I recently had a discussion with a nursery cataloger who was trying to persuade his partner to rent their list.  With privacy concerns running high these days, the partner had serious reservations. I reacted on both a personal and professional level.  Speaking personally, catalogs are my salvation.  I simply hate shopping in stores.  Everything from […]

For every four people that place a product in your web site’s shopping cart, three will likely leave without buying.  Why?  Here are some of the most common reasons: Comparison Shopping.  Many shopping cart visitors aren’t ready to buy, they’re just comparison shopping.  They’ll compare prices including shipping, handling, and tax at several sites, and […]

The more ways you can engage your customers, the more you’re likely to sell.  It’s common sense, yet rarely done consistently.  Here are a few ways to increase customer interaction: 1. Encourage Criticism.  “I do not consider a sale complete until goods are worn out and customer still satisfied,” declared Leon Leonwood Bean in 1916.  L.L. […]

Many companies base their media buying on a “sense” of how their past advertising has performed.  Yet senses often mislead and can ultimately cost you money.  Here are just a few ways that happens. The Phone Poll.  “If the phone starts ringing, we’ll know,” clients often tell me.  They don’t keep records of where responses come […]

Many people think that only companies with big media budgets can work deals that save them 50%, 70% or more. We repeatedly prove that theory wrong. One client recently came to us with a $15,000 test budget. They were floored when we were able to buy $97,413 worth of media for just $14,966. Here are […]