7 Bucks for Razor Blades: Lessons from Dollar Shave Club
I can tell you the moment that I became a disciple of the juggernaut razor manufacturer Gillette. It was August 1986 when I first walked into my freshman dorm room at James Madison University. There, strategically placed on the plastic-enclosed mattress that would become my bed, sat a care package. I can’t remember any of the other contents of that care package, but I can tell you with 100 percent certainty that within that box was an Atra razor from Gillette.
In email, the subject line is crucial. Don’t let it be an afterthought. To your target audience, it's the only thing. Use fun, provocative subject lines that pique curiosity (but don’t trigger spam filters).
Do your research. Talk to seven non-members by phone to find out why they don’t join. It will be eye-opening and, we promise, you'll learn something of value that you can apply to your next campaign.
Vary your offer. Make the same offer and you’ll get the same results. Give away something you haven't before. Make the "free" part more intriguing. What does the member or client really want?
“For crying out loud, if you leave this buildingin order to catch aPokemon, you will be terminated. (I am ashamed for the entire human race for even having to write this note)” -Unknown (sign posted on office door last week)
“CFO: What if we train our staff and they leave?” CEO: “What if we don’t and they stay?”- Unknown
“Q: If someone from the 1950s suddenly appeared, what would be the most difficult thing to explain to them about life today? A: I possess a device, in my pocket, that is capable of accessing the entirety of information known to man. I use it to look at pictures of cats and get in arguments with strangers.” - Unknown