Title Nine

The Best Brand Gift Ever!
December 11, 2013

I know you are a YES person. A DIY person. A BRING IT person. A CAN DO person ... excellent at all you do—conscientious, responsible, dependable, overachieving. No doubt, it's how you got where you are. All wonderful qualities. So this Christmas, perhaps the last thing you need or want is something from "The 12 Days of Christmas." What you just might need this month is 12 days and ways to say NO.

Two Summer Must Dos: Play and Play On!
August 9, 2013

It's August. Have you taken any time this summer to play in your brand? To even play at all? Remember the days when you didn't need a reminder to play? When, as a child, you just may have left the house for hours at a time and rode your bike or played kickball or went to the pool or beach or woods or played Monopoly or read under a tree. Long stretches of time went by without schedules, watches, computers, without anything at all plugged in around us. You certainly didn't need to be told to set up a play date. Playing came as naturally as breathing.

Brand Matters: Are You the Real Deal?
April 1, 2008

I have always been a cheerleader for the underdogs. They just plain try harder. This is why I favor companies like Caribou Coffee over Starbucks, Frontier Airlines over United Airlines, Ben & Jerry’s over Breyers and Chipotle over McDonald’s. Not only do these “underdogs” try harder, but they also seem more comfortable in their own brand skins. They are original. They are daring. They are independent thinkers. They are the real deal. Is your brand the real deal? I bet your customers know the answer. Stand Out from the Crowd As you look at the vast choices of products and services customers have today,

Customer Testimonials The Copywriter's Problem-Solver
October 1, 2003

By Pat Friesen Faced with a copywriting challenge? Consider how a few good testimonials can help strengthen your copy platform. Customer testimonials are a highly effective creative tool for building instant credibility. They also provide a quick countermeasure to the buying objection "it sounds too good to be true." They are an asset for adding new life to a waning control mailing as well as introducing a new product concept. If you aren't already building a library of your customers' comments, now is the time to get started. I recently received this e-mail from Lands' End (shown at left). When I opened

Fitness Buffs
May 1, 2002

By Melissa Sepos She's the neighbor who gets up to run at 5:30 a.m., the mom who heads to kick-boxing class after dropping off the kids at school and the dad who plays in the basketball league from work. Fitness buffs are not just your garden-variety triathletes or Olympiads. Indeed, the fitness demographic is as diverse of a population as it is profitable. Last year several million consumers—about 30 percent of the U.S. adult population, according to statistics—spent more than $4 billion on exercise-related products. Who They Are Fitness buffs include people who regularly participate in recreational sports or exercise. Most tend

Referrals - Birds of a Feather
September 1, 1998

by Pat Friesen Yes, it's true: Birds of a feather do flock together. In the direct marketing world this means that customers who do business with you in all likelihood know other people who need your products or services, too. In other words, your customers may, in fact, be able to point you to your best prospects. And that's true whether you sell to consumers or businesses...or are prospecting for new members for an organization. So, if you are interested in the cost-efficient acquisition of highly qualified new prospects, you should have a customer referral program up and running. If you don't, you're