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Rule Number One of my approach to marketing is to treat the customer right. As I say in my books, it’s far cheaper to bring back an existing customer than to have to go out and recruit a new one. And even in the following case, where there is no likelihood of a repeat purchase, [...]
OK, so everyone knows by now, bottled water is uncool if you live in a place where the water is fit to drink (and that includes most of the U.S., Canada, and Europe, as well as many other parts of the world). Issues include environmental impact, cost, depletion of public resources, and centralization of corporate [...]
Tags: bottled water·customer service·drinking water·environmentally friendly·kidney stone
The article does have a solution for Microsoft, though: it identifies a core weakness of Google’s and gives Microsoft an exact recipe to exploit this vulnerability.
When a lot of people think of crowd-sourcing–harnessing the network of common wisdom–they probably think first of Wikipedia, which is written by its users. But Wikipedia, and Wikis in general, are only the most visible piece of an amazing phenomenon that dates back to the earliest days of the Net. Maybe eight or ten years [...]
Just yesterday, I blogged about the massive user outcry over Facebook’s new Terms of Use. Last night, CNet reported that the social networking giant had retreated. Facebook CEO Mark Zuckerberg acknowledged the controversy, saying, “we have decided to return to our previous terms of use while we resolve the issues that people have raised.” And [...]
Tags: facebook terms of use
Lostremote.com has an astounding post: a traditional print journalist ranted that a TV station allowing its viewers to select one story for the nightly newscast was the death of standards. The station, in best-practices Web 2.0 fashion, invited him on the show to debate the issue publicly. And this is how the journalist responded: “I’m [...]
No matter how many times I called and got voicemail, I never left a negative message. No matter how many weeks went by with no communication, I always approached each new call without recrimination. I listened politely to the editor complain about the agent, and on other calls, the agent complain about the editor. But when I needed to complain I vented to someone who had no involvement in the deal.
And now, finally, we have a deal that all four parties–myself, my co-author, his agent, and the editor at the publishing house–are all happy with.
Tags: book publishing·positivity
For years, I’ve been a proponent of viral marketing; as one among may examples, it’s the main tool I’ve used to gain support for the Business Ethics Pledge. One of the best viral marketers I know is Ken McArthur, known for his joint-venture Internet marketing conferences. I met Ken several years ago at one of [...]
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What especially interests me is the way I found him. I participate fairly passively on several Web 2.0 social networking sites. This morning, I logged onto Plaxo and found that someone in one of my groups had posted a link
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Name: Shel Horowitz
Location: Hadley, Massachusetts, United States |
A blog about business ethics from Shel Horowitz, expert on Green principles and business ethics as success drivers. This blog covers the intersections of ethics, politics, media, marketing, and sustainability.
About Shel: Copywriter, marketing and publishing consultant, speaker, and award-winning author of seven books. The three most recent are Principled Profit: Marketing That Puts People First, Grassroots Marketing for Authors and Publishers, and Grassroots Marketing: Getting Noticed in a Noisy world.
Shel specializes in affordable, ethical, and effective marketing for authors, publishers, small businesses, nonprofits, and community groups.
He's currently engaged in a campaign to get 25,000 people to sign--and spread--the Business Ethics Pledge: www.business-ethics-pledge.org
Watch This Space: Art of Apology Wednesday
October 7th, 2008 · 1 Comment · Customer Service as Marketing, Ethics: General, General Commentary
Lauren Bloom has a sweet new book, “The Art of Apology,” which I really enjoyed. She’s sending me a guest blog for posting on Wednesday–just in time for Yom Kippur (starts Wednesday night)–the Jewish day of asking forgiveness. Meantime, if you want a preview, she’s giving away a chapter at http://www.ArtOfTheApology.com/preview
[Read more →]
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