Empower Your Reps
When I signed up for Comcast high-speed Internet service several years ago, a guy came to the office and connected my computer. Clearly, I am not the only little old person that wants high-speed Internet and is uncomfortable about the prospect of trying to hook up a modem.
Peggy, my wife, and I have had VCRs and DVD players for 30 years and have never figured out how to program them to record stuff in our absence.
If Verizon had smarts, it would have empowered its rep to schedule a service call rather than lose the sale.
Direct Mail Deal Killers
The typical direct mail package is made up of an outside envelope, letter, circular, order device and reply envelope, sometimes supplemented by a lift piece or two and maybe a freemium (a little attention-getting goodie like a refrigerator magnet, name-and-address labels, decal or bumper sticker).
* It is imperative that the return address be on the order form. If the reply envelope is misplaced, the person will still know where to send the order.
* The toll-free 800-number should be easy to spot on every major interior element (not the outer envelope), so that when the decision to purchase is made, the reader does not have to hunt through the mailing looking for the number. That interruption in the concentration thread can be a deal killer.
* Never include a URL without testing. When I arrived to take over Target Marketing in 1995, I was sitting in a meeting when a promotions person interrupted us to show me a subscriber acquisition mailing that was about to go out for WHO’S MAILNG WHAT! I noticed the URL had been inserted on the order form and I said I wanted it deleted. I did not know why at the time, but it did not feel right.