Once You're Hooked...


I came across what seemed like an amazing deal on web hosting. Because I'm very familiar with the company making the offer, I paused to have a better look.

Wow, I was thinking, they're really cutting prices to get business. Because I'm familiar, it also seemed a little out of character. So, I went hunting for the small print and there it was in tiny light grey at the bottom. Only 99 cents a month but it only applies to the first month.

How many people are going to feel a little ripped off or a little stuck when they realize what they signed up for? Quite a way to deflate a new website experience.

Now I know there are all sorts of businesses that use a prepaid subscription model. It's easy to to say all the info is there, but what if your customers don't understand it? It's a business model that relies on uneducated consumers.

Wouldn't it be better to have a business model where people know exactly what they're signing up for and exactly what the costs will be? That would actually be a bit novel, perhaps even a bit unexpected.

Having customers who want to work with you rather than customers who feel trapped is going to be much more effective for business growth.

photo by SomeDriftwood / Flickr
originally published in Work Better, Not Harder April 14, 2015

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

Be the Customer You Want to Have

Image
We all have those favourite customers - the ones we’d bend over backwards for when they really need our help. Think about those things you most appreciate about your best customers and make a list. Draw a ‘picture’ of what your ideal customer ‘looks’ like. My friend and marketing guru Debi Hartlen MacDonald says that we should even ‘name’ our ideal customer. Get to know who they are and we will recognize them when we meet them. As small business owners, we tend to work a lot with other small business owners. If I can be an ideal customer to my suppliers, it’s beneficial to both of us. Best customer characteristics will vary depending on what you do. Here are some suggestions for how you can be an ideal customer: Make your requirements clear. Right from the start establish what your expectations are and develop a plan to work together to achieve them. Give specific and timely feedback. Be honest early on. And be as exact as possible. Use words that allow your supplier to
Keep reading »

A Marketing Strategy Gone Wrong

Image
The first thing I said when he answered the phone was, "Josh, I really feel sorry for you today!" Josh is a pleasant fellow who answered the phone last Thursday when I called the Centre for Arts and Technology in Halifax. I was just a little upset. I was pretty sure that mine wasn't the first call of this sort that he had received, and it wouldn't be the last. It started when I received 17 identical promotional emails to 17 imaginary Daley Progress employees from the Centre for Arts and Technology back on April 17th. ( Click here to get the back story on our imaginary staff.) That's the footer of an email addressed to mikehopkins@daleyprogress.com. (There is no Mike Hopkins.) At the time I replied and asked for all email addresses ending in my domain name to be deleted from their mailing list. Of course, I also took the time to preach a little about the dangers of buying mailing lists. I was disappointed that a reputable organization had been duped .
Keep reading »

17 Reasons to eMail Your Contacts Before Your Next Newsletter Goes Out

Image
NOTE! Don't jump directly to the list below. There's a caveat and it's an important one. While these are your reasons for emailing your list, you need to create value or point it out to readers. Frame all your messaging around the thought, "What's in it for my readers?" If you make it valuable to them, you'll feel the love in return. Here are 17 reasons to email your list, independent of your regular newsletter schedule: A new or improved product or service - highlight the benefits, not the features A demonstration of one way to use your product... and the fantastic results! A new article, video or audio file published online A customer success story - and how subscribers can enjoy the same success A customer question and your answer - useful information A cool tool you just tried  - how your contacts can benefit Comment on a common myth about your industry - why your subscribers need to know Announce a contest Request information (feed
Keep reading »

CASL Basics for Small Business

Image
If you own a business and are using email, text messaging or social networks to promote products and services, you should know a bit about Canada's new anti-spam law (CASL), which comes into effect on July 1, 2014. The regulations, impact summary, bulletins and other resources are detailed and lengthy. I've been asked about this a lot over the past few weeks so I'm starting here with the very basics. First, determine if your electronic message is commercial in nature. The law applies to commercial electronic messages (CEMs) only. A CEM is defined as encouraging participation in a business transaction or activity, regardless of whether there is an expectation of profit. Many messages sent in the process of doing business would be considered CEMs. Here’s what you’ll need to do for those CEMs, starting July 1st: Get the consent of your recipients. The legislation requires obtaining "express" or "implied" consent. Express consent means that a pers
Keep reading »

