by Chip Tudor | Jun 14, 2010 | Blog
I recently rented a piece of equipment at a small U-rent store strategically located in the front of a large Home Improvement store. While finalizing the transaction, I realized the equipment would fit in the trunk of my car, but I wouldn’t be able to completely close the trunk lid and I didn’t have any string to tie it down. I mentioned this to the salesman who assured me he could find some string.
After we lifted the equipment in the trunk, I reminded the salesman about the string. He quickly replied that he didn’t have any string, but that I could probably get some from the Home Improvement store. And without another word, he hurried back to his store.
He didn’t hesitate in his response…he didn’t sympathize with my problem…he didn’t offer to help. It was obvious he had lied to close the sale. And he succeeded. I thought briefly about following him inside and confronting him, but decided it wasn’t worth it. I drove home with an open trunk lid bumping up and down.
The salesman made $40 on the rental, but it cost him something much more valuable—my loyalty. That’s what takes me back to his store the next time. You know, when I need a $100 piece of equipment. It’s also what prompts me to recommend the store to my friends and acquaintances. And that could mean hundreds, even thousands of dollars more in business. But none of those things will happen.
That salesman probably congratulated himself on his successful deal. He probably thought I didn’t notice his convenient little lie, and that it made no difference at all. But I did notice. And it will make a difference. Too bad he’ll never know just how much. And therein lies the problem that a lie to close a sale has for a business.
by Chip Tudor | May 27, 2010 | Blog
In a difficult economy, we’re all trying to stretch budgets. So I understand why people hesitate to hire a professional, freelance copywriter for their advertising and marketing campaigns. Although most freelance copywriters write quickly, those creative exercises that land a perfect caption can still take between 2-4 hours. And you’re thinking…what? I have to pay a copywriter $130 to $260 to stare in space until they come up with a caption? You’re kidding me, right? Uh…actually, no and for the record, I don’t stare into space while waiting for the muse to kick in either. I employ a strategic, creative brainstorming method that is time consuming and while usually effective, never a guarantee.
What you should consider is the VALUE that an experienced freelance copywriter offers. Sure, it may take 2-4 hours to create a caption. But that caption might be the difference between capturing the attention of your audience and not. So instead of thinking about how much it will cost you, think about how much it will benefit you. Ask yourself: How many sales will make this investment worth while? Or what percentage increase of business? My guess is, probably much less than you think. So look beyond what you’re spending and focus on what you could be making. Because an attention grabbing caption will significantly improve the effectiveness of your ad. And an effective ad will promote sales that reap higher profits. When you see it this way, you’ll realize it’s a small investment that can make a big difference.
by Chip Tudor | Feb 16, 2010 | Blog
I voted against allowing casinos into the state in our last election. Why? I don’t see the value of a place where you hand over cash to hold a hand of cards. And playing for double or nothing generally means you’re about to lose your shirt and your pants. Strips away all the excitement. However, a majority of voters in Ohio felt differently and casinos are now in. So I’ve decided to make the best of it and look on the positive side.
First there’s all the additional tax revenue casinos will generate for the state. Considering our state budget problems, I should be thankful for how this extra revenue will benefit Ohio residents. I certainly remember the incredible success of the Ohio Lottery and how much Ohio schools have benefited from the extra revenue it’s generated. Okay, so we’ve had to pass several school levies in Centerville over the last few years and still endured program cuts and increased fees for 2009-2010. No problem. Government sponsored bingo parlors could be the next fix.
Secondly, casinos will create new jobs. No doubt about it. Economic times are tough and the job market is thin. And who couldn’t be thrilled with a job dealing blackjack at 3:00am or wearing a skimpy uniform while serving drinks to bleary-eyed patrons clunking their last bit of change into slot machines? The tips plus the appreciative stares you’re sure to garner will do wonders for building self-esteem.
And don’t forget about the new opportunities for entrepreneurs not directly affiliated with the casino establishments, yet are closely related to their success. Like the chemical euphoria representatives, the short-term relationship service professionals, the quick loan agents, and all their friendly brokers? These and others will provide even more state revenue through income taxes…right?
Therefore, I’ve decided to consider casinos as more than just a cheap thrill for the out of town businessmen and bus loads of senior adults trading up from shuffle board in order to shuffle in to the gaming pit. It’s all just harmless entertainment. Since I couldn’t beat’em, I plan to join’em. And when I visit one of the new casinos in Ohio, I’ll carry a big wad of cash in my back pocket…so I’m ready to bet my bottom dollar.
by Chip Tudor | Jan 7, 2010 | Blog
I find the new Smart car intriguing. By that I mean it is an impressive engineering feat, a welcomed relief in fuel economy, and even cute…in an adorable, dirty diapered, baby sort of way. But don’t ask me to ride in one. I’m intrigued, not suicidal.
