Trends, Bends, and a Box of Depends

It seemed like a regular convention. Hordes of people with “My Name Is” badges, some festooned with ribbon, looking semi-lost, clutching formless bags emblazoned with a logo you’d not be caught dead sporting outside these walls.

There was also a ‘normal’ seeming trade show, filled with eager vendors and tables of wares, each promising salvation if you had a few minutes and a credit card.

And of course the incredible speakers (more about hot trends later) who did their best to wow the crowd of the unendowed. All 550 attendees had plunked down around $2k to be there, largely under the influence of a master marketeer named Dan Kennedy.

He created this direct marketing crowd, much of its nomenclature, and has presided over this kingdom for nearly 30 years, still sharp as ever. He is perhaps the highest paid copywriter on planet earth, fees beginning at $35k per page with a royalty off sales.

All was pretty normal until his personal assistant approached me, handing me her cell phone number and saying, “Dan wants to meet you in his suite at 5:20 for 20 minutes.”

“What did I do this time?”

I paced the hall at exactly 5:15 to make sure I was on time. I’d already taken 24 pages of notes from speakers. Assuming he was going to ask me some tough questions, I roughly “sketched” a snapshot of my business, revenue flow, a tiny history. His assistant appeared, said “Walk this way” and resisting the urge to mimic her walk a la Young Frankenstein, we soon tapped on the door to the massive suite.

Let me back up a sec. I lied. This was not a normal convention. This is the Information Marketing Summit. There’s nothing else like it out there. The speakers are not household names (except to nutballs in this crowd) yet they’re credited with marketing movements like the Video Sales Letter, or the Product Launch Formula, or how Alex Mandossian has 900,000 followers… but no email list. (He generates over $1m in sales with exactly one employee.) This stuff ain’t “normal.”

I’m a member of this group – just like you have your groups – for one thing: improvement. My unkind observation is “if you’re not actively improving, you’re becoming inactively irrelevant.”

My notes contain meaningful movements, changes, bends, and trends facing marketing as a whole. What’s working, what’s not, what’s coming next. At Hudson Ink, we “reinterpret” these things for you, putting what we learn into products, services, and marketing coaching. My investment of time and resources is intended to pay dividends to you. (See excerpts from my notes at end.)

The door to Dan Kennedy’s suite opens. He motions me to a couch about 28 feet long. His room is slightly nicer than mine in the same resort. I sit. I stare. Sensing a twinge of unintended awe, he breaks, “So, how’s your business, your work?” I say something meaningless. He follows, “Hey, no need for notes or math in here. This is purely a social call. You’ve been a member for a while and run a real marketing business… bricks, mortar, employees… and have grown nicely. Plus, you’ve written me some nice notes, and won that contest we had. I just wanted to spend a few minutes.”

Pressure relieved. Nothing to recite. No pretense. We just talked about the changes in copywriting, strategy, sales cycles, and a little “creation” Hudson Ink seems to have tripped over that contractors are embracing. “Keep me updated on that” said the master.

Soon enough, 20 minutes had elapsed, and as I walked back down the long hall, I reconsidered his previously turned-down invitation to join his top level Coaching Program.
This allows for several multi-day visits with his own MasterMind group, a font of knowledge at the ready. The price tag (slightly more than a new Honda Accord) and time investment gives me pause. I have profit sharing to consider, and prudency, and stewardship.

And you.

If I join this thing, I’m assured to bring back a different level of marketing, one that forges new, fertile ground. There’ll be implementation of technique, a faster way to better results, and a nearly “unfair advantage” that we can both create for you and coach you to use in your business.

The Big Question:

So with the promises above, do I join this ultimate Marketing MasterMind Group, limited to 20 participants world-wide? Vote please:

“YES, Adams. Join this thing. You won’t have this opportunity forever. Do something with your life. And once you get so much smarter, I promise to buy all kinds of stuff (*wink wink*) to help offset your concern.”