Deciding to Delegate

Image
If you are a control freak like me, you’ll know that delegation is a BIG decision. There are lots of things to consider. The question of what to delegate should be easy but often isn’t. You want to delegate things that… you don’t like to do slow you down or sap your energy cause you to be disorganized draw your focus away from the things you’re really good at require a certain expertise to get quality results - and you are lacking that expertise can be grouped together for easy delegation So now that you’ve figured out what to delegate, how do you go about it? It’s all about finding the right balance between quality and cost. Quality Is the activity something that needs skill and experience to get a quality result? How do you perceive cost and quality? Higher quality usually means higher cost. What is the level of quality that you require and are you willing to pay for it? Cost What is your time worth? You really have to have a clear understanding of this befor
Keep reading »

What is Everybody Searching For?

Image
Take a few minutes to refresh your knowledge about the most popular keywords in your industry and area of specialty. You can use this handy Google Insights for Search tool to find out what the world is searching for. Or you can narrow it down to country or province. Here is the link: www.google.com/insights/search/ . Click to Tweet this Article
Keep reading »

"But I don’t want to spam my friends!"

Image
Overheard at a networking event: “But I don’t want to spam my friends.” An excellent sentiment! But if you think your friends would consider your newsletter to be spam, what does that say about your content strategy ? The solution to avoid sending spam is simple. Figure out what your friends (and customers and prospects and colleagues) will find interesting or useful and give them that. You're right. Your friends don’t want spam – so give them something better. Click to Tweet this Article
Keep reading »

3 Reasons Why Businesses Should Be Podcasting

Image
(guest post by Mike Tanner) To suggest that I’m a big fan of podcasts would be… a bit of an understatement. In addition to being the host of 3.5 podcasts (it’s a long story), I provide podcasting consulting, speak on podcasting panels and once had a dream that I was the host of a potato chip podcast called “Chip Off The Old Block” (That podcast should be coming out in the fall.) I started podcasting because I enjoyed it. But what I’ve discovered about podcasting as it relates to business has left me realizing that I made the absolute right decision when I decided to start broadcasting my thoughts on an audio medium. So here are three reasons why businesses should be podcasting. Passive Advertising I am a big fan of social media advertising. The targeting options available on major platforms are outstanding and things like analytics and retargeting make it a no-brainer to use social to promote your business, whether that’s through the use of paid ads or just a solid soc
Keep reading »

Here's How to Get Inspired

Image
I often say, “Write when you’re inspired... and take the time to get inspired.” This week I’m taking my own medicine because inspiration has been lacking. Thinking about getting inspired, with my newsletter deadline looming, led me to create this list of things that I sometimes do when I'm stumped. I can even do most of them without leaving my desk! Read other people’s articles. I may learn something new that I can share. I may agree or disagree with the author. Either way, I've got something to write about. Call a friend or client. You may want to prepare a couple of questions in advance, such as “What puzzles you most about what I do?” or “What’s the biggest benefit you get from working with us?” Or you might just wing it. Think about processes. Write step-by-step instructions that are simple and easy to follow. Use screenshots or images if it makes sense. Review old blog posts and articles. I often find ideas that I can expand on or tangents I haven’t e
Keep reading »

Commit to Consistency

Image
Every single month since June 2011, Peter Chapman of GPS Business Solutions has been sending out an informational newsletter . It’s a shining example of commitment and consistency . I asked Peter recently to share his insights, tips and successes. Peter is a consultant focused on increasing the sales of producers, manufacturers and retailers in the food industry. Because he’s an expert, he’s also in demand as a speaker on these topics. Now, unless you work in the food industry, you may not be interested in what Peter has to say. It’s very specific... and very valuable to folks in his target market. One key to Peter’s success is advance planning . He told me, “I have a spreadsheet with my ideas for each section of the newsletter and I try to plan at least 4 months out. It makes it much better for me to know I just need to write it, as opposed to coming up with the ideas and then writing it. I also find there is better continuity. If you start from scratch every month there is no
Keep reading »