There’s a very good reason why Seth Godin is atop my website’s list of recommended resources:
(For a full RR list go herehere.)
In clear, compelling terms, on a recent blog post Seth explained why it makes eminently good business sense to re-allocate a relative tiny sum of money to ensure huge gobs of marketing money don’t go down the tubes.
It's sheer foolishness to waste customers’ time (read: treat them with utter disrespect) after you’ve gone to such great (expensive) lengths to get them in the first place.
On a related note, and drawing upon a personal experience I had a month ago, here’s a tip to hospitals and other entities in the life-and-death business: make sure clarity and accuracy describe the automated phone directions to your site.
Every minute counts for loved ones traveling from out of town and when the highway changes the exit number, your message ought to make the change too!