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Squeegeenomics – The Unicorn and the Brain Transplant
Mary is in the market for a window cleaner. She does a Google search and quickly finds the website for a local company: Bobs Window Cleaning. She checks out their website for a few minutes and then picks up the phone and dials Bob’s number. It goes directly to voice mail. [...]
Read Article ›Inside Marketing
Even though I have had a lot of success writing ads like postcards, fliers and sales letters, I never really focused on internal marketing. External marketing is what you put out there to get new customers (postcards, fliers, space ads, website). While I believe these to be important, they are the hardest and most [...]
Read Article ›A Flier Success Story
On a scale of 1 to 10, with 10 being amazing, and 1 being horrible, how would you rate your window-cleaning skill set? Randy Herbert is a solid eight and a half. He’s been cleaning windows since 2003, and his company – Grime Fighters LLC – operates in and around Lehigh Valley, [...]
Read Article ›Game Over
Over the past few months I have talked to a lot of business owners and one thing they all share is that they want to grow their business. Me too! What happens next is I ask them the hardest question to answer- how? They do not see this as a difficult question, at first. [...]
Read Article ›Squeegeenomics- Baiting the Koi
Squeegeenomics: Baiting the Koi Attention is a scarce commodity. Forget Plutonium or Iridium, Attention is where the real value is. Unfortunately, there is less and less of it going around, and what’s left is being fought over by more and more hungry marketers. The solution: Bait the Koi. Sally Hogshead, [...]
Read Article ›Marketing- Squeegeenomics
Squeegeenomics Feelings open wallets. “All people ever buy are good feelings”, according to expert copywriter Joe Vitale. They buy to feel happier, to feel relieved, to feel special, confident, in control, responsible, generous, pampered, and safe. To feel loved, admired, and respected. They buy because they want to feel something [...]
Read Article ›Squeegeenomics- Persuade the Mind
Squeegeenomics- Persuade the Mind Your purchase behavior is driven primarily by emotion. Feelings open wallets. There is an important second step, though. Just before your actions take flight, your mind gets to put its two cents in, and unless it’s on the same page, warning bells go off inside your head, you stutter step, [...]
Read Article ›Postcard Projecting and Planning
Postcard Projecting and Planning You’ve decided to work with mailing postcards to “cold” addresses, those who have never used your services before. You may have purchased a WCR template and are going to try the saturation method, or perhaps you have bought a list of a targeted area and have received some labels. You [...]
Read Article ›Squeegeenomics- Persuade the Mind Part 2
Squeegeenomics- Persuade the Mind Part 2 Your purchase behavior is driven primarily by emotion. We are emotional creatures, after all, and feelings are what opens wallets. There is an important second step, however. Just before your actions take flight, your mind gets to put its two cents in, and unless it’s on the [...]
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