How to Lose a Customer for Good

Posted on March 25, 2026 by bthorn_1

True story.

About a year and a half ago, a spring broke on one of my garage doors. The company that installed it originally (before I owned the home) put a bunch of company stickers on the doors. Good move – I knew who to call. So, I made the appointment for 7 days later because they were so backed up, and came home from work to meet them on the scheduled day and time. I sat. An hour went by. I called. Yes they were sorry, but they got tied up, they will be there shortly. Ok. I sat. Another hour went by. No call from them, so I called. The happy message on the phone informed me they were closed. Sweet.

So, the next day I called a competitor and had it fixed within a day.

Fast forward 18 months. One of the doors needed a section replaced because the shoddy concrete work by those who built the house left a low spot right under the door that caused it to sit in water and resulted in the bottom of the door rusting away.

Anyway, I wanted the same make of door so decided to call the original guys again and give them another shot. After all, s**t happens and maybe they just slipped a little last time. Lord knows I am not perfect. So I called, made the appointment and came home from work to meet them on the scheduled day and time. I sat. An hour went by. I called. Yes they were sorry, but they got tied up, they will be there shortly. Ok. I sat. Another hour went by. No call from them, so I called. The happy message on the phone informed me they were closed. Sweet.

Ok, I am not the smartest guy in the world, but even I am starting to see a pattern. These guys clearly need to work on their customer service plan – or probably more accurately, build one.

When I owned a service business, customers had a two hour arrival window. They were called 15-30 minutes prior to that window for an update on when we would arrive within that window so they would not waste any of their time waiting for us to arrive. In case you are wondering, this is to respect the customers time. They were then called again once we were on our way, or, if we did run into a snag that would delay us, we called them to inform them of that. If we missed the two hour window altogether they were given an instant discount – they didn’t need to ask. This also served to proactively diffuse a situation where a customer might be upset because were late. By the way, we missed our window 4 times over the 5 years I ran that business. We never had a customer complaint related to our scheduling or keeping appointments. Not one. Our overall customer satisfaction rating was 97 %.

Compare that to the garage door company. At least with me, they are 0 for 2.

100% failure rate.

Accordingly, at their request, I am 100% gone as a customer.

For more, visit billthorn.com

What They Hate in You, is Missing in Them

Posted on February 27, 2026 by bthorn_1

“What they hate in you, is missing in them.”

Read that again.

I came across this quote recently and have been thinking about it – a lot.

Often, the tension you feel in a relationship – the subtle digs, the criticism, the exclusion, the bullying – isn’t actually about you. Confidence triggers insecurity. Boundaries expose a lack of them. Ambition highlights complacency. Authenticity unsettles those still posing.

Not every conflict is this simple. But sometimes the very thing being attacked is the very thing the attacker desires.

If you’re being challenged for who you are – in business or in life – consider this:

It may not be your flaws…it may be your strengths.

Leaving a Message? Give Context if You Want a Response

Posted on February 24, 2026 by bthorn_1

One of my biggest pet peeves: vague voicemails, emails, and connection messages from people I don’t know.

“Hi, it’s Bob. Call me back.”
“Hey Bill, we have a mutual contact – let’s connect.”

About what?

If you want a reply, tell me why you’re reaching out. A single line of context dramatically increases your odds. Are you asking about a service? A partnership? An interview? A problem that needs solving?
Clarity works.

When I know the purpose, I can prepare, get the right information ready, and make the conversation useful on the first pass. It saves time for both of us – and yes, it also helps me quickly decide whether it’s a potential fit. I’m far more likely to respond (even with a polite, “no”) when I know what’s up.

There’s too much noise and too much spam already. Be clear, direct, professional, respectful.

It gets answered.

What People Misunderstand About Non-Profit Marketing Budgets

Posted on February 12, 2026 by bthorn_1

What People Misunderstand About Non-Profit Marketing Budgets

If you’ve worked in non-profit marketing or fundraising for any length of time, you’ve almost certainly been criticized for spending money on marketing, advertising, or promotion.

You’ll hear things like: “I donated to help the cause – not to pay for ads.” Whether the mission is children, animals, health care, or research, the concern sounds reasonable on the surface. But it’s based on a fundamental misunderstanding of how non-profits survive and succeed.

Here’s the reality: a non-profit cannot fulfill its mission without first securing the resources to do the work.

