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this week's Marketing
All-Inclusive or Itemized
Every month, DirecTV's bill
riles me. I see a "Regional
Sports Fee" added to my channel
package, and I lament having to
pay for something we never
watch. (I've called to ask, and
this fee is mandatory.)
However, I've also reflected
that while I never read the
sports section of our local
paper, I've never felt the
newspaper was forcing me to pay
for a section I could do
without. That subscription is
all or nothing, and not
According to Anthony Tjan,
author of "Heart, Smarts, Guts
and Luck," bundled deals tend to
be more advantageous for the
seller. Buyers see (or don't
see) the value in your
all-in-one package and rarely
complain about what's included.
"Show the list of all activities
performed for a service without
individually valuing them," he
By listing what's included in a
bundle without any monetary
figures for the items, you
reinforce the buyer's sense of
value without prompting
quibbling over this or that
component, Tjan notes. This also
prevents reactions like "What,
seven dollars for a ___?!" from
praise for The Marketing Minute
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Author, Home Office Know-How
"Vale la pena suscribirse al newsletter
semanal de Marcia Yudkin 'The Marketing
Minute' en el que, en un minuto, puedes
obtener reflexiones valiosas orientadas
a mejorar la efectividad de tus
actividades de marketing y comunicación."
- La Vanguardia newspaper,
Where are The Marketing Minute archives?
Many of the past issues are now
in print. Five paperback collections of
Marketing Minute columns have
the entire series. The
books are also available on Kindle
as well as on Audible
as downloadable audiobooks.
More praise for the Marketing Minute
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e-newsletter I always read. It's unique
in its short, readable and useful
Applied Creativity, Inc.,
"Thanks to your tips, my conference and event management business is going from strength to strength, and the ideas are flowing! I'm grateful for the inspiration and wonderful SENSE that you provide throughout the year."
Shirley Hamill, Director of Events
Blue Zebra Event Management,
"I subscribe to a multitude of marketing newsletters, but yours is one of
the best on the market; providing good, useful, thought-provoking content."
OnGuard Software Solutions,
Shorter: Marcia's Mantras, a
Courtesy of Twitter, you can
also now sign up for Marcia's
Mantras, a free marketing tip of the
day delivered each
morning. It's 140
characters or less, and provides
something that snaps, pops and
crackles with which to start
your day. Marcia's
Mantras on Twitter.
"I am impressed. And, with the
territory I've covered, that takes a
"The Marketing Minute offers a
useful tip in an easily digestible chunk
without all the usual 'In This Issue'
etc, etc, yada yada. I read it. I
think about it. Maybe I'll save it or
maybe I'll delete it. But I never fail
to read it first. Which is more than I
can say about almost all the other stuff
out there. Thank you."
- Mike Harris, President,
The Harris Institute
"It's intelligent, it's low-key, it only takes a 'minute' to read, and you'll be sure to take away something positive for your own marketing efforts from each issue."
Mark Brownlow, VP Research, Internet
"Your Marketing Minute always makes my Wednesday lunch break more
- Mark Channen,
"Since the length of many newsletters is just too much, I find your 'minute' approach refreshing. More people need to separate the wheat from the chaff as you do."
Timothy J. Phelan,
"Marcia, I marvel at your enthusiasm and energy. I've been a subscriber to the Marketing Minute for years; all your tips have been wonderful, but this week's tip on staying the course came at a particularly propitious time for me when my fees are being called into question. Thanks so much for your invaluable advice! I really needed it; it was like a shot in the arm from an angel at my side when I booted up this morning."
Valerie Sutter, President
The French Traveler
"The Marketing Minute is like a fine wine, unassuming but fruity. And a little is excellent - you want more, but know you shouldn't overdo it."
[Six months later] "Your Marketing Minute continues to pack a good lesson, and it's always just a minute! I never say 'I'll read it later' because I know *even I* can get it in that short period. Thanks!"
Webmaster, EMA, Inc.
St. Paul, MN
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John La Valle
Co-author, Persuasion Engineering
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