Research shows that mental imagery influences consumer experiences while creating the want to buy. Most of this research conducted by psychiatrists and marketing firms are focused on “imagery vividness”. They use powerful and clear images in marketing campaigns so customers envision themselves owning the advertised product. This is known as mental ownership. Although the consumer may not physically own the product yet, mental ownership strongly predicts attachment, which significantly increases intentions towards getting the mere-mentally owned product or service to an actual purchase.
For example, phrases such as “Yes, I can......
“Money, money, money, money, money. Some people got to have it, yeah, some people really need it.” – The O’Jays
Money is so very powerful.
As a poor child growing up in Mississippi, I fantasized about money. I looked at my friends that had it and imagined that their life must be perfect. Like many without money, I believed that it would solve all of my problems.
I had thoughts like, “If I were rich, then I could buy my mom a home, and she would be happy.” “My dad and......
Written by Lynn Wise
As 2019 comes to a close and every email, radio station, and podcast reviews the top lists of 2019, it's easy to get overwhelmed. There is even a list of the best lists for 2019.
But when we look forward to 2020, when we read the business predictions and trends, it can be just as nerve-wracking. It doesn’t take many articles to see that they contradict each other. However, there are some consistencies to notice that I feel are relevant for 2020. An important note: the trends below......
Written by Rodney Koop How many of you have seen “man on the street” type interviews where someone like Jay Leno, Jimmy Kimmel, or Conan O’Bryan would go out on the street with a microphone and ask what should have been simple questions? Typically, they take them out of a fifth or sixth grade civics, history, or maybe math book. Here are some of my favorites:
- Who runs the executive branch of government?
- What is the name of the Vice President?
- How many members are there on the Supreme Court?
Written by Dave Rothacker
“...People leave managers, not companies.” - First, Break All The Rules, Marcus Buckingham and Curt Coffman, 1999
First, Break All The Rules is based on research conducted by the Gallup Organization. Starting in the early 1970s and continuing for over twenty years, they interviewed or surveyed one-million employees and eighty-thousand managers.
Gallup never took its foot off the accelerator. Today, the organization has more data and insights on the attitudes and behavior of employees, customers, students, and citizens than any other organization in the world.
Written by Steve Mores
I recently spoke with a contractor who asked what appeared to be a simple question: “Don’t you guys have a ‘question sheet’ that I can give my techs to ask homeowners and generate interest in IAQ products?”
Well, yes, we have specific questions to ask, but it’s not that simple. We don’t have a “question sheet”, but we train on how and when to get into the IAQ conversation with a homeowner. I’m not sure if I would create this sheet without the technician understanding when, how, and why to......
Written by Todd Liles
It’s easy to do the wrong thing too often. Especially when a person is new to management. New managers often fill their day with familiar tasks, as opposed to productive. These tasks give us a false sense of accomplishment.
These tasks fill a person’s day but create a problem when it comes to productivity. In an article by the Harvard Business Review, a study of over 1300 managers concluded that “only 47% of their working time is taken up with managerial activities.” The remainder of the time was unproductive time......
Written by Danielle Putnam
I recently polled 100 contractors about marketing. Out of all who answered the survey, would you believe that 15% responded that they don’t have a clue how to market their companies? Another 15% said they felt stressed about marketing and 31% felt that their marketing was inconsistent. There was only one person that answered the survey that said they felt comfortable with marketing, and even they have room to grow.
Let’s face it: marketing freaks a lot of us out. We aren’t comfortable with it, it seems to come with......
Written by Marc Tannenbaum
Many of the contractors we work with are very good technicians. They’re extremely talented at doing the work of the business. Their businesses have grown well, but further growth is now limited by the very thing that has led to their success to date.
The owner is typically the best in the business at marketing, selling, and/or installing the services of the business, but is unable to show or teach others how to get the same quality of result that he or she gets when doing this work. “Nobody can......
Written by Lynn Wise
The Turing Test was developed by Alan Turing, an English scientist in 1950. It was designed to test the ability of a machine to exhibit intelligent, human-like behavior. To pass the test, a computer would need to be mistaken for a human more than 30% of the time during a series of five-minute keyboard conversations.
An aspirational benchmark to be sure, but does this even matter? Don’t most consumers know that they communicate with a machine when they utilize chat, at least at first? If the customer is happy with......