Posts from — November 2008

In today’s,post Seth Godin said”The only reason to answer the phone when a customer calls is to make the customer happy.”

This reminds me of something that happened several years ago with Day-Runner. It was the end of the year, and I went to buy a new calendar for my day planner. Staples was out, and I didn’t feel like running all over, so I figured I’d just get a whole new one. The old one was a bit beat up anyway. So, I look around for something the right size, with a phone book, calendar, etc. I find one, but the calendar is blank. I pick up another one, also blank. Huh? I went to a small stationery store, same problem. I get back to my desk, look up Day-Timer’s Web site (which was either a usability expert’s worst nightmare, or ticket to big bucks, depending on how you look at it), and find a phone number.

I call and talk to someone who tells me that, “All the calendars are blank.” If you want a usable calender, you either have to fill it in by hand (?), or buy one separately. So, I have to make an additional, separate purchase in order to get a brand-new datebook to work properly?? Why, I asked? Because it was easier, and cheaper for the company. That way they didn’t have to toss out unsold stock. Maybe, but I’d have to spend extra money, and throw away that blank calendar, creating more garbage.

I was so disgusted, I went out and got a Filofax instead. It cost a lot more, but it came with a real calendar, has a real leather cover, has lasted longer, and can be refilled easily. I will never buy a Day-Runner product again.

DO

1) Send a follow-up email thanking new registrants or subscribers for signing up.

2) Require a double opt-in. This means both asking for the initial email address (and whatever additional information you need), and then sending an email to that address requiring that the person confirm their subscription. This can be done automatically.

3) Send an email within thirty days of the initial signup, with the first installment, issue, etc. If you wait longer, people will forget they signed up.

4) Include an unsubscribe link at the bottom of every email, as well as your physical address (this can be a P.O. box). Removal from your list should require only sending an email and visiting a single web page.

5) Create both HTML and text versions of your message.

Many people read messages on their PDAs, which display HTML as garbage

DON’T

6) Send images unless there is an option to view them on the Web or unblock them.

Many companies block images to protect employees and customers from pornography or other objectionable material. With images blocked, many of emails will be unintelligible.

7) Charge a fee to opt-out of your mailing list

David Meerman Scott posted about the <a href=”http://www.webinknow.com/2008/09/learning-from-t.html”>3M post-it debacle</a>
a couple of months ago (September 24, 2008). In a nutshell, someone put post-it notes all over a colleague’s car, and posted pictures. It spread virally, 3M found out, and wanted to use the pictures for free. When the creators said no; the company created their own post-it car and stole the idea!

Bottom line, whether it’s online or offline, social media or old media, it’s not OK to steal or lie or cheat. 3M had thousands of dollars worth of publicity, without spending a dime, and they blew it.

Be authentic, share your passion, tell the truth.

Several months ago, a new business owner on Marketing Profs Exchange (posted 5/23/08 by Raqueld) asked whether she should specialize or not. She wanted to start an event planning business to plan family events (parties, anniversaries, etc.). So far so good. Then she also wanted to use the same company name to host networking and singles events. She said that’s what she really wanted to focus on, but felt she needed to cast as wide a net as possible. She asked, “should I focus on one particular area & will I regret making my focus too broad or too narrow?”

Why You Should Specialize

Yes!!! (I said, jumping up and down). Focus on ONE thing. A company looking for an event planner will be turned off (or at least, very confused) if they come to your site and see singles events. She had five different, and unrelated markets, meaning she’d need five sets of brochures, mailing lists, keywords, and five sections on her web site (more to maintain), etc. It would be very messy, and very expensive.

Stick Out and Be Remembered

Focusing on one thing will make you stick out in people’s minds, make you more credible, and make you more money (Would you rather be a purple cow or a brown one?).

Turn a Struggling Company Into a Profitable One

A small moving company in the northeast US was fighting to compete against the big guys. They had less money for advertising, fewer trucks, and a tiny profit margin. So, they switched to shipping emergency medical supplies overnight. Now, they can charge more money, focus on pharmaceutical and medical equipment companies, and stand out instead of being overwhelmed by larger rivals. They’re now thriving.

A French woman came to the US and had to learn a whole new system, try to get credit with no record here, and fill out unfamiliar paperwork. She then wanted to help other new small business owners do the same thing. At first, she offered her services for $99 (and struggled to find customers).

Then, she decided to focus on other French (and French-speaking) people who wanted to come to the US and start businesses. She helps them with the paperwork, gets them lawyers, accountants, tells them about the US system, etc. She now charges $1,000 for the same service.

Focus Equals Money

Figure out who your ideal customer is, and concentrate on what will appeal to them, where to find them, and the best ways to reach them. Selling to everybody means selling to nobody.

A DMA study published in 2007 reported that 6.8 million pieces were mailed in the previous year, compared with an average 1.9 million emails.

The key is (always): list, offer, and creative.

If the list is no good (not relevant, not responsive, not clean) the whole thing falls apart, regardless of what medium you are using. Compiled lists (from telephone books, directories, or other passive sources) can be appealing when you’re starting out, because they’re cheap. However, they should be a list of last resort for a number of reasons. One, the people on those lists haven’t bought anything or responded to any offers. Two, the lists are not updated. Three, reasons one and two will cost you money and depress your response.

If the offer is no good or not relevant (sending a coupon for Depends to a list of college students), or too complicated, or hard to respond to, then response will go down.

If the creative (the copy and design) is unappealing, doesn’t catch readers’ attention, etc. then it goes in the wastebasket.

Personalization, “lumpy” mail (sending a USB drive for instance), multi-channel marketing, and a coordinated campaign (repeat mailings) can all help, but concentrate on the list, offer, and creative first.