Push and Pull, Managing the Twins of Marketing

In marketing, we get the same magnetic push and pull found in magnetic polarity.  Whether it’s teaching about polarity or singing a rap song about the push-pull of chemistry, the impact is the same. Energy attracting or pushing apart.

The coronavirus has made teachers incredibly creative. I recently saw a news story on them teaching magnetic polarity virtually.  

Push and pull in nature…

With the help of assistants, in this case, the teacher’s children, she placed two large magnets on a table with their horseshoe shapes aligned. The magnetic poles were aligned directly across from each other.

Then she handed her son and daughter each a magnet and had them hold them in the same position. “Now, try to slowly move the magnets directly toward each other,” she guided. 

“That’s good, keep the ends pointing toward each other.”

A look of surprise crossed the little boy’s face as he encountered resistance from the magnet as he tried to move it toward his sister’s.

“Excellent, now pause a moment.” She stepped closer and shifted the magnets so the poles were no longer aligned and that one pole from her son’s magnet touched the opposite pole of his sister’s.

“Okay, now what happens when you try to pull apart.”

“It’s stuck!” The little boy said, then he put in some effort and jerked the magnet away from his sisters.  

“I did it!” He grinned victoriously as he brandished the magnet in both hands.

“Yes, you did!”

“The resistance you felt was the magnetic polarity being attracted to its opposite force. When the magnets were perfectly aligned they repelled each other. When aligned to an opposite pole, it took your force to move them apart.”

Push and pull marketing

In marketing outbound marketing is also known as push marketing. It takes your product out to where your prospects are to make it easy for them to find.  The focus is on your brand or product.

On the opposite side, inbound marketing or pull marketing the focus is on relationships. It relies on prospects that are looking for your product. 

Push creates demand by making them aware of your brand and the solutions it offers. Pull offers a way to fulfill that need.

The blend you need in your marketing efforts depends on where you, your brand, or a specific product are at a given moment. I’ve seen this over and over again with clients and former students I was mentoring. 

All businesses need a mix of both as they grow and build.

What many don’t realize 

For new businesses, you can’t start with pull marketing. First you need to help your “hungry crowd” find you have a solution.  That means you need to get your product out there in front of them. You need to use the push.

Once you have created the demand, then you can use the pull to bring them to your website and guide them to their solution.

However, push and pull must be adapted to their times to be relevant and get on people’s radar.  Some push techniques don’t work well in a pandemic. 

Face-to-face meetings are going virtual. Showrooms are going virtual. Trade shows have one option – go virtual. These are all backbones of push marketing.

Pull has also gotten more challenging due to the sheer volume of companies now focused on online marketing.  

Here are 3 techniques to get your push and pull marketing working together

In today’s environment, both push and pull need a client-centric focus. Start with your push and have your pull set up to provide the solution…the sales.

Push marketing  a crisis

There are still some classical push – outbound marketing techniques that work. Things like billboards, television, radio, print, direct mail, and eye-catching packaging. 

You can also use social media posts and paid ads.

The goal is to get your brand/product out there in front of people so they can learn about it. 

I’ve seen clever use of YouTube infographics to create brand awareness. 

Interestingly, local television stations are trying to boost local economies by getting the word out to help small businesses.  If you’ve been wanting to try some television spots and have the capital, it might be a time to consider it.

The goal of push marketing is to get attention. It should be a disrupter. Something that interrupts the flow of the day. Something that makes people question, “what was that?”  

Bingo, you got their attention.

So what are you going to do with that attention?

Pull marketing

If you have their attention you need pull-marketing to move them from where they saw you to a place where they can learn more or make a purchase.

The consumer is seeking a product based on need. They saw you and want to know more.

Pull marketing uses your reputation, consumer interest, effective SEO, pay-per-click, blogs, content, and social media. It requires your brand to be in the right place at the right time.

For pull marketing to work effectively, it must be ready and in place at the moment you need it.  You can’t wait to start building it out to when you now have traffic or you’ll be missing sales.

Finding the balance

If you already have a good reputation and a known brand, your push marketing will probably shift to push-notifications. 

These sort of blur the line between push and pull.  They are designed to be used both on your website and via social media marketing to help guide the prospect to finding their answer.

