May 2010

Just 1 Thing: Using Navigation to Keep Visitors on Track for Conversion

May 26, 2010

If you had a retail store, would you send people away when they asked for more information about your products? Imagine how it would be: Someone enters the store and asks about the artisans that make your items. You tell her to go 30 miles northeast and she can meet the artist. She leaves, and then returns later that day with a question about the materials. You give her directions to the supplier.

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Why Marketers Shouldn’t be in Charge of Doing

May 20, 2010

Marketing is strategic; delivering quality service is tactical. Placing the marketing department in charge of the “doing” is a recipe for disaster. Marketing people make great marketers. They transform the mundane into interesting and exciting. The operations side of the business performs best with routine. Standardized processes and procedures provide efficient quality service. When interest and exciting are interjected, chaos takes over.

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Why Social Media Matters to Direct Marketers

May 13, 2010

The combination of direct marketing and social media is what we have been seeking for so many years. We wanted the ability to connect with our customers, learn from them, and provide exceptional service. The new platforms provide the tools to do just that with customers around the world. It is hard for me to imagine why everyone in the direct marketing industry isn’t jumping for joy.

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Today is a Special Day…

May 4, 2010

Today I exercised my right and responsibility as a US citizen. After careful consideration of each candidate, I voted. It is a tradition that began when I turned eighteen and has continued with every primary and general election. Each opportunity to cast my ballot is special because:

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