Every year there are millions of drills sold across North America. But here’s the crazy thing...not one person who bought a drill wanted a drill! What they really wanted were holes! If another tool would have made the holes faster, better, easier, or cheaper they...
Today, more than ever, successful business owners know that the route to higher closing ratios and sales is built upon stronger customer relationships, and the single most important element to building and keeping relationships is built upon trust. “Trust” is defined...
Several great minds, including literate Mark Twain and U.S. President Woodrow Wilson, have been credited with saying in one form or another, “I apologize for the length of this letter. If I had more time, it would have been much shorter”. Whether giving a speech,...
It’s been said that a business owner wears 15 different hats: owner, manager, purchasing, advertising, marketing, human resource officer, receivables, payables, accounting, estimator, budgeting, hiring and firing, job superintendent, trainer, maintenance, customer...
Have you ever thought about why your customers do the things they do and why they buy what they buy? How did they come to that conclusion? When did they first hear of your business and when did they decide to consider doing business with you? Subconsciously all of...
Is Advertising Rocket Science? You’ve heard the expression, “It’s not rocket science”, but when it comes to advertising is science a good thing or a bad thing? The word “Science” comes from the Latin word “Scientia” which means knowledge. If advertising was a...
Preachers, Teachers, and Advertising The goal of every preacher, teacher, and advertiser is to grab the attention of the person they are speaking to and make sure that they not only hear the message but also understand and retain the message. So, what can preachers...
The Right Media Ingredients A little of this and a little of that can work when making cookies in the kitchen. But when it comes to marketing your business, having the correct “Media Mix” is crucial to capturing your immediate sales, and more importantly, your future...
No matter what your personality make-up consists of, there's a universal truth that you have to know: Feelings First, Facts Second This is how humans work. Even those analytical engineering types, believe it or not. Those engineers and scientists that rely only on...