Seth Godin published today an article entitled Bait and switch about airline industry.
It’s a great article and I strongly recommend you to read it,
But to be honest it caught my attention because of his mention of an old lesson from Disney:
“When there is both pain and pleasure associated with your service, work extremely hard to separate them by time and geography.
Disney charges a fortune for the theme park, but they do it a week before you get there, or at a booth far far away from the rides. By the time you get to the rides, you’re over it. The pain isn’t associated with the fun part.”
Think about your online business,
- do you really need that 60 questions sign up page? Or even better, do you need that questions to be collected on the first time you interact within your customers? It wont be better to collect data along the time where you have built both – trust and permission?
- do you really need to hustle you customers with annoyances just because you think its your sales team? What about your customer’s team?
Cheers
Lucio Ribeiro
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Yes that’s a excellent point , great insight!
Posted by Steve Williams | July 29, 2008, 7:13 amI think Seth Godin should be compulsory reading for everyone even slightly associated with marketing.
Posted by Zac Martin | August 10, 2008, 10:28 amHi Zac spot on mate, Seth Godin is definetely a brilliant mind.
Cheers
Lucio
Posted by Lucio Ribeiro | August 11, 2008, 5:39 am