Customers

Think Like a Minimalist to Get Your Marketing Message Across

I’m helping a client design a consumer rewards program, with the goal of increasing our competitive advantage and attracting new customers. Because the product mix has excellent margins, we can offer a program that provides high value to the customer. To…

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A Small Business Marketing Campaign that Understands the Customer

James Free Jewelers is enjoying success with a clever marketing strategy tailored for engaged couples. With any bridal purchase over $5000, customers receive a free 4-day, 3-night honeymoon cruise. This offer is much more attention-grabbing and interesting than a straight percentage…

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Sadly, Interesting is More Important than Accurate

Precise language is one of my joys. It’s exhilarating to find exactly the right word that communicates in the best way possible. Which is why it pains me to admit that accuracy isn’t all that important if it’s boring. For marketing communications,…

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Is Your Small Business Tagline Great… or Lackluster?

When a business doesn’t understand its customers or know what’s important to them, it’s tempting to “throw things at the wall to see what sticks.” The result is usually confusing and bland (what a combination!). Check out this supposed tagline on a newsletter…

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