How do companies make money? How much do (can) they make? Those questions pop up in the minds of anyone who is contemplating starting a business. New York magazine wondered, too, and sent reporters out to dig up the facts and stats for a variety of NYC-based businesses, from cab driver to drug dealer to […]
Category Archives: attract customers
Bob Bly on refunds
No marketer likes giving money back. But a solid, no-questions-asked refund policy is an essential selling tool, especially in our cynical times. It reduces buyer hesitation and increases sales. Master copywriter Bob Bly recently explained four things you should know about refunds. A refund request doesn’t mean your product is bad or the customer doesn’t […]
Wal-Mart's mixed marketing message
The other day I wondered about Dell’s mixed marketing message. Now it’s Wal-Mart’s turn. Traditionally the low price leader, Wal-Mart has been trying to swim upstream — I mean, move upscale. They want to hold on to their marketing base while attracting upscale consumers shopping for higher-quality goods. But a confidential report based on interviews […]
Are you attracting the wrong kind of customer?
Who’s your perfect customer? You don’t need to be an FBI profiler to pin down the kind of customer you want. Now consider: What kind does your marketing actually attract? If there’s a disconnect between the two, you have a serious marketing problem. As Seth put it: “Many of the products and services we use […]
What is Dell trying to tell us?
What’s happening to Dell? Do they know who their customers are? Their marketing is shattering into a mish-mash of competing messages and brands. On the one hand Dell is peddling low-end PCs in Wal-Mart stores. On the other hand, they’re now selling PCs preloaded with Ubuntu, a flavor of Linux, the open source darling OS. […]
Why introduce shoppers to your competition?
So you can show how much better your product is. Saturn is launching a bold marketing initiative this summer. Dealers are bringing in a Toyota Camry and a Honda Accord, so car shoppers can test-drive the competition — right at the Saturn dealership. “In that side-by-side comparison, we come out really well,” said GM’s Mark […]
Burt’s Bees: Simple products, "naturally" profitable
Burt’s Bees is a great example of a small, homegrown Maine company that has grown into a giant by keeping things simple: simple products, simple packaging, even a simple marketing message. Founded by a Maine beekeeper and a graphic artist in 1984, the company has become legendary for quality and a down-home image. As the […]