Editor’s Notebook

THE HVACR MANAGEMENT MAGAZINE

TERRY Tanker Publisher ttanker@hvacrbusiness.com

PETE Grasso Editor pgrasso@hvacrbusiness.com

MEGAN LaSalla Art Director mlasalla@hvacrbusiness.com

BRUCE Sprague Circulation Manager bs200264@sbcglobal.net

BARBARA Kerr Executive Assistant bkerr@hvacrbusiness.com ADVERTISING STAFF ERIC Hagerman National Sales Manager Tel 216-409-3246 ehagerman@hvacrbusiness.com

TERRY Tanker Publisher Tel 440-731-8600 ttanker@hvacrbusiness.com

HVACR Business, founded January 1981, is a monthly national trade magazine serving contractors, mechanical engineers, manufacturers, manufacturer representatives, wholesalers, distributors, trade associations, and others in the heating, ventilating, air conditioning and refrigeration (HVACR) industry primarily in the U.S. The editorial focus and mission of HVACR Business is to provide business owners and managers with the very best business management concepts available. Critical topics covered include leadership, management, strategy, finance, sales, marketing, training, education, staffing, operations, human resources, legal issues, customer service and more. We are dedicated to helping contractors master these key management skills and provide them with the resources necessary to build strong, profitable companies. Every effort is made to provide accurate information, however, the publisher assumes no responsibility for accuracy of submitted advertising and editorial information. Copyright©2021 by JFT Properties LLC. No part of this publication may be reproduced or retransmitted in any form or by any means, including, but not limited to, electronic, mechanical, photocopying, recording or any information storage retrieval system, without the prior written permission of the publisher. Unauthorized copying may subject violators to criminal penalties as well as liabilities for substantial monetary damages up to $100,000 per infringement, costs and attorneys’ fees. This publication should not be utilized as a substitute for professional advice in specific situations. If legal, medical, accounting, financial, consulting, coaching or other professional advice is required, the services of the appropriate professional should be sought. Neither the authors nor the publisher may be held liable in any way for any interpretation or use of the information in this publication. The authors will make recommendations for solutions for you to explore. Any recommendation is always based on the authors’ research and experience. The information contained herein is accurate to the best of the publisher’s and authors’ knowledge; however, the publisher and authors can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. Subscription Rates: Free and controlled circulation to qualified subscribers. Non-qualified persons may subscribe at the following rates: U.S. and possessions: 1 year $48; 2 years $75; 3 years $96; Canadian and foreign, 1-year $108 U.S. funds only. Single copies $8. Subscriptions are prepaid, and check or money orders only. Subscriber Services: To order a subscription or change your address, write to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039 or call (440) 731-8600; or visit our Web site at www.hvacrbusiness.com. For questions regarding your subscription, please contact bkerr@hvacrbusiness.com. HVACR Business (ISSN 2153-2877) Copyright ©2021 is published monthly by JFT Properties LLC,31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039, Phone: 440731-8600. Periodicals postage is paid at North Ridgeville, OH and additional mailing offices. (USPS 025-431) POSTMASTER: Send address changes to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039.

31674 Center Ridge Road, Suite 104 North Ridgeville, OH 44039 Tel: (440) 731-8600 Web site: www.hvacrbusiness.com (ISSN: 2153-2877)

BY PETE GRASSO

Less is More

EDITOR’S NOTEBOOK

In the summer of 1776, the Continental Congress because none of the local merchants sold on credit. Again, put forth a motion to declare independence from Thompson bowed to the will of the majority, and now had a Great Britain. While the delegates went back to sign which said, ‘John Thompson Sells Hats.’ their respective states for direction on how to vote, a committee was formed to draft a formal declaration in preparation for an affirmative vote. “‘Sells hats?’ said his next friend, ‘why, nobody will expect you to give them away. What then is the use of that word?’ Again, poor Thompson conceded. Among the delegates on that committee were Benjamin Franklin, John Adams, Roger Sherman, Robert R. Livingston, and a quiet Virginian named Thomas Jefferson. Franklin, the most famous and prolific writer in the group, refused to author the document as he vowed “to avoid “Moments later the word ‘Hats’ went into oblivion when another friend pointed out that there was one painted on the board. So, he was left with a sign that said: ‘John Thompson’ beneath the painted hat.” becoming the draftsman of papers to be reviewed by a public It may not have been of much comfort to Jefferson at body.” the time, but he was known to relay this story later in life.

Adams, who feared his What Franklin was trying to do fiery reputation would be an obstacle toward ratification of Today’s marketing-savvy was illustrate how everyone has their own opinion and the more the document if he was the chief author, nominated Jefferson to write the draft. Reluctantly, contractors opt for bold, simplistic designs aimed at people you show something to, the more edits you will receive. If you look at this parable Jefferson agreed. When he finished, the committee itself had only a few catching the attention of potential customers. from Franklin in a different light, however, you could come away with a different — and, perhaps, minor edits. But then, after the more valuable — lesson: Less is Congress reconvened on July 2 more. and voted in favor of independence, the real editing took A sign that says ‘John Thompson’ beneath an image of a place. hat is simple but conveys all the pertinent information. The

Jefferson was dismayed as, one-by-one, members of same can be said for your own advertising, specifically when Congress made their own remarks and suggestions to the it comes to your fleet. document. Franklin, who for this very reason refused to It’s not necessary for contractors to list every service author it himself, turned to Jefferson to console him with they provide on the sides of their trucks. Marketing-savvy this story: contractors opt instead for bold, simplistic designs aimed at

“One of my friends, an apprentice hatter, had decided catching the attention of potential customers. to open a shop for himself. His first concern was to have Only the most relevant information is needed, as well as a handsome signboard with a proper inscription. He appreciated, by the viewer.composed it in these words: ‘John Thompson, Hatter, Makes and Sells Hats for Ready Money,’ with a figure of a Simply look at the slate of winners and honorees in this hat subjoined. But he thought he would submit it to his year’s Tops in Trucks Fleet Design Contest (pg. 6). These friends for their amendments. trucks aren’t cluttered — they’re attractive, bold designs that tell you everything you need to know about the company.

“The first man he showed it to thought the word ‘hatter’ was superfluous because it was followed by the words ‘makes Most of the time, your fleet vehicle is being recognized hats.’ Thompson agreed and struck it out. by a potential customer that is driving or a passenger in their “The next friend observed that the word ‘makes’ might as well be omitted, because the customers would not care who own vehicle, so your brand must be quickly identifiable in addition to your contact information. made the hats, as long as they were good ones. Thompson All your services, products and anything else your agreed and struck it out. company might do — leave that for your website. When

“A third friend suggested eliminating ‘for ready money’ it comes to creating a winning, eye-catching design, simply remember: Less is more! u