by Mary Gillen
A direct marketer named Victor O. Schwab (who wrote the famous body-builder Charles Atlas ads and went on to help create the giant Book-of-the-Month Club) penned a list of what he called "pain points," spelling out the reasons why people buy what they don't necessarily need but feel they want. The main reason people purchase memberships, products and services: they want to save work, money and time.
EXAMPLE: An association in Washington DC created an audio podcast of its monthly printed newsletter, and placed it on its web site as a test to see if their members would download it. It proved to be very popular, as it solved a pain point for their members. Most had no time to read the printed newsletter, but had time to listen to it while stuck in Washington DC rush hour traffic.
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About the Author:
Mary Gillen is a writer, teacher, Web developer, marketer and tech geek… all under one hood. She has owned her own business since 1981, and has more than 13 years experience developing Web applications that serve.
Mr. Charles P. Roman created the classic ads for Charles Atlas, Ltd.. Mr. Schwab is the person that placed the ads.
Mr. Charles P. Roman created the classic ads for Charles Atlas, Ltd.. Mr. Schwab is the person that placed the ads.
Mr. Charles P. Roman created the classic ads for Charles Atlas, Ltd.. Mr. Schwab is the person that placed the ads.