tag:blogger.com,1999:blog-54425053515968002322024-03-13T14:10:14.540-05:00Contractor Marketing That WorksAnonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.comBlogger198125tag:blogger.com,1999:blog-5442505351596800232.post-72013031459494553352016-10-10T14:58:00.001-05:002016-10-10T14:58:20.164-05:00Why I Hate Twitter <div class="separator" style="clear: both; text-align: center;">
<a href="https://4.bp.blogspot.com/-P897NtGFM9k/V_vya57uflI/AAAAAAAAAg0/Mbu_xhpyz-IHDmlDfoGtnPJkH5JhkLBDgCLcB/s1600/social%2Bmedia%2Bnetwork%2Bwoman%2B.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="242" src="https://4.bp.blogspot.com/-P897NtGFM9k/V_vya57uflI/AAAAAAAAAg0/Mbu_xhpyz-IHDmlDfoGtnPJkH5JhkLBDgCLcB/s320/social%2Bmedia%2Bnetwork%2Bwoman%2B.jpg" width="320" /></a></div>
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I could almost just generalize with “Social Media” in the above headline, but it sounds more violent and unruly to hate something with a cartoon name. I mean, it’s like “I’d Like to Scrub the Toilet Bowl with Sponge Bob;” who wouldn’t read that? (Power in a headline.)</div>
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Anyway, “Twitter” and other Social Media sites are indeed the rage. Facebook, with a mere 1.7 billion users, is hardly a kiddies’ playground anymore. LinkedIn (sort of like Facebook for business) is “the” social hangout for commercial connections. With a myriad of other discussion groups, subgroups and topical hotspots for micro-niching, how’s a marketer to make it anymore?</div>
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Heck, we got kicked off of two social sites in 40 minutes because my 20-something-year-old intern failed to read the rules. He posted a mildly promotional link (“mildly promotional” to a marketer is like “moderately costly” to a government official) on both, we got an “instant death” email, and that was that. Oops. Been kicked out of better places.</div>
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But we continued down the Social Media paths as an experiment, attempting to see <em>why</em> it was so crowded, being reminded of Yogi Berra’s famous quote: “It’s so crowded, nobody goes there anymore.” As it turns out, he was more prophetic than imagined.</div>
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Before you get your twit in a wad, or unlink me from the scintillating post that “you’re going to breakfast soon,” please put on the marketing glasses for a second.</div>
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My first and main interest is the “who.” It is the defining, crowning, all-valuable “who” that dictates the message and its hopeful response.</div>
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If a market’s sole value is sheer numbers, then there’d best be a unifying language, problem, villain or passionate cause in their psyche or the marketing is for naught. Have fun with that “branding” campaign; just don’t ask me to pay for it. Thus, my “who” needs definition. The reason I also hate card decks for contractors is the same: big, broad, ill-defined numbers.</div>
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By all accounts, staying “active” long enough to define your Social Media groups is time consuming. (I’m bracing for the email response now, “IT IS NOT! MY BOSS WOULD BE MAD IF I SPENT MORE THAN 7 HOURS A DAY DOING IT!”) Some experts claim just “30 minutes a day,” but I ain’t buying it.</div>
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Any interruption in our ADD-prone world takes 10 minutes to refocus, so if you’re tweeting your little pecker off (bird analogy) at each twit, that’s a lot more than any 30 minutes. And going “silent” in this group is not endearing. Plus, given the parameters of the group, “marketing” to them is not nice or socially acceptable. Seems a three-time loser in productivity.</div>
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In Twitter, you get 140 characters per Tweet. (Every time I talk like this, I imagine myself wearing huge orange shoes, scanning for Sylvester the Cat.) This is scarcely what we’d call “long copy,” and without a TweetDeck (organizational tool) you’ll be mind-numbingly insane before you establish enough of a relationship to even mention what you do for a living. Snidely, you may be in the minority there anyway.</div>
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So, back to the numbers. The hours spent, the nose-time invested, the “ad aversion” mentality, message brevity and response reaction time all lead me to conclude this is a currently sorry place for B2B. For the time/productivity wasted, you could buy a radio station and get your following that way.</div>
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Twitter has its place – obviously – but do NOT consider it as anything other than a tangential media. It is really NOT for business any more than hanging out at the bar or golf course is designed for business. That may come as a long-term, profitable way to rationalize the time spent; just don’t mistake the mission.</div>
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So, let the crowds check it out, let the Today Show feature it and let the marketing gurus laud it (and be sure to watch for their “how to” packages, kits, training on “mastering it” at an e-commerce site near you soon!) You’re advised to spend your time more productively.</div>
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Next time, Facebook and LinkedIn.<br /><br /><span style="color: #c10d10; text-align: center;"><strong>Until then, here are some thoughts on how<br /><strong>(or if) you should consider Social Media</strong></strong></span></div>
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<li><strong>Common sense first.</strong> Do your target buyers use social media? If so, READ THE RULES and register. Follow the lead of those claiming success. Basically, understand the WHO.</li>
<li><strong>How big is your database?</strong> If of the above group, ask them to sign-up for your Facebook Page or follow your Tweets. See how many do so.</li>
<li><strong>If your database is under 500, is building the list on </strong>Social Media the way to go? Similar to #1 above, you must know who they are and if they are online. </li>
<li><strong>Once you’re POSITIVE Social Media is right for you: </strong>Start a Facebook and Twitter account. Stay focused on your profession, not what an idiot your Congressman is or how Dale Jr. keeps getting the shaft this year. Let people know you by your profession, and put SOME personal things in there, but never damaging or unnecessary polarizing.</li>
<li><strong>If it gets active, get TweetDeck. </strong>Far easier than the Twitter tool. In a shocking display of efficiency, TweetDeck helps organize your posts, replies and followers. </li>
<li><strong>Provide quality content.</strong> Just like the golf course scenario, it helps to ‘give’ advice before expecting someone to pay you for it. You can discuss technologies, ‘green-ness,’ point to articles (hopefully ones you’ve written), other sites, books, more. You need to be a “helpful authority.”</li>
<li><strong>Get promotional and get gone.</strong> This is why you do #6 instead. If it becomes the “you show,” then you can get banned, deleted, cancelled and otherwise “off-ed.”</li>
<li><strong>There are some benefits to consider:</strong></li>
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<li>Fast feedback. (Quantity and quality of your responses is a great measure of your success.)</li>
<li>Good posts get spread virally. Clever, informative posts get shared on other networks, creating more links and exposure.</li>
<li>Cross-promotion. You can put other sites (blogs) of yours on Twitter and Facebook, linking them back and forth. (Of course, once on your site, you can promote.)</li>
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Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-76051640922755220212016-09-26T14:21:00.000-05:002016-09-26T14:21:07.019-05:00We're Not Innocent Anymore <div class="separator" style="clear: both; text-align: center;">
<a href="https://3.bp.blogspot.com/-2_p9-TA5Ub0/V-l0jnO54II/AAAAAAAAAgY/CIDbr84E5Mo6_Dwyz55I5mZBemG--dxUQCLcB/s1600/american%2Bflag%2Bclose%2Bup%2Bstars%2Band%2Bstripes.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="210" src="https://3.bp.blogspot.com/-2_p9-TA5Ub0/V-l0jnO54II/AAAAAAAAAgY/CIDbr84E5Mo6_Dwyz55I5mZBemG--dxUQCLcB/s320/american%2Bflag%2Bclose%2Bup%2Bstars%2Band%2Bstripes.jpg" width="320" /></a></div>
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<em>Note from Adams: I purposely delayed this editorial. Was a hard one to write, at least until the end. Here goes.</em></div>
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My son was born on 9/11.</div>
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He turned 9 on ‘that’ 9/11, and had football practice that day. It was a bright Alabama day, blue skies completely and eerily unpierced by the presence of airplanes. Parents sat on aluminum bleachers, creaking with each anxious shift, speaking in hushed tones of suspended disbelief, most with folded arms. Any feeling of laughter felt guilty.</div>
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I’d returned from my first ever speaking engagement the day before, elated from the experience, which quickly diminished to triviality. Celebration felt guilty. </div>
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You know where you were too. Though we’d like to forget, each time we remove half our clothing in the airports under scrutiny of eyes trained to spot the ghostly outline of your favorite pocket knife you meant to remove, you’re reminded. </div>
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But here’s <u>what did NOT feel guilty</u>…</div>
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<li>Wanting to help the cause. Wanting to spread yourself too thin, to give more, to send more, to pray more. And conversely –</li>
<li>Wanting to kick the living organs out of something or someone. Maybe that was a guy reaction, or an American one. Not saying that feeling was right, but it seemed to offer solace.</li>
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That’s what I felt. Recently, watching some of the 15-year anniversary documentaries stirred both emotions, and like the Italian dressing bottle’s contents, I couldn’t make the bell pepper bits separate from the onion. They all swirled together until I just couldn’t watch anymore. My mind went to terrible places, unsettled places and that horribly infertile field called worry.</div>
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But once distant from the images, there was good. Like, lots of it. </div>
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Watching the firefighters, police, paramedics, responders of every type seek to help total strangers. Watching a city covered in the dust and debris from a zillion pounds of Portland cement begin to clean up the aftermath one truckload, one wheelbarrow and eventually one dustpan at a time was absolutely inspirational. </div>
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And you, dear contractors, are featured heroes too. While the nation watched politics, posturing and policy develop<strong>, somebody had to get the blooming water running again</strong>. </div>
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Somebody had to untangle the god-awful miles of wiring and get the lights on. Somebody had to clean the air, condition the air and comfort the uncomfortable masses. </div>
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Water. Light. Air. Seems God referenced those early on. Pretty valuable stuff, people. If you <u><em>ever, ever,</em></u> question your value, just consider your remarkable contribution to these cornerstones of civilization. </div>
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<em>That’s </em>what was refreshingly (though inversely) idealistic about that time: We were pretty much reduced to “stuff that really matters.” </div>
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The routine – so willingly cast aside before the tragedy – seemed like paradise. Churches – so easy to find fault while analyzing two sentences buried in Galatians – were filled with those offering prayer, thanks, support. </div>
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I don’t remember seeing anyone making a statement during the National Anthem, or debating about gender-swapping rights, or proclaiming the cops weren’t doing their jobs well. (Maybe it’s worth walking a mile in their ballistic vest on a nightshift first?) </div>
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Anyway, I could go on. And the cool thing is:</div>
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<br />We, as in America, did go on, and will go on. </div>
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Our family just celebrated my son’s 24th birthday in New York. Visited the memorial. Saw <em>Hamilton. </em>And remembered. It’s the struggles that make you tougher. By Sunday’s end, I was reminded that the key to achievement is not individual genius, but collective tenacity to pursue what’s important.</div>
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Here’s to you, contractors. Here’s to you, America. We will not forget.</div>
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<em>Adams Hudson</em></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-9255095745488207672016-09-20T09:50:00.001-05:002016-09-20T09:50:29.129-05:00How to Map Out Strong Conten<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-gp9LpLE09zc/V-FMUVDBORI/AAAAAAAAAf0/riPC-oPKUnMP4kibWVOsI6-IN5WnHus6QCLcB/s1600/pins%2Btacks%2Bmap.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://2.bp.blogspot.com/-gp9LpLE09zc/V-FMUVDBORI/AAAAAAAAAf0/riPC-oPKUnMP4kibWVOsI6-IN5WnHus6QCLcB/s320/pins%2Btacks%2Bmap.jpg" width="212" /></a></div>
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<span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">Can you influence
a prospect in 7 seconds? 140 characters? 23 words? Your answer better be yes if
you want to win friends and influence people in a marketplace that’s got a
microscopic attention span. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">With prospects,
you’ll get an initial 10 seconds of time – tops – to grab their attention.
That’s about 23 words, or the length of a tweet. For a broadcast message,
you’re down to 7 seconds. For copy, a lot of readers stop at the headline. If
that. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">So what does it
take to communicate? Consistency. That way, as your messages are shortened or
broadened, they all communicate the same thing – affirming your image and
brand. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">Once someone
becomes aware of you and enters your “content funnel,” the amount of time
they’ll give you increases. It breaks down like this:<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">7-9
seconds – headline, tweet <o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: Times New Roman, serif;"><span style="font-size: 12pt;">2
minutes – </span>info graphics<span style="font-size: 12pt;">, videos, blog posts<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">5
minutes – magazine articles, long webpages<o:p></o:p></span></div>
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<div class="MsoListParagraphCxSpLast" style="line-height: normal; mso-add-space: auto; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">20
minutes – white papers, webinars<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">Your goal is to
get your prospects to consume larger pieces of content as they move toward your
products and services. And you need to keep the message consistent throughout.