These are designed to engage visitors both on and off your website and keep your product in front of them.

However, there is a catch. You must have their permission in order to send them. 

At a time when daily emails have doubled or tripled, people are a bit more protective of giving out their email address.  You’ll need to give them a good reason for doing so. It will need to be something of value.

Value might be bonus information. It could be, a guide, a discount, easier tracking for an order, or another type of reward. Whatever you chose it must resonate, be relevant to, and focused on your target customer.

Time to Evaluate

With our changing business environment and more intensive competition, it’s a crucial time for businesses to evaluate how they are using push and pull marketing.  

  • Where is your business now? 
  • What does your outbound and inbound marketing look like? 
  • What modifications or enhancements will make you better able to connect with and engage clients…and convert them into loyal customers?

Need assistance with a quick look or more intensive updates?  Message me: judith@jculpcreativecopy.com.

Dopamine Rush…Silver Bullet to Sales

Are all dopamine rush triggers

The motivator response in our brain triggers us to take action and rewards us with a dopamine rush. It’s a surge of good feelings following a pleasant experience. It’s as old as man himself.  

A key part of survival, the primal brain includes a series of triggers that make us take action.

When we take the action, it rewards us with what is called a dopamine rush.  It’s that good feeling we get from eating ice cream, chocolate, and the like.

Can you imagine???

Our caveman ancestors spent a lot of time searching for food. Can you imagine trudging out there hunting for an animal to kill?  Hot. Cold. Windy. Wild carnivores looking to eat you. 

It took strong motivation to do it.  The primal brain drove them on. When they did see an animal, maybe rabbits, deer, bison…or a wooly mammoth, their brain rewarded them.  It offered triggered good feelings. 

The reward of satisfaction and anticipation spurred them on to the kill. Success…more good feelings rewards.

Dopamine Rush Today

We’ve come a long way, but our brain hasn’t changed.  We get a dose of adrenaline to escape a potential accident from the crazy driver in front of us. Or the idiot pedestrian who steps out into the street without bothering to check if there are cars coming.

We get the feel-good rush from foods we like and more.  We are rewarded for finding a mate, having a baby, having a circle of friends, being a part of the team. 

All of these trigger a dopamine rush.

Men get an emotional high from an action movie or a football game.  

Women get their highs from finding a perfect gift for a friend, bringing someone joy, getting a hug. Or a positive shopping experience.

When we get one of those responses, it triggers us to repeat the behavior.

In Marketing

If you have a clear avatar of your customer, the dopamine rush can be effectively triggered in marketing efforts. Our goal in their interactions with our business, or brand, is a positive experience that triggers the rush. If we succeed, they are likely to return to purchase again.

It must be a positive experience to get this trigger. Poor experiences with any touchpoint of our interactions trigger the opposite response and drive them away.

So before any active marketing campaign is undertaken we need to make sure all interactions lead to a positive experience. Website design, navigation, content, customer support, purchasing, post-purchase, shipping, and delivery all need to be positive.

Then we can undertake to target the dopamine response in our marketing efforts. We can implement them on our website, social media, and emails.

3 Techniques to Trigger a Dopamine Rush

All three techniques tie into the fact we are reward-driven pleasure seekers.  As much as we want to avoid pain or injury…we seek pleasure. There are several ways to get that result.  Here are three techniques.

Create Excitement

You can trigger the rush by creating excitement. Offer them fun. Let them win something.

You can generate excitement with a contest. We are driven to try to win, come out on top. 

Flashing lights create excitement. 

Having a winning ticket creates excitement. 

Winning at bingo triggers a reward response.

Lottery bingo games trigger the response.  State lottery games and casino gambling trigger the response. Sometimes so effectively that people become addicted.

Safeway uses this annually.  So does Publisher Clearing House. 

So do game shows and every business that put contests on Facebook or Instagram.

Use Trigger Words

Generate anticipation and curiosity by incorporating trigger words.  Focus on words that generate curiosity, imagination, and anticipation.

