The Lady Thigh Shaper Debacle: Why Unsolicited Direct Mailings Are a Major Fail in the Digital Age

Sorry for the hiatus. I was knee-deep in true crime blogging about the Jodi Arias trial but now I'm back on track with my Zenful blog. So where were we?

A few months ago I was sent a piece of unsolicited mail. That's right, folks. An actual postcard that was delivered to me by the U.S. Postal Service. I didn't even know direct mailings still existed? I was not having the best day so when I read the postcard about "lady thigh shapers"-- evil looking stocking contraptions that reminded me of those horrid circulation stockings (which are not fun to wear--been there, done that!) -- I wasn't a happy camper.

I fired off an email to their customer service rep and basically told them they wasted postage by sending me an unsolicited piece of mail (can you say recycle bin?) and asked them to take me off their mailing list and to never contact me again. First, it is insulting to me as a woman. Did they find pictures of women online and say hmmm, look at the thighs on her, she really needs our vice-constricting thigh shapers, that will not only suck the cellulite in, but will also cut off her circulation? Thanks, but NO thanks!

I'm not going to name the company because I don't want to give them any publicity. C'mon, in the age of the internet and email campaigns, sending unsolicited direct mail is a HUGE waste of money -- not to mention it's a MAJOR fail.

That piece of mail really annoyed me and it only takes one customer, like me, to spread the word--and not in a good way! I told other friends about what happened and posted the information on my social media about my bad experience with this company. As a result, at least 200 plus people read about this company's spammy direct mailing. A lot of my female friends commented on what a lame product it was anyway--why would women even WANT to wear those awful stockings? Sorry, but the lace trim doesn't disguise the fact that they look like shapewear for women FAR older than me.

So word to the wise to all lady shapewear companies, don't send out direct mailings and insult women who never "opted in" and shared their contact information with you. I'm sure they bought my information from a list but the tired tricks of circa-90s direct mailings just don't work--and they definitely DO NOT work on me.

Major fail. You won't ever catch me wearing lady thigh shapers. Ever.

Are You Leaving Your Customers & Clients Confused? Tiffany Silverberg Shares the Scoop!

Fellow copywriter Tiffany Silverberg shared a fantastic newsletter this week that tackled one of my favorite subjects: customer service. I've been on a rant lately about quality customer service, and Tiffany's newsletter really hit home for me.

I appreciate Tiffany letting me share her tips with my readers. Remember your clients aren't mind readers. Clear written and verbal communication are a MUST!


Are you "guilty" of treating your customers and clients in the following ways? 

• Do you set aside time each day to return client phone calls and emails? Or do you put it off until the end of the week?
• Do you wait two weeks to get your client a quote when you promised to send it to them within a few days?

In this tenuous economy, it's imperative to give your customers and clients stellar customer service, especially when they bring you repeat business and referrals.

It only takes ONE negative comment about their customer service experience to mess up  your reputation. And who can afford to lose clients (or money) right now?


My favorite tips from Tiffany's newsletter


"How to Catch Them Off Guard...
Do not tell them what you need. Lead them to believe you have all the materials you will need by refusing to send emails or make phone calls. Then just before the deadline, get in touch requesting the information.


How to Lose Them Forever...
Use up any free time they could possibly have with last minute requests and crushing deadlines. Ensure lots of back and forth because you never asked them what they are looking for in your product or service. Give them a final deliverable that you cannot be sure they will appreciate. "

About Tiffany Silverberg 
Tiffany Silverberg is a freelance writer with over five years of experience in media and online writing. Tiffany uses her journalistic background to uncover unique angles and untold stories from her clients. She helps them present themselves and their products with freshness and excitement. Although her affair started far earlier, Tiffany formalized her love for words while studying linguistics at the University of California Berkeley. There, she gained critical research skills and trifling word trivia – an impassioned, invaluable combination for anyone who needs their story told.

Good Customer Service Goes Beyond Your Company's Social Media

When I experience bad customer service from companies, I try to learn from the experience and ask myself: how can I better serve MY clients? It is also a good reminder for me that I wouldn't be in business if it weren't for my loyal clients. 

I find it disappointing that large corporations such as Toyota and Alaska Air have forgotten the basics of their customer service. Despite the fact that I shared my unpleasant experiences with their company on their social media, the buck stopped there. Alaska Air sent me a canned email response but it was a sad attempt to make up for the bad customer service I received. You would think they would bend over backwards to keep me as a customer since these companies have to be extra competitive these days. Few people are buying new cars in this economy, and people can choose Alaska's competition. 

It's one thing to respond to customer complaints on social media, but companies need to take it one step further to ensure that their customers walk away satisfied and happy. My suggestion to these corporations such as Toyota and Alaska: take your customer service offline and return to the basics.

Have I heard from Toyota since I received their canned "we are sending your complaint to our upper management" response on their social media? No. Have I received a letter directly from Toyota apologizing for the fact the dealer almost ruined my car because they installed the wrong recall part in my car? No. Have I received an apology letter from the local dealer where this happened or was I offered a complimentary oil change from the dealer to make up for what happened? No. If I had received an apology letter or even an offer of a free oil change, I would have a lot more respect for Toyota's commitment to their customers. 

Think about this stat and how an unhappy customer could negatively affect your business AND your bottom line:  

According to the White House Office of Consumer Affairs in Washington, DC, a dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people.

In this tenuous economy, companies cannot afford to lose customers due to negative experiences. As much as I tout the benefits of social media and online reputation management, remember to connect with your customers BEYOND social media. Treat your customers like real human beings and not just a number floating around the cyber ethers! And pick up the phone once in awhile to connect directly with your customers and clients. It's nice to hear a real, live voice -- make sure your customers know that you care!