Here is a classic example of a large corporation’s failure to effectively take the customer’s psychology into account.

While I’m certain Macy’s spent a lot of money on marketing before they made all the changes described in the New York Times article, they only concentrated on the proper things with the proper scientific testing after they had lost billions of dollars and run off some valuable customers forever! And this doesn’t even count a dramatic drop in Macy’s stock price!

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Recently a friend of mine who owned an electronic shopping cart service explained the following:

He had been offering the first month of his service (normally about $30/month) free to customers to try-before-buying. He experimented with a $3.95/month charge for that first month. He had supposed he would have fewer people who would sign up at all, and, therefore, fewer new customers.

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The Internet can be a daunting “place” for anyone considering trying to set up an online business.I have already briefly discussed Mark Hendricks’ Internet Success System.
I have found another great place for anyone with an online (Internet or “web-based” business).  Not only are there many sources –just look at some of them–but there is a [...]

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To become truly successful in today’s marketplace, any business owner or manager must recognize and believe that good copywriting is an essential foundation. 
Please notice I DID NOT say one must BE a good copywriter.  Really good copywriting takes years to master.  However, the owner or manager in the current environment MUST be able to recognize [...]

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How will you know what works?

You must test everything! Really successful marketers live and die by their test results. There has really only been one very successful type of marketing–scientific marketing.

Unfortunately, some people in their marketing simply stumble around until they acheive some success. Then they pat themselves on their backs and pronounce themselves “good marketers.” My response is, “Good compared to what?” to which they too often reply, “Good, compared to what I used to be.” What you “used to be?” Indeed!

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Good marketing can overcome an inferior product or service. Excellent marketing can put a mediocre product or service on top. No marketing can help a bad product or service, with the possible exception of a brief, brilliant burnout.

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Mark Hendricks is a friend of mine.  I first met Mark nearly 3 years ago. 
Actually, I was very impressed with Mark before we ever met, because a friend of mine had purchased some software from him and had some questions.  She was amazed that when she called his number Mark himself answered!  He spent all the time [...]

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Is marketing everything?
If we think of marketing as the sum of all efforts to inform our customers or potential customers of every aspect of our business–products and/or services–then it is “everything!”
 Without adequate information about our products or services, how can we logically expect our customers to make a decision favorable to us.   Of course, all [...]

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