  • All you can ___________
  • Exclusive
  • By invitation only
  • Just
  • Now
  • Not yet
  • Ready now
  • Only 
  • Sold out
  • Bonus
  • % off
  • Limited
  • Kit     (we love kits)

Use words and phrases that make intrigue your customer and make them want answers.

  • What does this mean?
  • What’s going on here?
  • How will this help me, I need to find out.
  • Pre-announcement of something new
  • Helpful hints on how your product can be used or give them the most benefit.
  • Celebrate milestones with them – theirs and yours

Free samples, free trials, and free demos work well. Feeling like we got more than we paid for absolutely triggers the response.

Stay in touch…if we know and like a brand, we like to hear from them. Stay in touch in a way that feels individualized and personal. You can use phone, text, or emails. They all strengthen the bond and trigger the rush.


Games make things fun.  They give us rewards. And reward programs attract us. That’s why we sign up for them even if we don’t use them. 

If we can fire up their anticipation for getting those “points” a bigger discount, or a free gift, we have a home-run.  

Does your reward program offer multiple levels? Who wants to be in the “entry-level” group? 

If we’re interested, we want more. Our seek pleasure drive wants us to have achievement and recognition.  We want to be in “the group.”  We want to be elite. …all dopamine rush triggers.

Want to read more about how rewards programs can benefit your business and learn about different types.  See my companion article here

When I work with clients we start with their target customer and the type of RAS triggers that they respond to. Then we develop the plan and the rewards system that best suits them. Need help? Message me: Judith@jculpcreativecopy.com.

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Key RAS Triggers Drive Sales – Including CBD

Emotional RAS Triggers are Key to Sales
Key RAS Triggers Work to Make Sales

The RAS or reticular activating system in the brain alerts or arouses us. When selling something, tapping into and activating the RAS system is a key way to trigger sales.

Think back to your last car purchase…

I’ll not quickly forget mine. My 20-year-old car was starting to have reliability issues. While still okay as a backup, get-around-town vehicle, I was no longer feeling safe about road trips. 

I’d been pleased with all the years of reliable service, so decided to go for the same brand. It was safe, reliable, and made me feel good driving it. 

The salesman did all the right things.

He asked questions and listened.

“What are you looking for?”

“The same great reliability, but I’m thinking I might need something a dash bigger so it’s easier to get my Mom’s rolling walker in and out.”

“Okay, let’s start there.” He took me to the model that was the next size up.

I’m just under 5’2”. Short/petite…pick your choice. I slid behind the wheel. I felt like I was in an old sit-com I had seen on television. Carol Burnette dressed as a little girl, sitting in this monstrous chair. The car felt like it was ten feet wide and twenty feet long.

“It’s nice,” I murmured, but it’s so big.”

“All right, now let’s go see the C300.”

I remember the first adjectives that popped into my head were muscular and sexy. I’m a marketer…I know better…yet, that’s how the brain works.

I slid behind the wheel and it felt… “right.” 

The fact that it was the previous year model that had been purchased as a fleet car, but had only 34 miles on it didn’t hurt. It would be sold as a “certified used” vehicle. That meant a great warranty…just like a new car, with a lower price tag. 

Emotion first…appearance, touch, feel. Validation justified by value for investment.

Emotional triggers are tightly nested in the RAS. They serve to alert and protect us. Friend or foe. Threat or suitable mate. And they also trigger a buy response.

30 years of marketing…

Not just being a woman, but dominantly marketing to women for the past thirty years, I realized how effective RAS triggers could be.

Women expect to be treated with respect, we as marketers have to keep that first and foremost. 

Give us a great buying experience that caters to our emotional RAS triggers. Then help us validate it with the proof to back up the value.

Keep your customers Key RAS Triggers in mind

To effectively use RAS to trigger sales, you have to take into account who your customer is. Male, female, demographics, psychographics. We all have slightly different triggers. 

When selling B2C or D2C you are selling to the end-user. Their RAS triggers are different than if you were selling B2B – one business to another. 

Selling B2B you are selling to someone whose job is tied to their performance. Poor performance, making a bad choice, not only costs the business money, it could cost them their job. The sale process is uniquely different.

When dealing with the end-user, the more clearly you have her defined, the easier it will be to trigger a sale. 

