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Blame it on the bogey

In his excellent new book, Overdeliver, Brian Kurtz talks about the “bogey.”

It’s a term he learned from direct mail genius, Dick Benson.

It means the lifetime value of a customer.  And it’s one of the most important numbers in your business.

Why? Because it tells you how much you can afford to spend to get a new customer.

And how much you can afford to spend to get a new customer determines (more…)

What I hate about start ups

When I first heard the phrase “start ups,” I assumed it just meant new businesses. But I soon realised I was wrong.

They meant tech businesses whose goal was to get funding and then be sold to a larger tech company.

I would listen as they explained their plans. They’d talk about getting “users.” They wouldn’t talk about “customers” – because no-one was paying them any money.

And that’s where my (more…)

5 signs your business is cruisin’ for a bruisin’

A few weeks ago, Tex Gilligan was shot and wounded by one of his dogs.

According to the Las Cruces Sun News …

“Gilligan’s son, Mark Gilligan, said he wasn’t surprised to hear one of the dogs accidentally shot his father. ‘They’re kind of rowdy.'”

I can just imagine him saying, “Dad, if you don’t get rid of those dogs, one of them is bound to end up shooting you…”

But I get his point: (more…)

Are you marketing like a super villain?

This month, they were filming the next Avengers movie here in Edinburgh.

I’ll admit, I’m not a big superhero fan. The heroes tend to be pretty one-dimensional, and I’ve never understood the villains.

Why do they feel the need to kill people?

Why don’t they just use their abilities to make a load of money?

Take Magneto – the X-men nemesis – why doesn’t he go to Vegas and use his powers to control the roulette ball?

“Black 26. You win again, Mr Magneto!”

(Man, I’m going to get some hate mail for this…)

But, no, instead of getting rich on easy pickings, these villains have another idea: (more…)

The beatings will continue until customer satisfaction improves

You probably saw the story about United Airlines staff dragging a bloodied passenger off a flight.

And, of course, this being 2017, other passengers filmed it on their phones and posted it online. It’s a PR disaster. And, since the story broke, United’s stock market value has dropped $255,000,000.

Of course, now their spin machine has kicked in, and they’ve issued multiple apologies. One of these apologies even talked about how (more…)