Posts Tagged ‘truth’

“Hi-Tech Business Cards”

August 18th, 2013 No comments

What's in a name? Plenty! What you label or 'name' an item can often make or break a product or service. Or as a friend of mine bounces back and forth with me, 'the truth well told is powerful.'

Let me share a specific example.

As one of several tests for 'spreading the word' about the new website with the public and industry, we printed up two new cards. These we named or labeled “hi-tech business cards” as they were handed out to someone.

The one below with 3 QR Codes on it is designed to be given to Industry professionals. The one that says “Improved LifeStyles!” is for the public at large.


Both are standard business card size. As I hand them out, and say words like “You might find this hi-tech business card of interest,” a wide array of replies comes, but so far, all of them positive.

Wow, this looks cool.”

This is my first hi-tech business card.”


The person who said, “I like it,” and promptly pulled out his smart phone and used his QR ap scanner to read the card.

Want to do something different? Consider your own hi-tech business card. Combine it with a sharp looking website, and voila! You can make an instant impression that can lead you to more business. ##

PS: Check our many Exclusive and Red HotFeatured Articles for August and see the other new stories at too.

L. A. "Tony" KovachL. A. 'Tony' Kovach | |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking: | | Office 815-270-0500 |

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Who Cares?

February 4th, 2012 No comments

When I first got into the Manufactured Housing industry, I really knew nothing about it. So, the first thing I did was went and visited a retailer near me. He had 3 or 4 homes on display and I asked the sales associate to show me around. As we walked in the first home, I attempted to shut the door, but it did not close properly. The salesmen remarked, "that's a manufacturer's defect." Things did not get any better after that point. Inside the home sat some cheap, white plastic patio furniture. The marriage lines were clearly visible and the carpet was unseamed, wrinkled and buckling. Furthermore, the salesperson was unable to answer several of my questions.

As my first experience with Manufactured Housing, I will say it was quite awful.
About a month later, I attended the Louisville Manufactured Housing Show and saw something amazing. These homes were beautiful! They were nicely displayed and well decorated, inside and out. The quality of construction was visible from every angle. I saw what this industry was really capable of doing. I asked a lot of questions that first show, and each salesperson I spoke with answered those questions completely. It was a truly great experience.
Both of those experiences have stuck with me.
I told this story to someone not long ago and he remarked that it was because the manufacturers have so much more money to set up and showcase their homes than some retailers do. But is that the truth? Isn't one key difference between the two experiences was caring, motivation and the desire to give one's best effort? One seemed not to care (or be motivated) at all and the other cared greatly. Doing what's right may take more time, money and effort initially, but it pays off many times over.
Someone once said, "if we define 'good enough' sufficiently low, we'll probably meet our standards." Caring involves raising the bar to a point where the team has to stretch. Everyone, from the top down needs to buy into the product or service being offered and understand that they have a crucial role in the creation of the final product/service. Each person's individual effort when combined with that of the others involved will determine success or failure.
Since that initial bad experience, I've encountered a lot of people and companies that are doing it right, that honestly care and have enough motivation about their products, services and this industry. Those who care tend to get better results than those who make the half-hearted effort at merchandizing, marketing or salesmanship. Those that care understand how to showcase and promote their homes or products and how to train their staff, salespeople and service crews. In the long run, those who invest in quality at every stage of the marketing, merchandising and sales process will reap the benefits of more sales, less turnover, happier customers with fewer callbacks, more solutions and better profits.
If you don't care enough, who will? # #
(Editor's Note: We hope to see you and hundreds of other industry professionals at the 2012 Great Southwest Home Show in Tulsa, if you care enough, please stop by our booth their and say hello.)
post by
Jeff Templeton
Business Development and Advertising or
Innovation – Information – Inspiration for Industry Professionals
Office – 954-217-2571
Cell – 954-593-8897


The Art of Persuasion

December 7th, 2011 No comments

Some have called sales the art of persuasion. The truth in this statement finds its echo in marketing and advertising. In fact one may argue that much of human communication has to do with informing or persuading another; marketing again finds its echo in that reality.

Different products and services have their own unique sales and marketing cycles. Some products and services have very limited audiences. In housing, for example, there are those million or multi-million dollar properties. The marketing messages tied to that sort of product may not ring the phone every day.

Other marketing messages are designed to help keep a firm 'top of mind' vs. competitors in the same field. The idea is, when the time comes, you want to get the call from the prospect for that given message.

But when a product or service is designed for the masses and for routine consumption, then one should expect routine leads from your marketing efforts for it. So in such a case an ad that does not get a routine response, is a signal that the ad ought to be changed.

We know when we drive down a street often, the signs on that street become familiar to us. Sign(s) which at first attracted our attention, may over time become part of the background. Some sign makers have addressed this problem with electric signs that can be changed routinely. The latest promotion and a new, updated graphic grabs attention because the message changes. The analogy in advertising is that messages need to be kept fresh. When the response starts to wane, it is time to change it.

Some firms have 'seasonal' messages. Every month, there is a new theme to promote. Why don't more manufactured housing firms do the same? Valentine's Day, St Patrick's, Easter, Memorial Day, Flag Day, July 4th…all of these and more can be causes for a fresh promotion that keeps your message to your target audience appealing and top of mind.

The bottom lines are these. In your marketing effort, if your ad needs refreshing, if your message has become background to viewers, change it! Update it!

Monitor and track your results. Sometimes, you may learn that a series of messages works better than a single message, and rotating through that series helps keep you in a steady flow of prospects.

These may be 'basic' principles, but they are the basics for a reason! Do the basic well and routinely and watch your results grow. ##

post by
L. A. "Tony" Kovach