“NO, Adams, don’t join this thing. What are you supposed to learn that’ll help me? Plus, who really wants to go to Cleveland 3 times in a year? Are you goofy? (Nevermind.) We can barely do what you advise now, so just cool your jets and save the dough.

Votes will be shared next issue!

SOME OF MY OVER NOTES FROM THE INFO MARKETING SUMMIT

Trends, Bends, and… Depends?

• Sales Cycles now require more “acclimation” period. The one-call, one-hour sales call for contractors now have multiple steps, phases, over 80% of your calls check you out online first.
• Consumers self-educate faster which has eradicated former “importance” of years in business, old reputation.
• Most Important Sale Trends Now a) Clean updated, optimized website, b) Fully optimized Local Listing (which we’ve been telling you for over a year), c) Willingness to “advise” instead of “promote”, d) Reviews.

Side Note to Above: Social Media marketing has taken a “back seat” in this crowd for businesses except for entertainment and opportunity marketing. Doing social “right” is the coming wave. Stay tuned.

• Customer Retention Marketing has grown up to include automated email “nurturing” pre and post sale. Having an “inventory” of push-button emails, texts, social posts was lauded as THE #1 marketing trends for automating better business results.
• Your Target Audience has grown up since the “graying of America” (those 55 years plus) has 40% of the population but a staggering 80% of the wealth. They’re also more educated, read more, are more loyal, and refer more often than the young half-broke price shopping malcontents. Target these people with marketing that is sensitive to them. (34% still use Yellow Pages by the way.) You can depend on the Depends crowd! :-)
• Automation and “Pre Done” Content is seen as the fastest way to results. (Last year, they “taught” us HOW to do video. This year, they were vending videographers with script outlines and ready-made images.) The tone of these videos – which are watched 4-6 times more often than your sales letter is read – are advisory before promotional. This is another trend our coaching members have been hearing about from Hudson Ink for over a year.
• The Sales Letter Still Rocks since it is way faster and less costly to create. Plus, if you do add video, it is the “architecture” for the script. I was glad to see that copywriters still rule the roost of “must have skills” for marketing success.

Maybe I can keep my job after all.

Adams Hudson

How to “Remember” Every Customer This Holiday Season

Do you remember what “remember” means? It’s not too hard to find out.

In the old days, if you wanted a specific definition for a word, you’d have to pull out a bound dictionary and flip through to the alphabet letter that starts your word. Now you can just enter the word-in-question in a search engine and up pops the online dictionary with the definition and, in some cases, how it’s used in a sentence.

I bring up this seemingly “unrelated to anything” illustration because I’d like to point you to one of the uses for the word “remember” from dictionary.com – “to bear (a person) in mind as deserving a gift, reward, or fee: The company always remembers us at Christmas.”

And that is where my point is headed.

Do you want your customers to remember you next year? Start by remembering them during this very busy holiday season. Lots of folks are rushing here and there, under pressure to please family and friends, spending more than they care to acknowledge, eager for a caring and kind word.

You can be the one with just that word. In the form of a holiday card. Mailed to the home. With a message that comes across as real, genuine and caring. You’ll stand out and get noticed because you’re the company that always remembers your customers at Christmas. Or Thanksgiving. Or the New Year.

The holiday card is a good counter to the principle that no “sale mail” should be sent from December 10 – January 12. During this time, people have had it up to their eyeballs with what folks are selling, and your message is quickly discarded.

However, if you make no contact at all, you’re leaving a sizeable gap in your marketing program. So that’s why simple, effective holiday cards are a great choice.  They enable you to send an inspiring message to your customers when it really helps to hear it.  They also allow you to express appreciation for their business – and keep your name in your customers’ top of mind awareness. 

The trick is to get your card to stand out from all of the other cards.  If it doesn’t, it’s a waste. We’ve been working on this for years and have some tips to help you.

1. First of all, the “regular” sized cards blend into the stack and may not get read. Go oversized so people will see it, usually a 5 ½” x 8 ½” is perfect. It’s large enough to be seen and it’s inexpensive. Good combo.

