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Steps to Effective HVAC Advertising

Do you have problems with your advertising just not producing the results that you want? Do you feel as if you spend too much money for too little results? Do you advertise only in the spring and in the fall? read the full article


Marketing for HVAC Contractors

The better that you know your business, the more effective your marketing will become. Marketing is a system. It interacts with all areas of your business and you must integrate these areas to be effective. read the full article


Should You Market for Awareness?

What are you doing to make potential customers aware of your business? What is the most important thing you can do to position your company to capitalize on future business? What do you do when most of the population doesn’t need your... read the full article


Solving Problems Effectively

One of the biggest challenges that business owners face is to be a problem-solver. If they are not, then they have to hire someone to solve problems for them. A service business is essentially a problem solving business; in this case... read the full article


Building Your Solid Business Foudation

How is your business foundation? When you got started in business, did you lay a good foundation? Did you create any kind of a plan? A business plan? A financial plan? A strategic plan? A marketing plan? Most entrepreneurs don’t, they go... read the full article


Why Blog?

Do you blog? Should you blog? What is the point of blogging anyway? According to Wikipedia, there are over 250 million blogs worldwide. You might think that the world has enough blogs and that it doesn’t need another one. According to a Brandon... read the full article


Thoughts on Leadership

Leadership is a hot topic these days. But is leadership overrated, or is it important to your business? Leadership is incredibly complex, because it involves leaders, followers and the situation in which they find themselves. Even many experts... read the full article


Thoughts on Liberty and Business

We just finished celebrating the 238th anniversary of the founding of our country. I hope you all had a safe and happy Independence Day. In 1776, we were blessed to have forward thinking leaders that were steadfast in their desire for independence... read the full article


Have You Tried a Wrap Lately?

If the title of this week's column gets you thinking of tortillas that are used to make sandwiches, we aren’t on the same page. The wraps I’m talking about are made of vinyl, and are installed by professionals on your HVACR vehicles. Are you... read the full article


The Fallacy of Reputation Management

Warren Buffet said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Have you ever had a bad comment posted about you online? Have you worried that potential... read the full article


Five Success Factors for an Effective HVAC Website

Just a few years ago, websites used to be a novelty, but now, every company seems to have one. In fact, if you don’t have a website now, people don’t believe that you're a real company. But, the real problem is, there are so many websites out... read the full article


Video Secrets for HVAC Professionals

My last column covered ways to increase your HVAC company's awareness and visibility. One of the top marketing trends in 2014 is, simply put, video. Do you know the value of video? Are you using video in your business? What can video do... read the full article


Top Five HVAC Marketing Mistakes

Every entrepreneur starts out with high hopes in terms of growing a successful company, but many fall short of the mark. Many HVAC installation and service companies are started by technicians and installers who desire to have their own... read the full article


Small Budget Advertising for HVAC Businesses, Part 2

Are you looking for a way to stretch your advertising budget? Do you need a way to convert suspects into customers? Do you need a surefire method to engage your audience and galvanize them to respond to your call-to-action? Often times small... read the full article


Small Budget Advertising for HVAC Businesses, Part 1

Do you have a small advertising budget? Do you need some ideas on how to stretch that budget that give you the most for your money? Many small businesses have the problem of not having a large budget for advertising but still have the need to... read the full article


Now, About Your HVAC Advertising Plan...

Have you developed your advertising plan for 2014? If last year’s plan wasn’t as successful as you had hoped, then do something different this year. Marketing lays the foundation for future success; therefore, if you want to be successful... read the full article


Objectives, Strategies, & Tactics

As New Year’s resolutions begin to fade quickly from memory like melting snow and that chocolate cake looks much better than the thought of dieting or changing eating habits ever did, we need to return our focus to business basics so we... read the full article


Snowmageddon 2014 and Other Assumptions

As we start the New Year, Snowmageddon 2014 has blanketed the Midwest and Northeast with at least a foot of snow, blizzard-like conditions, and negative or unusually cold temperatures cover the country; everybody assumes it’s the storm of the... read the full article

2013 Article Archives (24)

    Merry Christmas and Happy New Year

    I want to wish all a Merry Christmas and a Happy New Year. This is my last article for the year and I am happy to say goodbye to 2013. I hope you all have a wonderful holiday season. Before we say goodbye to 2013, it’s a good time to review 2013... read the full article


    Adding Value to Your SWOT Analysis

    In the past, we have talked about a SWOT analysis and we talked about how to conduct one, but the question that keeps coming up is, “what should we do with it after we have completed it.” The process of creating the SWOT can be exhausting and... read the full article


    Website Content: Quality vs. Quantity

    It’s an old argument – quality versus quantity. Is it better to have more articles, more marketing pieces, more pages to your website or is it better to have fewer pieces that have more meat in them? Experts argue the quality versus quantity... read the full article


    Do You Need a Group or a Team? - Part 2

    Do you need a group or do you need a team. Is there a difference between the two? Why should it matter to you? What’s better for your business, the team approach or the group approach? Before we can answer those questions, we need to... read the full article


    Is it Time to Tune-up Your Website?

