QViews: The power of making decisions

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We are all barraged with requests for our opinion, time, participation, subscription. Ignoring the request is easier than making a decision. When prompted to make a decision, we often do what seems "good for us." So as marketers we should not just show the benefits, but ask people to actually make a decision, not just ignore it.

Rice Business Wisdom: The Best Way To Get People To Say Yes Is To Give Them A Chance To Say No, 2019-Jan-29 by Eleanor Putnam-Farr and Jason Riis

How you frame a question affects how people reply.
Using yes-or-no reply formats increased enrollment in employer-sponsored wellness programs, even when employees weren’t required to answer.
Initial benefits from the yes-no enrollment question can carry through to program participation.

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Theresa has been writing the QViews blog, her perspective on marketing, Houston, organizations, and innovation for fifteen years.

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Member since 10/2004

BACKGROUND

Theresa Quintanilla

- With MBA in Marketing from Columbia University, began career at Ogilvy & Mather on the advertising account for COMPAQ.

- Discovered passion for using data and technology to surmount marketing challenges.

- Managed various technology accounts and helped win the home decor account Deck The Walls.

- Doubled the size of team at Ogilvy by increasing client satisfaction and account profitability.

- Helped diverse companies uncover fresh data about customers, opening up new opportunities.

- At Service Corporation International, helped prearrangement customers experience new services to help them manage their future.

- At Griffing & Company accounting, discovered accountants were loved by customers for unexpected reasons, opening up new opportunities.

- At Microcomputer Power, CGI, Shell and Service Corporation International, managed complex marketing databases and supported sales with leads and CRM tools.

- Managed and installed several customer relationship management systems, including Salesforce, Goldmine, ACT and Nimble.

- Launching a startup called Steady CRM, and developing the first alumni loyalty program for Columbia University using a regional pilot program.

My Other Accounts

Recommended Books

The Cluetrain Manifesto: The End of Business as Usual
by David Weinberger, Doc Searls, Christopher Locke, and Rick Levine. The bible of marketing in the 21st century. Defines a new foundation between organizations and their audiences. (*****)
Permission Marketing : Turning Strangers Into Friends And Friends Into Customers
by Seth Godin. The other foundational book for marketing in the 21st century. Ought to called The Law of Permission Marketing because ignoring it is as dangerous as ignoring gravity. (*****)
Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
by Ben McConnell and Jackie Huba. The best book on how to build and maintain a brand community. (****)
The Rebel Rules: Daring to be Yourself in Business
by Chip Conley. Guidebook for designing a company that will be clearly focused on creating an excellent customer experiences. (****)
Positioning: The Battle for Your Mind
by Al Ries and Jack Trout. Only rated three stars because so much here is now 'common knowledge' in marketing. Still, one of the best marketing books of the last century and essential reading if you're new to the field. Plus, a fun, quick read. (****)

The power of making decisions

February 04, 2019