2. Next, the stock cards with a picture of an ornament or some cartoon Santa with overused holiday phrases may be very common, but that’s the trouble:  they’re common.  They don’t stand out or hold a customer’s interest. The message is either worn out or just plain goofy. Your message should be unique, inspiring and thoughtful. Since we were unable to find any good “contractor specific” cards, we created some you can review at www.hudsonink.com. There are 8 designs (2 Thanksgiving, 6 Christmas) that may give you some ideas.

3. For Postage, we recommend going First Class. Why? Well, these should go to your complete customer list, which means you’ll get back the undeliverables, allowing you to “clean” your list. If you go “standard” rate trying to save a few pennies, you’ll never know who’s moved, plus, it’ll take them far longer to get there and may miss the target date. So whatever you “saved” is lost in a hurry. Yet sending inexpensive Holiday Cards first class gives you a great “once a year” list cleaning. Makes sense.

Most of all, a great Holiday Card to your customer list gives you the opportunity to say “thanks” to the people who are keeping you in business. Customers do all of the buying and all of the referring; they pay for your employees … and they pay you. This is the time of year to say thanks with a nice holiday message. Plus, your competition probably won’t send one, so you’ll stand out even more!

A unique, creative oversized card that hits your customers at a time when they’re most receptive to thanks will get you remembered for retention, referrals and rewards.

Whether you choose our cards or have your own personal cards designed and printed, just make sure you send this important message to your customers:  Happy Holidays. And also to you.

Consistently Inconsistent

The Department of Motor Vehicles hates me. Soon as I walk in, amid the aura of inefficiency and sugary snacks, I sense a silent plot to send me away empty-handed to retrieve nonexistent paperwork. I feel like the new guy on the job site sent for a left-handed hammer. I imagine the scene:

“Mr. Hudson, you’ll need to bring back a form verifying that you came in here without it.”

“What form is this?” I ask nervously.

She barely contains herself as her cubicle mate’s shoulders begin to flinch in contained hilarity. “Well, it’s the form called, ‘The Form I Previously Forgot.’” She pauses to bite her lip. “And, of course, it’ll need to be signed by your dentist.”

I appear puzzled. She shouts over my shoulder, “Next!” and as I slink away, the entire department rolls on the floor, laughing uncontrollably.

Yet this week, it was different. After being dismissed for various invented reasons, I walked right into another branch office and surprise, surprise…

I found just a little inconsistency. Oh my. Let me back up slightly.

You may recall from a few issues ago, I was “kinda-sorta-not-really-shopping for another car” (which is the official description I gave my wife). Turns out, a car actually materialized in my garage. Since someone has to take care of it, I headed to the DMV for a tag.

I have my Bill of Sale, signed Title and a folder full of officially official documents. I await my turn, then Cruella Coupe DeVille calls my name. I dutifully hand over documents rumored to produce a tag.

She studies the stack, then points to something meaningless and frowns. I promise, this ensues:

“Mr. Hudson, this Title Release isn’t on official letterhead.” She peers over her pointy glasses, barely clinging to temples pulsing with denial.

“Well,” I begin, realizing I’d mistakenly handed her a document from the two previous owners, so then I cut to the chase: “The Wisconsin Title wouldn’t be signed to me unless it had been released.”

“That may be,” she mildly concedes while scanning the other documents, “but the date on the Bill of Sale doesn’t match the Title.” I thought I detected a small flame – like the last one left in a Bic disposable – leaving her lips.

“See, I agreed to purchase the car on the date shown on the Bill of Sale,” I said pointing to the date. “But, of course, they didn’t sign the title over until the funds cleared.” I thought this would do it, but she was going for the kill.

“I see one price shown as ‘Suggested Retail’ and then another one here says ‘Selling Price.’Which is it?” said the teacher from Hogwarts.

Barely containing my inner smart aleck, “It’s the ‘selling price.’ That’s what I paid.” Yet her next comment is a contender in the “I can’t believe you just said that” Hall of Fame.

“I think I’m supposed to charge you tax based on the higher figure (reaching for the calculator) unless you want to get all of this corrected.”

