Elie Tahari

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Finding out what makes the individual consumer tick is a wonderful thing, but pinpointing a common factor that makes an entire group of individuals tick is the difference between a happy customer and an energized team of brand ambassadors. Sure, serving up content that's relevant to the individual means you've done your homework. But we don't just live as individuals. We tag friends on Facebook to show who we identify with, join groups to share knowledge and nostalgia and read only the articles our social kin deem meaningful. By nature, we crave being part of a group. This cohort is

American shoppers love deals. We love bargains. We love to save money. We love coupons. Those free standing inserts (FSIs) loaded with discount—or “cents-off”—coupons that clog our newspapers every Sunday and give hernias to the delivery people are there for a reason: They move merchandise. In 2006, 270 billion coupons were distributed—roughly 2,500 for every household in the U.S. Wait in line at any supermarket checkout counter and you will see shoppers happily redeeming them. Kristina Davis of Marietta, Georgia, told Steve Lohr of The New York Times that by clipping coupons from the Sunday paper and redeeming them at the supermarket, she saves 30% to 40% every

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