Non-profits operate in an increasingly crowded landscape, competing with countless other worthy causes for a finite pool of discretionary dollars. To remain viable, they must stay visible, relevant, and top-of-mind with current and potential supporters. That doesn’t happen by accident – and it doesn’t happen for free.

Marketing and fundraising are not luxuries. They are essential for success.

Effective promotion allows a non-profit to tell its story, demonstrate impact to their community, and show donors what their support is making possible. It builds trust, reinforces relevance, and keeps the mission connected to the people who care about it. Without consistent communication and outreach, donations decline – not because the cause is less worthy, but because it fades from view. While there are charities that operate largely on a volunteer basis, most will have unavoidable expenses for paid staff (some highly trained in disciplines such as science, medicine, organizational strategy and others), utilities, a website, building expenses – and the list goes on.

Of course, non-profits must be responsible stewards of donor dollars. Spending should never be reckless or wasteful, and return on investment matters. But the expectation that a non-profit should grow, serve, and sustain impact without investing in marketing is both unrealistic and counterproductive.

Like any organization – charitable or commercial – non-profits must spend money to make money. When they do so thoughtfully and strategically, marketing becomes a force multiplier: enabling stronger programs, greater reach, and deeper impact.

In the end, responsible marketing doesn’t take away from the mission.
It makes the mission possible.

Stepping Back as Leadership

Posted on January 23, 2026 by bthorn_1

I’ve been thinking a lot about leadership lately – specifically, how to be better myself.

Here’s what I’ve learned: great leadership isn’t about being indispensable. It’s about building systems, people, and confidence so the organization runs smoothly without you. If everything falls apart when you step away, that’s not leadership – that’s dependency.

The older I get, the more I value leaders who know when to guide and when to step aside. This isn’t disengagement. It’s trust. It’s the quiet confidence of saying, “You’ve got this.”

Some of my most important lessons came from failure – because I was allowed to fail. I’m grateful to the mentors who understood that growth requires room to stumble. I’ve watched salespeople blow meetings, fighting every instinct not to step in. (These were calculated risks – not deals that would sink the company or damage its reputation.) Afterwards, we’d debrief: What went wrong? What would you do differently next time?

One moment shaped me more than most. After losing a significant sale, I told my VP of Sales I assumed I’d be fired, or at the very least I would get reamed. His reply? “Why would I fire you? I just spent $10,000 training you.”
What he was really saying was simple – and powerful: I believe in you. Learn from this. Grow.

And I did.

What 40+ Years in Media and Communications Has Taught Me

Posted on January 11, 2026 by bthorn_1

Spend enough time in media and communications and a few truths become impossible to ignore. Trends come and go. What’s “hot” today is forgotten tomorrow. Everyone has an opinion about what gets attention.
But after more than four decades in this business, one thing consistently separates success from noise – and it’s not your staff, your product selection, your parking, or even your price. It’s not whether you use radio, TV, social media, print, posters, or banners towed behind airplanes.

It’s your message.

Here’s the reality: all media works. Radio works. Social works. Newspapers work. TV works – when the message is right. The channel doesn’t fail the business; weak messaging does.

Yes, catchy jingles, clever copy, and great creative help. But strong results come from answering a few fundamental questions before you spend a dollar:
·       Is this about you or your audience?
·       What problem are you actually solving for them?
·       What can you do that others can’t – or won’t?
·       Does this speak to what truly matters to your target?
·       Are you using their language, not your own?

People don’t buy because you’re having a sale, opened a new location, or won an award. They buy because something matters to them. Winter tire customers aren’t buying rubber – they’re buying safety for their families. Luxury car buyers aren’t buying transportation – they’re buying identity and perception.

The most effective marketing doesn’t shout features. It solves problems, reflects real human motivations, and communicates with clarity and purpose.

Do that well – and then deliver on the promise – and the media choice becomes the easy part.

10 Advertising Resolutions for 2026

Posted on November 24, 2025 by bthorn_1

I am not one to make a lot of New Year’s resolutions, but here are a few thoughts for your advertising in the coming year:

At least once in 2026, make a guarantee with some teeth. A real one, not a fluffy one. You’re on time or it’s free. It works or you get a new one, no questions asked. Buy from us and you get repairs for free – for as long as you have it. This will help separate you from your competitors.
Ban the words “best”, “greatest”, “cheapest”, “lowest prices ever”, “Number 1”, and “for all your (blank) needs” from your advertising. Forever.
Resolve that what is in an ad is more important that where it is placed or who hears, sees, or reads it. Make it about the prospect and what is important to them.
Understand that advertising is about selling stuff – not branding, engagement, likes, clicks or awards.
Spend enough to get the job done. Be bold and make it happen.
Trust your advisors. While there are a few exceptions, most people I know in marketing and advertising are decent and honest. Let them help you.
Advertise as if no one has ever heard of you. Truth is, even if you have been around for years, many have not.
Assume your competitors are good at what they do. Because they are.
Take some risks with your copy. Push the envelope a little. Don’t have all your ads sound or look like everyone else’s ads
Deliver what you promise. Better yet, over-deliver. Nothing is worse for a customer than not finding what was promised in your advertising. If you have to, keep it simple and small….but WOW them when they contact you.

