Posts by Suzanne Richardson
A Gift for a Bad Customer
Getting coupons is nothing new. Most of the retailers I patronize hand them out when you make a purchase. It’s a nice “reward” for being a good customer. What I’m not accustomed to is getting a coupon for being a bad customer – which is what had just happened.
Read MoreA Surefire Way Not to Get Hired
Jobs are hard to come by these days. So when my friend “Carly” was offered an interview a few weeks ago, I was really pulling for her. She’s smart and seemed perfect for the position – but ended up not getting the job. I believe it was mainly due to a common interviewing mistake she made. But you can boost your chances of getting any position just by learning from Carly’s failure.
Read MoreHelping Someone Grieve
Saying something as simple as “I’m so sorry for your loss” will give your friend the sympathy he needs.
Read MoreHow Do You Know Which Products to Sell?
When it comes to the products you offer, if you stick to two guidelines, you’ll never want for satisfied, loyal customers. Those two guidelines? As MaryEllen Tribby puts it, “Before we sell a product, it has to be good for the company and it has to be good for the customer.”
Read MoreKeep Your Averages in Mind
Your e-letter is pulling in plenty of new subscribers, your website is attracting more traffic, and you are selling tons of products via other companies’ newsletters. In fact, your return on investment (ROI) is well over 100 percent.
Read MoreWould You Like to Try a Sample?
I love going grocery shopping on Fridays. That’s the day my local Wegmans sets up half a dozen “sampling stations” throughout the store. As you shop, you can nibble on tiny bites of aged pecorino… soy chips… dry salami… pasta… protein bars… and wash it down with a thimble-sized cup of green tea… pomegranate juice… or lemonade.
Read MoreLiving Rich: Take Your Next Sunday Drive in a Ferrari
Michael Masterson has never been an advocate of buying fancy new cars. He’s always recommended getting your cars slightly used. Since they depreciate so much the instant they leave the lot, buying used is a smart way to get an almost-new vehicle without losing a lot of money.
Read MoreEnglish Professors Need Not Apply
You see, there’s no rule that says you must be an English major to become a copywriter. You don’t have to be a great writer – or even a very good one. In fact, sometimes an above-average grasp of the language can hinder you.
Read MoreDoes Watching Less TV Make You Richer?
Michael Masterson has been telling you for years to give up the boob tube. And now it seems that there’s a direct link between the number of hours of TV you watch… and how much money you make.
Read MoreETR Insider Report: Should You Fire All Your Copywriters?
MaryEllen and Charlie got into an argument the other day. Now don’t get the wrong idea – no fists were flying. And, in fact, their discussion can help you become a better marketer. It could even win you some new customers… and more money for your bottom line.
Read MoreWhat Happens When Your Business Phone Rings?
Mission: Birthday cake. Requirements: Tasty and beautiful with fondant frosting. Turned out to be harder to locate than I expected. But along the way, I wound up with both a cake and a lesson in customer service.
Read MoreETR Insider Report: Is Your Marketing Pretty Enough?
“Did you know that graphic design used to get short shrift in the world of marketing?” Michael went on. “For the longest time, direct marketers believed that all that mattered was the copy. But it’s been proven that images have a potentially huge impact on revenues. In fact, a colleague of mine was able to double his response rates in the mail just with good graphic design.”
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