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Building Your Brand through Storytelling

Do you want your customers to feel good about your brand? Try telling a great story. Research shows that storytelling has immense power to make us feel emotions as if we are a part of the story. The Nike marketing department sure figured…
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How much information is too much?

Check out this image from an Amazon notification that I received during the holiday season.  It included imagery of the product (some black pajamas), a map of my neighborhood that indicates the location of my house, the current location…
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5 Reasons Why Hiring Millennials No Different Than Hiring Previous Generations

For the last decade, my career has been centered around recruiting and managing millennials. Plus, I am one. When we talk about recruiting and retaining millennials, I know what a lot of people are thinking: I don’t want to. Millennials…
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The Road to Success is Paved with Good Integrations

As VP of Customer Success at ServiceTrade, what everybody calls me at work is “that guy who can answer your questions about integrations.” The number of meetings I’ve been called into to discuss integrations with customers has gone up…
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Why I Write

Shelley Bainter asked me to write this blog post explaining why I decided I needed to write The Digital Wrap and Money for Nothing in support of ServiceTrade’s marketing strategy.  It’s a great question. Interestingly, the books are mostly…
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What Contractors can Learn from the Mechanic

Megabrands like Amazon and Domino's are outselling their competitors and changing consumer expectations by going on offense and providing better customer experiences that are convenient and transparent. As easy as it is to dismiss these examples…
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Service Contractors: Grow like a software startup

Every Sunday evening I receive an email from the software investment banking team at Key Bank Capital Markets. The subject line of the email is “Software Valuations,” and the email contains a link to a weekly report that details the valuation…
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3 More Ways to Get Customers Hooked on Your Feel-Good Brand (Part 2)

You won't make your customer feel good if you provide convenience, transparency, and avoid bad surprises. Those are the bare minimum to meet their expectations. From my last blog post: Dr. Feelgood, from the 1989 Mötley Crüe single,…
happy amazon customer receives amazon box delivery
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Good is Not Good Enough - How Amazon Raised Expectations to Feel Good for Commercial Service Contractors

Several dozen books (at least) have been written about the Amazon phenomenon, and I could probably go on and on myself about the lessons that can be drawn from its success. The lesson for the service contractor is that making your customers…