Her? Yes. Studies have revealed that 85% of all consumer goods have a woman making the buy. When you consider her circle of influence, husband, kids, parents, friends and colleagues…she influences 95% of all sales.

3 Key RAS Triggers

There are numerous ways to approach the use of RAS in marketing. You can find techniques divided into eight or more categories. However, there is a fair amount of overlap. I group them into Urgency, Avarice, and Dopamine Rush.


A sense of urgency triggers us to take action. It ties back to the fight or flight syndrome. If we see fire coming, we get out of harms’ way. If we’re in the grocery store and hear the intercom announce a five-minute sale or free-gift, we may head on over…now.

We don’t want to be left out. We don’t want to be excluded from an opportunity.

Holidays and events trigger a sense of urgency for desirable items. Christmas gifts, decorations, and food choices. Fourth of July grills, hotdogs, hamburgers and beer….and don’t forget the fireworks. Ski slopes opening. Camping season starting. Back to school deadlines.

For a product, we particularly like or want, and there are only three left…scarcity triggers our urgency button.

Urgency is often tied to time, a deadline, or physical limitation… like limited quantity. “While supplies last,” or “ends at 3 PM” both trigger a sense of urgency. 

You can also see the trigger of urgency in action on the television sales channels. The clock is ticking, the stock is limited and the phones are ringing.


Some might call this greed, yet that is a word with a lot of negative connotations. Everyone likes to feel they got a good deal or good value for the money or time invested. That doesn’t make them greedy.

We like the feeling we get for our savings and value. Discounts, bonuses, free shipping, reward points. 

When we see holiday items on sale…that triggers two buttons both urgency and avarice. 

Keep in mind, it’s not always a discount sale. 

Rewards programs, a special gift with purchase, packaged vacation deals all offer enhanced value and trigger purchases.

Bonuses are a superpower that can dwarf discounts in sales analytics…ROI. 

A great example is those infomercials where the guy is selling a pack of knives. They focus on what the knife excels at. Only at the end to they start stacking on the bonuses. At this point the viewer can’t help themselves, they pick up the phone and call, or click the buy button.

The bonuses enhance the central product.

Bonuses make it work better, more efficiently, provide additional information and at FREE, they enhance value. The bonuses are typically a limited time offer, so we add scarcity and urgency to the mix.

Dopamine Rush

Dopamine is the “feel-good” hormone. It is released when we experience pleasure. Having sex and eating chocolate are both tied to a dopamine rush.

A sense of belonging is important to both men and women. Fitness centers, elite clubs or groups use this. So do Harley Davidson, Husqvarna, MAC and IT Cosmetics, and numerous soft-drink and beer manufacturers. Brand advocates.

The higher your ranking with an airline…the earlier you get on and off the airplane.

For men, the triggers also tie into sexual prowess, self-esteem, and manliness.

Women have the equivalent of the masculine triggers. As caregivers, they add a broader range.

Among the female triggers are benevolence, social value, empathy, and personal gratification.

Charities frequently play to remorse and benevolence to get people to chip in and help out. The viewer/reader is better off and needs to lend a hand, donate.

When your social values align with a company, you are more apt to spend with them. “Family-oriented,” “your trusted source,” both promote social similarities. Helping humanity can do the same.

When we give a gift and the recipient enthusiastically loves it, we get an emotional empathy response…we get to share their joy. So purchases that create joy give women a dopamine empathy response. They feel good and are likely to repeat the pattern. Find that perfect item and buy it quickly.

Studies have shown women get a dopamine rush every time they have a positive buying experience. It’s similar to the rush men get from an exciting sports event. 

Marketers behind the modern department store capitalized on the dopamine rush. 

They invited women to come in, not occasionally, but frequently. Decades before they could vote, women could grab their purses, visit, connect, and shop. And shop they did. It triggered a social change. They had found a place they could act independently. No one monitored their every movement.

Shopping empowered women. When you combine that with the quest for a perfect gift to trigger an empathy response, you have potent buying urges.

Key RAS triggers are powerful

When you create a buying experience that combines these three triggers the power explodes into sales. Urgency or scarcity, getting a great deal or bonus, and a positive user-focused buying experience is a great formula for successful sales. 

