E-commerce Marketing Slobs
Thirty-five years ago in a Broadway play called "Da," a single line stuck in my brain. "The only lesson I have learned in this life is," said actor Bernard Hughes, "in public restrooms, incoming traffic has the right of way."
The most important lesson I have taken away from 50 years in direct marketing:
You can treat your customers two ways: 1) You can make them feel loved; 2) You can make them feel like crap. If they feel loved—and honestly believe you care about them—they will make you rich.
A Good Offer I Decided Not to Take Advantage Of
Recently I received an email offer for a window bird feeder.
I have friends in the 'burbs and New England whose window bird feeders give them continual delight. Every morning they have breakfast with these scrappy, happy, chirping little guys on the other side of the glass.
The remembrance of them made me smile. No, I didn't want one for my little back yard patio in Center City Philly. I have a bird feeder. I don't need another.
How did the bird feeder guy know to email me this offer? Most likely he rented my e-address from eBirdseed.com, where I order hulled sunflower chips.
But I was happy to have the offer—and to know my seedsman was thinking about me and ways to make my life better.
This is good, traditional direct marketing.
"What You Didn't Post, Facebook May Still Know."
This was the headline of a New York Times story by Somini Sengpta. The lede:
Debra Aho Williamson, an advertising industry analyst and devoted coffee drinker, was intrigued by a promotion that popped up on her Facebook page recently. Sign up for a Starbucks loyalty card, it said, and get $5 off.