What will help?<o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">Create a map </span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-bidi-font-weight: bold;">–<b> </b>A<b> </b></span><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">message
map is a one-sheet tool that defines what points you want to emphasize on a
topic and how you can support your points – whether you’ve got one minute or 10
minutes of attention span. It’s basically your main message, 3 supporting
statements, plus supporting detail.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">Remember: who is the message for? Your
customers. And they want to know: “what’s in it for them?” Put benefits in your
first 9 seconds so that the customer knows what you can do for them and why
they should contact you. “We keep you comfortable year-round” is a basic
message, for example. But you add more when you…<o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">Make your supporting
points</span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">
– Create three supporting statements that relate to and explain/ prove your
main message. That would look something like, say: “We keep you comfortable
year-round through expert installation and repair, innovative energy efficiency
and friendly, personal service.” <o:p></o:p></span></div>
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">This first map is your main message – the one
that should be included in everything you do. And it should stay within the
9-second, 23 word cut-off. From there, the amount of detail and supporting
information varies based on the type of content and where it fits within your
content funnel. </span><br />
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><br /></span>
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">If you need some assistance mapping out the perfect message, email a Hudson, Ink Marketing Coach today at coaches@hudsonink.com. </span>Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-64525744360417887112016-09-14T08:30:00.000-05:002016-09-14T08:30:01.001-05:00Fishing For Some Answers<div class="separator" style="clear: both; text-align: center;">
<a href="https://4.bp.blogspot.com/-i11W_vN-D8A/V9lPwkkP2sI/AAAAAAAAAfY/jG6-5OidJa47pqjclD7m4CK_BtLrXrccgCLcB/s1600/fishing%2Bat%2Btwilight.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="211" src="https://4.bp.blogspot.com/-i11W_vN-D8A/V9lPwkkP2sI/AAAAAAAAAfY/jG6-5OidJa47pqjclD7m4CK_BtLrXrccgCLcB/s320/fishing%2Bat%2Btwilight.jpg" width="320" /></a></div>
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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 in 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. </div>
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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 <em>Readers’ Digest,</em>he had a knack for phrasing. </div>
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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 else we’d burst into flames. </div>
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Yet the esoteric reasons for not catching fish were casting ability, bait presentation and lure retrieval. All this was the fisherman’s choice. </div>
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We eventually arrived at an honest conclusion. Shockingly, it impacts <strong>your marketing and your business,</strong> every day, even among your customers and employees.</div>
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<strong id="continue">A NOT-SO PROFOUND OBSERVATION</strong></div>
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When we <em>didn’t </em>catch fish, it was due to the uncontrollable reasons. When we did – you guessed it – it was skill, pure and simple. </div>
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My Uncle Allen has long since passed away, but the lesson stuck. <u>We’re all fishing, all the time</u>. In the upside-down logic of human behavior, according to fishermen, <em>we let the outcome determine who gets the blame for it. </em></div>
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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. </div>
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“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.)</div>
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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 <em>wrong </em>there.” </div>
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<strong>What?</strong> 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. As 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. </div>
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So, what are you looking to ‘fix?’ And is that fix <em>within your control… or outside of it? </em></div>
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Do you believe<strong> your increase or decrease in leads is solely due to the weather?</strong> <em>Partner with the weather by forcing early season adopters. Tempt late season procrastinators with closeouts. Increase your efficiency in peak seasons to do more with fewer people. There are ways around this.</em></div>
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Do you believe<strong> your town is “just not big enough” to grow your business?</strong> <em>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. </em></div>
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Do you feel <strong>marketing is a waste of time and effort</strong>, because your sales ‘really’ come from ‘word of mouth?’ <em>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. </em></div>
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Do you believe <strong>just having a website is ‘good enough,’ and if people want you, they’ll find you?</strong> <em>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. </em></div>
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<strong>What’s your biggest marketing problem or challenge?</strong> 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.)</div>
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So how do you end this sentence: <strong>“My biggest marketing challenge is…</strong>” <u><a href="mailto:support@hudsonink.com?Subject=My%20Biggest%20Marketing%20Challenge%20Is" style="color: #0064ff;">Click to send it to us.</a></u> We’re happy to lend guidance. That’s why we’re here.</div>
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<strong>Free advice:</strong> Keep fishing. But it’s impossible to catch anything with your bait still in the boat.</div>
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Happy Fishing,</div>
<em style="font-family: Arial, Helvetica, sans-serif; font-size: 16px;">Adams Hudson</em>Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-6249590681851355192016-08-30T16:50:00.001-05:002016-08-30T16:50:28.248-05:00Generating More Leads for Less Money?<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-h-5TYu3p1tE/V8X_JcHV9II/AAAAAAAAAew/GIxHTfJP5W4t4XaWDM9kNgv5gDvB97XGgCLcB/s1600/throwing%2Bmoney%2Bin%2Bthe%2Bair.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://2.bp.blogspot.com/-h-5TYu3p1tE/V8X_JcHV9II/AAAAAAAAAew/GIxHTfJP5W4t4XaWDM9kNgv5gDvB97XGgCLcB/s320/throwing%2Bmoney%2Bin%2Bthe%2Bair.jpg" width="215" /></a></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Who doesn’t want more for
less? Certainly in marketing, we’d all want more leads for less investment. But
that assumes the leads are of equally high quality, right? Does anyone want to
spend less money to get more poor quality leads? Let’s assume that answer is: “Don’t
be ridiculous.”</span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Lead cost is serious
business. As often cited, it takes $275 to $325 for a contractor to earn a
customer. So how do you balance holding down costs while bringing in quality?
Consider these steps:<o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Measure. </span></b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">What gets measured gets done. You cannot manage cost and quality
of leads without some accurate numbers. If you want to determine a lead’s cost,
you have to measure where the leads come from. This means tracking paid search
leads or online leads, as well as pursuing more hands-on research: asking
callers where they heard about the company or the offer they’re calling about. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Divide the cost of the
marketing investment by the number of leads generated, and you get a basic cost
for each lead. (“Basic” because you can’t always account for how much your TOMA
advertising, non-credited referrals and other promotion have kept your name in
the market at the time the customer responded to your marketing.) <o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Define success. </span></b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Put meaning behind those numbers. What is a high quality lead
worth to you? No two organizations answer this the same way, especially in
contracting. It’s imprecise to separate the specific value of a lead from the
possible lifetime value of a customer. You could say, for instance, that a lead
for a new system is worth more than a lead for a tune-up. Yet we also recognize
that over a customer’s lifetime, tune-ups can lead to installations and installations
can lead to tune-ups. Additionally, one of the first steps for evaluating the
quality of a lead is to distinguish between raw inquiries (which include every
contact generated by marketing) and accepted leads, which is the group within
that group that is actionable. <o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Determine the best value.
</span></b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Obviously, the goal is not getting a lead – the goal is getting a
sale, which can involve an entire process. Therefore, you need to understand
which leads are truly sales-ready, which require significant additional
marketing effort, lead nurturing and sales support and which don’t close at
all.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">In particular, it’s good
to identify marketing leads versus sales leads. These have different
characteristics. Marketing leads may need to be nurtured and cultivated
depending on where they are in the buying cycle. They’re leads that need more
information and more time. Sales leads,
on the other hand, are further along in the buying cycle and decision-making
process, and they’re ready for the sales team. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">While it can be difficult
to predict exactly how a lead will turn out, hindsight is 20/20. Look at your
past leads to help understand which lead tactics, channels and media are truly
valuable and which, even if they are cheap up-front, cost more and deliver less
in the long run.<o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Target effectively. </span></b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Sharpen your aim. Once you understand the market you’re targeting,
build campaigns around those segments – using a mix of offline and online
strategies. Remember, it all works together. For example, a Yesmail study found
that Facebook campaigns had a 50% lift when supported by email, and a 100% lift
when supported by multiple email campaigns. Likewise, Twitter campaigns had a
20% lift when supported by email, and a 40% lift when supported by multiple
email campaigns.</span><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 145%; mso-ansi-language: EN-GB;"> As a retail
example, another study showed that online marketing results in 18% lift for
in-store purchases. <o:p></o:p></span></div>
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<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 145%; mso-ansi-language: EN-GB;">If you need help figuring out the best way to generate more leads for less money, contact a Hudson, Ink Marketing Coach today at coaches@hudsonink.com. </span></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-54275386486847912792016-08-24T16:24:00.000-05:002016-08-24T16:24:18.751-05:00Brand Basics: Aligning What You Say with What You Do<div class="separator" style="clear: both; text-align: center;">
<a href="https://4.bp.blogspot.com/-VdN51XJuSt8/V74QCIaq5II/AAAAAAAAAeI/jLgEBNU1u6MHVByyPohIsMOFpjLNAEiIwCLcB/s1600/group%2Blooking%2Bat%2Breport%2Bsmiling%2Bresults.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="213" src="https://4.bp.blogspot.com/-VdN51XJuSt8/V74QCIaq5II/AAAAAAAAAeI/jLgEBNU1u6MHVByyPohIsMOFpjLNAEiIwCLcB/s320/group%2Blooking%2Bat%2Breport%2Bsmiling%2Bresults.jpg" width="320" /></a></div>
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<span style="font-family: "Times New Roman", serif; font-size: 13.5pt;">A successful
brand communicates credibility, clarity and consistency – making sure that the
way your company (brand) is portrayed is the way it behaves. A successful brand
calls for clearly defined values differentiating you from your competitors. And
these qualities should be consistently applied, across all customer
experiences, starting with the marketing.</span></div>
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<b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt;">Create a clear and concise marketing
message. </span></b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt; mso-bidi-font-weight: bold;">Portray your unique value proposition. Push
benefits, “what’s in it for them.” Then back it up with guarantees and risk
reducers. And give them a clear call to action. <o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt;">Refine your website
strategy. </span></b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt; mso-bidi-font-weight: bold;">Make sure your website is ready for engagement.
Create landing pages with clear messages. Be responsive with autoresponders,
and be able to enter prospects into an email nurturing campaign. Also, provide
free resources such as online videos, reports and blogs that increase your
credibility as an industry expert and build trust with your prospect. Also, a
big part of your website strategy…<b><o:p></o:p></b></span></div>
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<b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt;">Perform keyword optimization. </span></b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt; mso-bidi-font-weight: bold;">Identify the right prospect for your company, then identify the search
terms they will use to reach you. Obvious for your industry – heating and air
conditioning, electrical work, plumbing, plus your city. After that, brainstorm
for more.<o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt;">Generate leads through squeeze pages. </span></b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt; mso-bidi-font-weight: bold;">Look for ways to grab at least an email address from visitors to your
site, such as through a squeeze page strategy. Request an email address for
access to a how-to video or special report or top 10 tips on whatever. </span><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;"><o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman",serif; font-size: 13.5pt;">Place non-qualified leads into a nurturing
program. </span></b><span style="font-family: "Times New Roman", serif; font-size: 13.5pt;">Sales-ready leads go straight to sales. But if
they’re not ready to buy, or if sales sends them back, place them in a
nurturing program where they can continue to receive nurturing contact,
especially a series of email messages. Stay active in social media platforms.
But also remember to integrate online and offline. Follow-up phone calls, plus
real live notes and letters will be included in your lead-nurturing
strategy. </span></div>
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<span style="font-family: Times New Roman, serif;"><span style="font-size: 18px;">If you need help making sure your brand is consistent across your company, let us know. Email a Hudson, Ink Marketing Coach today at coaches@hudsonink.com. </span></span></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-63025071558848048772016-08-16T09:47:00.000-05:002016-08-16T09:47:55.426-05:00What's the Point of Creating New Content?<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
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<a href="https://2.bp.blogspot.com/-SuVxFc0lfZk/V7MmzYw8H1I/AAAAAAAAAds/GUwXAU0M3fgCS1D-uNJ8lq74uaHS1tcgQCLcB/s1600/man%2Bwebsite%2Blaptop%2Bcomputer%2Bsuccess%2Bthrow%2Bhands%2Bin%2Bthe%2Bair.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://2.bp.blogspot.com/-SuVxFc0lfZk/V7MmzYw8H1I/AAAAAAAAAds/GUwXAU0M3fgCS1D-uNJ8lq74uaHS1tcgQCLcB/s200/man%2Bwebsite%2Blaptop%2Bcomputer%2Bsuccess%2Bthrow%2Bhands%2Bin%2Bthe%2Bair.jpg" width="136" /></a></div>
<span style="font-family: "times new roman", serif; font-size: 12pt; line-height: 145%;">This question – or a marketing-consultant-sounding
version of same – is one of the key questions you should ask about your content
creation. The point here is simple: If you’re going to create content for your website
by which you intend to establish your expertise in your industry, you need to
define your content’s purpose.</span></div>
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<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;">And it needs to be something other than, “I
want to show everyone how smart I am.” We take it for granted that we would all
be duly impressed by your intellect and expertise. However, as with all things
marketing, the focus of your content marketing is not you, but what’s in it for
your customer. <o:p></o:p></span></div>
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<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;">While your landing pages and other parts of
your website will have lead-generation and conversion as a goal, your
“expertise-enhancing” content in your blogs and reports and videos will often
focus on how to “help” the customer rather than to “sell” the customer. <o:p></o:p></span></div>
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<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;">Which means that a more appropriate purpose
for your content creation is, for example: Helping homeowners run their homes
more efficiently. Or: Helping homeowners make smart choices about their home
upgrades. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;">The other part of defining your purpose is
knowing who your content serves. For your residential services, that audience
is homeowners within a market area. Thus, your content should be geared to
customers in your climate, region, season and any other distinguishing
qualities for your community.<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;">With purpose defined, create a mission
statement – one that includes your target audience (homeowners in your
city/region), the information you plan to deliver (home improvement ideas) and
the expected outcome (time savings, cost savings, improved efficiency). <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;">That means it could look something like this:
Showing homeowners in <city> how smart choices for their homes can save
time, money and energy.</city></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;">That’s how to keep your content focused,
which helps you choose good topics and ensure your relevance. Otherwise, if you
lose focus, you lose creative steam – and your audience. <o:p></o:p></span><br />
<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;"><br /></span>
<span style="font-family: "times new roman" , serif; font-size: 12pt; line-height: 145%;">If you want some help on creating interesting content, reach out to a Hudson, Ink Marketing Coach today by emailing <a href="mailto:coaches@hudsonink.com">coaches@hudsonink.com</a>. </span></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-70759714585261314032016-08-09T10:43:00.001-05:002016-08-09T10:43:35.207-05:00Coffee and Consequence<div class="separator" style="clear: both; text-align: center;">
<a href="https://4.bp.blogspot.com/-Y9a6nNtaLx4/V6n5EqCrvdI/AAAAAAAAAdU/tDjG12X-PGYFJXwzkTk9WHX0x7mGf6lLwCLcB/s1600/coffee.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: left;"><img border="0" height="200" src="https://4.bp.blogspot.com/-Y9a6nNtaLx4/V6n5EqCrvdI/AAAAAAAAAdU/tDjG12X-PGYFJXwzkTk9WHX0x7mGf6lLwCLcB/s200/coffee.jpg" width="132" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
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<span style="font-family: "times new roman" , serif; font-size: 12pt;"> I had my
semi-annual meeting with consultants in what has half-jokingly become the
“Secret Syndicate.” Fittingly enough, we met in an Italian Restaurant reserved
months in advance.<br /><br />
The waiter was incredibly attentive. Responded to half-empty wine glasses with
a silent, refilling flourish. Accepted the incredibly complex request of one of
our pickier Italian members. (He asked something like, “I want al dente pasta,
but don’t insult the prosciutto; I’ll know if you do.”) Our waiter took
pictures, making sure the lighting was right, and that my head was actually
visible in the photograph.<br />
<!--[if !supportLineBreakNewLine]--><br />
<!--[endif]--></span><span style="font-family: "times new roman" , serif; font-size: 12.0pt;"><o:p></o:p></span></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">The
meal was superb. Conversation and connection abounded. Toasts and plans made.
