There are marketing lessons everywhere you look.
In the (hopefully) final chapter of my unpleasant encounter with the cable company, I was reminded that a “tier” system is almost always in place when you’re dealing with businesses that have a product or service you want.
This mostly-hidden world of power is what fuels conspiracy theories and gets best-selling thrillers published.
And it explains something critical about customer management that entrepreneurs often miss.
There are three levels of interaction with a customer. If you are stictly a direct mail or online operation, you will never see most customers at all. As a freelancer, I have to “go deep” with a client, but it’s almost always on the phone — so, while I get to know my customer intimately through long, frequent chats, I wouldn’t recognize them on the street. Lastly, if you are, say, a doctor or a retailer, then you operate in the same space as your customer, face to face. You can see, hear, touch and smell them.
Now, the biggest blunder most businesses make is to ignore the lifetime value of a customer. These “future blind” businesses operate as if the current transaction is the only one that matters. So they get short-sighted about the long-term effects of customer satisfaction.
Now, let's turn our attention to a topic that quite possible offend some of you, but without it...the entire world comes to a screeching halt. That topic is of course...SALES!
Sales...when speaking about sales, you must first address sales people and If you employ sales people or will in the future you've got sales management problems. Although I can't even begin to provide a full analysis of the solutions to sales management problems in a single email there are several fundamental and important things we can discuss that will help you have more productive relationships with your sales people, your distributors, or your franchisees.
One day my boss came into the office raving about this tape he'd gotten from somebody. It was "Dead Doctors Don't Lie", a brilliantly crafted pitch for nutritional supplements. And he wasn't the only one... I started getting copies of this tape in the mail, sometimes 2-3 copies a day. For about six months or so in 1996, it was the hottest thing going.
This thing was an MLM deal and the inducement to sign up went something like this: You buy 1000 copies of this tape, you buy a list from us, you mail the copies to 1000 people... ten of them sign up and buy more tapes, and each send to 1000 people.... pretty soon you'll have hundreds of people in your downline and you'll be drinking margaritas on a cruise ship somewhere in the Mediterranean.
A number of years ago, Michael, a good friend of mind was going through a rough time in his marriage.
It wasn't that he and his wife fought.
It was more like guerilla warfare.
It was exhausting to both of them.
Going to marriage counselling didn't work at all.
If anything, it made things worse.
But in a crazy way, they were still madly in love with one another.
I know. It makes no sense at all. But they loved one another even though they fought all the time.
On one thing they agreed - their kids. They never argued about their kids.
They argued about finances, where to vacation, what to have for inner, what movie to see, what video to rent, and what they should wear for an evening out.
Let's say you pay 50 cents for a click and Barbara in Oregon goes to your website and spends 8 seconds seeing what you're selling... then leaves.
50 cents divided by 8 seconds is $225.00 per hour. Barbara in Oregon's attention is pretty expensive, wouldn't you say?
Attention is the most precious commodity in the world today, and when you've got it, you'd better use it effectively. Seconds are ticking by.
As promised, I'll explain why deflation will severely punish the upper middle class. These are the people who think they're rich because their houses and stocks have gone up in value -- that is, because of inflation.
What Goes Up...
People concerned about inflation today tend to buy big houses and nice cars. They believe that the purchasing power of the dollar is going down. But what happens if cash becomes king?
This cash squeeze is already affecting many people who thought they were rich. My wife, Kim, has a friend who's a successful architect. Her husband was a manager of a good sized advertising agency. They have three children, the oldest in high school, and earn about $350,000 a year in combined income.
Free one hour teleseminar for copywriters on marketing their services.
[Via Ryan Healy Blog]
1. One-word sentences? Eliminate. No way! I’ve found that when used with discretion, one-word sentences and even one-word paragraphs in sales copy add emphasis and make the page look more inviting.
2. Who needs rhetorical questions? I do – that’s who! Rhetorical questions are a great way to stop prospects in his or her tracks and get them thinking. My rhetorical headline, “What’s Wrong with Getting Richer Quicker?” Mailed for years.
Why I yelled 'cunt' at my cable company's automated answering system or HUMAN problems require HUMAN solutions.
But no… the cable TV service did a “HAL” on me, and refused to cooperate. I got an indecipherable error message when I tried to give them money for a movie.
So, I called the only number listed for the cable company. I’ll spare you most of the details, because I’m sure you’ve experienced similar intellectual insults… but I was put through twenty minutes of automated Hell, forced to jump through hoops and recite information and answer truly stupid questions… by a sweet-voiced ROBOT.