If your product, website or support fails a customer, is it their problem? No, it’s yours.
Heed their feedback. It’s a warning.
Customers who complain are doing you a big favor. Instead of telling you that there is a problem, they could just go away mad—and tell all their friends.
Just because you have not encountered [...]
Posts under ‘Marketing’
If Your Product, Site or Support Fails a Customer, It’s *Your* Problem
iPad: a Great Product in the Wrong Market?
I admit to being a diehard Steve Jobs fan. As a marketer, how can you not be? Jobs is not just a marketing genius; he’s a marketing revolutionary.
Defying marketing maxims about the difficulty of creating brand new markets for totally new products, Jobs has succeeded on a grand scale with products such as Apple II, Macintosh, [...]
Book Cover Design Mistakes, an Update
Awhile back I wrote about how you can judge a book by its cover and the importance of book jacket design in selling books. (The same could be said for most packaging design.)
As an example I used a nameless series of novels that had become highly successful with classy covers and then switched to unprofessional [...]
Cheesy Graphics Turn Buyers Off
I want to talk about the recent trend to cheap, ugly art on book covers. For example, a series of books starts out with classy covers that fit the contents. The series is successful and profitable—a solid income producer with a great future. Then the publisher changes the covers to cheap, tacky art that repels buyers. Does that make any sense?
You CAN Judge a Book by its Cover!
There is an old saying, “You can’t just a book by its cover.” Whoever said that was not a book publisher. Book publishing is pure marketing. You not only can judge a book by its cover, you have to be able to—for the book to sell well.
Latest Is Not the Greatest for Marketing
If you post a marketing video, you want the most possible people to view it, right? So why make it so that only those who have the latest, up-to-the-minute versions of software installed can watch it? When you do that, you lose a lot of potential customers!
Unless your video is demonstrating the latest special effects game, software, or movie, and your audience is young, affluent geekboys, you don’t need the latest version of Flash, released 5 minutes ago.
Do Not Phone Me! Well, OK, Sometimes…
I keep subscribing to email lists for causes and charities that I’m interested in. I really do read most of the emails, and most of the time I take the actions they request. I donate. I sign petitions. I’m a good member—via email.
What I purely hate is when they call me. Calling can be a [...]
When Marketing Turns Deadly
A few years ago somebody came up with the idea to take dead bodies, skin them, arrange them in lifelike positions, infuse them with plastic and make a whole lot of money displaying them in public places. Possible, yes. Good idea, no. Here’s why:
