Pendulum book cover

I just finished the book “Pendulum: How past generations shape our present and predict our future“. It’s macro guide with micro strategic implications that could help a business become more profitable.

It’s an interesting read about the natural 80-year cycles of society’s shifts in attitudes and tastes and how best to capitalize on these tidal changes from a marketing perspective. Since marketing is mostly an appeal to emotions, it helps provide general guidance about regional societies’ changing tastes, norms, and preferences that can shape marketing strategies and help make decisions for advertising and calls to action based on emotional appeal.

For instance, should marketing and public messaging appeal to a more individualistic or common, nationalistic sentiment? “Pendulum” kind of looks at the tea leaves in its sometimes too-rigid 80-year cycle context. At times, though the authors seem to struggle to fit past major events tightly into it’s 20-year pendulum movements to justify their findings, its greater service is how it raises awareness and helps marketing strategists be more cognizant of the phenomenon of society’s macro shifts in human emotions and behaviors.

“Pendulum” also explains why and how public sentiment can seem to shift so quickly, making the case that Marketing must be fluid and the only constant when dealing with human behavior and audiences is that they will inevitably change. Armed with Pendulum’s insights, these changes in public sentiment may become more predictable and less jarring to companies who may be reeling from a sudden loss in web traffic or audience response.

Looking at current events and recent events in the past I find in a lot of ways it’s not too far off the mark identifying certain apexes of public sentiments where the authors show the inevitable swing towards new attitudes and norms were predictable if people paid attention to certain markers. The hair bands of the ’80s and the swinging ’20s actually do have many things in common.

For marketers, this is an excellent base for starting research and breathing fresh air into marketing plans as they look for new approaches to reach their target market audiences. It offers a unique 40,000 foot perspective about the natural ebbs and flows of society while providing general guidance in predicting public sentiments to help shape future communication and marketing strategies down to the type of imagery that would be more impactful on your website and corporate materials.

It certainly offers some very credible explanations about why certain marketing tactics and messaging work then fall out of favor. As a software developer who appreciates systems and the building blocks and patterns on which everything functions together, the insights about the 80-year cycles of societies aren’t profound as much as they help raise awareness of the herd mentality of societies.

Overall, “Pendulum” is a very interesting read that will inevitably welcome new perspectives and questions when deliberating future business and marketing strategies.

Aaron Belchamber

Screenshot Restoration Advertising New Restoration Services TV Spot For Sale was a site I launched in 2003 and since then we have helped over 25 disaster restoration companies increase their phone calls and sales through impactful and memorable advertising that helps smaller remediation and repair companies stand out in their local market with ready-to-go TV commercials and websites.  Our “Super Hero” TV commercials alone have aired in New Hampshire, San Francisco California, Georgia, Florida, New York, Virginia, South Dakota, Nebraska, Texas, North Carolina, South Carolina, Minnesota and Canada.

For small restoration companies on a budget, we help them stay consistently in public view through strategic marketing initiatives based on costs per impressions, traffic measurements and other market research.  We’ve created local marketing campaigns that included super hero billboards, post card mailings, signs and fleet truck graphics.

No one plans to use you, nor do they ever want to

No one plans on needing to call a disaster cleanup (sometimes referred to as “kleenup”) company because people just can’t plan on a disaster like a home flood, fire, storm damage or an infestation of mold.

TIP #1: Since such events can’t be scheduled, you have to market your company all year round and be sure you are easy to find online and get hold of on any mobile device.

This puts companies who offer services like home water remediation, water clean-up, mold remediation, storm  and wind damage repairs in a unique marketing situation that is often challenging.  So how do you stay top-of-mind so when a person discovers their house was flooded they’re going to want to call YOU first?  You may have other questions we can help answer, like how much investment will penetrating your local market and staying on top require?

You have to assess your infrastructure then prioritize

Before spending a dime on advertising and marketing initiatives, you need to make sure your current infrastructure, especially when it comes to handling inbound calls and customer service.  Is your team trained and diligent?

