I recently read an email from the great and esteemed A-list copywriter Bob Bly about how consumers are ripping-off businesses who use direct marketing.
Specifically, these 3 types:
1. People who buy just to get the premium/bribe/bonus then refund
2. People who are “serial returners” who constantly buy and then return
3. The freebie-seekers — who never buy, have no intention of buying, but will take all your free stuff, get plumb grumpy if you dare tell them about an offer, and, if you let them, will greedily hoard as much of your time as you are foolish enough to give them – which is one of many reasons why I don’t answer non-customer service questions from non-Email Players subscribers, incidentally.
Anyway, it was a great email.
I highly recommend you read everything Bob puts out.
But, in the case of the specific types of customers above, I will say there are ways of repelling them so they never waste your time, energy, or resources. And, I show you my 4-part method for doing so in the May “Email Players” issue.
Doing so can not only build your business, but your peace of mind, too.
Here’s the jolly, candy-like link:
Ben Settle