First, when I look at it, I have this vague, uncertain feeling it’s only part-way finished. Like right in the middle of assembly, the workers abandoned it for something else.
Factory Worker: Hey, Boss, I have one-third of the car frame complete, but I’m waiting on a shipment of metal to finish the job.
Boss: (inspects the vehicle, rubs his chin thinking, and brightens with an innovative solution) Well, lunch time is in 5 minutes. Slap a back on it and call it done.
Then some creative genius in the advertising department cleverly devises a marketing scheme that panders to a gullible public by dubbing this mighty midget of an automobile with an intelligent name and targeting it to an educated consumer. And at the end of the work day, he’s climbing into a Hummer.
Even if I was convinced this enclosed scooter is totally safe, I’m still not sure I could endure the cramped space. Although on the positive side, the cabin is so snug looking a seat belt is probably optional. The windshield is 12 inches in front of your face and the rear window 3 inches from the back of your head. The only real purpose for even having windows is so everyone else can be entertained by viewing the claustrophobic terror on your face.
I guess the engine is peppy enough to keep up with traffic though. I’m driving down the highway one day at 70 miles an hour in my Nissan Sentra—there’s a good 3 feet on either side of me so I’m feeling pretty secure. As I zip past a long convoy of semi-trucks traveling bumper to bumper, sandwiched between 2 tractor trailers is a guy in one of those little cars. Traveling 70 miles per hour between massive tons of steel with a foot of space on either side. Now I ask you: Is that smart?
by Chip Tudor | Dec 30, 2009 | Blog
A recent article in my local community paper reported that the U.S. Postal Service may close the post office branch conveniently located in our neighborhood. A bummer. I drive past it frequently and often make quick stops to mail letters and buy stamps. I even like the friendly, folksy attitude of the clerks. Well, most of the time.
Recently I was in a bit of a hurry to buy a roll of stamps and although there was only one other person in front of me, we had to wait while the folksy clerk finished a lengthy conversation with the patron at her counter about the brutality of bunions in a job that requires standing. No offense, but can you please take that one outside? See a podiatrist? Get a chair? Really, I just want a roll of stamps!
Still, I’d rather not drive the extra 3 miles to the post office branch on the other side of my community. It’s newer, much more high tech, and very business-like. At least they appear business-like. There’s still always a wait time and it’s never any faster than the folksy branch near my house. So in reality, it’s not anymore efficient. A bad case of Government-itis would be my guess. That’s a simple term for: I have a government job and it will take an act of God and 15 years of legal court battles to fire me. Therefore I have no motivation whatsoever to provide any level of customer service if I don’t want to. And then, it will only be within my union’s stipulated work hours minus my lunch hour along with my morning and afternoon breaks. Furthermore, discussing the intimate details of my health condition with patrons who are total strangers and a captive audience represents another exception to work ethic because it is therapeutic, which is important to my overall level of personal work satisfaction and self-esteem.
So the only real difference between the high tech branch and the folksy branch then is a snobbish attitude. This seems to indicate that a snobbish attitude of superiority among post office branches has no observable impact on Government-itis. Seems to but doesn’t prove. Hmmm. Perhaps time for a million dollar government commissioned study on Government-itis and its relationship to the private sector? That would be an appropriate government solution. So my preferred post office branch is on the chopping block. Why? The U.S. Postal Service plans to close or consolidate 3,300 offices because at the conclusion of its 2009 fiscal year the Postal Service reported a loss of $3.8 billion dollars. And that is due to the fact that the Postal Service receives no tax subsidy to operate, but must fund its operations from the sale of postage, products, and other services it offers.
How terribly unfair to expect the U.S. Postal Service to operate under the same conditions as other delivery services like UPS and FedEx. Of course, both of those companies have fallen on hard times too. FedEx recently reported a profit of only $181 million, or 58 cents a share, for the first quarter of 2009 that ended on Aug. 31. This is down from the $384 million, or $1.23 a share they earned last year. And revenue fell 20 percent to only $8.01 billion. UPS shares a similar fate. While overall revenue for the company was up 7.4% for its third quarter, total operating profit was down 7.0%. On the positive side, all three business segments reported an increase: US Domestic Package’s $7.84 billion was up 3.9%; International Package at $2.95 billion was up 16.6%; and Supply Chain & Freight with $2.32 billion gained 9.0%.
Whew! For a moment I feared these 2 private, international shipping companies might have to close offices too. After all, they share the same handicap as the U.S. Postal Service in not receiving any tax subsidies. Fortunately, it appears they will squeak by after all. And as I reflect on the woes of the United States Postal Service, FedEx and UPS and the impact their financial difficulties will present to me, I find myself asking another important question: Considering the obvious success the government demonstrates in its ability to compete with the private sector, how can we not embrace a government take over on healthcare?
