reward

One of the most fatal mistakes online entrepreneurs make is thinking that the rules that apply offline don't apply on the Internet. Rewarding those who work for you online is even more vital than if they worked for you in a office.

One of the most fatal mistakes online entrepreneurs make is thinking that the rules that apply offline don't apply on the Internet. Rewarding those who work for you online is even more vital than if they worked for you in a office.

For years, one of my favorite quotes has been "you can't steal second base with one foot on first." Too many direct marketing users don't understand the risk involved in keeping their feet on first base; they see only the risk of stealing second. An even higher percentage of direct marketers don't seem to understand the risk of not swinging for the home run occasionally. Let's look at a few specific cases in which the risk vs. reward axes are warped.

I recently read about a survey conducted among new car owners. The researchers were trying to determine which ads had the greatest impact on the buyer's decision to buy a certain car. What they discovered surprised them. Most of the new car owners they surveyed didn't remember any ads influencing their decision to buy the car. But they did remember watching the ads numerous times AFTER buying their car.