Breakage vs. references
Years ago, I asked fabled direct marketer Joe Sugarman about the money-back guarantee he offered on the stuff he sold through magazine ads.
He said 10% of the people who bought asked for their money back... and
if any product dipped below 10%, he'd make the claims more outrageous
until it get back up. He told me that this was a sweet spot, somewhere
between amazing people with promises and disappointing them with
reality.
That's one path.
The other path is the insurance company that points out that 99% of its customers would recommend them--after filing a claim. Imagine that standard: dealing with the emotions and financial impact of an insurance claim, knowing that you need to maintain a 99% delight standard.
That's the other path.
You can't do both. Either you dazzle with as much hype as you can get away with, or you invest in delighting people, regardless of how difficult it is.
~ Seth Godin
That's one path.
The other path is the insurance company that points out that 99% of its customers would recommend them--after filing a claim. Imagine that standard: dealing with the emotions and financial impact of an insurance claim, knowing that you need to maintain a 99% delight standard.
That's the other path.
You can't do both. Either you dazzle with as much hype as you can get away with, or you invest in delighting people, regardless of how difficult it is.
~ Seth Godin
Marketing I
Study:
2.03 Vocab - only 8 words....will be a combo with 2.01 vocab THURSDAY!
2.02_-_Creating_a_Service_Culture
Ticket out the Door today!
Ticket out the Door today!
2.03 Why do businesses have Standard Operating Procedures?
Have you ever been told no at a store or restaurant?
2.03 Difficult Customer Scenario - 7 things to know
Youtube Soup Chef
Youtube - Car Rental - Hold the Reservation
https://www.youtube.com/watch?v=4T2GmGSNvaM
HONORS STRATEGIC MARKETING
Turn in reworks
Mon 1-19
Tues more
Wed - 39
Wed/Thurs - register for Virtual Team Challenge
Vocab Chap 6 Thursday
Quiz Chap 5 Tuesday
Pandering - Chance the (W)Rapper
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