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Denny’s Daily Zinger: Amazon Punished for What It Does Best - Make It Easy to Order

July 25, 2014 By Denny Hatch
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Retailers around the country are whining because of Amazon.

And why not? Jeff Bezos—Amazon's peripatetic founder—has aced the retail business.

Amazon's vast inventory selection; ease of ordering; low, low prices; quick delivery; and customer service are marvelous. Consumers and businesses save money, save time and save the world by not having to gas up the car and physically go shopping.

On July 10, 2014, print and online news media ran this AP story:

FTC Sues Amazon Over Kids' App Charges
The reason: Amazon was making it too easy for children to order apps. Parents are whining over big hits to their credit cards.

Type in "Free apps for children" and Amazon lists 17,514 results.

Back in the 1960s, I served my apprenticeship at Grolier Enterprises.

The mentoring was terrific. I am convinced in two years I got my master's degree in direct marketing.

From that experience, among the rules hard-wired in my brain:

"Make it easy to order." —Elsworth Howell

So when the Federal Trade Commission sues Amazon for making a product too easy to order, it is wildly overstepping its bounds.

I don't have children. Never have.

But if I had kids in this era of WWW (Wild West Web), I would damn well control my kids rather whining to the FTC.

I am sick unto death of wussy, whiny, weary parents who have gone into the sex-change business.

Sex change?

Uncle Sam has become Aunt Nanny.

Takeaway to Consider

Always make it easy to order!

Denny Hatch's new book is "Write Everything Right!" Robin Perron writes, "***** Five Stars. "Write Everything Right!" is a great resource for anyone who uses writing in their lives, because he talks about all forms of writing from emails to articles and memos. The goal is for everyone to write in a way that makes it easier for the reader to read it than to ignore it." Click here to download (opens as a PDF) and read the first three chapters FREE. The title is also available on Kindle. Reach Denny at dennyhatch@yahoo.com.
 

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