My standard writer’s Manhattan clinked gently as I thought fondly of my
departed family of writers who preceded me. For the waiter, a well-deserved 20%
on the $770 meal.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">Then
something happened. His unassailable customer service shriveled against an
idiotic policy. A small chink caused a fissure in the evening, prompting
conversation and shaken expectations. My marketing coach Dan Kennedy often
says, “Little hinges swing big doors.” Never more true.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">After
I had signed the check and calculated the tip therein, my partner in
conversation smelled the espresso. “Ahh, that smells great,” he said looking up
at the waiter, with check folder now in hand. “May I have a shot?”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">“Sure”
said the waiter. Then he did the unthinkable. <o:p></o:p></span><br />
<span style="font-family: "times new roman" , serif; font-size: 12pt;"><br /></span></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">He
extracted my now signed copy of the receipt, and said, “I’ll print you up a new
one to include the coffee.”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">My
jaw left chin marks on the table. All of ours did. My espresso-desirous friend
was agog. “Did he <i>really</i> just do that?” he asked with
incredulity. “Did he just risk a $155 tip for a $3 cup of coffee… on a $770
bill?”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">Yes,
he did.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">And
I had to refigure and <i>re-include </i>his tip when he brought it
back. I probably should’ve impugned the act with greatly lessened total. Yet,
countering his near sabotage of the tip was my decision to disallow pettiness
to color this grand evening. Perspective. As I handed the check folder back, I
saw him, the management, their idiotic policy and the restaurant in an utterly
different light. So did those who witnessed it.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">This
incident has never left my mind because it taught me an important lesson I’ll
never forget. Small things matter. Your otherwise perfect service call goes up
in smoke when a size 11 mud print lands unapologetically on the
Oriental Rug. Your flawless furnace installation results in a frustrated
callback when you forget to tell the homeowner how to use the thermostat. Your
$3,000 panel replacement is a riddle of confusion without labeling the
circuits.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">Give
your team members the <i>authority to exercise intelligence </i>when
a small missile of discontent is launched, or better yet, train to avoid it
entirely. Don’t just fix the equipment; fix the customer.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">After
the Italian restaurant fiasco, I had lunch with my retired psychologist
neighbor. It was his 78th birthday, and my treat. We finished a great meal and
always captivating conversation. (Not many of my lunch mates regularly quote
Dostoevsky and Maritain.)<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">After
the check was presented and totals totaled, my friend said in eerily parallel
fashion, “That coffee smells great. If my young friend has time, I’d love a
cup.”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">He
looked at me for approval – and if you know anyone who can dismiss the birthday
wish of a wizened friend, I don’t want to meet them. So with a nod, the kind
waitress trots off and brings back two cups.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">“Please
add that to my bill,” I encouraged.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">“Are
you kidding? It was my pleasure.” And she turned away. She may be surprised to
see an extra $10 bill on top of her ticket, with the words, “Mine too.”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<span style="font-family: "times new roman" , serif; font-size: 12pt;">Small
things matter.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="background: white;">
<i><span style="font-family: "times new roman" , serif; font-size: 12pt;">Adams Hudson</span></i><span style="font-family: "times new roman" , serif; font-size: 12pt;"><o:p></o:p></span></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-69008106242275436312016-08-02T09:13:00.001-05:002016-08-02T09:13:20.810-05:00How to Increase Your Clicking Traffic<div class="separator" style="clear: both; text-align: center;">
<a href="https://4.bp.blogspot.com/-aAjY2hr5mbY/V6CqUqcUZ6I/AAAAAAAAAc0/TmYOkwRh2Hc-iJcGnG2F6uEeqQ6N4ygagCLcB/s1600/communication%2Bicons%2Bphone%2Bemail%2Bweb.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://4.bp.blogspot.com/-aAjY2hr5mbY/V6CqUqcUZ6I/AAAAAAAAAc0/TmYOkwRh2Hc-iJcGnG2F6uEeqQ6N4ygagCLcB/s200/communication%2Bicons%2Bphone%2Bemail%2Bweb.jpg" width="200" /></a></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<span style="font-size: 12pt; line-height: 115%;">Is your website feeling a
little lonely lately? Are you like the webmaster who sees how his site is all
dressed up for prospects to drop in for a visit … with oh, so much to tell, so
much to share… and yet it just sits there hoping someone will enter its awesome
URL in the browser field?</span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<span style="font-size: 12pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<span style="font-size: 12pt; line-height: 115%;">Well, there’s certainly
more than one way to win customers and influence prospects in the online
marketplace. And one of the most effective strategies for getting people to
click through to your site is through the use of effective banner ads.
(“Effective” being the most important word in that sentence.) <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<span style="font-size: 12pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<span style="font-size: 12pt; line-height: 115%;">Banner ads should be at
the forefront of your marketing strategies in order to match your site with the
prospects it deserves – and not as an afterthought that’s thrown together
quickly. After all, your goal is not just “Let’s add some banner ads,” but to
look for ways of creating highly effective banner ads that will get you clicks.
To do so, ask yourself these questions: <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<span style="font-size: 12pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<b><span style="font-size: 12pt; line-height: 115%;">Where is your traffic coming from?</span></b><span style="font-size: 12pt; line-height: 115%;"> Assuming you’re already
using banner ads but want to make them more effective, study what’s happening
with what you’re already doing. Give a close look to your metrics to understand
the traffic your ads are currently generating. Where is it coming from and what
can you learn from these activities?<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<span style="font-size: 12pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<b><span style="font-size: 12pt; line-height: 115%;">Where is your traffic going?</span></b><span style="font-size: 12pt; line-height: 115%;"> You surely want to know
not just where your visitors are coming from but where they are going on your
site. For example, if your banner ad directs to a lead-capture form, the call
to action may be: “request a free estimate now.” Or if you’re leading to an
informational online video, your call to action may be, “learn more.” Look for
what you can learn from what’s taking place on your site. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<span style="font-size: 12pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<b><span style="font-size: 12pt; line-height: 115%;">How well do your ads communicate value?</span></b><span style="font-size: 12pt; line-height: 115%;"> Though not in these
words, effectiveness is determined by a prospect’s ability to answer this basic
question: “If I’m your ideal prospect, why should I click on your ad rather
than any of your competitors’ ads?” Effective banner ads answer this question
sufficiently; ineffective banner ads </span><span style="line-height: 18.4px;">under perform</span><span style="font-size: 12pt; line-height: 115%;">. Keep your message focused on
your prospects, so your website will be lonely no more.<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="background: white; margin-bottom: 0.0001pt;">
<b><span style="font-size: 18pt;">Successful Strategies Preferred <o:p></o:p></span></b></div>
<div class="MsoNormal" style="background: white; margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="background: white; margin-bottom: 0.0001pt;">
<span style="font-size: 12pt;">Apparently,
not all customer retention strategies are successful. This news came from
research released by Acxiom, Loyalty 360 in which 84 percent of companies said
that they make customer retention marketing strategies a part of their
campaigns.<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="background: white; margin-bottom: 0.0001pt;">
<span style="font-size: 12pt;">This was a
survey of 129 executives – not exactly the same as surveying the world. Still,
they lacked satisfaction. Only about half – 48.8 percent – believe their
strategies are effective; 12 percent didn’t believe they worked at all. Reasons
determined? Lack of budget and effort. Unfocused strategies. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-size: 12pt;">So what can you do to make
sure your customer retention strategies are proven successful? Don’t take the
lead of those 129 executives. Instead, point your focus to the areas they were
missing: budget and strategy. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-size: 12pt;">Customer retention, if it is
to be a “strategy,” must involve: planning, tactics, application, measurement.
Planning also involves budgeting. For example, in our current budgeting model
for the moderate marketer (invests 6-8 percent of sales in marketing), 11
percent of that should go towards customer retention.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-size: 12pt;">The average business loses
20 percent of its customers each year (for some it’s as high as 80 percent)
just because they didn’t tend to the relationships. For contractors, tending to
relationships looks something like this:
<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="background: white; margin-bottom: 0.0001pt; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12pt;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt;">Thank
you cards, calls, emails after service/installation<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="background: white; margin-bottom: 0.0001pt; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12pt;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt;">Newsletters
with helpful home content<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="background: white; margin-bottom: 0.0001pt; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12pt;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt;">Maintenance
agreements to keep you “economically” connected<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="background: white; margin-bottom: 0.0001pt; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12pt;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt;">Reactivation
letters to bring the straying back into the fold <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 0.0001pt; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12.0pt;">Referral requests
to bring more in<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-bottom: 0.0001pt; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12.0pt;">Social media
content/interaction to stay connected and in sight<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-size: 12pt;">Keep this in mind: A
business that retains 80 percent of its customers each year, and adds new
customers at a rate of 20%, has no growth. But if it retains 90 percent and
adds 20 percent, it has 10 percent growth which, in seven years, doubles their
customer base. How’s that sound?<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-size: 12pt;"><br /></span></div>
<br />
<div class="MsoNormal" style="background: white; mso-margin-top-alt: auto; tab-stops: 123.0pt;">
<span style="font-size: 12pt; line-height: 115%;">Let a Hudson,
Ink Marketing Coach help your business. Email one today at <a href="mailto:coaches@hudsonink.com">coaches@hudsonink.com</a>. <o:p></o:p></span></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-256849876728994872016-07-26T09:57:00.001-05:002016-07-26T09:57:22.734-05:00Boating Tips for Well-Intentioned Idiots<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-dYWy5Y9_IAs/V5d5ySDjESI/AAAAAAAAAcU/b2karnl9ZLcPU4CkgmJc7TPtBRAHzpHQwCLcB/s1600/kids%2Bjumping%2Boff%2Bdock%2Binto%2Blake.tif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="191" src="https://2.bp.blogspot.com/-dYWy5Y9_IAs/V5d5ySDjESI/AAAAAAAAAcU/b2karnl9ZLcPU4CkgmJc7TPtBRAHzpHQwCLcB/s200/kids%2Bjumping%2Boff%2Bdock%2Binto%2Blake.tif" width="200" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Okay boys and girls, it’s boating season! This means another
season where Ol’ Skipper Hudson shares tips a’plenty with ye land lubbers.
(This is how real sea-men talk.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Now, first up is my most recent adventure in “letting” my
wife see how to properly launch the Sea-Doo. Figured I start her off slowly. As
I skillfully back the trailer – since that’s man’s work – I can tell she’s
impressed by the way she is faking boredom. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
My plan was to back the Sea-Doo in the water, let her hold
the bowline whilst I park the truck, then gallantly mount said craft and ride
to our dock just a couple hundred yards away. Simple enough, right? Done it a
hundred times, right? Yes, but <i>one </i>thing
changed. Just one. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And this one thing changed everything in the universe. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
See, to be helpful and “sensitive” – since as all who cross my presence know that I emanate
sensitivity – I added a much longer bowline. That’s because I didn’t want to
back the trailer into the water and have the super-short, <u>manly</u> version of
the bowline pull my wife into the lake, since this might greatly accelerate the
reading of my will. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Admittedly, and with very soggy hindsight, I probably
should’ve tied a Boy Scout-approved knot for this extended bowline. But, well,
I was, you know, very busy being all sea-like and manly, and had to back the
trailer and, w<span style="background-color: white;">ell… <span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">something happened
that I’m not all that proud of.</span> <o:p></o:p></span></div>
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<br /></div>
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<br /></div>
<div class="MsoNormal">
My wife is standing there holding the Sensitively-Extended
Bowline as the Sea-Doo gracefully slid off the trailer. Perfect. Yet, the knot
for said extension was a little <i>too</i>
sensitive and scarcely even slowed the craft as it became completely untied.<o:p></o:p></div>
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<br /></div>
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From the truck, I can see she is now holding a thoroughly limp
rope watching the Sea-Doo escape. This is when I used what might’ve been a
colorful expression in a “non-inside” tone of voice. (Now I know why those
sailors have a reputation for their language: bad knots.) <o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
Since I’d only been planning a short journey on the Sea-Doo,
I was in blue jeans, so when I jump in the lake, a sixth of the lake’s entire
mass was instantly absorbed into my pant region. And though my mind was saying,
“Race toward your gallant and errant steed!” my legs were saying, “Whoa. When
did you put on 600 pounds?” It seemed a fair question. <o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
I eventually captured the craft by its short, manly rope and
trudged back toward the ramp, clearly having saved the day. <o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
Yet, my wife is staring at me, holding the other rope that
now looks vaguely noose-ish, with a look that seemed to say, “You have the
sense of an under-achieving gerbil”. <o:p></o:p></div>
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<br /></div>
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She dutifully got into the truck, nodding her head in a
disapproving and superior fashion. Clearly, she failed to understand that my
launching lesson included this meaningful demonstration on “What Happens When You
Tie a Dumb, Ineffective Knot”. <o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
<b><u>Epilogue:<o:p></o:p></u></b></div>
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<br /></div>
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The Sea-Doo and I made it safely home. And after 4 days in a
solar furnace, my jeans dried out (though lake levels are still down). Then I
reflected that any change in “routine” can summon the Gods of Practical Jokers
to greatly alter the outcome. <o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
It is this way in your “routine” of work, your “normal”
drive home, your “normal” safety routine or a “normal” job that goes completely
haywire. (And by the way, The Gods of Practical Jokers often make sure if ONE
thing goes wrong in the routine with a customer, seven more you’ve never
experienced happen with the SAME customer.)<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
The real lesson is to watch your addiction and complacency
to routine. What is worth changing to achieve a better outcome? What have
others experienced with that change? Maybe it’s time to extend your reach. But
if you do, please double check the knot.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
Happy Boating, <o:p></o:p></div>
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<br /></div>
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<i>Adams Hudson <o:p></o:p></i></div>
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<br /></div>
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<br /></div>
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Questions for You:<o:p></o:p></div>
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<br /></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: .55in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]-->1)<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->What have you recently changed in your “normal”
routine of business? Was the outcome good, bad or still on the learning curve? <o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .55in; mso-add-space: auto; text-indent: 0in;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .55in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]-->2)<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->What routines of yours <i>need </i>changing? Are your ad campaigns old and crusty? Salespeople
presentations gone stale? Does your website have cobwebs on it? <o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .55in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]-->3)<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->Is your Social Media marketing nearly
anti-social and not really marketing? (In other words, are you still wondering
when the leads are finally going to pay off?)<o:p></o:p></div>
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<br /></div>
<br />
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Send any answers (or other questions) to <a href="mailto:coaches@hudsonink.com">coaches@hudsonink.com</a>. <o:p></o:p></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-17580005090092619792016-07-20T11:47:00.002-05:002016-07-20T11:47:42.270-05:00Creating PR-Influenced Social Media Marketing<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-8S5Xxv0ToMk/V4-qqVBIfII/AAAAAAAAAb4/zDPV6zkxCDgpOLnVepOlPhYKK3fJYGy-QCLcB/s1600/lightbulb%2Bidea%2Bcomputer%2Blaptop.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="212" src="https://2.bp.blogspot.com/-8S5Xxv0ToMk/V4-qqVBIfII/AAAAAAAAAb4/zDPV6zkxCDgpOLnVepOlPhYKK3fJYGy-QCLcB/s320/lightbulb%2Bidea%2Bcomputer%2Blaptop.jpg" width="320" /></a></div>
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<br /></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">“Can we get some free PR somewhere?” “Can’t
we promote this on social media since it’s free?” We sympathize with the desire
to get something for nothing. However, there’s hardly been a professional
marketer who hasn’t had to explain to a client at some point why a non-paid
platform isn’t the same as free marketing.<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Public relations has long been about
communicating with your market through non-paid media – but never free, because
it always employed certain strategies and content development. Now, social
media is also tantalizing by its “free distribution” but it still takes
strategy. Apart from Facebook and PPC ads and the like – which are designed to
generate leads and get clicks to your landing pages – most social media communication is about
building relationships. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Facebook
</span></b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">–
Here you can have conversations through comments, likes and shares. Feedback in
any of those forms is a good sign because your interaction is generating
connection. Be sure to respond to any feedback through your own comments and
messages. <o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Twitter</span></b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;"> –
It’s a good location for networking, following trends and getting news. Search
for content that is interesting to you. Follow those accounts. As you favor and
retweet their tweets, you’re building connections and followers as well. Good
tip: use a hashtag for topics, such as #saveenergy or #electricalsafety, or an
industry, such as #plumbing.<o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Blogs
</span></b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">–
When blogs are placed on your website, and their content includes keywords that
your searchers use to find you, they improve search engine results through the
act of adding fresh content and through keywords that bring relevant searchers
to your site. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Another upside from a public relations angle
is that you no longer have to pitch to the media to cover or publish your story;
you can do it yourself on your own timetable. But be sure to make this content
of value – informative, entertaining – and reinforce your value proposition. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;"><b> Ask a Hudson, Ink Coach how you can boost your social media marketing. Email one today at <a href="mailto:coaches@hudsonink.com" target="_blank">coaches@hudsonink.com. </a></b></span></div>
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Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-91243981690714942642016-07-13T16:26:00.001-05:002016-07-13T16:26:56.312-05:00Measurement That Matters<div class="MsoNormal" style="text-align: center;">
<a href="http://4.bp.blogspot.com/-TJ10uGCXTlI/V4ayBOX7ANI/AAAAAAAAAbs/ajMV4Ggw7ecd3Vo1hLIwZ0IqOH7-BpGNwCK4B/s1600/tape%2Bmeasure%2Bgraph.jpg" imageanchor="1"><img border="0" height="214" src="https://4.bp.blogspot.com/-TJ10uGCXTlI/V4ayBOX7ANI/AAAAAAAAAbs/ajMV4Ggw7ecd3Vo1hLIwZ0IqOH7-BpGNwCK4B/s320/tape%2Bmeasure%2Bgraph.jpg" width="320" /></a></div>
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<br /></div>
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<span style="background-color: white;"><b><span style="font-size: 12.0pt;">We’re warned that pride is a bad thing.</span></b><span style="font-size: 12.0pt;"> And I fully understand. Pride entraps its victim in a
blanket of mock superiority on its way to personal doom. Boasting becomes
pride. Pride becomes conceit. Conceit becomes no one. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="background-color: white; font-size: 12pt;">Funny, but the ever-boasting
blowhard of self-achievement ‘thinks’ that their accomplishments make them more
attractive, more fun to be around, more likable. None are true. Just as this paragraph
started, they make you a blowhard. Knowing all this…<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="background-color: white; font-size: 12pt;">I am extremely proud of my
children. There, I said it. Both are very accomplished and excel further than I
could have ever imagined. And all this was achieved with at least half of their
parents not being all that great of a student. (Guess which one!) <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="background-color: white; font-size: 12pt;">If my chest pokes out any
further, I will have Eva Mendez’ profile… or snap a rib. So, I’ll stop. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="background-color: white; font-size: 12pt;">In the job world, the surface
measurement of success is <i>usually </i>money.
