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A recent email from the Metropolitan opera makes top donors feel good about contributing money but also pleases people who contribute much less. Clever copy brings that message home.
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I have a simple piece of advice for you today. If you send marketing emails and want to check the effectiveness of their subject lines, visit SubjectLine.com and start using the subject line checking tool that you’ll find there. It’s powerful, useful, and free.
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Few customers will follow your advice if you tell them, “You should buy this!” But telling them how to make that buying decision can help you close more sales, according to a new study from Coldwell Banker.
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It is tempting to rely exclusively on the verb “to have” when you are writing copy that describes your products. The lawnmower you are selling has a pull start, for example. It has a bag that catches grass clippings. It has oversize wheels. Repetitive copy like that doesn’t capture attention. Read More

On July 5, Taco Bell introduced a range of more upscale entrees in a new section of its menu called Cantina Bell™. The new menu moves the chain’s offerings to a higher price point of around $5.00 per entree, and provides a valuable case study about taking a product line upscale.
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Conrad Jay Levinson, the founder of guerilla marketing, makes this provocative statement about sales proposals on his website: “There are poor proposals, which rarely get the business for you. There are good proposals, which might get the business for you. And then, there are guerrilla proposals." Read More

Calling customers to follow up after they have complained or made a purchase can provide you with some significant benefits. Yet what questions belong on your phone survey, and what is the best way to conduct it? Read More

In their book The Breakthrough Imperative: How The Best Managers Get Outstanding Results, authors Mark Gottfredson and Steve Schaubert give a case study about a fitness equipment manufacturer that selling 39% of all units in its industry, but is capturing only 20% of industry profits.
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Theater companies, symphony orchestras, and other performing arts organizations have done an especially good job of identifying customers’ fears and addressing them with innovative marketing. Here are some of the questions they’ve addressed and overcome.
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First, Apple service reps say that they are sorry that the customer is experiencing a problem. Second, they ask permission to look at the malfunctioning device and allow the customer to hand it to them. Read More