Sublime

Once upon a time, back in the dark ages called the 1990s, one of the greatest copywriters of all time, Gary Bencivenga, wrote a lucrative front-end promotion for BL/P that we called the survey package. By “front end” I mean it was to attract new customers who were mostly unfamiliar with the newsletter and the brand. The survey package was a fairly

Read your numbers, listen to your audience, and look for the hidden offer opportunities—and then act on the opportunities that present themselves. Don’t underestimate the impact of how you promote on the kind of customers you will attract. Make sure you can calculate the lifetime value of every new customer based on the promotion they came in on. T

Sean feels that his job as a business owner is not to endlessly increase profits, or even to defeat the competition, but instead to create better and better products and services that his customers benefit from in their lives and work.

people don’t do what they say they believe, they do what’s convenient and then they repent

For 35 years I have continued on the course charted by Gallup, collecting factors the way other men collect pictures and postage stamps. If you choose to ignore these factors, good luck to you. A blind pig can sometimes find truffles, but it helps to know that they are found in oak forests.

“There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive.”

“We spend most of our time talking about the customers’ businesses—how we can add value to them,”

How can we really add value to the customer?