How to Make Customers Love You — Zappos — Tony Hsieh

via www.inc.com First, try everything; Let people be themselves; Get serious about training; Open up
Get happy.

Nobody thought the idea of selling shoes on the Internet was a good one when Zappos.com was founded in 1999. So CEO Tony Hsieh offered free shipping and returns because it seemed like the only way to get customers to buy shoes online without having the ability to first try them on. The company also displayed its customer-support number prominently and offered customers a personal buying service and even free socks.

Don’t Expect Results from Direct Mail without Consistency

via prioritybox.com Many organizations/companies start direct mail campaigns with unrealistic goals. Expecting a one-time mailing of a postcard or offer to return substantial profits immediately is idealistic, but impractical. The key to getting your return on investment is consistency and a time-commitment. I’m assuming you’ve taken the time to hire a professional advertising agency to create a great strategy, offer, and design. I’m assuming too, that you have a great product/service and call-to-action. You should expect on your first mailing a response rate of about zero.