Adams Hudson
You Can't Hit a Target You Can't See
Ever dumped money on direct mail letters that got absolutely no response? Or perhaps you got a response, but from the wrong prospects… you know, the “price-shoppers” or those unable to finance who still find time to waste your time while “just checking around.” ...
Mega Marketing: 2008 Victims & Victors
Back when I was growing up – which is weird, since I’m not grown up yet – astrology was just catching on. Signs of the Zodiac, the Age of Aquarius, and predictions by ladies with too much eye makeup were everywhere. ...
Indoor Air Quality - Myth or Money Generator
If you’re in the HVAC industry and you’ve heard anything about Indoor Air Quality (IAQ), you know it’s important. You know that energy efficient homes seal in and recirculate the same germs, allergens, and chemicals. You know this can cause health issues for occupants within the home. You know that indoor air can be 12 times more polluted that the air outside. ...
Your Instant HVAC Marketing Plan
“Fail to plan. Plan to fail.” Harsh words indeed, but painfully accurate – especially when you realize that some HVAC contractors have no marketing plan. ...
Mega Marketing: From Boring to Soaring
“… And in today’s economic news, we have footage of Chicken Little wearing a hardhat, applying for Federal assistance.” ...
How To Fail in Business Without Really Trying
I'm fortunate to count as friends some of the top consultants in the industry. These folks stay booked all year, doing individual consults, speaking to...
MegaMarketing: His Epiphany, Your Profit
I’m not used to being shocked, stunned, and nearly speechless – or at least I wasn’t until I started paying attention at the gas pump. But this question that I received from a reader left me, frankly, a bit flabbergasted...
COULD A SIMPLE HVAC HOME SHOW CONCEPT PUT $204,000 IN ONE CONTRACTOR'S POCKET?
Nothing proves a marketing concept better than monetary results. Thats what we all want. And thats why I was especially pleased recently to hear of one...
How To Create Customers Out of Thin Air
Quiz Time: Who do you think is more important to your business: a) someone who is your customer, or b) someone who is not your customer? Now, I know thats...
Mega Marketing: Find Hidden Money In Mistakes
I’ve got a fondness for old houses, old cars, and old buildings too. So, on any given day, things are breaking all around me, “just because.” I’ve got contractors on speed-dial (though some have me on call-block) relative to every system that can fail, which of course means all of them. To contractors, I am a walking invoice....
Mega Marketing: The Power of the Word "Free"
Truths don’t change. There’s a saying I love: “You must give to get.” It works in business, friendships, marriage, and child raising. ...
A GREAT CLOSE BEGINS WITH A GREAT OPENING
How well you close is perhaps the ultimate judge of your sales success. But how you open has a lot to do with whether or not you get to close at all!...
Train Your Techs to Sell, or Watch Your Business Fail
Contractors tend to assume that their technicians “just know” what to do once they’re in a customer’s home. To an extent that’s true. They know that they are there to solve the customer’s problem as quickly and efficiently as possible....
Mega Marketing: The Scary Little Disease Affecting Your Yellow Page Ad
We do a lot of research at Hudson, Ink. This is partly so I can back up all the guesses I make about your marketing, meaning I only do research that supports my position. I’M KIDDING. But some fairly obscure facts are occasionally unearthed with large implications for you....
Eight Reasons You Should Be Ashamed for Missing Comfortech 2008
I’ve been going to Comfortech for 10 straight years, and I’ve learned how these things operate. I know the “sneaky” things they don’t put in their glossy brochures.So they asked me to “write something” on Comfortech, but failed to give me boundaries, and instructions. (I bet they don’t make that mistake again!)...
THE "CASH-RICH" CALLS ARE COMING - MAKE SURE IT'S YOUR NUMBER YOUR CUSTOMERS ARE DIALING
As the weather heats up, one thing is certain: HVAC demand calls will flood the marketplace. Will they be coming to you? That’s a big question for sure, but the answer doesn’t have to be a big mystery. ...
TO INCREASE YOUR PRICE, RAISE YOUR VALUE
If you ever price shop to base your prices on your competitor’s prices, stop it right now! (I’m shaking my finger at you while I write this.) The way to thrive in the contracting business is not to focus on being the cheapest, but instead being the best value. ...
Mega Marketing: Sales Meets Marketing
Marketing is a method by which sales opportunities are created. Marketing can bring you the leads, but if you can’t close ‘em, what’s the point? I interviewed a young man for a marketing job the other day....
Close More Sales This Summer with Top Closing Techniques
Ever feel like you’re a professional presenter? Going into home after home, watching homeowners nod in agreement, be friendly, and ask you to leave your quote because they need to think about it. Somehow, they never quite finish thinking about it, or when they do finish, they’ve decided to buy from someone else. ...
Mega Marketing: Recession? It Doesnt Affect Everyone
If I read one more comment that says if the economy continues to decline, we’ll be putting our vital organs on ebay, I’m going to throw my spleen away, just for spite....
Mega Marketing: May I Offer You a Breath of Fresh Air?
A long time ago, back when I had more hair on my head than in my nostrils, people used to actually drink water from the tap. Weird, I know. “Selling” water was some sort of joke, because water was free. Now, it’s a $4.5 billion market....
EARN PROFITS FROM CUSTOMER RETENTION
There is more money in your customer files than in any single place. Here’s how to take serious advantage of it. Contractors pour most of their marketing money in search of an elusive goal: more customers. This is, after all, marketing’s job right? Well, yes and no....
The Easiest Way to Keep Your Customers
Are you one of those contractors who believe that if you service a customer once and do a great job, they’ll remember you forever? I wish that was true. Instead, studies show that 55% of the customers you lose leave you because you paid them no attention....
Customers Want to Give You Referrals
There's no better way to gain customers than through your current customers' referrals. A customer's personal recommendation adds strength to your marketing program that money can't buy. Referrals are big business — and they're serious business. ...
MegaMarketing: The Great Marketing Myth of 2008
Once upon a time, in a land not so far away, there lived a contractor who worked very hard each day. He was honest, his staff well-trained, and his service impeccable. His customers seemed to like him, word of mouth was his ally, business was steady....
