As President of the Florida Direct Marketing Association (www.fdma.org) I love to officiate over our monthly events. My favorite part of leading? Doing raffles and giveaways. Here I am giving away a $50 gift certificate to our host location Paragon Theaters.
One of the universal truths I see is a lack of understanding by many marketers, from newbie to experienced, of what their website is really for. I know, I know, marketers always say the right thing: It’s about conversion. When I look at their website and ask them what their site conversion rate is, I hear them proudly state, “I convert 2 percent, look how good I’m doing!” (And of course some marketers don’t even know what their site conversion rate is.)
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So I’m sitting on a hard wooden seat in my local Apple store waiting patiently. It had been a half-hour since I was politely shown to a waiting area while the large crowd buzzed around me. Twice an Apple rep came over to apologize for my wait. Her apology felt sincere, like she actually cared that I was waiting and inconvenienced. Another point scored for Apple — sincerity.
Which is when it hit me. In any other store, I’d be cursing under my breath, impatient as heck, demanding to be served.
Check it out. Check out the article here