There’s nothing quite like a box or bulging padded envelope in the mail. It makes your inner child hop up and down, tug your sleeve and ask — nay, nag: “What’s inside? Huh? HUH? WHAT’S INSIDE?” This happens even when the package contains something you ordered. The effect is multiplied when it’s something you didn’t [...]
Continue reading…Archive for September, 2009
How Vampire Bats Offer Lessons In Loyalty
By the time I finished college, I had worked for three major department store chains. Each claimed to have originated the policy “Satisfaction guaranteed or your money back.” They also alleged that naysayers shook their heads at the then-new policy, predicting that widespread public abuse was sure to bankrupt the store in no time. But [...]
Continue reading…The Hidden Power of Direct Mail
Never invite me to a cocktail party. Since a customary icebreaker is to feign interest in what the person you just met does for a living, you would place each of your guests at risk of having to hear me rhapsodize, ad infinitum, about the virtues of direct mail as a medium for selling. But [...]
Continue reading…Direct Marketing Lights the Ford Way Forward
It’s the question every business is now forced to ponder: how to steer through a long, crippling recession? Those seeking authoritative, real-world advice would be wise to consult the brass at Ford Motor Co. In late 2008, just as a brutish economic downturn was blindsiding the American auto industry, Ford began a monthly market share [...]
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