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A Huge Psychological Advantage: How to Get Customers for Free!
We should never underestimate the power of the word “free.” The beauty of offering something free on your Website, like a report or how to advice or a newsletter or ezine, is that visitors will take it. Most importantly, they will have something to remember you by and this is a powerful advantage.
by Randall Murphy
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Keeping Illegal Immigration Issues on ICE
In the past, we’d see federal agents stage a well-publicized bust and cart off numerous undocumented workers. But that was under a different administration. Now, U.S. Immigration and Customs Enforcement (ICE) has shifted its focus away from undocumented workers and is targeting the employers who hire them.
by Richard D. Alaniz
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Where’s the Garage Sale? Five Keys to Higher Profits!
The truth is it doesn’t matter how fancy a company’s vehicles or Yellow Pages ads are if employees don’t know how to sell. If they can’t get the company’s products and services into the hands of their customers, your marketing investment is a waste. If you’re looking for greater profits, here are five keys for success.
by Randall Murphy
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When Increased Productivity Leads to More Lawsuits
How some efficiency initiatives can land you in legal hot water: For Domino’s Pizza, speedy delivery was more than a promise — it was a guarantee: 30 minutes or it’s free. When executives coined the marketing campaign, they probably didn’t think about potential legal ramifications. But legal ramifications followed.
by Richard D. Alaniz
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Expert Explains How To Prepare a Company for Prospective Buyers
“Exit planning takes time, and preparation is the key,” according to Eric R. Voth, a business consultant and author of How to Sell Your Privately Owned Company: A Basic Guide for Independent Business Owners, Baby Boomer’s Edition. Business owners need to begin by preparing their assets.
by Tony Panaccio
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Determining Which Employees Are Disabled Under the New ADA Regulations
On Jan. 1, amendments to the Americans with Disabilities Act (ADA) took effect but the new amendments left many unanswered questions. Now, as instructed by Congress, the U.S. Equal Employment Opportunity Commission (EEOC) has proposed rules designed to bring some clarity to both employers and employees.
by Richard D. Alaniz
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Establish Yourself as an Expert
An excellent way to promote the experience and expertise of your contracting company is to establish yourself as an HVAC expert. An expert becomes the go-to person when consumers have comfort questions or problems. It can help make you and your company more well-known and prominent in your community.
by Greg Mazurkiewicz
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Coming Face-to-Face With Facebook and Tweeting
More and more companies are turning to social networking sites such as Facebook and Twitter as a new means of advertising their products and services, especially to those tough to reach young people. But if it’s showing up in this column, you can guess there must be risk involved.
by Richard D. Alaniz
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Selling Secrets Revealed
The word “salesman” has earned the ill-fated reputation of being someone who can’t (or shouldn’t) be trusted. But business is based on sales, so what’s a business owner to do? My advice is stop calling them salespeople. Expert, advisor, or specialist are much better choices when it comes to labeling our employees.
by Randall Murphy
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Legal Liability for Ergonomics and Add-On Equipment
The best of intentions can often lead to the worst of results. Technology can be a particularly problematic issue, especially when it comes to the areas of ergonomic issues and add-on (or aftermarket) equipment. If used incorrectly, these types of equipment can lead to sprains, strains, or even more serious injuries.
by Richard D. Alaniz
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Writing Attention-Getting Advertising Headlines
In his book, Confessions of an Advertising Man, noted ad expert David Ogilvy wrote, “The headline is the most important element in most advertisements.” To get the most out of your advertising dollars, you must make sure you give extra special attention to your headline.
by Greg Mazurkiewicz
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Ricci v. DeStefano: Sotomayor’s Headache or Yours?
In her confirmation hearings,
perhaps no part of Sonia Sotomayor’s judicial work received more attention than
her opinion in Ricci v.
DeStefano. This case illustrates the
problems employers face in trying to make employment decisions
without running afoul of Title VII — the law prohibiting employment
discrimination.
by Richard D. Alaniz
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Getting to Know GINA — The Genetic Information Nondiscrimination Act
It may sound like the plot from a science fiction movie — through genetic testing, someone finds out she may develop a serious disease, her company finds out and fires her, and she can’t get health insurance because of this future health risk. Congress, though, took steps to ensure this scenario does not become reality.
by Richard D. Alaniz
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Advertising Requires Frequency and Continuity
The memory of consumers is short. Your customers and prospects will not remember an advertising message that they see or hear just once or twice. The message has to be repeated. For advertising to be successful, your message has to have sufficient frequency and continuity.
by Greg Mazurkiewicz
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Laying Off Employees? Don’t Get Bit by Recent Changes to COBRA
The changes to COBRA provide an employee with a subsidy from the government that covers 65 percent of the cost of COBRA health insurance coverage. The subsidy is a nice idea. But as always, the government decided to create a bunch of new administrative red tape for employers to deal with.
by Richard D. Alaniz
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Developing an Advertising Strategy
Before developing your advertising, you need to think about and develop a strategy. What is it that you want to accomplish? Just as you develop an overall marketing plan, you need to develop an advertising plan of attack. Once you formulate a winning strategy, you can employ it for years to produce effective advertising.
by Greg Mazurkiewicz
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Lilly Ledbetter: Wait, That Happened How Long Ago?
Trivia question: What was the first law that President Obama signed
into law after being elected? Answer: President Obama’s first act upon taking office
was to sign the Lilly Ledbetter Fair Pay Act of 2009. Although it hasn’t
received much fanfare, the ramifications of the Act are only now starting to be understood.
by Richard D. Alaniz
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Take Advantage of Publicity
Advertising is only one way to get your message out to customers and prospects. Be sure to use all the marketing tools at your disposal. For a low-cost way to promote your HVACR business, take advantage of publicity opportunities.
by Greg Mazurkiewicz
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New Law Eliminates Employers’ Best Defense to ADA Claims
Why do you need to worry about recent changes to the Americans with Disabilities Act (ADA)? If you answered, “Because I’m going to start losing lawsuits,” you would be right. In a nutshell, the amendments expand the definition of disability and broaden the number of employees who will be covered by it.
by Richard D. Alaniz
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100 Ways to Cut Costs
Now more than ever contractors are searching for ways to cut costs. How you go about cutting costs is just as important as where you look for cuts. Begin a systematic examination of your expenses in the office and the field. Then use the list in this article to generate thinking on possible new areas for cost reduction.
by Glenn R. Matteson
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The New FMLA: It’s Not Just for Pregnancies Anymore
When someone mentions the Family and Medical
Leave Act (FMLA), many people immediately think of pregnancies. And FMLA is a
resource for employees impacted by pregnancies, but it’s much more than that. New regulations governing the FMLA have become effective, so it’s a good time to review FMLA issues.
by Richard D. Alaniz
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Think Twice Before Cutting Your Advertising Budget
The immediate reaction by many companies during a recession is to cut their advertising. Advertising is seen as an expense and all expenses are subject to trimming in difficult times. However, advertising should be looked at as an investment that helps to increase your sales now and in the future.
by Greg Mazurkiewicz
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Can You Keep a Secret? More Importantly, Can Your Employees?
A recent survey found that a substantial number of employees admitted to stealing confidential employer information. Your proprietary company information is vital and there are a number of steps you can take to greatly reduce your risk of theft.
by Richard D. Alaniz
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Do Good and Take Credit for It
One of the old sayings in the pubic relations field is “Do good
and then take credit for it.” HVACR contractors should take this to heart. When
you do something good for the community, make sure they know about it.
by Greg Mazurkiewicz
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