By: jlsimons

jlsimons — Sun, 01 Jan 2012 20:40:38 +0000

Hi Doug. Well, I never heard from anyone who worked at Costco, or at their agency, so I would only be guessing. But if I had to guess, I’d chalk it up one of three reasons: 1) a last minute edit for space (like there was a callout box or burst that had the info, but got cut in a later version because someone thought the piece was too cluttered or wordy or ‘fill in the blank’); 2) testing (my version was the “no clear features or benefits” cell); or 3) Rank incompetence (oops, how could we forget that?). Without any more data, take your pick. I wish it were 2, but in my experience, it’s far more likely it’s 1 or 3. And it it is 2, then it’s even possible that not only was it a test, but if testing showed a higher upsell response without features and benefits than with them, that my cell wasn’t a test cell, but a control. That’s why we test, right? Because no matter how experienced we may be, testing can often lead unexpected and surprising results.

By: Doug

Doug — Wed, 21 Dec 2011 16:50:10 +0000

did you ever figure out why they didn’t have effective direct mail?

By: jlsimons

jlsimons — Thu, 17 Jun 2010 17:33:04 +0000

Thanks for the compliment, Indang.

By: Indang

Indang — Fri, 04 Jun 2010 09:15:44 +0000

Great site!!! Bookmarked.

By: Nursery Pots

Nursery Pots — Sat, 20 Mar 2010 21:23:16 +0000

Was just searching yahoo and found your blog, love it.

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