Seth puts together a terrific post today over at his blog.

Speaking about customer service and the dreaded, “we are experiencing higher than normal call volumes”, during this busy holiday season I decided to place an order with Mountain Equipment Coop to purchase a gift for my brother for Christmas.

Halfway through my order I realized that I couldn’t find my membership card and thus couldn’t place an order.

Damn…I am going to have to pick up the phone and call them to get this information. I almost didn’t bother knowing that I’d be on the phone for awhile. But I gave it a shot anyway.

Imagine my surprise when a LIVE PERSON picked up the phone after one ring! I was shocked, and I was off the phone with my registration information in less than 2 minutes, finished up my order and done.

It’s unfortunate, that we are now shocked by great customer service. It is just so rare nowadays that it is a complete oddity when you run into it.

In contrast I had to contact my bank yesterday (Royal Bank). I contacted them for something because they screwed up and there was nothing I could do online to fix it. What do I hit after one ring?

The dreaded “automated voice system” It couldn’t understand a word I said, and I promise I speak plain english. Finally, after several attempts I screamed into the phone,

“I want to F’N talk to somebody!!!”

It worked… then I got the, “we currently experiencing higher than normal call volumes”

Also had to call PayPal today and got the automated voice system. But even worse, in addition to questions and prompts..I also got automated answers that were completely useless to my issue. I needed an agent but I never got the option. After it provided me with an automated suggestion to go to the website, it ended with a thank you for calling paypal and hung up on me.

I called back and magically found a convoluted way to ask for an agent, then I got one and everything was OK.

I realize that Royal Bank and PayPal have many more calls and customers to handle on a daily basis than MEC…but I don’t think MEC is small fries. It’s been around for awhile, is very popular, has great stuff, and clearly great customer support to boot!

In fact, I just called them again, and low and behold, I got a live voice in one ring!

I simply replied, “Merry Christmas”

Worse than having poor customer service is saying you are committed to it. Yet almost every major company will have a page on their website talking about how committed they are to the very best customer service. On the phone they say, “your call is very important to us”

I say why bother? because it’s the standard that’s why. Organizations believe that it’s the right thing to say…but not to do.

I would prefer approaching a website or telephone prompt that said,

“We apologize that our customer service is rather terrible, but the phones are burning up because our product is so awesome!”

At least it’s honest.


Not that sites like YouTube and Google Video need anymore momentum…but isn’t this a great time to something crazy? Off the wall?

If this strike lasts until the breaking point (the point in which all NEW content is placed with the dreaded RE-RUN)  where are people going to go for their entertainment?

How about say a million dollar competition for the most highly voted drama, comedy, or reality TV show produced on YouTube?

Get people participating, watching, and glued to their computer screens…they may never go back!

Who knows maybe ABC, NBC, and CBS will chip in. We all know they could use better original content!

Big moment for digital media, methinks.

So I spoke a little about PR spam in my first official post below, and I hinted how much I agree with the concept of permission marketing.

The key things in permission marketing IMHO, are anticipation and relevance.

If I anticipate a message from a vendor, I will likely spend the time to read it. If it’s relevant, even better, the chances go up that I will read their next email.

So I get a message from a few months back, and was glad I did:


I love Tom Waits, had no idea that there was a new book about him out, but since I have bought Tom Waits stuff from before, I get a nice email message about it, and further I get to save 34%. Sweet!

On the other hand, only a few days later I get this email from Amazon. ca:


Great! I love Harry Potter and as the email states, I have bought other HP books from them in the past, thus, I guess, they have my permission. One problem, I pre-ordered this book several months earlier, not one, not two, but three copies! Directly from Amazon. ca! So while I do appreciate the reminder, it’s completely irrelevant. No big deal though, honest mistake.

But then I get another email from today:


Dear Customer,
As someone who has shopped at, you might like to know that you can find everything you need to get in a festive mood for holiday 2007 at

Trust me, I have never bought a FESTIVE CD, book, or video from But worst, they clearly know this.

First of all where’s the relevance?

Dear customer. Right there and then I know this is SPAM! Where’s my name?

And because I am a customer, “I might like to know that I can find everything I need to get in the festive mood for 2007?”

Actually, I wouldn’t like to know. Further, I don’t need a book, CD, or video from to get me in the festive mood!

No relevance in this email whatsoever for me personally.

Lesson for Marketers: If you use phrases like, ” you might like to know” or “we thought you may be interested”…it better precede with something relevant. i.e. since you bought Tom Waits Real Gone a few months back, you might like to know that there is a book about Tom available now. NOT, since you bought here before, we are going to continue to spam you hoping something is interesting so you will buy something else from us.