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">This – along with pride – is
another set up for the Scriptural Sin Grab Bag.</span> Sure, many <u>worthy</u>
alternative definitions of success abound: title, influence, responsibility,
result, impact. All are important; all are worthy of your focus. Harder to
measure, but worthy. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<b><span style="background-color: white; font-size: 12pt;">Yet, here is THE problem with <u>most contractors’
measurement and focus –<o:p></o:p></u></span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt;">Most don’t measure, OR focus
on measurements that matter. Look at your business license. Unless it says
“charitable organization,” your obligation is to earn a profit. This profit –
unlike the snide redefinition by the largely unproductive that consider profit
as pure evil – became yours when customers paid you more than you paid for it.
Simplified, but true. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt;">I’ll go so far to suggest
that accolades, unless they add to your cache, boost your position in the
marketplace, distinguish you from competition <i>or can be monetized</i>,<i> </i>mean
little. Even the Boy Scouts plot Merit Badges toward a larger goal. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt;">Yet, many businesses don’t
make the measurement ‘connection.’ They look at some surface indicators and
skip to the next. Just like a “great” student can be a common-sense village
idiot, one needs to look deeper, ask the better question. <o:p></o:p></span></div>
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<br /></div>
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<span style="font-size: 12.0pt;">The oft-braggy points of
“followers on Twitter,” “friends” and “connections” are fine gold stars, but
unless convertible thereto by sales alchemy, they mean little. A friend of mine
who runs a fine business here was awarded as a “Top Emerging Business” from the
Chamber. When I congratulated him, he quipped, “Now if I could only use that
award to make payroll.” He has his head screwed on very straight. <o:p></o:p></span></div>
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<br /></div>
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<b><span style="font-size: 14.0pt;">So, what do you measure, and <i>how do you measure up?<o:p></o:p></i></span></b></div>
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<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Wingdings; font-size: 12.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><b><span style="font-size: 12.0pt;">Lead
Generation –</span></b><span style="font-size: 12.0pt;"> This is the ‘surface’
seekers determinant of future sales. A good measure, resultant from <i>good and steady </i>marketing – italics intended.
Yet, many contractors who get low lead counts don’t measure that about 60% of the
marketing dollars should be in Direct Response marketing. More leads <i>should </i>result in higher…<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Wingdings; font-size: 12.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><b><span style="font-size: 12.0pt;">Monthly
Sales –</span></b><span style="font-size: 12.0pt;"> Another surface measurement
of health, but the more “telling” figures are just beneath: a) What is the
average transaction compared to year ago, b) What are the source of leads that
got these sales? Usually, people DON’T ask the preceding, but jump straight to…<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Wingdings; font-size: 12.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><b><span style="font-size: 12.0pt;">Sales
Closing Ratio</span></b><span style="font-size: 12.0pt;"> <b>–</b> The number of transactions resulting from the number of leads
spits out this over-rated measurement. Since profit is the business’ goal, the
deeper motive should probe: a) Gross margin per sale, b) Gross profit per
salesperson, c) Source of highest margin sales. Closing ratio is important, but
only <i>within </i>meaningful profit ranges.
Seek both. Higher profit allows for excellent customer service, more marketing
presence and the wise businessperson’s Holy Grail toward the measurement of…<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Wingdings; font-size: 12.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><b><span style="font-size: 12.0pt;">Customer
Retention Rate –</span></b><span style="font-size: 12.0pt;"> Most don’t measure
this, so here’s my first installment of Dummy’s Guide to Business Math. If
you’re acquiring customers at a 15% rate (contractor average) but losing 15%,
then the ‘next level’ will remain elusive. I figured that out by myself. You
think the “15% loss” is over-stated? Contractor <i>average </i>is between 9 and 11%. If you’re making no effort to keep, you’ll
eventually run out of “new” customers to acquire, and will have paid a fortune
for that lesson. You’re going to lose 5% of them because they died or moved,
which makes them very difficult to service. Work at Customer Retention, and
you’ll naturally get this…<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Wingdings; font-size: 12.0pt; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><b><span style="font-size: 12.0pt;">Customer
Referral Rate – </span></b><span style="font-size: 12.0pt;">Another unscratched
area that can have a <i>profound impact </i>on
your business. Most contractors “accept” referrals – who wouldn’t? – but what
if you <i>pursued them? </i>Reward,
incentive, remind, request, just plain ASK for them in a polite,
non-threatening way, and you’ll eclipse most of the dead-heads “waiting” on
them to happen. <o:p></o:p></span></div>
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<span style="font-size: 12.0pt;">Our job, your job, is to earn
a profit. In the end, the marketplace will tell you if you’re entitled. Repeat
customers and referrals tell you even louder. Having the brightest employees
show up to <i>compete </i>to work there says
it louder still. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt;">Measure the right things. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt;">Make your customers proud to
call you their own. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i><span style="font-size: 12.0pt;">Adams Hudson<o:p></o:p></span></i></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<b><span style="font-size: 12.0pt;">Question:</span></b><span style="font-size: 12.0pt;">
What is a measurement YOU use successfully in your business? Answers to </span><a href="mailto:coaches@hudsonink.com"><span style="font-size: 12.0pt;">coaches@hudsonink.com</span></a><span style="font-size: 12.0pt;">. <o:p></o:p></span></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-79300659092200647942016-07-07T16:28:00.003-05:002016-07-07T16:28:52.066-05:00How to Integrate Email into Just About Everything<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-54FRvEylhJs/V37JSnZmx8I/AAAAAAAAAbM/2Vv2ZoosacQHnlR2ONO0_W_7bcZmKXk5gCLcB/s1600/laptop%2Bmail%2Bhand.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="212" src="https://2.bp.blogspot.com/-54FRvEylhJs/V37JSnZmx8I/AAAAAAAAAbM/2Vv2ZoosacQHnlR2ONO0_W_7bcZmKXk5gCLcB/s320/laptop%2Bmail%2Bhand.jpg" width="320" /></a></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">What’s in your email outbox? The
communications that depart your company with your strategic outreach are still
vital players in marketing today. So don’t throw out your outbox for the
cooler, hipper social media. Or the be-all-end-all PPC.</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;"> </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Keep it and apply creative strategies that include
elements of social media and website integration.</span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">How
Can You Use Facebook to Build Email Lists? <o:p></o:p></span></b></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Let’s say you’re running a contest on
Facebook for oldest AC, heat pump, etc., and the prize goes to the homeowner
with the oldest equipment provided they pay for installation. So… you could
make the email address a required part of the signup form. Create personalized
emails to update entrants on the contest and to announce the winner. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Also, to boost your Facebook likes, you can
place your contest behind a fan-gated Facebook tab so that they have to like
the page to get the details and sign up. Another side benefit: you’ve got a
list of leads and email addresses for future marketing – in this case, to
people who think their system is pretty old, or in almost any case, people who
have expressed an interest in services your company provides. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">See how things just sort of connect? There’s
a word for that: integrated. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Also, you can build an email opt-in form on
Facebook to build your list. You don’t necessarily need a contest to encourage
entrants but using an incentive of some type is highly advisable – whether it’s
$35 off the next service call or a free whatever. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">How Can You Use Email to Build Social Media
Connections? <o:p></o:p></span></b></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Make sure you
include social media icons in your emails – but you don’t have to leave them
for the bottom, as an afterthought. Go ahead and place them at the top, near
your header, and you’re planting the seed for people to connect with you
through social media. Also: encourage sharing. It’s not so hard – maybe just
use the words “Share this email” above your social media icons. Doesn’t that
sound pretty clear? <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">As a side note,
don’t forget your blog. By all means, give your blog readers the option to
receive posts by email – another useful way to build your list. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<b><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">How Can You Integrate Email with Off-Line
Marketing?<o:p></o:p></span></b></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Make a point to
include your email address in your call to action, such as “call us at
<phone> or email us at <email>.” Your email address should be an
extension of your URL. (If it’s not, that’s not good; it lacks professionalism
and legitimacy.) Also, place your email
address (or email links) prominently on your site, so prospects can very quickly
click to get in touch. <o:p></o:p></email></phone></span></div>
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 145%;">Make it easy, make
it happen. And the email addresses are yours to keep.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; line-height: 145%; margin-bottom: 7.5pt; mso-margin-top-alt: auto;">
<br /></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-64729684640335356472016-06-30T10:36:00.000-05:002016-06-30T10:36:16.171-05:00Your Role is Calling <div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Recently, my wife went out of town.</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Her absence meant that my dog Harry and I were left to fend
for ourselves. My wife – who majored in “Being able to find everything in the
world” and “How to turn on major non-TV appliances,” – even left me with lists. This list included a few ridiculous
things. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
First up: “Remember to feed the fish.” That is so dumb. I
mean, nobody sprinkles fish food in Lake Michigan, and they seem fine. <i>They’re fish.</i> So I crossed those losers
off the list. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Another one: “Water the potted plants.” Right. Like
something’s going to happen to them in the 106 degree Alabama heat. If they
can’t take it, they need to move to Iowa or become fake or something. Another
chore gone. The next one was more worrisome.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
She’d written down something about laundry and dryers and
lint screens that I breezed over. That’s because of a previous terrifying encounter
with the washing machine. See, I had expected it to have the only essential buttons
to do its job: On. Off. That should be enough, right? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Noooo. It had settings for “Delicates” and “Spin speeds” and
some reference to a “Pre-rinse.” Are you kidding me? <i>Pre-rinse? </i>Is this so your “delicates” can get used to the water
temperature first? I’m convinced all these buttons actually do the exact same
thing: 1) Water 2) Soap 3) Slosh around. So, from sheer intimidation, laundry got
crossed off too. Man, this is getting easier!<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Can you guess where this episode is going? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Over the 4 days, my hygiene slipped a little. Movies more
violent. My dog started smoking and stayed out once ‘til 2 am with no
explanation. I attempted to subsist off Pringles and mustard, but this got old quickly.
At the point when I considered a goldfish and dried camellia salad, I knew we
were in a maelstrom of maledom.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
About mid-way into the trip, I received a phone call from my
wife. After I told her Harry and I were “fine” (though smelly and starving), she
mentioned, “How insane the airports were, the Rental Car people had tried to
double the rate without warning, the driving, navigation, luggage loading and
unloading was such a hassle.” <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It occurred to me that these were all things <i>I’d </i>have handled if with them. She
completed that thought with, “I wish you were here.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Me, the dog, the fish and a few crispy plants all repeated
that phrase back to her. “Awww,” said the clearly-moved audience. But it’s
true. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
We all have our roles, jobs, specialties. We play our part
on the team. When you <i>don’t </i>play your
part on the team, the team fumbles, falls or fails entirely. When a team member
is out, that absence <i>had better be felt </i>or
somebody ain’t that valuable. Oh sure, I’m a fan of cross-training to cover
gaps, but it takes a trainer to do it, which is another gift entirely. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In our business you can take the ‘team’ conjecture to
individuals and entire departments. Their cooperation and mutual skill sets must
enmesh. But do they? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Arial",sans-serif;">Seeds of Contention<o:p></o:p></span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Does your Accounting department <i>assist </i>the Sales department… or feel they’re a bunch of
irresponsible overpaid babies? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Does your Web Marketing department <i>assist </i>those in Traditional Marketing… or feel they’re outdated
has-beens trying to resurrect the stone-age? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Does your CSR <i>assist </i>the
technicians… or get sick of constantly having to make “excuses” for their
tardiness, sloppiness and call-back rate for which the CSRs indirectly get blamed?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And let’s go ahead and get brutal here: Does the boss <i>assist all the team members </i>in letting
them do their jobs well… or represent eternal task interference and complaint
on minor things while taking home a major paycheck? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Do you have cooperation or contention? And have you ever
asked? I’d consider either question as among the most valuable a team leader
can ever utter. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Arial",sans-serif;">True Confession Time</span>:</b> A
couple of years ago, Hudson, Ink embarked on a new product/service line. As is
too often the case in my “Ready, Fire, Aim” mentality, there were some teething
pains. Skillsets were still forming. Roles were unclear. Some feelings got
hurt. A door or two got slammed. There were tough conversations. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Yet, in the depths of this learning curve and <i>from our different vantage points</i>, a
shared destination loomed into view. It’s as if we all began taking turns at
the wheel. One did the organizing, another the technical, another the
marketing, another the sales funnel, another the customer service… <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Respect restored. Roles refined. Goals defined. It was
beautiful.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Midway through each year, I encourage you to look at your
company goals. Are you getting closer or farther away? To what team are they assigned,
and do they have the talent and drive to reach them? If they’re merely
ineffective bystanders giving you the false comfort of “Everything’s okay” as you
glance off the iceberg, put them in a rowboat. If they’re willing to make the
tough choices, and either admit or stretch their limits, keep ‘em. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
No matter what, your role is calling.</div>
<br />
<div class="MsoNormal">
<i>Adams Hudson <o:p></o:p></i></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-51040154795832467772015-07-17T15:57:00.000-05:002015-07-17T15:57:02.739-05:00Who Represents Your Company?<div class="MsoNormal" style="text-indent: 9.0pt;">
<b><span style="font-size: 12.5pt;"><br /></span></b></div>
<div class="MsoNormal" style="text-indent: 9.0pt;">
<b><span style="font-size: 12.5pt;"><br /></span></b></div>
<div class="MsoNormal" style="text-indent: 9.0pt;">
<a href="http://2.bp.blogspot.com/-C1TjgqvcMNE/Valrw_wTq4I/AAAAAAAAAYI/u7IQwoj9vig/s1600/download.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/-C1TjgqvcMNE/Valrw_wTq4I/AAAAAAAAAYI/u7IQwoj9vig/s200/download.jpg" width="161" /></a><b><span style="font-size: 12.5pt;">Solid, reliable, healthy businesses are <i>not</i> lucky. </span></b><span style="font-size: 12.5pt;">If you agree, then the counter is equally true: Failed
businesses are generally not <i>un</i>lucky.