This is equally true in person, or online. It’s something I keep at the forefront when I work with clients.

  • In-depth knowledge of the customer.
  • A clear understanding of the product being offered.
  • Then tie it into a fabulous experience complete with urgency, and a great value

Need help with RAS triggers to connect with more customers, make more sales and keep customers loyal? Message me: judith@jcupcreativecopy.com.

Are Sales Training Your Customers?

Have you noticed that everything is on sale right now?  Businesses are trying to recover from lost revenues. So many are focusing on slashing prices and having sales. It’s a bonus for everyone right now, but are sales training your customers?

I don’t know about you, I’ve lost count how many sales emails I get daily. 

I had a friend, let’s call her Kathy, who had a beauty salon. When things got slow, Kathy had a special.  Discounted services. I remember a conversation we had…

Sales train customers to wait for them.
Sales Training Customers Photo by Justin Lim Unsplash

The high price of sales

“I’m so excited, things are picking up, Judi. Putting that special on Facebook really worked.”

“I’m delighted for you,” I responded but something I’d heard once kept niggling at the back of my brain. I didn’t say anything as I certainly didn’t want to be a downer.

Two days later I got a call,” We’re booked a month out!  Clients are coming out of the woodwork for our specials.”

So several months later when things slowed down again, Kathy ran more specials. The books again filled and Kathy was all smiles.

I didn’t see Kathy for a while, then dropped in to visit with her at her salon. 

The phone rang and she raised a finger to pause our conversation and reached to answer it. “Hi, this is Kathy, how can I help you.?”

I leaned against the counter waiting for her to finish.  

“Specials? I’m sorry, you missed our offer last month.”

From where I was standing, I couldn’t miss the caller’s response. “Oh well.  Could you let me know when you’re having your next special?  I’ll just wait.”

My gaze flicked to Kathy’s face…it was crestfallen.  She had trained her clients to wait for sales.

I’ve seen this scenario repeated over and over by diverse businesses over the years.  

Many department stores actually initially price goods above the MSRP knowing they will have to mark them down. They skim the cream with the first sales.  Then in 5-6 weeks maximum, they start dropping the price….and it never goes back to normal.  They have to move it out before the next batch comes in.

I used to love shopping with my girlfriend at Nordstroms in San Francisco.  Our mission…to see what great new stuff had reached the markdown stage.

Think of your local furniture or mattress store… they are ALWAYS having some sort of sale.  Instead of adding value or creating a desire another way, they focus on discounting products. Sure, we know they mark them up then mark them down, but they’ve trained customers to watch for the word sale.

Are sales training your customers?

It’s important to keep in mind, our marketing techniques teach our customers what to expect from us. If we’re always having sales, they lump us in with budget discounters.  

It’s the halo effect or guilt by association. 

While it might be a win for businesses and consumers in a pandemic when most people’s funds are crunched, this can become a fixed mindset or cycle. 

Sales will become more and more dependent on the discounts you offer. They will become commonplace and expected.

With lower profits, it gets progressively harder for a business to stay viable. What you need…alternatives.

At the same time, your brand’s value is dropping in the eyes of the consumer because of the constantly discounted prices.

3 Alternative Techniques

There are actually lots more than just three techniques, but these are particularly suited to those with an online presence be it products or services.

As an alternative to a discount, they tend to lean on scarcity and urgency as motivators.

Transparent Pricing alternatives

Transparent pricing is about showing “how” you control costs so you can offer a product at significantly lower than a competitor.  You feature both the quality of your product, and the steps you take to control costs.  

For example, Everlane is an online eCommerce operation.  They have few brick and mortar stores, no traditional advertising, and offer no discounts. 

This snippet from a Google ad explains their concept well:

Timeless Pieces Made with High-Quality Materials Designed to Last for Years. Shop Modern Luxury Basics. Ethically Sourced, Radically Priced. Ethically Made. Radical Transparency. Modern Basics. Types: A-Grade Cashmere, Luxe Alpaca, Soft Cotton, Italian Merino.

A look at their website confirms they have high-end goods and very few items on sale. I would assume those that are…weren’t good sellers. 

