like his input is valued (a charade orchestrated by women since Eve and that whole apple fiasco) and ‘major’ purchases at $5,000 and higher climbs to roughly 50/50.
So, if the stylish, approval-conscious, thank-you note writing, sweet-salad eating, thoughtful one is doing nearly all the buying in your service range, who is your primary marketing target? Stay with me here…
Look at your ads. Is your message about “family comfort” or “cheap service”? Let me tell you, she may be a hard shopper, but she’s not cheaping out on clothes or her family. It’s insulting to put a “cheap” tag on her home and her values. Got it? Then drop it.
If your reason to advertise “Lowest prices in town” is just to get calls, don’t complain to me if you get a bunch of price shoppers. You basically begged ‘em to call.
Look at your landing pages. Does your website attempt to pound visitors with hard logic? Or befriend them with helpful advice? Does it use technical jargon, or display benefits that mean something?
Look at your newsletter. Are you talking about the greatness of your company and its glorious history? Save that for the company picnic. Tell buyers why that matters to them. No one likes a braggart, but everyone likes a problem-solver.
Look at the images in your marketing. Do you display a lot of trucks and tools? Great. Show that to the guys in the warehouse, they’ll love it. But unless they’re your buyers, get it gone.
Let this year be the year you shift your message to fit your true buyer.
1.Attract with emotions
2.Convert with helpful authority
3.Retain with friendly efficiency
Do this and you’ll have enough new business to make this your best year ever. Maybe spring for a new wardrobe. Nah. Buy her something instead. You’ll come out even farther ahead.
Wednesday, January 5, 2011
How Can It be a Happy New Year if Your Sales Are in the Toilet?
In the post-Christmas headlines, turns out Santa will actually lease out reindeer this year to make ends meet. As a result, Blitzen has formed a hostile Union (I never trusted him anyway; sounded like a Commie name) Elves are marching at the Pole, demanding pay during the off-season. Sickening.
If the joy of Christmas was only in retail dollars, then we’d all be reading “‘Twas the night before Chapter 11”. Not exactly uplifting. Yet if you’re reading the good news out there, your perspective may be a little different.
• Americans are saving more money now. There is more money “on the sidelines” now than the entire GDP. Gosh, I wonder what they’ll spend it on when they’re ready to buy?
• Some store sales were off slightly for retailers, but the numbers of customers was down. Translation: Well-heeled customers are spending more per transaction. Further translation: Customer retention for valued customers critical. Spending retention dollars trying to lure cheap customers, financially off-setting.
• 9% Unemployment – I ain’t bragging about this number… except that the market is flooded with qualified talent. When we were last shopping for an employee during 2.5% times, my best applicant would’ve lost at “Are You Smarter Than a Door Knob”. I welcome the talent pool available. Probably time to “better the flock” for all of you.
• Recessions Breed Ingenuity and Efficiency. Good. Saving money, extending access, bumping “reasons to buy” benefits, increasing and rewarding retention… all good. Marginal contractors, those “afraid” to market, those who think “selling” is somehow beneath them will apply for jobs at those who don’t.
• In-home service contracting repair business actually increases – Why? Less elective replacement means more repairs. Pent up demand WILL cause a surge later. I’m no analyst, so no debates please. I’ll ONLY defend the first part of that prediction, which is reason enough to be clamoring for customers now.
Other Examples Of Sales And Marketing Lunacy For 2011
• Trying to say you’re different and better without proving either. Consumers are sick of trying to make your sales case for you. They don’t have time. You’d better be clear, repetitive and focused with your USP.
• Hoping customers will trust you and call you with no indication they should. Amateur ads look like ran them. (Hint: “Amateurs”.) Worn out claims with zero supporting evidence is what everybody else does. Prove the opposite: Use more testimonials than ever, laud your awards, plaster credible logos, boost guarantees. Run amateurs back in the corner. This economy will bring out lots of one-truck fast-buck contractors. If you blend in with them, to your market, you’re one of them. Good luck with that.
• Attempting to be found while playing hide and seek. If you go silent this year “trying to save money” you’ll also save tons of money by keeping your service fleet parked. No one is coming to look for you. I don’t sell media by the way, so I have nothing to gain, but I DO tell you to be excruciatingly smart with your media and marketing buys. (I’m sick of saying it, but “Cluster Control” and other strategies we’ve mentioned for the past several months are working.)
• Thinking you’ll get superior sales results from average performers. Contractors can’t be lazy, can’t accept the “same old same old” can’t expect new results from old methods. Much of this is training. Much also by copying examples of super-successful (such as our interviews in Mega-Marketer Club which many of you say is MORE valuable than my insightful editorials! How dare you!)
