In my last blog post, I mentioned that one common theme at last week’s NEMOA conference was the importance of selling on value. In a presentation titled The Consumer is Changing, Are You? Lois Boyle-Brayfield of J. Schmid & Associates pointed out that all too often, merchants equate selling value with discounting prices. Big mistake! Lois offered a long list of ways to demonstrate value. Among them: (Click on the headline for more…)
Change One Word and Get Results
In our enewsletter this week, 10 Tips For Writing More Effective Copy, I mentioned the importance of using specifics: exact numbers, particular examples, and case histories. It reminded me of an experience I’ve had with grocery stores that still makes me chuckle. (Click on the headline for more…)
Choose Your Email Links Carefully
When creating an email campaign, most people give little thought to the wording of the specific text they link on. But consider this: (Click on the headline for more…)
Watch Your Wording When Talking to New Gardeners
One of the most interesting and beneficial programs at the Mailorder Gardening Association conference earlier this month consisted of a consumer panel who shopped members’ catalogs and websites in front of a live audience, then evaluated their experience with each company.
One of the panelists (Click on the headline for more…)
Don’t Depend on Default Messages
Most of the time, routine tasks like placing an order, signing up for an enewsletter or requesting a catalog generate a confirmation or “thank you” message. Whether such default messages are part of your software package or were implemented by your webmaster, they can almost always benefit from further attention. (Click on the headline for more…)