They also incorporate a social responsibility aspect with their 100% Human line. A portion of all sales benefits the ACLU human rights efforts. 

Subscription alternatives

Dollar Shave Club is one of the best known of this type of marketing. By cutting out the middlemen, they went direct to consumer, D2C. They went with a simple basic product…a razor.  Their target market 20-30 year-olds who wanted a razor without the frills.

For their subscription, they no longer have to remember to buy razors. The products are auto-shipped on a monthly basis.

This model used in the alternative health industry extensively.  The challenge for the consumer is keeping up with their product usage so that they don’t end up with a backlog. 

It’s a fact, some people use more than others.  Options on the delivery schedule might resolve this issue and increase the customer lifetime value.

A variation on this theme are Membership programs.  Commonly, there is an annual or monthly fee automatically charged. The member then either gets automatic gift packs or can use their “credit” to select items they’d like to purchase.  Wineries and wine clubs often use this style.

Freebies and Extras

The products are sold at full price. For each purchase level, which varies from company to company, you get bonus gifts. 

I’ve seen this used with cosmetic lines like MAC and IT. Cosmetics have a broader markup, especially D2C. The company can expose buyers to products they either love or haven’t tried.

The perfume industry also uses this format to give extras with good cause.  Why?

Studies by psychologists revealed the people would rather have a 2-for-1 than getting something at 50% value.  They transfer the value of the priced item to the gift item…regardless of its true value.

A clothing company for surfers called Surfstitch also uses this model. They offer free gifts at the $100 and $200 mark.

The type of program you might want to incorporate could be one of the above or other alternatives.  All rely on value, convenience, scarcity, and or urgency instead of giant markdowns.

When I work with clients, I want to understand their goals and ideal customer. Then I can recommend one of the various strategies to build brand value and loyalty without constant sales.

Increase Email Opens by 300%

Email subject lines determine open rates
Will your subject line get opened?

Your subject line determines the fate of your email. You only have seconds for your reader to decide. This system used by marketers in the know can raise your open rates by 300%.

If your email inboxes look anything like mine there can be 30-100 new emails each one waiting for attention. It’s enough to elicit a groan. 

Our brains are designed to protect us.  It goes on autopilot. It triggers us to scan and delete highly efficiently.  Reduce stress. Clear the inbox. Hit delete.

The result is a lot of those emails never get read.  The decision is based on two key things…who its from and the subject line.

Sure we may open every email from a friend, parent or kid.  We’re not so lenient with businesses or someone we don’t know.

I’ve been in business since before there were emails.  All marketing messages were received in the mail.  We were just as good at sorting through that pile of mail as we are emails.  The good news…less print mail is kinder to the planet.

Still, the job of sorting through messages has to be done.

Time is king when you are in business and we have to be experts at sifting through email to determine value. If we quick at it, we would never get the business run. 

On the other side of the coin, as a digital content specialist, my marketing goal is to get my message read by the customer or prospect.  There are some insider techniques I use to make that happen.

Businesses emails

When we hear from a company we want to know what their message is. Are they sharing information…or trying to sell us something?

One practice I see regularly is what I call a “fake hook” subject line.  They use a clever headline that tricks out brain to want to know more. We open it to discover the message has nothing to do with the subject line.

It feels like a trick and is a good way to be shifted into a spam file. I discourage clients from using this technique. 

To keep customers, you need to build and maintain trust. Avoid practices that make them question you. Keep the subject line tied to the message.

4-Us get emails read.

I find creating subject lines much easier after I craft my message. Once I’m happy with the message, then I use the 4-U formula to create a subject line designed to get read.

The 4-U’s stand for urgency, usefulness, uniqueness, and ultra-specificity. 


How strong is the real reason the prospect should want to buy this product or service today, right now, right away?  

Several factors can increase urgency.  Scarcity – only a limited quantity is available. They do this with wine.  Only a very limited number of bottles of this vintage are available and when they are gone…there won’t be anymore.  

Sometimes they will use the… “you don’t want to have to wait for us to get this back in stock.” 

During the coronavirus, toilet paper and other paper goods went out of stock because of fears of scarcity.

