Make Sure Your Guarantee Makes Sense (Many Don’t)
A number of publishers offer lifetime guarantees. They permit the subscriber to cancel at any time and receive a prorated refund on “unmailed issues.” But if you offer both a bill-me option as well as payment-with-order, such a lifetime guarantee…
The Art of Branding
Just saw the latest Zappos commercial. I have to say – NOT! Why – it reminds me too much of the Old Navy, Target and iPod commercials. In fact the first time I saw it, I immediatly began to wonder…
Writing Emails With A Purpose
How many times have you seen it? You open your inbox just to see another long, seemingly endless list of emails. You cautiously open each one, giving “some” of them 10-20 seconds of a quick scan. If something captures your interest, you read on. If not, it’s a quick click (delete key) and you move on.