I was in awe. “You mean, you’re suggesting I pay tax on an amount I didn’t pay?” I fumed slightly. “Tell you what, I’ll just get these issues cleared up and come back.” She’d won. Control Freakanomics Consumes Idiot Taxpayer. Almost.

I left and immediately went to a different DMV branch, with the exact same documents. I handed them to a nice lady who appeared to have met competence and reason. She studied them carefully, matched numbers, perused dates, entered the information and 11 minutes later handed me my Title Application and Tag.

She only said, “Your transaction date is officially recorded as that on the Title, since that is the document of transfer precedence, not the Bill of Sale.” I nodded understandingly as I signed the receipt.

“How long have you worked here?” I asked, noting her efficiency. “Twenty eight years,” she said. “I’ve had practice. Enjoy your car. Have a great day.”

And that was that. How does this scenario affect you? Tremendously.

Confidence Killer

It’s been correctly said, “No confidence, no sale.” If you agree, then inconsistency shatters confidence. Think about it –

You get a good steak and good service one time; the next time it’s cold, undercooked and slow. Will there be a third time? Will you recommend without warning?

PLEASE NOTE: There is not one level of your service experience that should be left to chance. To whim. To the mood of the person on the other end of the line. Though we all love to hate McDonald’s, it is the consistency of the service experience that drives sales for them, Amazon, Apple, Disney, Nordstrom’s, Ruth’s Chris and a million other places we have and are usually met with a “level of expectation.”

I asked contractor Customer Service Expert Steve Coscia (www.coscia.com), “What keeps customers coming back to a contractor?” Without hesitation, he said, “Consistent excellence.” Now that’s a concise answer. Might want to use that as a sign above your CSR desk for immediate improvements in your customer service department:

Download these sample scripts excerpted from the Ultimate CSR NitroPack plus the “Most Important Link in Your Sales Chain” for Electrical, Plumbing and HVAC.

I asked Local Listing expert Lissa Monroe (the undisputed Contractor Listing Queen, www.locallockforcontractors.com), “What is the biggest failing for contractors who can’t get on Page 1 of Google and other search engines?” After a moment’s pause, she answered, “Inconsistency in their listing data.” 

As I thought of why I had previously been a fan of a local plumbing company and then a staunch avoider of same, it was because (as reported in these pages) my earlier experiences were pleasant and professional. (Note I said nothing about the price.) My last 3 visits were borderline rude, with a complaining technician and no follow-up call (that I had gotten before).

Somebody got lazy in: a) Hiring b) Training c) Implementation and it cost them.

Then I considered why I always use our electrician. It’s because of the ‘consistent excellence’ I get. If you want to laugh at someone, laugh at me because I just spent in the low thousands on lighting at my favorite retreat in the whole world. They know I’m particular, and they sent an equally particular tech (he painted exposed conduit on a tree to mimic pine bark, promise). I am very pleased. Mildly broke, but very pleased.

They followed up, as always, asking about the service experience. I’ll use them again. Recommend them again. They’re consistent.

Relating to the editorial on Nick Saban (see 9/19/12 issue), it’s about process. What is the GOAL of your process and how effectively do you practice it?

Hudson, Ink recently changed our Customer Retention Newsletter program. We’ve massaged and modified it for years. We’re a long way from perfect, but send Customer Response emails and calls post publishing. It’s our best and most reliable “report card.” We sometimes see negative things begging for attention. We always see room for improvement. And if you’re a “consummate improver” (my particular disease), then you seek to implement and most of all…

Make it consistent.

Your continued pursuit of service consistency is a barometer of your success.

