If You Offer Financing Right Up Front, I Promise You’ll Close More Deals, For More Money
No Matter How Rich Your Customers Are, Pulling Huge Chunks Of Cash Out Of Their Pockets Is Painful.
My wife couldn’t think of a good way to deliver the shockingly bad news: She’d just gotten the quote from the dentist; to fix all the things wrong with my family’s teeth was going to cost more than a decent used car.
Eight-thousand two-hundred and fourteen freaking dollars!
And seventy cents!
After switching to an insurance plan that our previous dentist didn’t accept, it took nearly two years to finally get around to finding a new one. Sure, you’re supposed to go to the dentist every six months, but what’s the worst thing that could happen after two years? A few cavities?
Well, when you have six kids, the answer is a lot more than a few cavities. I was informed that two teenagers needed their wisdom teeth out. Another one had a gap in her front teeth that needed to be closed. An assortment of fillings, root canals, and extractions were needed. And, the dentist warned, I really needed to get my old 1970’s-era silver fillings replaced before they cracked and fell out of my face.
The worst part of being the boss, without question, is having to fire people.
And in my 20-year career, I’ve fired plenty. Some because they were a bad fit. Some because they stole from me. Some because they just weren’t doing a good job. And some because we were downsizing and had no choice but to let them go.
But every single time, it sucked.
Set Your Sail Now… And You’ll Like Where The Winds Take You
By Rich Harshaw
On February 12, 1981, the rock band Rush released what would become its most commercially successful album ever, Moving Pictures.
Given the fact that a huge percentage of both remodeling contractors and Rush fans are white men in their early 40s to mid 50s means there’s a pretty good chance you’re familiar with Tom Sawyer, Red Barchetta, Limelight, and YYZ.
The album—that band’s eighth—was certified 4X platinum, which means it sold over 4 million copies in the USA alone. The band immediately kicked off a tour where they played 84 shows in less than 5 months.
I was 12 years old at the time and wasn’t a big fan just quite yet (that would come a few years later); however, my older brother and several of my good friends made their way to Reunion Arena in Dallas to see the show.
Price of a ticket? $10.00. This ticket stub below is a GREAT seat… 11 rows up and less than 30 feet back from the stage.
This Case Study About A Video Game Manufacturer Will Blow Your Mind. Read It Now.
The Client Had No Idea They Were Sitting On A Goldmine.
How To Turn The Seemingly Ordinary Into The Greatest Thing Ever.
By Rich Harshaw
The year was 1997 and I was less than 3 years into my career as a marketing guru.
Actually, guru status was the farthest thing from my mind. My main objective was to extend my winning streak with this client, Dynamo, Ltd. This was way before I got into construction marketing.
The company manufactured coin-operated amusements… stuff like pool tables, air hockey machines, foosball tables, and so forth.
Earlier in the year, I had hit a homerun for them with a product called “Top Brass Pool.” I had created an advertising campaign that very effectively convinced the owners of bars, bowling alleys, restaurants, and yes, even gentlemen’s clubs… that they could make more money from their pool tables by upgrading from the traditional green felt and wood colored pool table (50 cents per play) to the much fancier blue felt and black laminate version ($1.00 per play).
When truckload-sized orders started pouring in, my client was thrilled—they had been literally on the brink of bankruptcy 7 months earlier when they hired me. Now they were flush with cash—but also overflowing with great expectations.