Have a great year!

The Clicking Game

Posted on February 12, 2025 by bthorn_1

Have you ever noticed that just when you are about to click on what you really want to look at on many sites, the page shifts….just enough so you actually click on an ad? Think this is a coincedence? Go ahead, believe those metrics your on line agency feeds you.

I dare you!

Who Says You Aren’t Creative?!?!

Posted on January 17, 2025 by bthorn_1

About once each year, I have one. It sticks with me for days and each time I have one, I think I have the genesis of the world’s greatest novel.

I am talking about those epic dreams that are so intricate, so detailed and so vivid, that I am sure it has the makings of that novel that I always wanted to write.

I have oft told friends and associates who didn’t believe they were very creative to tell me about a dream they had this week. Now tell me you aren’t creative!

It has never ceased to amaze me how our brain takes little snippets of events, things we say, things we do or see, and molds it into some kind of out there story with more twists and turns than an Agatha Christie “who done-it”.

Having worked in the media and advertising for most of my life, being creative was an everyday need. Some days are better than others, but every time I think I am stumped, I remind myself about those dreams, and I know that the right idea is in me somewhere. And the nice thing is that ideas don’t have to be bound by what you have seen or heard in the past. It can literally be anything. It is absolutely true that there are no bad ideas. Some of the best commercials I have ever heard started with some of the cuff quip by someone in the room, that may or may not have been on topic, but it sets of a chain of thoughts with someone else, then another picks up on it, and before you know it, we have the foundation of a great theme or idea that will help make one of our clients a lot of money.

Those dreams are amazing because while they are most often pretty out there, they usually have a foundation of truth…..what you are happy about, what worries you, or what is on your mind during that time. They speak to you because they are really about you.

Wouldn’t it be great if your ads did the same thing to your prospects?

Think about that!

The best ideas, and ads, are truthful and honest. Be truthful and honest.

Advertising Your Customers Will Notice!

Posted on January 2, 2025 by bthorn_1

When talking with clients about what we are going to say in their ads, one of the first questions I ask them is, “Why should I shop here?” And then I tell them that they can’t say because they have the best prices, best selection of product, or best customer service. You would be amazed at how many cannot give me a good answer. They go on and on about service, price, selection, 20 years in business and all the other things that all of competitors are saying too.

Then I give them a challenge. Before our next meeting, I ask them to put a note pad beside the phone, and write down what callers are asking for or about when they call or come through the door. What problems do they have? What kinds of things are you delivering, and which ones are you not currently offering or providing. Why did they contact you? And I ask them to do the same with website comments, and if they have field staff, have them do the same thing. And this, by the way, is for both positive and negative comments and questions.

In those questions and comments, you can discover what your customers are REALLY looking for, and what is important to them. And it may not be what you think. Business owners often get so caught up in what they think is important to their customers, that they don’t take the time to find out what actually is important to them. Believe me, they will tell you. But, it may not be obvious at first, and it will take some practice to catch the nuggets of gold.

When I owned a service business, we made appointments with a two-hour arrival window. But rather than leave customers afraid to go to the bathroom for two whole hours in case we showed up, we called our customers prior to the arrival window and told them when we would be there. And we kept them up to date if anything changed. Many could stay at work longer or spend more time doing what they wanted to do, rather than sitting at home waiting for us to arrive. On the very rare occasion that we were late, they got an instant discount, without having to ask for it. We did the job well too, but really, that is the price of admission. Customers expect you do be professional and do the job right. This shouldn’t be what you hang your marketing hat on. I can tell you that this approach went a long way in building a 97% customer satisfaction rating. You see, we knew that they wanted the job done right. But we also listened and realized that they also wanted us to show up on time and respect their time. We did, and we won many, many loyal customers.

Listen to your customers. They will give you all the ideas you need for your marketing and advertising campaigns.