Usually, the demise has been triggered by action or inaction to an impending
“known” challenge. <b><o:p></o:p></b></span></div>
<div class="MsoNormal" style="text-indent: 9.0pt;">
<br /></div>
<div class="MsoNormal" style="text-indent: 9.0pt;">
<span style="font-size: 12.5pt;">Doubtless,
if you are in the “successful” category, you’ve been called “lucky” by those
unwilling to create their own. If you are on your way to business success (and
we’re delighted to be with you), you’re becoming increasingly aware that “luck”
is more likely a seized opportunity or a systemized solution, one that includes
these marketing nuggets:<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-left: .2in; mso-list: l0 level1 lfo1; tab-stops: list -.05in .45in; text-indent: -.2in;">
<!--[if !supportLists]--><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12.5pt;">Image adds to
your credibility, which NO ONE is taking a chance on these days.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-left: .2in; mso-list: l0 level1 lfo1; tab-stops: list -.3in .45in; text-indent: -.2in;">
<!--[if !supportLists]--><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12.5pt;">Regular marketing
“impressions” (ad exposures) add to your “recall rate” and now you can buy
those impressions cheaper than I’ve ever seen. (Radio and newspaper are
especially cheap. Your community newspapers are almost giving away space, and
the results have a better ROI than in years.)<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-left: .2in; mso-list: l0 level1 lfo1; tab-stops: list -.05in .45in; text-indent: -.2in;">
<!--[if !supportLists]--><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12.5pt;">Adding a small,
inoffensive upsell on every service call adds to your average transaction size,
and is one of the “mystery numbers” that swells your bottom line. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal" style="margin-left: .2in; mso-list: l0 level1 lfo1; tab-stops: list -.05in .45in; text-indent: -.2in;">
<!--[if !supportLists]--><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><span style="font-size: 12.5pt;">Improving your
marketing and branching out into digitalized marketing streams is the present,
not future, of contractor marketing. Using email marketing, video marketing and
social marketing elevates you above the sea of mediocrity in the contracting
industry. Plus, it boosts your credibility, findability and profitability when
done correctly.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: .2in; mso-list: l0 level1 lfo1; tab-stops: list -.05in .45in; text-indent: -.2in;">
<span style="font-size: 12.5pt;"><br /></span></div>
<div class="MsoNormal" style="margin-left: .2in; mso-list: l0 level1 lfo1; tab-stops: list -.05in .45in; text-indent: -.2in;">
<span style="font-size: 16.6666660308838px;">If your marketing plan is missing any of these nuggets, we'd love to help you find them. You can contact a coach here at Hudson, Ink by sending an email to <a href="mailto:coaches@hudsonink.com" target="_blank">coaches@hudsonink.com. </a></span></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-81579967408441844782015-07-01T13:05:00.000-05:002015-07-01T13:05:09.515-05:00The Brain Eating Robot <div class="MsoNormal">
There are TWO fabulous shows I always watch:</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-opeYJdOLQRk/VZLqEi0wrRI/AAAAAAAAAXk/WyBKLr2DTQE/s1600/images.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="http://3.bp.blogspot.com/-opeYJdOLQRk/VZLqEi0wrRI/AAAAAAAAAXk/WyBKLr2DTQE/s200/images.jpg" width="113" /></a></div>
<o:p></o:p><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: .55in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]-->1.<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->The Profit<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .55in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]-->2.<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->I Hate My Buttocks Region<o:p></o:p></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: .55in; mso-add-space: auto; text-indent: 0in;">
<br /></div>
<div class="MsoNormal">
Wait, that second one was a very short-lived infomercial,
and I only watched it to confirm the hate heaped upon their buttocks region. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So my real favorite other show is, “How It’s Made”. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you’ve not ever seen this, it shows a product going from
raw form to finished and ready for a new owner. Though you may skip the thrilling
episode on mop-making, the more complex builds are absolutely incredible. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It tends to prove why hyper-efficient robots continue to get
hired over an insolent, I-phone addicted workforce demanding a Starbucks in
every lobby. The trade-off is that when robots have to go through the metal
detectors, it does make them late for work.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I recently watched an episode that proved two things<span style="color: #0070c0;"> </span>that
GUARANTEE human beings cannot ever be fully replaced. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Done correctly, these 2
things<span style="color: #0070c0;"> </span>can also guarantee that YOU
are never replaced, even if your customers are faced with less expensive, eager
competitors. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
--<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>The first one is:</b>
It took a human to design and build the robot. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Soon as robots can design and build themselves, I’m going to
another planet (like Montana) where the robots can’t find me. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Yet as long as human beings study how machinery can maximize
the build, installation, or service, you can be sure of this: When the human
mistakes or inefficiencies are more costly than the robot, you can extract a human
(or several thousand) from that process. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Since this efficiency quest will likely never cease, it
shows the value of being a <u>‘systems thinker’ instead of a ‘task thinker’. <o:p></o:p></u></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And though you’re in little danger of a robot taking your
contracting job (but there’s always tomorrow!), much of your day is
systemizable. From when/how often you check email to how you diagnose a ‘no
service’ call, to how you hire/motivate a new staff member, it’s all a process.
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you treat all of these as <u>events instead of processes</u>,
you'll be forced to repeat them, likely forget or stray from the way the process <i>should </i>work. All this adds to costs, stress, and your
eventual replacement… by a systems thinker. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>The second one is: </b>It
takes people to help and train other people. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
We all know what happens when machines try to intervene when
a human would be welcomed. I want to meet the guy who invented the phone Auto
Attendant, put vise grips on his armpit skin, then make him “Press or say ‘one’
for excruciating pain”. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
We may be able to train the people who program the robots,
but never the other way around. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
A recent episode of ‘How It’s Made’ showed the incredibly
skilled workforce that builds the Bugatti Veyron, a now-completed run of $1.6m 250
mph supercars. Robots built and cast the engine pieces, did the aluminum welds,
yet humans sifted through the leathers, assembled the engines, and performed
the final tests. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Even with this much hand-building going on, one thing was
very evident:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i><u>The workers had
been trained, and trained, and <b>re-trained</b>
by human beings</u></i>. They worked together in choreographed perfection. If
not, the process (or even the product) was ruined. They could do this at this
level only because they’d been coached well and practiced it relentlessly. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Coaching for
Consultants<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I have often mentioned that I’m in three coaching programs.
One for copywriting, another for ‘Information Marketing’ and another that
focuses on different topics each few months. And I tend to wonder, “How can ANY
consultant not be in constant learning mode outside of themselves?”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Maybe it’s my fear of becoming what has happened to those
who don’t. One day, irrelevance moves in where competence had once resided. For
3 years, I ran a Coaching program <i>just </i>for
Contractor Consultants to raise the standards across the board. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Think of your experiences… <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Could your children teach themselves? Your techs? How do YOU
continue to grow beyond the incremental experience of the day? Are you getting
better, or just ‘same ol’ same ol’? <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It would take someone very arrogant to believe they’d ever
learned enough about their work to quit learning. Heck, every NASCAR driver,
professional golfer, and top CEO’s have coaches. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Coaching for
Contractors<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
When our daily on-site consulting rates went to $7,800
(cheap by some standards) I realized that the contractors who needed marketing
help the most weren’t getting it. Further, annual seminars are great but
they’re a single-dose-by-fire-hose approach that carries little momentum. <o:p></o:p></div>
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That’s why we created The <u>Mega-Marketer Coaching</u> program,
(and I’m about to show you how to take a <u><span style="color: #0070c0;"><a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00df/t/page/fm/0" target="_blank">no-cost test drive</a></span></u>). It gives you the ‘seminar experience’ in our Monthly
Coaching Call without travel. Plus members get regular, ongoing marketing training
on:<o:p></o:p></div>
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<br /></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: .55in; mso-add-space: auto; mso-list: l1 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]-->1.<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]--><b>What’s
working now <o:p></o:p></b></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .55in; mso-add-space: auto; mso-list: l1 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]-->2.<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]--><b>How to
systemize what’s working </b>(put marketing on ‘auto-pilot’)<b><o:p></o:p></b></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: .55in; mso-add-space: auto; mso-list: l1 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]-->3.<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]--><b>What
trends are ending </b>(Get out before it costs you any more)<b><o:p></o:p></b></div>
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<br /></div>
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Just taking the time to read
articles (like this) puts you ahead of most competitors, yet I’ve been wanting
to find a way to give you a taste of real coaching… to see what it’s like to
have someone “on your side” helping you through the marketing minefield. <o:p></o:p></div>
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<br /></div>
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Right now, we’d like to invite 10
new members to join us. To see if this is a ‘fit’ for both of us, you can take
a zero cost test drive FIRST. <o:p></o:p></div>
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<br /></div>
<div class="MsoNormal" style="text-indent: 0in;">
You get 1-to-1 support, feedback on
marketing initiatives, advice on ‘What to use now’, plus the monthly call. All
at no charge for a full month. So go <u><span style="color: #0070c0;"><a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00df/t/page/fm/0" target="_blank">here</a> </span></u>to
check it out.<o:p></o:p></div>
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The main thing is that we all need a
coach. We all need encouragement, experience, and training outside our four
walls. Every person with a willingness to improve should try to access that
improvement. And if you hate your buttocks region, I know a show you can watch.
<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal" style="text-indent: 0in;">
<i>Adams
Hudson<o:p></o:p></i></div>
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Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-47289824437236122882015-06-15T16:46:00.000-05:002015-06-15T16:46:02.801-05:00Say Hello to the Customer Disservice Department<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
We can’t do that”. </div>
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The above is among my least favorite phrases, right along with, “That’s not our policy,” and <span style="line-height: 22.6666660308838px;">“License and registration, please,”</span></div>
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Yet I’m equally not in favor, oddly enough, that the customer is always right. Nor do I recommend adopting the ever-popularized ‘Nordstrom way’ of accommodating every unreasonable request with a shame-faced promise to lose money and do pushups until you’re satisfied. </div>
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No, sometimes the customer is plain wrong. That’s because they’re unrealistic, self-centered parrots with a highly-developed sense of entitlement. Perhaps they’re entitled to your competition’s phone number, and possibly a chauffeured ride to the same. </div>
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Yet, there are cases of “Can’t do that,” also translated as “Won’t do that” or “Can’t remember if we do that or not, so ‘no’ is easier than finding out.”</div>
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<span style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">Such is the case here, plus one truly awesome over-the-top Customer Service story that should become a company training requirement…</span><br />
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<a href="https://www.blogger.com/null" id="anchor" name="anchor"></a><strong>Customer Service Horror</strong></h2>
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Yes, I should be flogged: I’m having an old, needy, deserving car restored. Though I told myself a few years ago I’d never do this again, circumstances have forced this upon me. My wife – who has quoted me on the ‘never’ part – refuses to believe my claims that Google, Obamacare and the Kardashians are somehow involved. I’m having my people look into this.</div>
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During a car restoration, a person must buy a quantity of parts that exceed the actual number that it took to build the car in the first place. While expressing my dismay, the parts man says, “It is what it is.”(I noticed this phrase became meaningless when I used it to explain my credit card limit. “It was what it was,” I attempt to tell the dial tone.)</div>
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Anyway, we’ve been “under restoration” for 2 years this month. Chuck, my restorer person (unbelievably talented man at ColorWorks in Los Lunas, NM) has been fantastic and – unusual for this trade – very organized. He would order a bunch of parts prior to needing them for his next phase of work. When he reached that phase, he wasn’t waiting around. Very smart. </div>
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<strong>Well, until we hit this snag.</strong></div>
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Once the engine went in, it seemed like a good idea to try and start it, so on went the new out-of-the-box starter. No starting. Some whirring noises then ‘click’, then nothing. It was dead. “I’ll just box it up and return it for another,” Chuck said to our long-time, nearly exclusive parts supplier.</div>
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“Well, it’s been over 90 days.” Chuck’s problem-sensing antenna went up. </div>
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“What? I can’t return this?” asked Chuck. </div>
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“No. We can’t do that. It’s been over 90 days. Nothing can be returned after that,” said the former parts supplier.</div>
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When Chuck told me this, I said, “I know something else that will never return: you and me.” </div>
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We’ve ordered just over $24,000 of parts from this supplier. And here, with several months of work undone, a $190 defective part is going to become a paperweight, under which the well-worn catalog of this vendor will no longer sit. </div>
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Think about this in your business. What $10 roadblocks do your policies put in front of $100 opportunities? Ask that very question at your next staff meeting. Then have ‘em listen to this victory and get inspired…</div>
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<strong>Customer Service Miracle</strong></h2>
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Banks are not often known for having great customer service policies. (Though I do secretly miss getting a free toaster with a new account.) SOME banks could even be considered soul-depleting vampires that would put your funeral expenses on revolving credit if they could. </div>
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Yet, there are those who have grasped – unlike my parts supplier – that there are occasions where human understanding trumps policy. </div>
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Since my kids fled the house, we decided to get a new-to-us-but-quite-used boat. It would be a smaller, more manageable craft that wouldn’t be required to pull up to 18 screaming teenagers tubing. We just needed a cruiser. </div>
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I found a good one on eBay, and the owner was kind enough to deliver it. He wasn’t, however, so kind that he didn’t want to get paid, so the bank agreed to have his cashier’s check ready for me to pick up before his nighttime delivery. They did exactly as requested. </div>
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Well, it has been rumored that I am forgetful. Wait, what was my point? Oh yeah. </div>
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At 6 minutes <em>after</em> 5pm, with the owner en route, I remembered I had no check to give him. In a mild panic, I called my banker who was about to leave. “The teller’s desks are automatically locked at 5. The vault is locked. I can’t create a Cashier’s Check without the floor manager’s signature… who is not here. Give me 10 minutes, I’ll call you back.”</div>
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In 5 minutes, he calls. “Come on down here. I think we’ve got this figured out.” I apologized profusely, kicking my own wallet region in the process. “No need to apologize for being human; service is what we do.” (No really, it’s in their name even though they misspelled it: ServisFirst.com) </div>
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Sure enough, Richard Bradford (one of the funnier humans alive) and the ever-capable James Hawk smiled as they said, “We’re going to open you a new checking account. I’m going to deposit the unused Cashier’s Check in it. You can use these checks to give the boat owner, as long as he’s willing to accept it.” A quick call to the understanding owner, and all was ok. </div>
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It was now 5:45pm, on a Friday, and I’m looking at two guys with drooping ties and smiling faces who just corrected a mistake of my making. It was a rare but understood exception to tell the policy to shut up. After a big round of thanks I asked, “Do I still get the free toaster?” </div>
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“That offer ended last night,” Richard laughed. </div>
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To say they’ve re-earned my business, thanks, referrals and trust is an understatement. </div>
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Tell your policy-makers you’d like to revisit the policy on treating people graciously. It’s a choice really; you can honor the policy, or honor the customer. </div>
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Can you name a time of really great or really lousy customer service? What happened? What would you do differently or better as a result?</div>
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<span style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">Contractors: It is time to RAISE your level of service, image and customer retention. What used to be ‘good enough’ in these areas is now lagging behind. </span><br />
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<em style="font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">Adams Hudson</em>Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-13087319549689918642015-05-15T15:52:00.000-05:002015-05-15T15:52:43.349-05:00Stuff You Should NEVER Say to Customers<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
“Hi There, I personally think you’re a major dolt with the personality of a Dry Erase board.”</div>
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See? I’d NEVER say that (okay, not to your face), but haven’t you ‘thought’ that about someone? (Possibly the last time we spoke!)</div>
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This is why God gave us filters – HEPA approved – to think before we speak. So, if you take that extreme example above, realize there are subtle layers of comments we make, thinking or not, that can massively impact our persuasion. This means: SALES.</div>
