Internet Buyers-The New Castrati (676 words)
Compare this with spending hours surfing the Web for the ever elusive free information, or worse, schlepping to the Philadelphia library, paying for a parking space and then dealing with printed indexes, reels of microfiche and truly awful, unreadable photocopies.
By using the Internet and happily paying for information, I can do more work quickly. Since I charge by the project, this means I can do more projects, make more money and come in well within my clients' deadlines.
My message to Amazon's Jeff Bezos and other e-tailers: You can't make money buying books and merchandise at 40 percent or 50 percent off, for resale at 20 percent off. Don't get me wrong: Your service is terrific. I'm happy to pay full price, because you save me a ton of time, and I value my time. But it's folly (and misguided greed) to try to sell everything to everybody—and lose money doing it. Better you should get rid of your unprofitable customers and find more good buyers like me and love us to death.
Check this out from a New York Times front page story about Aetna shedding customers and jobs:
"Companies in other industries, including credit card companies, also are trying to discourage unprofitable customers by raising fees, while many other companies, including airlines and department stores woo the types of customers they find most attractive and give them extra service or better prices, or both."
Amazing! Suddenly, what direct marketers have known for a long time has become the great new frontier of American business. Alas, some e-tail wunderkind haven't been around long enough or haven't enough customer history to get it. So now, scalpel-wielding e-marketers who want to listen to the voices of typical Internet buyers, can certainly hear them. It's that huge chorus of male sopranos.