    Think of your website are like your information highway truck. If you don’t wash your truck regularly, it begins to look pretty bad. With your website, pictures become dated, links break, content loses it relevancy, and standards change. read the full article


    Your Unique Value Proposition

    Wikipedia defines a value proposition as a promise of value and a belief from the customer of value that he or she will experience. A unique value proposition can apply to an entire organization, parts thereof, customer accounts, or products... read the full article


    Do You Have a Group or a Team?

    Mark Bulmahn, president of Masters Heating and Cooling, Mike Kaufman, president of Kaufman Well Drilling, and I had the opportunity to speak at Comfortech last Thursday. We covered the following topic: The value of a good loop contractor... read the full article


    Using SWOT to Find Your Niche

    In every market, you have top competitors that claim a particular area of interest as their own. In those markets, they are practically invincible. How do you compete with them? What do you have to do to dethrone them? Is there another way... read the full article


    Starting Your Brand from Scratch

    We hear the term brand or branding bandied about quite a lot, but what does it really mean? Wikipedia defines a brand as “an intangible asset—is often the most valuable asset of a corporation.” A brand is also, what your business stands for... read the full article


    Marketing Plan Creation

    To write an effective marketing plan you must incorporate the strategic goals of your company and tie them to the marketing plan. This is the only way that marketing can help you reach those goals. Begin by creating marketing goals that... read the full article


    The Four Functions of Management

    Most people in the HVAC industry who start a contracting business come from the field. Most are highly skilled technicians with experience in servicing or installing HVAC equipment, but how much business training do they have? How much business... read the full article


    Resetting the Appointment

    What would you do if your prospect blew you off two times in a row or even just one time? Is there a protocol or some recommended course of action? Is there some sure-fire way of getting the prospect to repent and meet with you? What would... read the full article


    God, Guns, and Free Enterprise

    Today, it seems as if we are moving further and further from the Constitution and the rule of law. Is our Constitutional Republic in jeopardy? Our once free press is more like a propaganda machine similar to what’s prevalent in communist... read the full article


    Creating a Better Marketing Program

    What do you know about, your customers that’s useful in reaching out to them? As I have stated before, the more you know about your customers, the easier it is to push their hot buttons. Ultimately, you have to develop marketing programs that appeal... read the full article


    Making an Irresistible Offer

    How do you make an irresistible offer? What do you need to include? How do you add value you to your product and service? It all starts with knowing your customer. If you know what motivates them, it’s easier for you to reach out and push their hot... read the full article


    If You Build It, They Will Come

    In the 1989 Kevin Costner movie, Field of Dreams, Kevin Costner’s character Ray Kinsella hears a whispered voice that says, “If you build it, they will come.” The “it” is a baseball diamond in the middle of his cornfield. He builds it, and... read the full article


    Five Business Card Essentials

    When was the last time you looked at your business card? Is your business card in color or does it have black and white line drawing illustrations that are more appropriate for fifty years ago? I have business cards from the early ‘90s that don’t... read the full article


    Five Business Website Essentials

    Does your website describe you as a generalist or an expert? When you have a medical problem, do you go to your family doctor or to the specialist? Why do you have a website? Does your website bring in more business? Is your website your primary... read the full article


    Retaining Existing Customers and Increasing Sales

    Regardless of what business you’re in, it’s easier to sell to existing customers than it is to get new ones. Do you know your customers? Do you know why they use your services? What attracted them to your company? What keeps them coming back... read the full article


    Is SEO a Dead End for Contractors?

    How do you promote your website? Do you spend tons of money on Search Engine Optimization (SEO)? Is it still working for you, and is it worth the expense? If you don’t use SEO to promote your website, how else can you get the recognition... read the full article


    Using Email for Communication and Selling

    How many email messages do you send during the course of your day? How many email messages do you get during the day? Do you ever find yourself getting angry when you read them without knowing why? Do you ever give much thought to what... read the full article


    Standing Out From The Crowd

    If you want to get the recognition that you need to succeed in growing your business, you are going to have to figure out how to stand out from the crowd. Seth Godin tells us, “Remark-ability lies in the edges. The biggest, fastest... read the full article


    Creating Your Digital Footprint

    Recently I asked a business owner if he had a digital footprint. His answer was yes, I have a website. A website is not really a digital footprint, a website is just one part of a digital footprint, and it’s an important part of the... read the full article


    A Choice of Yesses

    Do you offer your customers a choice of yeses, or do you make them chose between yes and no? I recently had the opportunity to spend some time in the Great Northwest in Edmonds, WA, and I visited my friend Mark Matteson. He has so much... read the full article


2012 Article Archives (24)

2011 Article Archives (24)

    Marketing Planning Do’s and Don’ts

    Have you thought about next year? You might have read that the HVAC manufacturers think 2012 is going to be an “up” year – that’s good news. That means manufacturers are counting on you to have a good year. How are you going to pull that off? Have you the full article


    The Art of the Take Away

    I’ve been thinking a lot about reverse psychology and how it can apply to marketing. We all know what reverse psychology is, we have all used it on our kids when they were little to get them to do something that we wanted them to do, when they didn’t want to the full article


    Building a Good Company Brochure

    Have you thought about creating a nice company brochure? Wouldn’t it be nice to have a piece that you could hand out at a home show, or use as a mailer? Do you use envelope stuffers when you send out your monthly invoices? Recently we discussed who your the full article


    Writing Your Mission Statement

    In my last article I discussed how to develop your unique value proposition (UVP). That prompted a question from a reader asking what the difference was between a UVP and a mission statement. That’s a good starting point for this article. What is a mission the full article


    What is Your Unique Value Proposition?

