Ted Williams on Marketing Focus

One of Ted Williams’ principles of hitting was that an average hitter swinging at a good pitch to hit is better than a great hitter swinging at a bad pitch to hit. — Reggie Jackson in Sixty Feet, Six Inches, by Bob Gibson and Reggie Jackson (2009) One of my former clients had an above-average …

Survey Says… Happy Customers Care Enough to Fill Them Out

One of my favorite new clients — an online local news blog — needed some information about its readership, so we did a quick online survey. Ten questions, ten minutes, and the chance to win a $10 gift certificate. In a remarkable display of interest, 200 readers completed the survey within the first 24 hours. …

Verizon and the Net Promoter Score + Testimonials

When I signed on with Verizon Wireless this week, I discovered that they take the Net Promoter idea very seriously.  In fact, it’s the only question on their new-customer survey: 1. How likely is it that you would recommend Verizon Wireless to a friend or colleague? I clicked on “extremely likely” and added a comment …

Business Data at the Library

If you haven’t visited the library since you were in college, you have no idea what you’re missing.  Here are some things I’ve done at the library in the past six months: downloaded data from ReferenceUSA with contact information for 500+ potential qualified clients for one of my clients (criteria: plumbing companies with revenue >$5MM, …

The Invisible Competitor — Inaction

For non-essential products, customer inaction is often a bigger “competitor” than any comparable substitute. The top three CRM products for small and medium sized businesses aren’t just competing against each other — they’re competing against you not buying any CRM software at all. Next time your marketing and sales group sits down to size up …

Capital, Credible and Quotable — Testimonials that Work

Here’s another testimonial that I produced for Red Cap Communications*. Three things to like about this testimonial from Canton Capital’s managing director, Brian Redman: The “$10 to $30+ million” mention shows that Canton Capital is a serious business, which adds instant credibility to their testimonial. Redman shows how Clare is better than others. “I have …

Herbert Marcus on the Good Transaction

There is never a good sale for Neiman-Marcus unless it’s a good buy for the customer. –Herbert Marcus, cofounder of Neiman Marcus, speaking to his son in 1926, quoted by Stanley Marcus in Minding the Store (1974), quoted in Simpson’s Contemporary Quotations. See also Selling is Serving.