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08/05/2009

Communicate Change Correctly

Change, as the saying goes, is inevitable. But when you make changes to your products and services that affect current customers, how you present those changes can mean the difference between keeping and losing customers. Years ago, a bank where I had a checking account decided to revamp its entire checking program and offer a…

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08/03/2009

ACT NOW — Quantity Is Limited!

“Extremely Limited Availability”   This is the violator or banner copy appearing diagonally in red in the upper right corner of the full-page magazine ad offering a free pearl necklace valued at $295.   While I’ve come across this same ad in at least two different magazines, this particular ad appeared in the July 20…

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08/03/2009

Two-step Sales Approach

When car sales dropped steeply, one auto dealer began using a sales technique to boost business that, with a little tweaking, can work for businesses in other industries. The dealer uses a two-step or two-prong process for convincing past customers to move up to a 2009 vehicle. I’m one of those past customers. The ads…

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07/31/2009

The Postcard Arrived Too Late

Oops!   The oversized postcard from my local Ford dealer arrived in my mailbox on Wednesday afternoon.  It informed me that I might qualify for a $4,500 rebate if I stopped driving my old gas guzzler by turning it in for a new car or truck.   Early this morning, I heard on the radio…

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07/30/2009

Idea: Newspaper Post-its

I don’t know how widespread this idea is, but it can’t be original to Lincoln. Every so often, the city newspaper attaches a classy-looking post-it style advertisement to the front of its home editions. These removable mini ads are 3-inch by 3-inch square, two-color to full-color, and are used by a wide range of businesses….

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07/29/2009

Twenty Five E-Mail Marketing Messages In One Day

Yesterday, the Internet postal carrier lugged 25 e-mail messages across the super highway and dropped them off in my Outlook inbox. Thank goodness this mail box is far bigger than the traditional mail box hanging on the outside of my house. On the same day, the human postal carrier left me only one magazine and…

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07/29/2009

Marketing Lessons from Hyundai

While sales for the big three tumbled, Hyundai—the little upstart from Korea—was increasing its market share. How did they do it? By identifying the major concern of the market. It wasn’t the price of the car, it was the insecurity of their jobs that kept people from buying. So Hyundai introduced a buyer assurance program….

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