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Archive for February, 2008

Feb 21, 2008

Vigilantism

Posted by Clifford under Housing

Walking up to my back door, something caught my eye.

BONES

Big black letters, sprawled out over my door.

Then I snapped.

First it started with my fence getting spray painted. Then the bathroom window was broken. Shortly thereafter, piles and piles of dog crap started appearing in my parking spaces. As if that wasn’t enough, dog crap started appearing in piles in front of my door. Large swatches of paint were being knocked off the house. Construction materials were being dumped in my yard.

The black paint was the straw breaking this camel’s back. No doubt exists this is a personal vendetta. Someone with an axe to grind. Maybe Jailbird. Maybe the other drug-dealer who lived on the property? Nah. My bet is on the neighbor who defied me multiple times before I finally had his truck towed. Afterall, he lives right across the alley from me.

The police dismissed it all. “You know, this happens. This isn’t personal.”

It appears to only happen to me. None of my other neighbors have this problem.

An ancestor of mine maintains: when you have eliminated the impossible, whatever remains, however improbable, must be the truth.

So the piles of poop in front of the door got there how?

Well, probably some homeless person used this area as a bathroom.

Right in front of my door? And that light in the alley is on all night long. Why poop in the light of the alley if you can sneak across the way and have complete darkness.

I don’t know but weird things happen.

If I accept that line of thought and my front door doubles as a public restroom then tell me something: Where is the smell of pee? Are you telling me homeless people only poop in front of my door without going pee?

I don’t know. I can’t explain it.

I have a theory which fits the facts. The crap wound up in front of my door because someone deliberately put it there. That means this is personal.

No sir. If it was personal, they would use eggs.

Huh? The only way you can get even with someone is to use eggs? I guess it’s alright if someone treats your yard as a trash can. As long as they don’t use eggs, they can do anything they want?

Much like those sorry, re-tread movies from the 80’s the police didn’t believe me and refused to take any action. And like any sorry, re-tread movie from the 80’s it’s going to be up to me to stop this.

Feb 21, 2008

My Marketing Path

Posted by Clifford under Business

Part 1 of 2

Some things have been learned but before I share with the class, some basic terminology and methodology has to be explained.

By the by, before I begin, would anyone care for a drink?

Theory

Entrepreneurs want their customers to follow a specific path. The path I’m speaking about is the steps from being a casual “browser” and becoming a “paying customer”. In general it looks like this.

Suspect* – the target market
Prospect – a suspect who accepts a free offer or incentive
Client – a prospect who purchases
Champion – a client who promotes your services to another

We get them to follow this path by (1) educating them and (2) offering them incentives. By “incentives”, I’m referring to anything which may be free. People like the word “Free”.

If you’re feeling a little dizzy that’s ok; the first drink is usually the strongest.

Case Study

Let’s invent a typical conversation one might witness. We find ourselves in a popular clothing store called Gracy’s.

Employee: Hello, Welcome to Gracy’s. Can I help you find something?
Lady: No thanks, I’m just browsing.

Here the lady is at the first step “Suspect”. She’s in the “target market” which is (1) has a heartbeat (2) has a charge card (3) slurping on her Harbucks.

Employee: OK. If you need anything my name is Broomhilda. Just to let you know: today is our 25% off day.
Lady: Crikey! That’s awesome!

The ;ady was informed about the incentive. At that point, Lady changed from being a Suspect to being a Prospect. Her charge card is now burning a hole in her pocket will be used for a wise purchase.

Later on Lady is standing at the cash register, clothes piled on the counter, and a cell phone surgically attached to her head.

Lady: Yes I saw your sweater here. It’s 25% off today only. You need to get it!

The Lady had become a client, by purchasing the items. Then she became a champion by encouraging her friend to take advantage of the sale.

Clear as mud?

Summary

The objective: moving someone from suspect to client and, preferably, champion. Fortunately the Duct Tape Marketing and the 4HWW have a map, showing how to move from step to step.

Tomorrow I talk about how I’m going to get my customers to move from Suspect to Prospect.

Feb 20, 2008

Home Depot Custom Shades

Posted by Clifford under Business

Last year, Duplex#1 required some new shades. The old shades were installed by yours truly. As can be imagined, the workmanship wasn’t that great. The shades were constantly falling down or people could not operate them correctly . . . so my tenants left these shades in a permanently closed position.

Both Home Depot and Lowes offer custom shade installation.

Home Depot had, by far, the cheapest prices on custom shades. That’s not to say they were cheap: they were still expensive. But they were the “cheapest”. With my 10% coupon.

The process with HD begins with their third-party measuring service. Every window to be covered is measured. After HD receives the measurements, they tell you exactly how much it will cost. Down to the penny. Once that’s paid, the order goes into the system and custom blinds are manufactured and delivered to an installer. Another appointment and new shades are installed.

The entire process took two weeks, start to finish.

The same procedure is being done on the front house of Duplex #2. The large windows desperately need some nice shades. All of them will be interior mounts: meaning they will be hung on the interior of the window instead on the wall around the window. The wood around the window is just too beautiful to cover up.

In a few weeks, the shades shall be installed and the tenants will have one less thing to complain about.

Feb 18, 2008

Changing my Direction has retired

Posted by Clifford under Personal

Ladies and Gentlemen, boys and girls and the rest of you, today marks the final entry for ChangingmyDirection.com

Gasp!  Say it’s not true!

Yes True Believer, it’s
over.  After a two and a half year run, this blog is going the way of
the dinosaur.  Only there’s no giant asteroid involved.

It’s over?  You can’t go away!  We’ll miss you!

Aww, dry your eyes.  The adventures and odysseys, trials and tribulations aren’t over yet.

What do you mean?

I’m glad you asked.

"Chez Cliff" has always been a place for invited friends to break
bread, drink wine, and ruminate over any topic.  You, loyal reader,
have definitely earned a ticket to hang out at Chez Cliff.
Unfortunately this isn’t feasible.  Two reasons.  First, my tiny house
couldn’t possibly hold all 3 of you.  Second, the distance is just too
far for a casual commute.

Instead: Chez Cliff is being brought to you. 

House warming party at http://www.chezcliff.com   

I’ll see you there.

Feb 15, 2008

At the final hour

Posted by Clifford under Personal

Taking a vacation day every now and that is a good thing.

I’m taking one today.

Please tune in for Monday’s exciting episode.  Guaranteed: you won’t want to miss it.

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