About Adams Hudson
“This is going to hurt you worse than it hurts me,” I’d hear just before getting my rearward region spanked into next week. Whenever I used to hear this phrase – which was shockingly regular – I used to think, “Then why do it?” I mean, can’t we spare some pain for BOTH of us by overlooking that little melted-crayon-in-the-E-Z Bake incident?
Didn’t work that way. Found that out when I had children. It was one of those “upside down truths” that you appreciate with age…
Okay, I’m repulsed too. I remember when ‘stars’ actually had talent. You know, like acting, dancing, singing, being funny… something. Want to feel even queasier over this talent void?
E-Network renewed a 4-year contract with them for 100 Million Dollars. Oh, and in addition they’ll get another whopping chunk in paid endorsements, paid appearances. (What would Kim actually endorse? Underwear for warring pumpkins? Help me. My IQ is sinking as I write about them.)
Though you and I can say – with some validation – that this is another mark in the decline of societal values, it actually marks something else entirely. For you. For your business. To encourage you far past your talentless or integrity-challenged (but richer) competition.
By the way, and clearly by this example, we ain’t talking technical expertise. Not talking about having your vibrating tush all over YouTube either. Nope, boys and girls, THIS is how you attract droves of modern-day buyers.
There are TWO fabulous shows I always watch:
Wait! That second one was a very short-lived infomercial, and I only watched it to confirm the hate heaped upon their buttocks region.
So my real favorite other show is, “How It’s Made”.
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.
It tends to prove why hyper-efficient robots continue to get hired over an insolent, iPhone 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.
I recently watched an episode that proved two things that GUARANTEE human beings cannot ever be fully replaced.
Done correctly, these 2 things can also guarantee that YOU are never replaced, even if your customers are faced with less expensive, eager competitors.
“We can’t do that”.
The above is among my least favorite phrases, right along with, “That’s not our policy,” and
“License and registration, please,”
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.
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.
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.”
Such is the case here, plus one truly awesome over-the-top Customer Service story that should become a company training requirement…
Okay, sometimes I don’t sleep all that great. Maybe this is the business owner’s curse, or blessing as we defensively view it. Ideas come in the night, then they grow vocal chords and chide you with “Why not, you dummy?” And before you know, it you’re in your den with coffee at an hour where the owls have called it a ‘night.’
Happened to me just last night. So, in case you’ve been wondering…
The infomercial business is absolutely booming. And at an average of $165,000 per hour of infomercial “off time” investment, they must extract every known grain of sales volume. The top-performing Direct Response models are as instructional as they are effective.
These performers have successfully shifted from their “old” unidirectional media flow that went from “TV to phone” into a multi-pronged, integrated approach which has multiplied sales. The great thing is the pattern is nearly identical to what we’re recommending for contractors now.
“Hi There, I personally think you’re a major dolt with the personality of a Dry Erase board.”
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!)
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.
The words you choose can COST you a fortune or MAKE you a fortune.
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 –
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.
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.
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.
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…
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.
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.
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:
Now this is all cleared up, here’s how to make your tax concerns a thing of the past.
I was stunned beyond belief.
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.)
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.)
I’d had my ‘normal’ pre-call meal: a light turkey on wheat from Subway, loaded with vegetables.
Then it happened. Out of nowhere.
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.
Yet it IS good when your lovable staff hits a goal or just deserves to have a little fun.
So, last week we all went to the movies. (Well, they went while I rigged security cameras in their workspace. Ha!) Actually this was my wife’s great idea, so I took credit for it.
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.
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.
I was amazed. So, this is how I’d like to work with you this year…
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