The SPARKwatch
Advisory
Service
 



© 2006-2008
 Baird Direct
Marketing, Inc.
All Rights Reserved


 

TIP:  Are You  Leveraging the "Top 20%" of Your Content?
80% of your customers use only 20% of your product's features.  Find out what those features are and then make them easier to find and use.  And focus resources on enhancing them to stay ahead of your competitors.

Here are a Few Examples:
Paid Web Content Magazines Customer Marketing
1. Make sure your "Top 20" is prominent and easy to find -- from everywhere on your site, especially on your home page.
2. Give it a short, simple name that says what it is.
3. Promote it in a series of short daily "Welcome" emails.
1. Use a cover wrap to guide new subs to best content.
2. Replace your "Welcome" flyer with how to find and use these features.  (Any moron knows how to change their address these days.) 
3. Make sure that your edit team stays focused on what's truly popular and appealing to the vast majority of readers. AND MAKES IT EASY TO FIND ON THE TABLE OF CONTENTS.
1. Include a prominent, short guide which focuses the user on the most popular features first.
2. Make sure that all instructions and Owner's Manuals are really EASY TO READ.
Get feedback from your office Admins and Assistants.
3. Use signs in your store window and inside your entrance to pull them to it.
 


© 2005-2008 Baird Direct Marketing, Inc.
http://www.bairddirect.com