Garry, when it comes to marketing everyone has an opinion and everyone is an expert. After 18 years as a marketing consultant this is what I believe.
Yes a few customers will take advantage. Get over it. A Courageous Offer opens up the customer floodgates. The money of the many will wash away the bad taste of a few.
You're having a good day at work. Then the phone rings. It's the local magazine rep with a once in a lifetime discount offer. Now you're under pressure.
For the last 16 years, I have been the business partner of Roy H. Williams, aka The Wizard of Ads. Roy is like the wise big brother I never had. Today I am going to share some unsaid lessons. Some observations.
"If Columbus had an advisory committee he would probably still be at the dock." - Arthur Goldberg. A committee in small business can be a group of employees or a loose bunch of well-meaning family and friends.
Businesses that grow BIG and profitable use the five-step Relational Systematic Marketing process. Bond. Guide. Satisfy. Nurture. Delight.
Sheep are best known for their strong flocking (herding) and following instinct. They will run from what frightens them and band together in large groups for protection. This is the only protection they have from predators.
If your message is relevant, memorable and delivered frequently customers will come. And the better your message and media strategy, the more and more customers will come.