So I looked through my inbox finding all the messages. All relevant. They contact me to let me know what’s new IF I previously bought something from that author or artist. Every message in my email inbox from is a relevant message based on a prior purchase. Up to this point, they have avoided the temptation to SPAM me eventhough they could with emails like, “If you like Tom Waits, you might like this!” Nope…didn’t do it. Bravo Good on ya! Checked my inbox, I have over 10 times the amount of email from them than I do from And you know what? Not one relevant message based on a prior purchase. Oh wait, they did kindly recommend Harry Potter 7…too bad I pre-ordered it 3 times several months before from them. Since I bought 3 copies, I might like a 4th? The ironic thing is that I have only bought a few things via and since I am Canadian, the majority of my purchases have been through and I buy a lot of books and CDs from them. Oh well, time to shop elsewhere., you have some work to do and you don’t have to look very far to see where to start.

Seth shares his spam story today.

I hate to categorize every PR person into this group, but I just think there are so many out there who simply don’t get it.

Chris Anderson, author of the Long Tail, and a blogger who I greatly respect finally lost it and directed a rant at PR people who spam, spam, and spam some more. It’s got quite a bit of attention, and the response has been HUGE. Check out the comments at the bottom of the post with varying opinions.

Some people agree completely with Chris, others think that he went too far and need to get over himself.

Here’s my take:

  1. There are alot of uneducated and naive PR people out there. I feel bad for some people on Chris’ blacklist. Some people will put total trust in companies that sell email lists to people hoping to find a list of potential “leads”. They ASSUME that these companies have acquired these emails in a responsible fashion. Sure some probably have, but others surely don’t. Bigger lists sell. You can’t convince someone to buy your 10 person email list without proof that they are surefire leads. So therefore, size wins. These companies build the biggest lists they can as they will be viewed as attractive to prospective buyers. So what if I get 10 responses out of 1000, it was worth the $500 I spent on the list if these customers if 5 of my leads get converted.
  2. Of course the last sentence in the first point is where the real problem lies. Many marketers know that these lists were probably compiled in a dishonest way, but it doesn’t matter, because as I mentioned above, if we can get 5 sales out of it…

I understand how difficult it is for small start-up companies to resist the urge to go after these big and general lists. You need a sales boost to get your company started on the right foot. It’s a trap that many marketers fall into because it is easy to do. No work involved. Buy 500 email addresses and write one template email and ship it off. Easy days work.

I think Seth nails it here (as he generally does).

It’s hard to do, but start small. Try and build a great website, spend some money on google ads, and get a few leads. Spend all your time on converting those leads. Build relationships and in turn, create yourself a permission market. Completely WOWing 5 individuals will go a long way in giving your business a jump start. Sure it’s hard work…but it’s better work.

This message is not just for those people who buy those lists. It’s also for the PR people out there who surf the web looking for editors online and send them this template email you created. It’s the same problem. If I can send out 25 emails today, maybe I will hear from 2 editors tomorrow! and the vicious cycle continues. Templates can be read a mile away. I know you aren’t interested in ME. Make it personal and authentic. Lose the dry, corporate garbage voice, it won’t get you anywhere.

Chris really reveals the beauty (and the curse for some) of the blogosphere. Bad marketing practices get called out.

I figured that my first post would be somewhat of an explanation of who I am, what this blog is about, and why am I doing it. So I will simply borrow from my about page.

Who Am I?

I consider myself, a marketing rookie because I have no educational business training. I originally was going to call this blog “The Marketing Rookie” but while I am relatively new to the business world, I don’t consider myself a rookie. For that matter just because, I do not have any educational business training it doesn’t mean I don’t know anything about the world of business.

What is this blog about?

Let me point out right now that there is no general theme here. I know that I am supposed to have one, but I can’t think of one universal thing to talk about so I am just going to BLOG and let the theme work itself out. Most of the time I will just comment on interesting, bizarre, and really stupid things that I encounter online, in the news, in advertising, commercials, the entertainment industry, sports world, etc. as they pertain to marketing. Let’s see how it goes.

Why this blog?

While I do not have an MBA from Harvard, I consider myself trained as I have read a lot of relevant business books and I am a devout follower of some of the best business related bloggers in the world, i.e. Seth Godin, David Meerman Scott, Scott Adams, Chip and Dan Heath, Doc Searls, Kathy Sierra, Debbie Weil, Ben McConnel and Jackie Huba, etc. They are my professors, and their books are my text books (only much cheaper!). The list can go on and on. I think I’ve learned alot from these people and really enjoy reading their books and blogs. I am grateful that these people have been willing to share their thoughts and ideas with me through blogging.

Since I spend so much time reading these types of blogs, I decided, “Hey, why don’t I just create my own business blog?”

Well, I procrastinated forever, convinced myself I couldn’t do it and that it was a waste of time, but finally came to the conclusion that I would try it anyway. So here it is, for all to read.

Hey, and just because I am rookie (and no MBA), it doesn’t mean I can’t be any good at this. Did anyone see Adrian Peterson of the Vikings this past week against the Bears?

Anyway, who knows? Maybe I will come up with some new idea or philosophy and end up having an E-book posted on ChangeThis.

For now, the only way I can filter people away, is if you are looking to read the insights of a person with an MBA, you’ve come to the wrong place, because I don’t have one.