SNIPS columnist Jim Olsztynski's column covers a lot of common-sense ground, including this:
"What might be called 'trust marketing' doesn’t take any special training, and costs much less than most advertising. A lot of it is simply staying attuned to basic business courtesies.
"You don’t have to go to school or attend seminars to learn them. It’s simply a matter of treating people the way you’d like to be treated.
"It’s a mystery why so many contractors don’t get it."
Here's the lead section of this article from Contracting Business (accessible online at the link above without the need to register):
Fear, anger, guilt, greed, anxiety, status and loss.
"If the headline of your ad touches one of those seven emotions, you will get a response," Adams Hudson told Quality Service Contractors July 22 during their Power Meeting XXV here.
"Photos of children, family and animals in your ad score far higher than equipment," he added.
Hudson, president of contractor marketing agency Hudson, Ink, and CONTRACTOR's marketing columnist, spoke on "High-Powered Branding for Plumbing and HVAC Companies."
Here's a snippet from the article, which appeared in Architectural Lighting magazine:
"How a firm ultimately uses the photography also dictates cost. Will it appear in in-house materials like presentations and portfolios? Will editorial publishing rights be required? Will the photographs be used in advertising?
"Each scenario requires a different licensing agreement, with a related fee schedule, which differs with the photographer."