• In direct mailing, spend 10 percent of your budget on testing.
• Understanding and adapting to consumer motivation and behavior is not an option. It is an absolute necessity for competitive survival.
• A well-designed catalog mailed to a qualified response list will probably bring a one percent response.
• Processing and fulfillment costs incurred from the time an order arrives until it is shipped should be kept below $10 an order.
• Know the power of repetition. Be sure your message is consistent.
• The two most common mistakes companies make in using the phone is failing to track results and tracking the wrong thing.
• Marketing activities should be designed to increase profits, not just sales.
• It costs five times as much to sell a new customer as an existing customer.
• Selling what your customers need, instead of what they want, can lead to failure.
• Don't think that product superiority, technology, innovation or company size will sell itself.
• Don't neglect or ignore your current customers while pursuing new ones.
• People don't buy products, they buy the benefits and solutions they believe the products provide.
• Any decent direct mail campaign will cost $1.25 per piece.
• The average business never hears from 96 percent of its dissatisfied customers.
• Fifty percent of those customers who complain would do business with the company again if their complaints were handled satisfactorily.
• It is estimated that customers are twice as likely to talk about their bad experiences as their good ones.
• Marketing is everyone's business, regardless of title or position in the organization.
• Exaggerated claims can produce inflated expectations that the product or service cannot live up to, thereby resulting in dissatisfied customers.
• Get to know your prime customers—the 20% of product users who account for 80% of the total consumption of that product class.
With acknowledgment and sincere thanks to MissouriBusiness.net
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