Contractor Consistency Checklist

• Your Marketing Platform – Theme, look, branding, ‘voice.’ If it’s haphazard, random, what do you think your market feels your service will be?
• Your Phone Greeting – If it’s ‘whatever they say’ and not standardized, you send a message of inconsistency. Get one. Practice it.
• Your CSR Scripting – An ordered level of service response questions; ability to access repeated info from regular customers.
• Email Correspondence – Standardized emails that can be “adjusted” per customer, but never left to chance, whim, awkward wording, risk of typos or incomplete information.
• Technician Service Sequence – A standard approach, greeting, diagnostic query, paperwork, form completion, service completion and cleanup which triggers follow up.
• Installation Sequence – Same as above. But with ‘how to operate’ as part of the sequence.
• Follow-up Service Sequence – Customer “Happy Call/Email,” pre-written, pre-scripted as part of the transaction, not “as the CSR remembers.”
• Customer Retention Program – No Customer Retention is still the #1 marketing mistake in all of contracting. A consistent program of customer retention gives customers something ‘different,’ something to expect and, most importantly,something they’d lose if they went elsewhere.

If you question that consistency is directly related to yoursales, find how many times you consistently purchase from an inconsistent provider.

I hope this slightly longer than normal editorial will serve you well. Keep it for reference. Call your coach here to help you implement a program of consistency. (We can particularly help in the marketing platform and Customer Service.)

And you can rest assured, though the money goes to the same place, I will never enter that offending DMV branch again. Guess I’ll have to get another car to prove it…

Year-End Marketing Strategies – with a Holiday Flavor

Whoa – is the end of this year really around the corner? Maybe, maybe not. As Winston Churchill once said, “Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.”

Oh, and I’m sure that explained everything “very well.”

One point I’d draw from that pertinent pithiness: if you’ve gone on a little too long thinking and acting as if you’re a “start-up company,” now’s the time to move into the end of the beginning. You are, after all, rolling into another year. When you face the end of one year and enter another, you’re moving into the cycles of life and business during which all things happen (or don’t).

One thing that happens (or doesn’t) is that you keep the customers you’ve earned. Another thing that happens (or doesn’t) is that when a season changes, you sweep in and grab opportunity by its seasonal hand.

That’s where you are – because it’s where we all are.

As another well-known orator once said – in fact, he’s so well-known, he goes by the moniker Anonymous: 

“And in the end, it’s not the years in your life that count. It’s the life in your years.” For whatever stage of business, we could turn that around to … It’s not the years in your business that count. It’s the customers in your database. And more to the point … It’s not the customers in your database that count. It’s the ones that keep calling you their contractor.

Your Simplest Year-End Strategy

Customer retention marketing is the time-honored tradition of focusing on those customers who matter most – those who buy more, buy more often, give more referrals. And this end-of-year holiday season is the time to reach out to them, once again, to keep them in your fold when the calendar turns pages.

A simple and cost-effective way of keeping the name of your business in the minds of all of those potential repeat customers is sending seasonal “Holiday Cards” or postcards.  These are great because they are quick, to the point and serve as an inexpensive way of keeping your customers from wandering off to your competition.  And there are other things you can do too…

Simple Ways to Spread More Holiday Cheer

1. Change your Voice Greeting. Help maintain the festive seasonal spirit with a friendly greeting, a la: “Happy Holidays from ABC! How may I bring you some cheer?” 

2. Participate in media “giving events.” Make toy or canned good donations in your company’s name during your media charity events. Or, even better, ask a local media outlet to forward names of needy families. Agree to serve a family of your choosing and you’ll be on that media’s news for having stepped up. The good will pays your heart, regardless, but the exposure and recognition will pay your business.

3. Have an Open House to invite customers, friends and the media. Contractors don’t see this a lot – customers coming to you – but you can enjoy some real face time with customers, reinforcing your mission of your service to them, and they can see how you carry out your day-to-day operations with professionalism. Open houses also give you a chance to tell customers and prospects about services they may not know about. And they give customers a chance to say to their friends, “I’m going to my contractor’s open house today.”

Bottom Line: Now is the time! The holidays provide a great opportunity to connect with your customers and cement the relationships that will bring continued sales throughout the coming years.  That means you don’t have to be “selling” to sell your customers on why you deserve their business.  Do a great job of saying “happy holidays” and your customers will thank you with their future sales, referrals and loyalty.