    Marketers always talk about unique value propositions. What exactly is a unique value proposition? Is it important? Do you need one? Do you have one and don’t know it? If you don’t know what your unique value proposition is, you run the risk of having the full article


    Managing Change in a Marketing World

    The world around us is constantly changing and those changes affect us in ways we may not realize. When somebody invents a new gizmo and people begin to adopt it, the world changes. Last week we noted the passing of Steve Jobs with sadness. Steve the full article


    Knowing Your Customer

    Before you can sell anything, you need to know your customer. First, are they out there? For the HVAC industry, it’s a safe bet that we can find customers for our product or service. Who are they? What are their needs and wants? What are their the full article


    The Purple Cow

    What’s different about your business? What makes you standout? What makes people remember your company? Is it an unusual name? Is it an unusual truck paint scheme? Is it the way your employees dress? the full article


    Creating a Buzz - Part 3

    Creating a buzz, I hope you are thinking about trying these techniques in your own business. It’s so hard to find uncluttered advertising mediums these days. However, if you follow along and take this information to heart, I believe that you the full article


    Creating a Buzz - Part 2

    One of the best ways to save money in marketing is by creating a buzz. Buzz marketing gets people talking about you. The more people talk about you, the more they learn about you. However, you have to have control over what people say about the full article


    Creating a Buzz - Part 1

    Does your marketing attract attention? Do people talk about your company? Do you enjoy being the topic of conversation around the water cooler and at the park? Did you know that word of mouth advertising is the most powerful form of the full article


    Can Advertising In Season Benefit You?

    Summer is in full swing and companies are often working round the clock to keep up with the stress of the season. As the mercury passes 95F and the humidity soars, customers begin to worry their air conditioning systems won’t make it through the full article


    Marketing vs. Advertising

    What’s the difference between marketing and advertising? These days people seem to use them interchangeably, but are they the same or are they different disciplines? Let’s discuss the differences. the full article



    We hear a lot of talk these days about green or eco-marketing. What is eco-marketing? Can you use it to benefit your business? Does your company have to be “green” to use it? Does each of your service techs have to drive a Prius or some other the full article


    Using Direct Mail Marketing

    You might think that direct mail marketing is an old approach to marketing. Back in the day, you would buy a list of names and street addresses based on ZIP Code and you would mail out thousands of cards to those recipients. Back in those days the full article



    I’m fond of saying that marketing is all about perception. Perception is what you attempt to create in the minds of your customers. What’s your customer’s perception of your company? Is their perception positive or negative? How can you the full article


    Putting it all Together

    How to you put all of this marketing stuff together and make it work for you? Many companies go with the, “I’ll try it” approach. Meaning somebody comes to the owner of the company with a marketing program that sounds like it has merit the full article


    Building Your Brand

    What is a brand? What does a brand do for you? Why do you need a brand; or do you need a brand? How can a brand help drive business your way? Is all of this talk of brand overblown? Think of your company, what is its brand, how do customers the full article


    Writing your Strategic Marketing Plan

    Last time we talked about why you need a strategic marketing plan. Now we we’ll to cover the basics of writing your marketing plan. The thing to remember is that you don’t have to write it in one sitting, in fact it would be better if you took at least the full article


    Don't Waste Your Time with a Marketing Plan

    You don’t need no stinkin’ marketing plan! You don’t need a financial plan and you don’t need a business plan either. What good are plans? General Eisenhower once said, “In battle, plans are nothing; planning is everything.” Therefore, it’s the act the full article


    Effective Use of Advertising Dollars

    Ever wonder how to get the biggest bang for your buck? Where’s the best place to spend your hard-earned dollars? With all of the claims out there, to whom should you listen? What really works? What will work for me? How can I measure the success the full article


    The Do's of Lead Generation

    Leads are the lifeblood of any sales organization and you just cannot get enough of them. Are you receiving good quality leads? Do you know the source of these leads? Do your sales people receive their leads in a timely manner or are they the full article


    Email Marketing

    What do you think of when you hear the term email marketing? Do you think of those “spammy” emails that litter your inbox trying to sell you everything from supplements to iPads? Or do you think of the Nigerian barrister that needs your help to get $300 the full article


    Email Newsletters

    Happy New Year! I hope you all had a happy holiday season and now that the festivities are behind us it’s time to turn our attention back to business. With the New Year here, have you thought about how you intend to remain top of mind with your customers? the full article


2010 Article Archives (9)

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