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PetFlow.com is a company that lets dog and cat owners order pet food online and get quick delivery. According to an article on BusinessInsider.com, the company has developed a unique way of getting new customers. Here’s how it works.
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The challenge, I think, is to create a service culture that doesn’t focus so hard on the “big picture” that it loses sight of the details that have the potential to live on in customers’ minds.
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Everyone seems to be talking about niche marketing these days. If you identify your core customers, then “dig down” to define significant sub-groups and advertise directly to them on the right media, you can sell more. Yet another strategy can work well to sell niche products too. Read More

There is an old belief that people fear public speaking more than medical procedures, car accidents — and maybe even death itself. That could be true, but I think that people fear writing even more. Read More

Whether you are selling B2C or B2B, bringing an innovative new product or service to market represents a two-part marketing challenge. You need to educate your consumers at the same time that you are motivating them to buy.
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“Cadillac Turns to A 28-Year-Old to Reinvent The `Standard Of The World,’" an article by Dan Slater in Fast Company on January 9, profiles Veda Partalo, the 28-year-old woman picked by Fallon advertising to manage its Cadillac account.
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The Executive Dining Club offers restaurants a sophisticated, state-of-the-art service that lets diners make reservations, make menu selections, and order take-out food and catering services online. A number of eateries now incorporate the Executive Dining Club’s system into their websites.
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In his recent book Enchantment: The Art of Changing Hearts, Minds, and Actions, Guy Kawasaki offers a simple customer service tip that has the potential to improve customer service immediately - “Default to yes." Read More

If you need effective advertising copy, you’re probably thinking of hiring a professional writer. Yet Barry Feldman, a top advertising copywriter, offers different advice in a recent blog post. Here’s his copywriting tip, which I think is worth taking to heart.
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“Stop Trying to Delight Your Customers,” a downloadable article, is available online from the Harvard Business Review. The study contains eye-opening case studies about companies that have dramatically improved service by anticipating customer’s next problems and solving them on the first call.
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