Church of the Customer’s Ben McConnell uses the airlines’ current troubles as a springboard to discuss membership fees — would instituting a membership fee (like Costco, etc) in frequent-flyer programs generate real loyalty? Research in the 1990s by Alan S. Dick in the Journal of Product and Brand Management might indicate yes. In conducting computerized […]
When a product or service isn’t selling, the first reaction is often to cut the price. Sometimes the price cut works, but in many cases price was never the issue. From the world of sports comes news that Barry Bonds’ agent has offered Bonds’ services to all 30 major league baseball teams for a pro-rated […]
Nearly fifty years ago, social psychologist Howard Leventhal conducted experiments in which he tried to convince Yale University seniors to get a tetanus shot. Leventhal initially divided the seniors into several groups, and gave each group different versions of a seven-page booklet on the disease and its effects. According to Malcom Gladwell in his […]
If your advertising isn’t getting you the results you want, there are a couple of possibilities to consider: 1. There’s something wrong with the advertising, or 2. The advertising’s fine, and something’s wrong at your business. prospects are entering your sales funnel, but you’re letting them slip away before they become customers. The story below illustrates the […]
Many of my long-time customers are now, finally, using their web sites as selling tools. They often ask how they can most effectively drive prospects to their sites, and convert them to customers. Here are seven techniques, based on education and trial-and-error in the field: 1. Have one call to action in the ad — […]