This week a client lamented that his customers are growing older, and he intends to target younger prospects with his future catalog mailings. This “Ponce de Leon syndrome” is frequently expressed to me, and in fact, has led many direct marketers to disastrous results as they purposely pursue younger customers with their existing offers, or Read More Do You Really Want to Go Younger?!
Again this year, as I reviewed the catalogs arriving in my mailbox and shopped on my favorite websites, I was completely baffled by product prices that seemed completely irrational. They reminded me of a client where I observed similarly abstract prices. When I asked about the prices, she informed me that she simply doubled whatever Read More Name Your Price, How to Set Correct Pricing Strategies