Forget the Pulitzer. Does Your Newsletter Pass the Bathroom Jury?
This post contains a concept some readers might find distasteful. Reader discretion is advised. Frankly, I don’t care how many awards your newsletter might win for its design or its writing. This is the thing: there’s one criterion that is far more important: is it bathroomable? Do you customers take your newsletter into the bathroom?…
Is Price and Choice all People Want?
It's very easy to buy things cheaply (see Wal-Mart). It's also easy to have a huge choice (see Amazon). But is that all people want? And if you decide they want more, what can you do about it? Think about this: You want to grow your business, and the way to do that is by…
The Canadian Tire Flyer
For many years, Canadian Tire has delivered a pretty thick flyer to people’s mailboxes every week. (For people who aren’t familiar with Canadian Tire, it’s a soup-to-nuts — or lightbulbs to auto parts — store that’s one of the most famous brands in Canada.) Canadian Tire also produces an email version. Yet despite what must…
The 22 Best Newsletter Tips Ever
Follow these and you won’t go far wrong with your newsletter. Some are old, some are new, some are borrowed…you get the picture. Remember who you are writing for. Your newsletter must be about your intended audience, not about yourself. Every client is tuned to WIIFM – What’s In It For Me. Make it useful.…
The problem with those compact fluorescent bulbs
Everyone should be using compact fluorescent bulbs. Except we’re not — and that’s despite these bulbs saving electricity and preserving the thing that really matters: the environment. This is the thing: saving the planet is still a hard sell, even though it shouldn’t be. And so is saving money on power. Why? Because, as Seth…
Here’s a job for you
Take a look at this paragraph from a job ad recently posted in Canada: The successful applicant will provide support in the elaboration of traditional and interactive communication plans, and carry out marketing analysis for diverse customers that are related to the Internet. In addition, you will identify the possibilities of new mandates with actual…