They’ll notice it, and they’ll appreciate it. (And maybe they’ll stop ignoring your salesy mailings and pay attention to those, too.) Great example: A nice thank-you note from Discover Card.
Archive | September, 2011
Show up where your customers appreciate it most
Why wait for customers to come to you? Go where they are already hanging out. Don’t: Buy a sponsorship or try to sell to them. Do: Give them a genuinely useful, no-strings-attached service. Something they’ll appreciate and remember you for. Great example: Austin is full of runners. And wherever you find runners, you’ll find water [...]
How do you get the conversation out of the bathroom?
One of our toughest word of mouth marketing clients was GUM, makers of floss, toothbrushes, and other dental care products. Not exactly a high-buzz product category. The problem: People use the product alone, in the bathroom. They needed to move the conversation out of the house where there are more people who could start a [...]
Make visiting your business a special occasion
You can advertise all day long hoping to push people into your business. You can nag, and annoy, and scream. It’s expensive, and it doesn’t work very well. Or you can give people reasons to want to come into your business. You can get them to ask for it and actually make a special trip [...]
Dear Jeff Bezos: You’re not very good at saying thank you.
We’ve spent $25,000 with Amazon this year. And last year, and the year before that. At some point, any recognition would be appreciated. Maybe a note from Jeff, or a gold star on my account, or a VIP phone number to call. We love what we get, and the service is near-perfect. But you still [...]
No spreadsheet tells you when you’re being an ass
My wife calls one of the biggest investment firms to ask about rolling over her 401k. She asks a bunch of questions — but doesn’t give her name or phone number. She didn’t fill out any forms. And then we start getting phone calls from a high-pressure salesman. There is an official program at this [...]
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