“It's way more profitable to encourage each of your existing customers to spend $3 than it is to get a stranger to spend $300. It's also more effective to get the 80% of your customer service people that are average to be a little better than it is to get the amazing ones to be better still.”
Seth’s comments on the June 29th entry on his blog, titled “The magic of low-hanging fruit”, caught my attention. I liked the message of simplicity. Sometimes in trying to create something different, marketers end up creating something that is more complicated than it needs to be. Often, the shortest distance really is a straight line!
Incremental improvements across the board — on almost anything — generally have a greater impact on a business than any major improvement. Many times, the rewards of “big win” are diminished by the effort it takes to generate them. So, apply the KISS theory to your marketing and make it easy for your customers to act.
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