Let this year be the year you shift your message to fit your true buyers. Attract with emotions, convert with helpful authority, and retain with friendly efficiency. Do this and you’ll have enough new business to make this your best year ever.

Consumers are on social media - are you? Social media is an important part of your marketing plan. You can start conversations, answer questions, share testimonials, and deal directly with customer service issues.

While service marketers are paddling diligently to stay ahead of the changes in online marketing, a new wave is about to come crashing in. Those who see it coming and act on it quickly will ride it to the top and leave the competition in their wake.

The resolution of the standoff in a Wisconsin state-employee union contract “negotiation” has all union locals and contractors paying close attention throughout the country. All have been wondering what the ramifications will be for them. We asked a sheet metal union executive and a unionized HVAC contractor a few questions to compare their points of view.

For many employers, running credit checks on job applicants is a regular part of the hiring process. But employers also need to be very careful when they use background credit checks for job applicants. They must weigh their need to know with a person’s right to privacy.

The last article in this series discussed different survey options that you might employ to collect results. While it’s important that you choose one, it’s also important that you realize each possesses pros and cons. If you have your technicians distribute surveys, some techs may attempt to lobby homeowners for better scores.

It only takes a visionary imagination and an inexpensive hand-held video camera to become a YouTube sensation. While videos on YouTube can become overnight hits with good marketing and originality, some businesses are choosing to market themselves by posting videos both on YouTube and on their own websites.

There are five great reasons to advertise: 1) To reach new customers; 2) To keep your name before current customers; 3) Because it pays over the long term; 4) To generate traffic; and 5) To increase sales and profits. A great way to maximize sales and profits is to complement your advertising with referral marketing.

Mistakes are powerful lesson builders. And nowhere is this more evident than in e-mail marketing. E-mail marketing inherently brings mistakes. That’s because it’s free and everyone who can push “send” can use it. Usually, the more difficult or expensive your marketing media is, the greater the research and testing you put behind it.

Complying with the Americans with Disabilities Act (ADA) has always required employers to walk a fine line. The guidelines aren’t always clear, every disability and particular situation involve a unique set of factors, and the laws are constantly developing. Many are still trying to sort out the implications of the ADA Amendments Act of 2008 (ADAAA).