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The words you choose can COST you a fortune or MAKE you a fortune.</div>
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In marketing, I get the luxury of thinking hard (sometimes I make a frowny face to prove how hard I’m working) BEFORE my words turn into scripts ads or web copy. I put much effort into the order, word choice, sentence length and pauses, but that’s what I pretend to do for a living. However –</div>
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When you’re in front of a customer – live, on the phone or hurriedly banging out an email – you have no such luxury. It’s your wits, your ‘of the moment’ comments that WILL make or break you.</div>
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<span style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">Here are the WORST phrases and words that are very commonly used, plus their SUPERIOR replacements. I strongly recommend tattooing this article to any remaining blank space on your younger staff members.</span><br />
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<a href="https://www.blogger.com/null" id="anchor" name="anchor"></a><strong>RULE 1</strong>: What you say to customers, HOW you say it and your body language while saying it has nothing to do with your price, quality of service or stocked trucks. It has everything to do with WHY that’s valuable to your customers.</div>
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<strong>PROOF of RULE 1:</strong> I took 3 pieces of antique outdoor furniture to a highly recommended powder coater. I delivered and picked up in my old truck. Upon picking them up, the work was gorgeous, the owner friendly, the price fair.</div>
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As I was loading it, one of his helpers said, “I can’t believe whoever you’re deliverin’ this to wanted to get this junk <used colorful="" more="" word=""> redone.” I reeled. “You mean my wife?”</used></div>
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As he stammered to recover, his boss grabbed him by the elbow, apologizing to me, marching him away for a “discussion”. See, none of the “work” mattered; it came down to a few horribly chosen words. If the boss hadn’t been there, or been so polite later, those words could have easily ended up on Facebook, Yelp and/or any review site I chose, costing the owner daily for months, maybe longer. Is it worth it?</div>
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<strong>Today, you can’t risk a callous remark</strong> by an untrained tech or CSR. If you value customers or your business, soft-skills training is no longer optional for success-seekers; it is mandatory.</div>
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How often do “little” things get said by your staff that are either received negatively or miscommunicated? And if so, <em>do you ever know about it?</em></div>
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<em><br /></em></div>
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Do you eavesdrop on your CSR’s? Recently, we called a contractor whose ill-tempered CSR never said, “Hello” but merely shouted the company name and “Please hold!” You think this would’ve made a good impression on the wealthiest client in town? Or to a reporter? Or to your most loyal customer?</div>
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<br /></div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<strong><u>So, <a href="http://contractormarketing.hudsonink.com/acton/attachment/4032/f-0239/1/-/-/-/-/Report%20-%20What%20You%20Should%20Say%20%28and%20Never%20Say%29%20to%20Close%20the%20Sale.pdf" target="_blank">click here</a> to download the WORST & BEST words and phrases I compiled just for contractors. </u></strong></div>
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<span style="line-height: 22.6666660308838px;"><br /></span></div>
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<span style="line-height: 22.6666660308838px;">Start using them today. Watch your sales and closes go up tomorrow!</span></div>
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<span style="line-height: 22.6666660308838px;"><br /></span></div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
Okay, so that’s it from me. I felt it was important to send you into the Summer season with the best tools to succeed!</div>
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<br /></div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
Oh, and if that includes generating more leads and higher prices for you than your competition, we have the marketing pieces (with the right words!) to do that.</div>
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<br /></div>
<span style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">Hope this helps you.</span>Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-18732708765857490022015-04-28T09:40:00.000-05:002015-04-30T14:51:17.450-05:00The Coming Google Change that Can - and Probably Will - Smash Your Rank<div data-mce-style="text-align: center;" style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px; text-align: center;">
<br /></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">When Google announces a change to their ranking system, generally two things happen: 1) A logical response from a few ‘early adopters’, and 2) Weeping and gnashing of teeth from everyone else.</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><br /></span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">In almost every instance, the Google rank you fought so hard to gain is about to do a nosedive. What’s the fuss? Three words:</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><br /></span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">Mobile-Enabled Access.</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><br /></span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">“It’s over,” Google has announced to websites that can’t be read on a smartphone. Mobile-friendly is now (as of April 21) a large ranking factor for whether your website shows up in search results. This is another way of saying a lack of mobile-friendliness means Google is knocking you down a few rungs.</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><br /></span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">Yes, since we seemingly can’t unplug ourselves from smartphones, Google realizes that we’re all sick of:</span><span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"> </span><br />
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">a. Trying to read microscopic print on the mobile-unfriendly sites</span><span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"> </span><br />
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">b. Attempting to hit a link on said site that is the size of a gnat’s ear lobe</span><span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"> </span><br />
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">c. Scrolling around endlessly to find the ‘buy’ or ‘contact’ button</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><br /></span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">So, in an attempt to save you from madness – and possibly to aid Google’s 800-lb gorilla status – if your site is not mobile-friendly by the deadline, you can expect your ranking to slip slowly at first (about 30 days), then more rapidly if you continue to ignore. </span><span style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">But there’s good news too.</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><br /></span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">Moving to mobile-friendliness is a good strategy overall, even without the rank threat. In a 2015 report completed by Pew Research, it was found nearly 65% of American with smartphones use it as their “key entry point” for online access.</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><br /></span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">And once mobile searchers don’t like what they see with your ‘old’ site? They’re gone. Surveys show that 61% of mobile users are unlikely to return to a site they had trouble navigating.</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">Remarkably, some contractors will not heed the warning or update their sites. If you’re in a good mood, please knock on their cave and give ‘em the bad news. For the rest of you, try this:</span></div>
<ul style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<li style="font-size: 9pt;"><span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><strong>Easy test</strong> for mobile-friendliness: At your next meeting, have everyone enter your site on their smartphones. Once there, have them click through navigation, test links, send an email through your contact link and fill out an online form. The amount of ease, frustration or potential profanity will give you a decent cross-section of how your customers will feel. Take note.</span></li>
</ul>
<ul style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<li style="font-size: 9pt;"><span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><strong>Second easy test: </strong>Type in <service> in <city area="" of="" or="" town="" your=""> and see what happens. Provided you eventually show up (!), click your website link to see if you still land on the correct page. If you fail both of these tests, you need to call your web dude and give him/her strict orders to upgrade your site.</city></service></span></li>
<li style="font-size: 9pt;"><span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><strong>Content Responsiveness.</strong> If you’re using a content management system, make sure you’re using a responsive design theme. If not, update to a newer version. This could be the answer to your problems, but many ignore simple fixes.</span></li>
<li style="font-size: 9pt;"><span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><strong>Google Goodness?</strong> Check your site for other potential issues with the aid of Google’s Webmaster tools. Visit <a data-mce-href="https://support.google.com/webmasters/" href="https://support.google.com/webmasters/" style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 9pt;">https://support.google.com/webmasters/</a>, then sign into your Google account to find data, tools and diagnostics for a Google-friendly site. Google knows how you can be found by Google. Seriously. Let them show you how it’s done.</span></li>
</ul>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">There are several other ways to safeguard too, but not enough room in this article, so request the free report, “21 Ways to Boost Your Website Performance,” by emailing a polite request to <a data-mce-href="mailto:freestuff@hudsonink.com" href="mailto:freestuff@hudsonink.com" style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 9pt;">freestuff@hudsonink.com</a>. We’ll send it right out.</span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;"><br /></span></div>
<div style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px;">
<span data-mce-style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;" style="font-family: calibri, 'trebuchet ms', sans-serif; font-size: 12pt;">The days of “desktop only” navigation and rank strategy are numbered. This is just another evolution of search engine optimization. Here’s hoping that you benefit by being prepared.</span></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-16945509347563256042015-03-31T14:43:00.001-05:002015-03-31T14:54:46.754-05:00Tax Evasion for Dummies<div class="MsoNormal">
It’s that time of year again. You know, when our loveable
government tax agency – filled with charming and fun people who have no need to
read any further – bill you for living in the United States. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Wait, they let you figure out your own bill! Yet, you must
first decipher the ‘secret code’ (without a decoder ring) that is 700 pages
long. And then there’s Chapters 2-40.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you misinterpret the code, you may be required to pay an
“I couldn’t figure it out” penalty or get sent to a Government Recreational
Facility, which is funded by those who did figure out the code. Confused? Don’t
be! Here are THREE big points to help you: <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: .55in; mso-add-space: auto; mso-list: l1 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]-->1)<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->Earn more, pay more. It’s like a reverse commission.
Too high? See Item 2.<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .55in; mso-add-space: auto; mso-list: l1 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]-->2)<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->Earn less, pay less. There! Or you can…<o:p></o:p></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: .55in; mso-add-space: auto; mso-list: l1 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]-->3)<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->Earn nothing, pay nothing! PLUS, you get paid by
people in the other two groups to continue doing nothing. See? That’s why it’s
called a system! <o:p></o:p></div>
<div class="MsoNormal" style="margin-left: .3in; text-indent: 0in;">
<br /></div>
<div class="MsoNormal" style="margin-left: .3in; text-indent: 0in;">
Now this is all
cleared up, here’s How to make your tax concerns
a thing of the past. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
--<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
First, please know that I am not an accountant; never have
been one and I get nervous in the presence of Excel. My advice in this area
would rival that of lettuce. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Yet, I’d also be leery of Governmental type people giving
you ANY spending advice, especially since they spent YOUR tax money on the
following things I did not make up:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: .55in; mso-add-space: auto; mso-list: l2 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><b>Gave
Alaska Airlines </b><a href="http://origin.heritage.org/research/reports/2009/10/50-examples-of-government-waste#_edn3" target="_blank" title="$500,000"><b><span style="color: windowtext; text-decoration: none; text-underline: none;">$500,000</span></b></a>
“to paint a Chinook salmon” on the side of a Boeing 737. <i>Come to Alabama. I know some guys who’d do an awesome Largemouth bass
for a 12-pack. <o:p></o:p></i></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .55in; mso-add-space: auto; text-indent: 0in;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .55in; mso-add-space: auto; mso-list: l2 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><b>Spent </b><a href="http://reason.com/blog/2011/12/21/the-year-in-government-waste-bridges-to" target="_blank" title="$175,587"><b>$175,587</b></a><b> “</b>to determine if cocaine makes
Japanese quail engage in sexually risky behavior”. <b><i>My opinion</i></b><i>: Find the guy who suggested this study and
arrest him because he is doing some very weird things. <o:p></o:p></i></div>
<div class="MsoListParagraphCxSpMiddle">
<br /></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: .55in; mso-add-space: auto; mso-list: l2 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">Ø<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><b>Spent
$151,988 on a study to determine</b> “Why College freshmen had a tendency to add
weight.“<b> <i>I think
I have your answer</i></b><i>: a) Lots of
beer, b) Lots of pizza, c) Very few parents standing over them saying, ‘Get
your ASSociates degree off the couch and go do something.” Does this solve the mystery?</i> <o:p></o:p></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-55DCBrAmuVk/VRr4XR7HIaI/AAAAAAAAAXI/nbKUlLFVqyA/s1600/scale.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-55DCBrAmuVk/VRr4XR7HIaI/AAAAAAAAAXI/nbKUlLFVqyA/s1600/scale.jpg" height="212" width="320" /></a></div>
<div class="MsoNormal">
“<i>What? You’re like saying that like pepperonis are like not a fruit?”<o:p></o:p></i></div>
<div class="MsoNormal">
(Editor: No, they’re not. And your boyfriend is a loser.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Public Complaint
Makes Private Disclosure<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
How many times have you heard someone say, “Man my taxes are
SOOOO high?” Those people are actually saying:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
“I am making a ton of dough. But since that is considered improper,
I’ll make it sound like a complaint. Plus, I have a seriously awesome watch. ” <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<u>Yet – unimpressive as they are – they are onto something.
<o:p></o:p></u></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So, to quit worrying about our government flushing our tax
money down those 1.6 gallon toilets:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Make More. Care Less.
</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
To me, I don’t so much want some mythical mountain of money,
I just want <i>autonomy</i>. (Thank heaven I
had great mentors on this topic.) Some of this is attitudinal. So, instead of
complaining about taxes, consider them thusly:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<u>Your taxes really are a sales commission</u>, paid to <i>mostly </i>responsible parties who try to
keep you safe, give and protect freedoms, provide decent roads and sanitation, all
within a compassionate system designed to catch you if you fall. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Sure, the policies are sometimes as dysfunctional as a quail
on cocaine, but complaining doesn’t help or I’d be 6’4” by tomorrow
morning. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Your job – should you accept it – is to make as much as you
possibly can to the degree you can live your freedoms happily. Save it, spend
it, give it away. Leave the rest for taxes and call it a day. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Raise Your Pay
Automatically<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It’s NOT taxes that are stifling your financial independence,
this is:<o:p></o:p></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: .55in; mso-add-space: auto; text-indent: 0in;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .85in; mso-add-space: auto; mso-list: l0 level1 lfo3; text-indent: -.25in;">
<!--[if !supportLists]-->1.<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->Your own education about wealth attraction, accumulation,
including…<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: .85in; mso-add-space: auto; mso-list: l0 level1 lfo3; text-indent: -.25in;">
<!--[if !supportLists]-->2.<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->Business systems to improve cash flow<o:p></o:p></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: .85in; mso-add-space: auto; mso-list: l0 level1 lfo3; text-indent: -.25in;">
<!--[if !supportLists]-->3.<span style="font-size: 7pt; font-stretch: normal;">
</span><!--[endif]-->Business systems to improve net profit (or
however you’re directly paid)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And if your ‘investment’ in any of those comes back as
“Either zero or next to it,” then your return is likely commensurate. Just an
observation. Here’s an aside:<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>The most successful
contractors</b> I know are the SAME ONES every year, often on the front row of
the seminars. (About 7-10 of my consultant friends have the identical
observation; this is not coincidence.) <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They invest in coaching, training. They invest in ‘systems’
for sales, operations, technical and – to my way of thinking – the most
influential of all, marketing. (You just KNEW I’d slide that in!) Honestly,
they realize that no leads or a forgotten presence can ruin the rest of their
goals. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And they realize no investment in <a href="http://customerretentionprogram.com/">Customer Retention</a><span style="color: #0070c0;"> </span>means, well, not much customer retention, who I’m
pretty sure pay for everything you and I have. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
They also hire slowly, ‘dismiss’ rather quickly and continue
to improve the system. Their best people are well-educated in job performance
AND improvement thereof. (This study of excellence is another topic, possibly
worthy of a full coaching call. Your thoughts? Add it to comments below.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So, as you complete your tax “commissions” this year,
consider it a little scorecard to tell you: <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="text-indent: 0in;">
<b>“Am
I closer or farther away from my goals than last year?” <o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="text-indent: 0in;">
This is a decent reading on your
Autonomy Meter. If farther away, make adjustments (call your coach here), and
if closer, congratulations. My hopes are that after writing your commission
check to the government, you’re a giant step closer to not caring how much it
is. <o:p></o:p></div>
<div class="MsoNormal" style="text-indent: 0in;">
<br /></div>
<br />
<div class="MsoNormal" style="text-indent: 0in;">
<i>Adams
Hudson<o:p></o:p></i></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-14273024943211869192015-03-10T11:54:00.000-05:002015-03-10T11:54:50.344-05:00The Simple Marketing Secret Most Contractors Overlook<div class="MsoNormal">
Let’s say you meet someone for the first time, and during
that meeting, you have a great conversation and realize you have some common
interests. You seem to look at things
the same way. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You just get a feeling that this is a good person, and you
may think, “You know, we could be friends.”
