In his book Selling the Invisible: A Field Guide to Modern Marketing (p.134) Harry Beckwith wrote:
Beware the deadly middle. If you price in the middle, what you are saying is “We’re not the best, and neither is our price, but both our service and price are pretty good.” Not a very compelling message.
Echoing that same sentiment business consultant Steve Dennis writes about “The Tranquilizing Drug Of Gradualism”
In his “I have a dream” speech, Martin Luther King, Jr. challenged a slow and steady pathway to civil rights reform. Those in favor of an incremental approach feared that making waves–that being too confrontational–would backfire. It was seen as too risky a strategy.
Your website traffic could use a boost. Now you’re at that digital marketing crossroads. Do you go the pay-per-click route or rely on some search engine optimization to bring in more visitors? Which clicks do you pick?
In the past I was an active participant in several once vibrant internet forum communities but I am in agreement with the article that the age of internet forums has for the most part passed.
View at Medium.com
The big important takeaway from the article:
You might assume that the most affluent customers are harder to reach and the least likely to engage with marketing. After all, the time they spend engaging with marketing is more valuable based on their income level. And, as the saying goes — time is money.
However, when we broke down the data based on income level, we made a surprising discovery — the most affluent customers were the most likely to engage….
Affluent customers’ time is more valuable (when measured monetarily) than less affluent customers. So, you might assume they are less likely to spend that valuable time engaging with your marketing. However, we discovered the exact opposite to be true.
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You may have noticed Pokémon GO players and the game’s characters popping up all over the place lately — at famous landmarks, public events, even inside local businesses.