Offer: 11 CDs for a penny. How about that whopping invoice for shipping and handling we all know we’ll find with our CDs when they arrive?
Here’s what I think:
• Don’t force things that don’t fit. Think it through. Be a Netflix, not a Blockbuster.
• Don’t leap on every bandwagon. Try to listen to the contrarians. Sometimes if it’s too good to be true, it is.
• Value customers, not just sales. Most people will fall for something only once before they’re on to you. Your job isn’t the quick and easy sale. Your job is to get and keep customers.
• Beware of becoming a commodity. Use unique positioning, personality and character to make your company stand out.
• Try new things. You never know. Even if what you’re doing now works fine, it will get tired. You’ll need something tested to replace it. Bring in someone new to come up with a different approach, and never, ever say, “That’s not the way we do things here.”
Lois K. Geller is president of Mason & Geller Direct Marketing, a full-service, direct response agency in NYC. Geller is the author of “RESPONSE! The Complete Guide to Profitable Direct Marketing” and “Customers for Keep.” E-mail her at email@example.com.