Scarcity might also relate to availability at a given price for a very limited time with a hard rock-solid deadline.  Think of the 10-minute sales in the grocery store.  


The subject line should also communicate how this product/service is useful or has value to the potential buyer.

“Pain point” products use this regularly. 

Sleep better, manage discomfort, lose weight, grow hair, reduce stress. Anything that makes the prospect’s life easier, builds confidence and boosts morale is useful.

In today’s busy, high-stress world, useful has high value.


This requires knowing what makes your product different from the competition on the market.  

It’s not enough to say “we’re better” the prospect wants to know how and why. 

Uniqueness is the reason, to “buy from you.”  It’s tied to your unique selling position, (USP).

In the world of CBD product lines try to differentiate themselves by using full-spectrum, broad-spectrum, or isolates. Locally grown. Independent lab-tested. Certifications, and more.

What the customer may see is that there are a number of products that all say this.  As the CBD market grows and becomes more sophisticated, I’m seeing specialty formulations. Unique formulations for a specific target.

The skincare market has been doing this for decades.  Generic “good-for-everyone” products can’t hold a candle to a product specific to my unique skin type and needs. 

Dry mature skin has different needs from a young combination or oily skin.  The same exact formulation doesn’t work equally well for both.

Beauty service specialists set themselves apart as unique using unusual or unique techniques designed for specific needs, Think stylists who specialize in curly hair, fine hair, thick hair, thin hair, hair of different ethnic cultures. They also may offer unique specialty services like extensions, wig fitting or color techniques.

Find the niche that gives your products or formulations uniqueness.


Avoid being vague at all costs.  

A giant sign that says: SALE, doesn’t tell you much. It’s a general statement.  

We don’t know what, where, or how long.  Maybe the sale was a month ago but someone didn’t take the sign down.

Score Your Email Subject Line

Once you create your subject line run it through the 4-U’s scorecard.  

For each of the U’s give your subject line a score from 1 to 4. A score of 1 is low and a score of 4 would be high.  Your total will range from 4 to 16.  Divide this by  4.  

If your end total is under 2.5, start over. Scores between 2.5 and 3.5 could stand a little tweaking.  If you have 3.5 or higher…it’s ready to send


SALE sign – total score 1

  • Nothing to give us urgency. – 1
  • Not very useful. – 1
  • Certainly not unique. – 1
  • Lacking specificity.   –

If we change that to a sign that says:

Fresh Picked Today – Organic Strawberries $25/flat Very Limited Quantities! – Score 3.75

Urgency – yes, very limited quantities and they are fresh. – 4

Usefulness – yes – unless you’re allergic to strawberries – 3

Uniqueness – The combination of fresh-picked today, organic, and a price of $25 for a flat of strawberries would have most women fighting over them. At the Farmer’s Market last Saturday they were going for over $40 for a flat. – 4

Ultra-specificity – the subject line is very specific. – 4

I work with clients to get the right message and the right subject line to get that message opened. I’ve found this insider method helps to craft targeted subject lines to get messages read.


3 Keys to Optimize Your Customer-focus

3 keys to being more customer centric
Keys to optimize customer-focus

Your customer-focus could be the biggest key to getting and retaining customers. How well you focus on the user, your customer is the most important aspect of business success today.  

Beware being business-centric

I remember the weekend I decided to do something about chronic pain. I’d had hip pain for months, stabbing with every step I took. I tried everything. That weekend I decided to try oral CBD.

I’d been getting emails for a while from a major company. What I read said they had a trustworthy reputation. That week, I’d gotten an email about a sale they were having. 

After going to the website and locating the product I wanted to try, I tried to enter the discount code from the email.  It didn’t work. It was late afternoon on Friday.  I tried to reach out to them, but with a two-hour time difference, no help was available. Maybe in the morning.

Saturday morning, I tried again.  The code still didn’t work. I tried to reach them…no one covered questions on the weekend. 

Pain and frustration soared. I finally, placed an order and in the notes section, explained that the code didn’t work. 

About a week later, I received my product – full price, no discount.

The next month, I needed some CBD chewies for my anxious dog. A discount code came in an email so I tried again. They were a highly respected company after all.

You guessed it…the code didn’t work.

