Just Puttering Along

As a marketer, it’s the browsing customer that Kiger worries about. Give your customer all the information he needs, warns Kiger, plus some vehicles for making a decision. Anything less is a problem.

“Procrastination is an enemy of all direct marketers,” he says. “Your customer [with a catalog] is looking at your product. If they need more information, or if they can’t decide, they’ll put off the purchase. Or worse, they may decide to go to the store in town and make a decision there.”