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>“Could be”</i> is the
key phrase, of course. Because, I’m
sure you realize, it would take some specific actions to move from “we <i>could
be</i> friends” to “we <i>are</i> friends.”
And one of the things you’d have to do is stay in touch. You’d have to talk again. You’d have to be in contact with each other. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Now, if you’re starting to ask yourself why I’m telling you
something so obvious, it’s because experience has shown me that a lot of contractors
act as if “staying in touch” is a principle they've never heard of. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And frankly, that’s scary.
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In most cases, it costs you in marketing expenses around
$275-$325 to gain a new customer. If you
don’t keep that customer, you've spent an awful lot for a “one-time” service
call. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Each name in your database only represents “could be”
customer potential. No, they’re <i>not active customers</i> any more than a
one-time meeting with someone qualifies them as a friend. You've got to take
action for that to happen. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The simple fact is this:
regular contact keeps customers.
That involves a number of tried-and-true techniques, such as:<o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul>
<li><b> </b><span style="text-indent: -0.25in;"><b>Follow-up
visits with thank you cards, calls, or emails: </b>This simple act speaks volumes
of your company and can boost your image. Have your techs keep a stock of thank
you cards with pre-stamped envelopes and they can fill them out right after the
service call. This two minute task will let your customer know that you
appreciate their business.</span></li>
<li><span style="text-indent: -0.25in;"><b>Offer maintenance agreements: </b>How great is it to
have a customer pay to remain a customer? This loyalty program is a mutual
investment between the consumer and the provider. In a maintenance agreement a
customer could get a higher level of service, exclusive discounts, special
treatment, or even guarantees. What you get out of this is a reliable income
stream. Maintenance agreements can even out your cash flow and provide a year
round income.</span></li>
<li><span style="text-indent: -0.25in;"><b>Reactivation Letters:</b> Never throw away a list of
names. An ex-customer will reactivate and spend money if you say the right
things. Tell them that you miss them and if you've done something that might
have offended them that you want to make it right with something free or a
discount. By getting a response from this list you've saved money that was
headed straight for the trash.</span></li>
</ul>
<br />
<div class="MsoNormal">
Equally important are holiday cards, “customer only” direct
mail offers and a customer retention newsletter. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If done correctly, that last item – the newsletter – is the
centerpiece of a well-run <a href="http://customerretentionprogram.com/" target="_blank">customer retention program</a>. In fact, if you only do
one thing, make it a newsletter that goes out at least twice a year. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Fill it with interesting “home care” tidbits so it’s not
perceived as “advertising,” and thus forges a far better image and strengthens
the relationship. Better relationship equals better retention. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>How to Get a Customer
Newsletter<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<ol start="1" style="margin-top: 0in;" type="1">
<li class="MsoNormal"><b><span style="font-family: "Arial Narrow",sans-serif;">You can do it
yourself.</span></b> If you’re prone to writing, designing, graphics,
editorial layout and have experience crafting an informative newsletter
that can also sell, then go for it! Many times I speak with contractors
who do it themselves the first time, then “run dry” for info on subsequent
efforts. Therefore, there’s option 2…<o:p></o:p></li>
<li class="MsoNormal"><b><span style="font-family: "Arial Narrow",sans-serif;">Hire it out</span></b>.
An ad agency or newsletter creation service can create a special one for
you, customized exactly as you want it. Unless your database is over
10,000 or so, the costs can be significant. This is why there’s option 3…<o:p></o:p></li>
<li class="MsoNormal"><b><span style="font-family: "Arial Narrow",sans-serif;">Use a
“syndicated” newsletter</span></b>. This is also known as “semi-custom.”
It is very fast since the template for the newsletter and most of the
content is already done. This also makes it far less costly. Some
companies offer ‘ads’ for your company. Stay away from the overly slick
fluffy ones since they don’t appear “local” enough to consumers.</li>
</ol>
<div class="MsoNormal">
A good syndicated<a href="http://customerretentionprogram.com/" target="_blank"> customer retention newsletter </a>costs less
than $6 <u>a year</u> per customer, including postage! Not a bad return on investment, especially
since it involves returning customers.
Every customer who has written you a check or swiped a card in the last
48 months should be receiving your newsletter.
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
All high performing
newsletters will have an online component. A QR code can link your printed
newsletter to your online version. Hudson, Ink can provide Newsletter customers
with an online newsletter portal that is updated monthly with new content and
offers for your customers. This improves your online presence, gives you content
you can share on your social channels and provides even more helpful and useful
information to your customers. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Sending
a Newsletter to your customer is like having a cup of coffee with your
customers at regularly specified times each season. It’s low pressure and keeps
your company at the top of your customers mind.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Always
remember, your company’s <i>current </i>customers are the absolute #1 source of
your <i>future</i> sales. Loyal customer will end up spending 33% more with
your company and sending 107% more referrals to your business than non-loyal
customers. And speaking of referrals, newsletters are a great place to utilize
referral requests. Most contractors think that referrals “just happen” but
that’s usually not the case. If each of your customers referred one other then
you would double your customer list right now. For free. </div>
<br />
<div class="MsoNormal">
When you lose customers, you lose all of their future
business and all of their referrals to your competition. When you <i>keep</i> customers, you keep that
pool of sales for yourself. And isn’t
that a scenario worth considering? <o:p></o:p></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-19709616985179000652015-02-23T10:03:00.000-06:002015-02-23T10:03:48.620-06:00Good News About My Heart Attack<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">I was stunned beyond belief. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">I had just sat down after a decently
rigorous flurry of activity following the largest ‘Open Coaching Call’ we’d
ever held. (451 Contractors registered; a phenomenal number of eager learners.
More in this issue.) <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">I was going through the typical
avalanche of emails following such, over-hearing a buzz of phone conversations,
a regular flow of faxes hummed in the background. (Yes, still a significantly
efficient form of communication.)<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">I’d had my ‘normal’ pre-call meal: a
light turkey on wheat from Subway, loaded with vegetables.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Then it happened. Out of nowhere. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<a href="https://www.blogger.com/null" name="anchor"></a><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">I
got an email from my friend Tom Grandy, of Grandy and Associates, in response
to my offer of a ‘breaking bread’ meal together while he was in my state. We’ve
done it before, and I always enjoy time with Tom. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The subject line of his reply was,
“My triple bypass”, and <i>my</i> heart sank. He went on to say that after
returning from Africa (where his daughter is a missionary), Tom was on his
treadmill. I mean the <i>real</i> kind, not the figurative one that chains some
to a desk of monotony. Then something happened.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The next thing he knew, panicked
faces hovered over him as he was rushed to a hospital for emergency surgery. He
had 100% blockage in one artery and 90% in another, but he was snatched from
death’s door. Now think of this –<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Having a Bad Day, Anyone? </span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The above situation would be
considered a ‘bad day’ in most anyone’s estimation, right? I mean, having your
heart fondled by a team of strangers with scalpels and jumper cables seems low
on the “My Most Awesome Day” contest submissions. Yet, Tom said in his email:</span></div>
<div class="MsoNormal">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt;">“God is so good to me. This could’ve
happened while I was in Africa away from medical help. It could’ve happened on
the 28 hour flight home. I am so fortunate that it happened in my own town with
people who love me right there to help. That’s the good news about my heart
attack.”</span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Brings tears to my eyes to even write
that. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Some sermons are in words, and
occasionally vanish on their way to the ceiling. Some sermons are in example,
and they stick forever. His faith allowed a low point to be celebrated,
recalled fondly and elicit gratitude. Wow.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Apparently, somewhere in the midst
of arterial constriction lies the difference between a deeply appreciative
spirit and a thinly complaining shell. (Is this the real distinction between
good and bad cholesterol? I can’t ever keep ‘em straight anyway.)<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">And somewhere out there, somebody is
complaining that their Latte is too frothy. That their customers are too picky.
That their teenagers are too teenager-y. That their wife has a wrinkle, or
their husband has a twinkle, and neither have an inkling of how to get back
over the bridge of their relationship. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">In my dual meaning best: “Get over
it.” <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Lo, here am I – in my
selfishly-consumed best – who just moments before had been wrangling
well-intentioned staff to keep up with the numbers of contractors on the call.
To make sure ‘x’ was done so ‘y’ would happen and yield ‘z’ for the effort. I
complained about mythically-missed opportunities. Oh, woe is me.
Boo-bleeping-Hoo.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">And Tom – who had enough tubes
coming out of him to qualify as an aquarium – was writing thank you notes to
God for his heart attack. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Attitude, Meet Adjustment</span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">My first inclination was to write
him back and say how much the story of his heart attack lifted my spirits. But
that came out more ghoulish than intended. Seems you’d follow up with, “The
next time I need a boost, I hope you’ll get a liver transplant!” <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Yet, his attitude minimized and
re-framed my microscopic problems. As a lasting lesson, I tried this:<br />
<br />
Take a moment and imagine your work life and all its so-called “Problems”.
Really. Take inventory of your particular pain points: The non-existent
marketing program, complain-y customers, your co-worker with the IQ of toenail
fungus. All of it. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Now imagine your veins turn into
wine corks, and tell your heart to “Take a break for a few minutes and watch
this”. Soon it’s you getting the $800 ambulance ride to a really sterile room
that beeps a lot. What of those “pain points” will even measure up once you
come to? <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">If they’re still problems after
that, get ‘em gone. Adios. And – to be quite honest – <i>keeping those things
in your life</i> will likely accelerate your schedule with the ambulance driver
anyway. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">It’s About Selection</span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">We can choose what to celebrate. Or
bemoan. We can choose our reaction. Or let it choose us. If we can alleviate
one pain of yours, let us know.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 107%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">As it turns out, Tom is fine, in mind, body and
spirit. Thanks for the inspiration. </span>Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-27780695818706470322015-02-09T16:56:00.000-06:002015-02-09T16:58:29.724-06:00I Want to Work with You, Code Cracker<div id="stcpDiv" style="left: -1988px; position: absolute; top: -1999px;">
Every
now and then, it’s good to be boss. Not during tax season, nor during
that ‘uncomfortable’ chat with a certifiably insane ex-employee, nor
when the quasi-charity people call you 32 times a day. <br />
Yet it IS good when your lovable staff hits a goal or just deserves to have a little fun. <br />
So, last week we all went to the movies. (Well, <em>they</em> went while I rigged security cameras in their workspace. Ha!) Actually this was my wife’s great idea, so I took credit for it. <br />
We saw ‘The Imitation Game,’ and I asked all to watch for
ONE marketing principle from that film. Since it was a WWII
code-cracking movie, you might think this was difficult. <br />
Not even a little bit. The movie was superb, yet their
observations were astounding. There was one very brief reference to an
easily missed nugget, yet SEVERAL people noticed it as their chosen
principle. <br />
I was amazed. So, this is how I’d like to work with you this year…
<a href="https://www.blogger.com/null" id="anchor" name="anchor"></a>The lead is a genius mathematician
named Alan Turing who believes he can unravel the Nazi ‘Enigma’ code.
Yet, he has the personality of a rotted cactus, which makes him rather
difficult to work with. (From first-hand painful experience, people just
don’t understand us geniuseses.) <br />
In fact, his team of highly gifted fellow (and one babe lady) code-crackers want to extract his organs. <strong>They would rather work <em>against him </em>than have him achieve his dream</strong>. That is, until the babe shows him how to get your way:<br />
Be likeable. “If you’re liked, people want to work with you.” <br />
This was a revelation to Mr. Congeniality. “How do you do that?” he
asked. “By showing kindness,” said the babe. So the very next day, Alan
takes all of their heads out of the vises. Ha! I get funnier the longer
this goes… no he becomes:<br />
<ul>
<li>Interested in them</li>
<li>Shows kindness</li>
<li><strong><em>And got a team of cooperative, motivated, loyal supporters working toward a common goal</em></strong></li>
</ul>
<strong></strong>And the movie goes from there, and yes, there’s
victory. (See the movie, really.) Yet the ‘lesson’ is that, working
apart is self-defeating and working together toward a goal is
self-liberating. <br />
<strong><u>Let’s Do This Together</u></strong><br />
For years, Hudson Ink has worked to establish the largest Marketing
Coaching Group for Contractors in the nation. Though it essentially (and
by design) ended my $9,800/day consulting gigs, it has been
substantially more rewarding for all to <em>work together toward a common goal. </em><br />
And on Wednesday, February 11, 2015, we’re OPENING THE DOORS for a
no-cost, no-strings test drive by having a ONE TIME ONLY LIVE
PRESENTATION OF:<br />
<strong>The Top 5 Most Explosive Contractor Marketing Trends for 2015</strong><br />
I asked another consultant, Brian Kraff of Market Hardware, to assist
me in this presentation. He agreed instantly. I asked other consultants
to invite their best customers, and they agreed. This will be a very
crowded event! (Coaching members WILL get in; non-members need to be
rather rapid about <a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00ab/t/page/fm/0" target="_blank">registration.</a>)<br />
We will discuss: <br />
<ul type="disc">
<li><strong>Bring in more leads using what works today</strong> – Online and offline techniques that work together. </li>
<li><strong>Win on Google using what’s working now</strong> – Crack the Google code and master social media. </li>
<li><strong>Build a higher image and better branding</strong> – Learn how to sell more at a higher price. </li>
<li><strong>Automate your marketing</strong> – Learn ways to cut time and stress from your marketing plan.</li>
</ul>
Plus, we’re dumping a PILE of cool downloads, freebies and more on those who register.<br />
OH, and you know that burning question you have… THE issue you can’t resolve… THE thing keeping you from the next level? Well…<br />
We WANT your questions on that! So <a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00ab/t/page/fm/0" target="_blank">register</a> and SEND US A QUESTION! (About marketing – not Nazi code-cracking please!) <strong>Your question helps us build the curriculum</strong>. <br />
This will be an open discussion of ‘What’s Working Now’ that requires
nothing more of you than showing up! See? We’re working together toward
a common goal, and I greatly look forward to it, so get your fanny <a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00ab/t/page/fm/0" target="_blank">registered here</a>. <br />
In the spirit of open collaboration, I ask that you invite as many of
your colleagues and groups by sharing the link above. I’ll pay for as
many lines as is practical. (The registration will close once we reach
capacity, so <a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00ab/t/page/fm/0" target="_blank">register first</a>, THEN share this link like a crazy person.) Let’s make this thing huge! <br />
Looking forward to working with you. And for that, we can both be boss.<em>Adams Hudson</em><br />
- See more at: http://salesandmarketinginsider.com/article-i-want-to-work-with-you-code-cracker.html#anchor<span style="font-family: 'Times New Roman', serif; font-size: 12pt;">Every now and then, it’s good to be boss. Not during tax
season, nor during that ‘uncomfortable’ chat with a certifiably insane
ex-employee, nor when the quasi-charity people call you 32 times a day.</span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Yet it IS good when your lovable staff hits a goal or just
deserves to have a little fun. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Times New Roman, serif;"><span style="font-size: 12pt;">So, last week we all went to the movies. (Well, </span></span><i style="font-family: 'Times New Roman', serif; font-size: 12pt;">they</i><span style="font-family: Times New Roman, serif;"><span style="font-size: 12pt;">
went while I rigged security cameras in their </span>work-space<span style="font-size: 12pt;">. Ha!) Actually this was
my wife’s great idea, so I took credit for it. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">We saw ‘The Imitation Game,’ and I asked all to watch for ONE
marketing principle from that film. Since it was a WWII code-cracking movie,
you might think this was difficult. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Not even a little bit. The movie was superb, yet their
observations were astounding. There was one very brief reference to an easily
missed nugget, yet SEVERAL people noticed it as their chosen principle. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">I was amazed. So, this is how I’d
like to work with you this year… <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<a href="https://www.blogger.com/null" name="anchor"></a><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The lead is a genius mathematician
named Alan Turing who believes he can unravel the Nazi ‘Enigma’ code. Yet, he
has the personality of a rotted cactus, which makes him rather difficult to
work with. (From first-hand painful experience, people just don’t understand us
geniuseses.) <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">In fact, his team of highly gifted fellow (and one babe
lady) code-crackers want to extract his organs. <b>They would rather work <i>against
him </i>than have him achieve his dream</b>. That is, until the babe shows him
how to get your way:<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Be likeable. “If you’re liked, people want to work with
you.” <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">This was a revelation to Mr. Congeniality. “How do you do
that?” he asked. “By showing kindness,” said the babe. So the very next day,
Alan takes all of their heads out of the vises. Ha! I get funnier the longer
this goes… no he becomes:<o:p></o:p></span></div>
<ul type="disc">
<li class="MsoNormal"><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Interested
in them<o:p></o:p></span></li>
<li class="MsoNormal"><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Shows
kindness<o:p></o:p></span></li>
<li class="MsoNormal"><b><i><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">And
got a team of cooperative, motivated, loyal supporters working toward a
common goal</span></i></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></li>
</ul>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">And the movie goes from there, and yes, there’s victory.