• Trying to go it alone. I’m in three marketing coaching groups, pay for various memberships and off-site seminars attempting to get better, stay better. It’s WAY more efficient for me to get the blueprints from others than trying to make ‘em myself. So trying to figure out your own taxes, write your contracts, create marketing strategy, sales boosters, and efficiency tweaks all while you’re trying to run a business is crazy. Ask your Trade Associations for help, check their resource pages. Pick an industry event (or more) where you can learn AND implement strategies to help you out. This alone will distance you from the complainers, the followers, the marginal. Plus, just getting with other successful seekers puts you in an Achiever’s Mindset that you’d never get sitting at your desk.
Those are some things that WILL make for successful contractors in 2011. You will be able to hire some of the best trades-people in the industry this year. Customers – left alone by their former contractor – will be waiting to latch onto professionals. Smart contractors will network with other smart contractors and trainers to get even better. Sounds like emerging opportunity to me. Sounds like a New Year worth celebrating after all.
If the joy of Christmas was only in retail dollars, then we’d all be reading “‘Twas the night before Chapter 11”. Not exactly uplifting. Yet if you’re reading the good news out there, your perspective may be a little different.
• Americans are saving more money now. There is more money “on the sidelines” now than the entire GDP. Gosh, I wonder what they’ll spend it on when they’re ready to buy?
• Some store sales were off slightly for retailers, but the numbers of customers was down. Translation: Well-heeled customers are spending more per transaction. Further translation: Customer retention for valued customers critical. Spending retention dollars trying to lure cheap customers, financially off-setting.
• 9% Unemployment – I ain’t bragging about this number… except that the market is flooded with qualified talent. When we were last shopping for an employee during 2.5% times, my best applicant would’ve lost at “Are You Smarter Than a Door Knob”. I welcome the talent pool available. Probably time to “better the flock” for all of you.
• Recessions Breed Ingenuity and Efficiency. Good. Saving money, extending access, bumping “reasons to buy” benefits, increasing and rewarding retention… all good. Marginal contractors, those “afraid” to market, those who think “selling” is somehow beneath them will apply for jobs at those who don’t.
• In-home service contracting repair business actually increases – Why? Less elective replacement means more repairs. Pent up demand WILL cause a surge later. I’m no analyst, so no debates please. I’ll ONLY defend the first part of that prediction, which is reason enough to be clamoring for customers now.
Other Examples Of Sales And Marketing Lunacy For 2011
• Trying to say you’re different and better without proving either. Consumers are sick of trying to make your sales case for you. They don’t have time. You’d better be clear, repetitive and focused with your USP.
• Hoping customers will trust you and call you with no indication they should. Amateur ads look like ran them. (Hint: “Amateurs”.) Worn out claims with zero supporting evidence is what everybody else does. Prove the opposite: Use more testimonials than ever, laud your awards, plaster credible logos, boost guarantees. Run amateurs back in the corner. This economy will bring out lots of one-truck fast-buck contractors. If you blend in with them, to your market, you’re one of them. Good luck with that.
• Attempting to be found while playing hide and seek. If you go silent this year “trying to save money” you’ll also save tons of money by keeping your service fleet parked. No one is coming to look for you. I don’t sell media by the way, so I have nothing to gain, but I DO tell you to be excruciatingly smart with your media and marketing buys. (I’m sick of saying it, but “Cluster Control” and other strategies we’ve mentioned for the past several months are working.)
• Thinking you’ll get superior sales results from average performers. Contractors can’t be lazy, can’t accept the “same old same old” can’t expect new results from old methods. Much of this is training. Much also by copying examples of super-successful (such as our interviews in Mega-Marketer Club which many of you say is MORE valuable than my insightful editorials! How dare you!)
• Trying to go it alone. I’m in three marketing coaching groups, pay for various memberships and off-site seminars attempting to get better, stay better. It’s WAY more efficient for me to get the blueprints from others than trying to make ‘em myself. So trying to figure out your own taxes, write your contracts, create marketing strategy, sales boosters, and efficiency tweaks all while you’re trying to run a business is crazy. Ask your Trade Associations for help, check their resource pages. Pick an industry event (or more) where you can learn AND implement strategies to help you out. This alone will distance you from the complainers, the followers, the marginal. Plus, just getting with other successful seekers puts you in an Achiever’s Mindset that you’d never get sitting at your desk.
Those are some things that WILL make for successful contractors in 2011. You will be able to hire some of the best trades-people in the industry this year. Customers – left alone by their former contractor – will be waiting to latch onto professionals. Smart contractors will network with other smart contractors and trainers to get even better. Sounds like emerging opportunity to me. Sounds like a New Year worth celebrating after all.
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