Poor communications sour customer-focus

I’ve never ordered from them since. They had damaged my trust. If you can’t supply customer support, send out coupon codes that don’t work, and never respond to messages…I don’t care how big you are. 

That huge company is business-centric. They do what is convenient for them and it better be good enough for the customer. If they aren’t careful, they will run out of people willing to deal with them online. 

Having run my own e-commerce firm for 25 years, I certainly realize every business has limitations. However, there needs to be workarounds in place for customer support and to make the customer feel cared for.

The world has changed dramatically in the last three months. Many of us are staying at home and shopping online.  We depend on the websites we interact with to anticipate and take care of our needs.

A business-centric model generally fails at that. More and more people are shopping online, It works and is growing rapidly.  Online has proven to be a way for businesses to survive and thrive in the middle of a crisis. 

Retention is better than replacement

Online advertising can be expensive. It’s all about the bottom line. Cost of acquisition, sales made, and lifetime customer value.

It is eight times more expensive to replace a customer than to keep one.  That in itself is an excellent reason to get more customer-focused now.

If customers have a great experience with you/your website, they will tell their friends.  If they have a bad experience, they will tell twice as many. 

That makes a customer-focused business model that much more valuable.

3 Keys for improving your customer-focus

There are lots of ways to make your website more user friendly, but these three simple steps will help you move forward. They are all based on getting inside the client’s head. 

Think of what they might ask you? What might they want to know if they came to your booth at a Farmers Market, or visited you at a fair or other sales event?

I use the Farmers Market analogy because it strikes at the core. Sales are a person to person exchange. 

What do you want from that organic fresh produce grower? What do they grow,  how do they grow it, what makes it different from the next booth?

The same is true for online shopping. We need to remember and treat it as a one-to-one interaction.

Key 1 – Your website should focus on talking directly to your customer in a conversational tone

Going back to our Farmers Market…you walk along the sidewalk, (following social distancing) and trying to observe what is available at each stall. 

Does their signage make their product clear? Does it look good? What does it tell you about those products? And today…what efforts are being made in the arena of infection control?

If it looks interesting you make your way to the display table. How are you greeted? Do they ask if you are familiar with their offerings? Do they share their unique selling position, (USP)  in a clear and conversational manner?

The beauty of your website is the potential to share more in-depth information than may be possible at a booth where others are waiting for their turn to buy.  Layout and ease of use. 

Is the website fresh and current in appearance?

Does it look like their kid put it together on his aging tablet with out of focus images?

Are there answers to questions the customer hasn’t thought of yet?

How do customers get help?

I know you can’t be open 24/7. Help your customers by clearly addressing how they can get questions answered.  

How can they reach you?

What is your response time?

What if there is a special and your code doesn’t work or they have problem placing an order?

Company size is not an indicator of customer-focus. 

A small business-centric firm sent an e-sales letter that was intriguing and I place an order for their special.  They followed up with 5 emails then went quiet. 

No further contact.  Three weeks later, I checked and the product had never been shipped. Click-bank issued me a full refund. 

A customer-centric small local winery ran a special on their to-die-for Rosé. The discounted price worked but heavily discounted shipping didn’t kick in. They helped me solve the problem in a quick 2-minute call. 

Mindset and focus, not size. Find ways to improve customer service.

Move on past Covid19…

It’s time to give up the coronavirus excuses. Shipping is pretty much back to normal…although buyers tend to be more accustomed to delays.

Sure, some items may be out of stock and take longer than we’d like to become available.

That is the new normal.

Most businesses have found ways to get things done and work remotely. 

If your phone system doesn’t allow call-forwarding, maybe it’s time to go VOIP.  It’s inexpensive and totally customizable. Use the control settings and people can’t call you during designated “closed” hours…instead they are directed to your message system. Simple.

I know several firms where they published a list…need to reach us, we’re working remotely. Customers could contact alternative numbers/emails to get the support they needed.

Move past negative coronavirus messages. Share the positive changes you implement to make your company, product, safety, and customer care even better.

Focus on being helpful. It’s time for positives and inspiration. It’s time for connections and networking.

You and your business are the messages you send out via your website, social media, and email communications. Make them count with customer-focus.


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