(See the movie, really.) Yet the ‘lesson’ is that, working apart is
self-defeating and working together toward a goal is self-liberating. <o:p></o:p></span></div>
<div class="MsoNormal">
<b><u><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Let’s Do This Together</span></u></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
<div class="MsoNormal">
<b><u><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></u></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">For years, Hudson Ink has worked to establish the largest
Marketing Coaching Group for Contractors in the nation. Though it essentially
(and by design) ended my $9,800/day consulting gigs, it has been substantially
more rewarding for all to <i>work together toward a common goal. </i><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><i><br /></i></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">And on Wednesday, February 11, 2015, we’re OPENING THE DOORS
for a no-cost, no-strings test drive by having a ONE TIME ONLY LIVE
PRESENTATION OF:<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The Top 5 Most Explosive Contractor Marketing Trends for
2015</span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">I asked another consultant, Brian Kraff of Market Hardware,
to assist me in this presentation. He agreed instantly. I asked other
consultants to invite their best customers, and they agreed. This will be a
very crowded event! (Coaching members WILL get in; non-members need to be
rather rapid about <a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00ab/t/page/fm/0" target="_blank"><span style="color: blue;">registration.</span></a>)<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">We will discuss: <o:p></o:p></span></div>
<ul type="disc">
<li class="MsoNormal"><b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Bring
in more leads using what works today</span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">
– Online and offline techniques that work together. <o:p></o:p></span></li>
<li class="MsoNormal"><b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Win
on Google using what’s working now</span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">
– Crack the Google code and master social media. <o:p></o:p></span></li>
<li class="MsoNormal"><b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Build
a higher image and better branding</span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">
– Learn how to sell more at a higher price. <o:p></o:p></span></li>
<li class="MsoNormal"><b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Automate
your marketing</span></b><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> – Learn ways to cut time and
stress from your marketing plan.<o:p></o:p></span></li>
</ul>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Plus, we’re dumping a PILE of cool downloads, freebies and
more on those who register.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">OH, and you know that burning question you have… THE issue
you can’t resolve… THE thing keeping you from the next level? Well…<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">We WANT your questions on that! So <a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00ab/t/page/fm/0" target="_blank"><span style="color: blue;">register</span></a> and SEND US A
QUESTION! (About marketing – not Nazi code-cracking please!) <b>Your
question helps us build the curriculum</b>. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">This will be an open discussion of ‘What’s Working Now’ that
requires nothing more of you than showing up! See? We’re working together
toward a common goal, and I greatly look forward to it, so get your fanny <a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00ab/t/page/fm/0" target="_blank"><span style="color: blue;">registered here</span></a>. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">In the spirit of open collaboration, I ask that you invite
as many of your colleagues and groups by sharing the link above. I’ll pay for
as many lines as is practical. (The registration will close once we reach
capacity, so <a href="http://contractormarketing.hudsonink.com/acton/fs/blocks/showLandingPage/a/4032/p/p-00ab/t/page/fm/0" target="_blank"><span style="color: blue;">register first</span></a>, THEN share
this link like a crazy person.) Let’s make this thing huge! <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Looking forward to working with you.
And for that, we can both be boss.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-22073942696850812402015-01-16T16:08:00.000-06:002015-01-16T16:08:15.724-06:00Advice for the New Year - Plan!<h3>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;"><span style="font-weight: normal;">When planning your marketing for the New Year, your
spending decisions should be partly personality driven. Who you are should
guide what you do – whether you’re a conservative, moderate or aggressive
marketing investor. And creating a plan comes out of asking yourself simple
questions like: </span></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-add-space: auto; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;">
</div>
<ul>
<li><span style="font-family: Symbol; font-size: 12pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;">
</span></span><span style="font-weight: normal;"><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 115%; text-indent: -0.25in;">What are your goals? (Think in terms of
services performed, products sold, dollars achieved, incentives paid and rate
of increased retention for customers and employees.)</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span></span></li>
<li><span style="font-family: 'Times New Roman', serif; font-size: 12pt; font-weight: normal; line-height: 115%; text-indent: -0.25in;"> Who are you trying to reach? Rank your markets
by size.</span></li>
<li><span style="font-weight: normal;"><span style="font-family: Symbol; font-size: 12pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 115%; text-indent: -0.25in;">When will you run your promotions?
Obviously, some services are geared towards certain seasons.</span></span></li>
<li><span style="font-weight: normal;"><span style="font-family: Symbol; font-size: 12pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 115%; text-indent: -0.25in;">How do you plan to reach them? Select your
primary media choices; include follow-up preferences<span style="color: red;"> </span>too.</span></span></li>
<li><span style="font-weight: normal;"><span style="font-family: Symbol; font-size: 12pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 115%; text-indent: -0.25in;">What advertising tools and unique message
will you use?</span></span></li>
<li><span style="font-weight: normal;"><span style="font-family: Symbol; font-size: 12pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 115%; text-indent: -0.25in;">How much do you plan to spend? Select the
percentages based on your marketing </span><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 115%; text-indent: -0.25in;">profile.</span><span style="font-family: Symbol; font-size: 12pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span></span></li>
<li><span style="font-weight: normal;"><span style="font-family: Symbol; font-size: 12pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 115%; text-indent: -0.25in;">How will you measure, improve and repeat?</span></span></li>
</ul>
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<span style="font-family: 'Times New Roman', serif; font-size: 12pt; font-weight: normal; line-height: 115%;">You
haven’t really planned unless you’ve planned how to measure your plan’s
success. What will need changing? This question, in fact, has become even more
important in recent years.<o:p></o:p></span></div>
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<span style="font-family: 'Times New Roman', serif; font-size: 12pt; font-weight: normal; line-height: 115%;"><br /></span></div>
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<span style="font-family: 'Times New Roman', serif; font-size: 12pt; font-weight: normal; line-height: 115%;">Obviously,
we’ve seen shifts in the media we have always known. That includes the
traditional Yellow Pages and print media – both impacted by consumer preference
for online resources. And online media is growing ever more prominent.<o:p></o:p></span></div>
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<span style="font-weight: normal;"><span style="font-family: "Times New Roman",serif; font-size: 12.0pt;">Where
to begin? </span><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-bidi-font-size: 9.0pt; mso-bidi-font-weight: bold;">Set a marketing
plan in motion, no matter how small.</span></span><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-bidi-font-size: 9.0pt;"><span style="font-weight: normal;"> At the most
basic level, divide your year into quarters and define which ones are your peak
seasons and which are “off-peak.” Figure <u>exactly</u> what you’ll
spend to promote what during that time. Then decide “how” you’ll deliver that
message (media). You’re ahead of most of your competition just by doing this.</span><o:p></o:p></span></div>
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Request a <a href="mailto:choachingquestions@hudsonink.com">free marketing profile</a>.<o:p></o:p></div>
</h3>
Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0tag:blogger.com,1999:blog-5442505351596800232.post-26451147955240134472014-12-23T09:50:00.000-06:002014-12-23T09:50:39.838-06:00TRUE STORY: How to Not Win Customers<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
Next year we’re celebrating our 30th wedding anniversary. That is, if she’ll start behaving soon. (Camera cuts to me pleading, “No dear, I didn’t make any snide remarks in a public forum. May I peel you more sunflower seeds?”)</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
Since we’re going like <em>way </em>out of town, I headed to the post office to update my passport. Funny, my kids have been to Europe twice since my passport expired. Something is seriously wrong here.</div>
<span style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">And something is equally wrong with the United States Post Office. Yes, I realize they spent all their lunch money when Reagan was prez, but if you’ll look at this stupid sign at the entrance, you’ll see this is one of dozens of things very rotten about their message. And this same thing applies to you in your business. Check out the dumbest greeting sign ever…</span><br />
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<h5 style="font-size: 11px;">
<img alt="" src="http://salesandmarketinginsider.com/images/customer-parking.jpg" height="267" width="200" /><br /><em>The parking lot, by the way, holds 80 cars, and I never see more than 5-6 there. And are the words, ‘…or less’ really needed here?</em></h5>
</div>
</td></tr>
</tbody></table>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<a href="https://www.blogger.com/null" id="anchor" name="anchor"></a>Imagine this idiotic sign in front of any place that might <u>want</u> customers. Or might want them to linger. Can you imagine Starbucks doing this? There’d be bedlam in the social media streets. Baristas would leap from drive through windows.</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
So, they have serious sales problems, and are doing their best to curtail their nonexistent customers to 30 minutes. Got it.</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
I pick on this sign, not for the lunacy it is, but as an indicator of <em>systemic </em>failure. Yes, the problems persisted indoors.</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
The place looks shabby. Soaked ceiling tiles, half drooping. Hand scrawled signs haphazardly taped to walls with friendly notes like, “Don’t let your children play on the rails,” and “Stand behind yellow line until next teller motions.” (Motions? Motions for what… a pardon?)</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<strong>This Conversation Actually Happened</strong></div>
<blockquote style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<strong>ME:</strong> (After being properly motioned), “I’m renewing my passport and…<br />
<strong>ZOMBIE LIKE PERSON</strong> <strong>in grayish blue, to match her blood:</strong> “He’s not here. He’ll be back at 1:00”.<br />
<strong>ME:</strong> “Uh, <em>he</em>? (I’m struggling already.) “<em>He,</em> the Passport specialist?”<br />
<strong>ZLP:</strong> “Yeah. He takes the pichers. He’ll be back at 1.”<br />
<strong>ME:</strong> “It’s 5 after 12. Can I get the forms to fill out and come back?”<br />
<strong>ZLP:</strong> “You can do that and take it to CVS or Walgreens. They’ll do the photo. You pay them the $35 fee.”<br />
<strong>ME:</strong> (Thinking) Did she just send me to the competition?<br />
<strong>ZLP:</strong> “Here’s an envelope. I think they’ll sell you the postage too.” Yells in back. “Hey Mike! Won’t they sell him the postage after they take the picher?”<br />
Mike, avoiding the menace of photography during lunch: “Yeah, they can do all that.”<br />
<strong>ME:</strong> (Dumbfounded that photo-boy was there the whole time. I’m sent away without a passport, photo, or postage from the very place you’d expect THAT at a minimum.)</blockquote>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
I leave stunned, with a touch of zombie-itis setting in as I pass the stupid sign on the way out.</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
At the CVS, there was no customer repellant signage. No “he” eating an egg sandwich, unable to help. A very helpful 4 minutes later, my photo is taken, the form reviewed, postage affixed, and process begun. I bet every CVS trainee in America can click the camera button, especially for the $35 Passport fee, plus the $110 for the processing, including $8.90 for the postage. How much did CVS keep?</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
Then she kindly asks for an upsell: “Do you want to look at some travel-size toiletries while you’re here?” That type behavior will probably get you kicked off the Customer Repellant team at the Post Office.</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<strong><u>A Question that leads to Wealth:</u></strong><br />
<strong>Are you adding or reducing friction with your customers?</strong></div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
With every customer contact, you’re doing one or the other. The Post Office was solid friction. CVS was like ball-bearings with Z-max poured on them.</div>
<ul style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<li><strong>Is your CSR trained to advance the call? Or to put people on hold?</strong> My friends at CallSource tell me that the <em>average </em>appointment set rate for contractors is a painful 64%. That’s like 36% of the people being sent to the competition, eager to buy.</li>
</ul>
<ul style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<li><strong>Are your techs versed to advance the sale or relationship?</strong> How many mention the Maintenance Agreement and the discount they <em>could’ve </em>gotten? Do they ask for a positive online review? How many mention your other services?</li>
</ul>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
(<u>Two different consulting clients told me this month</u> that their ‘other’ services fall behind when one is super busy. My question: “HOW CAN THIS BE when they are in MORE HOUSES?” Blank stares and silence ensues.)</div>
<ul style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<li><strong>Does your follow-up contact ask about satisfaction? </strong>Referrals? Other services they wish you offered? Gather the email address? Bump to an Agreement?</li>
</ul>
<ul style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<li><strong>Does your outbound marketing only tout ‘sales’?</strong> (Fastest way to lose credibility.) Only 55% of your marketing balance should be Direct Response, and I’m aggressive. The other should be Image, TOMA, and Retention. (Call your coach.)</li>
</ul>
<ul style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
<li><strong>…Or vague generalities, with nothing unique? </strong> “We’re fast, reliable, and honest!” Oh really? My clients are slow, unpredictable, and steal constantly.</li>
</ul>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
While pondering the New Year, make some new changes to reduce friction everywhere you can. You’ll find far more business will slide your way, along with referrals, reputation, and more reasons your customers will grow blind and deaf to the competition.</div>
<div style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">
They’ll be the ones eating the egg sandwich, wondering where all the customers went.</div>
<span style="background-color: white; font-family: Arial, Helvetica, sans-serif; font-size: 12px; line-height: 22.6666660308838px;">- See more at: <a href="http://salesandmarketinginsider.com/index.html" target="_blank">Sales&MarketingInsider.com</a></span>Anonymoushttp://www.blogger.com/profile/01654285324791205721noreply@blogger.com0