TIP #2: The most important question before you try to get your phone ringing more through marketing is:  Do you have enough people to answer incoming calls and respond to any web estimates promptly?  Don’t bother increasing your market presence if your answer is ‘no’ — fix your customer service first!

Our “top-of-mind advertising strategy” is simple:  Stand out and be memorable


This is a simple solution we’ve applied to many different businesses in many different markets.  Sometimes, in certain markets it only takes $1,000 per month TV advertising budget and another $300 on radio to maintain a market presence and at least be in the conversation if not top-of-mind for people in your market.  In other markets, the cost can be substantially higher, it just depends.

We have the experience to work within your advertising budget and as experienced media-buyers we can arrange the optimal TV and radio schedules for you.

Your marketing strategy starts on TV and radio, but the web is growing in influence

Especially mobile!  Over 50% of your inquiries come from people on their smart phone.  Is you website mobile-friendly?  If not, the number of calls and web estimate forms you will receive will be substantially reduced!

TIP #3: Fix your website and make it mobile-friendly before putting money in TV and radio advertising!  Learn more by visiting Restoration Advertising’s Get A Website page.

To learn more about Restoration Advertising and how they can help your disaster restoration, mold remediation and storm repair company, visit their website at

Restoration Advertising New Restoration Services TV Spot For Sale

To view our latest TV commercial we produced for disaster restoration companies, click here.



Ignore the latest marketing hype

Invest in SEO! Build backlinks!  SEM!  Expand your Facebook presence.  You need to Foursquare if you have a store location!  You have to do this, invest in that, run these ads, reach this target so many times.

Just stop.  Yes, there’s a place for all of the above and most of the aforementioned probably apply to your business, but when you’re talking about your company’s marketing, you need to ask yourself the most important “factor of 60” question of all:  How do you rate your customer service?  Are you being honest with yourself?

Are you being honest about your customer service?

Nothing is more important than how your organization interacts with people, no matter what kind of organization you are.  One-to-one in person, through a chat, on your website, or over the phone, the real question is:  How do your previous customers rate your customer service?  Do you know?  If you do know, to what extent and detail and what did you learn and what corrections did you make?  How long ago did you address the quality of your customer service?

If you do not know how previous customers rate your service, why don’t you know?  Chances are, there are more than a few negative reviews about your company on Yelp, Google or Yahoo.  Customer service is the single most important factor in all of marketing and it is something you can actually fully control in your business that will show in future profits — or losses.

Training your employees is a critical investment, focusing on continuously improving customer service is a self-fulfilling prophecy.


Revisit customer service to build positive cheerleaders

If you do not have an across-the-board A, 90% or whatever is the equivalent to your company’s rating system, you need to first work on this before spending more money on getting people to reach your cashier or go on your website to only be disappointed. If you aren’t familiar with this scenario, you probably don’t go out much, because a large percentage of cashiers, waitresses, call center representatives, financial advisers and bank tellers are rude, incompetent, or even dishonest.

You spend money to research your market, positioning your brand and products, and mobilizing a targeted demographic to only get them to visit your store and be treated rudely at point of sale, or have shelf stockers completely ignore their obvious need for assistance.  Or perhaps you got them on your website with clever marketing to browse around and your website is slow, confusing, or worse, doesn’t even have what your marketing told them you had for them.

These negative experiences will quickly turn your profits into losses because not only will they probably not shop with you again, they will potentially become an anti-cheerleader through negative word-of-mouth, or worse, a public antagonist with 500 friends on Facebook only too happy to expose you for ruining their day while still on their smart phone as they make a beeline to your store exit.

That bad taste left in your customer’s mouth will cost you 12 times as much in lost business and negative referrals.  Since it generally accepted that it costs about 5 times as much to find a new customer as opposed to getting an existing customer to come back, that means one negative customer interaction could sway your potential profit from this single individual by a factor of 60 times!

Customer service is that potent and critical of a force in marketing.  If you underestimate its value in your marketing efforts, chances are you are mystified at your profits and sales closing ratios and you wonder why they don’t line up the way you think they should, but of course measuring your sales closing ratios is another discussion, because unless you count traffic you’re not measuring that either.