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Soft Marketing Strategies
By Hans Hasselfors

Whether you are marketing on-line or off-line, your potential customers are scared, scarred, and skeptical. Consumers, today, are quite resistant to sales messages.

In the mid 70's, a store could run a 10% off sale and people would flock in. Then the big stores got into the discounting mentality. Now it is common to see 70% off sales - especially in jewelry. The consumer is not too long a fool. These promotions do not produce the wanted response anymore.

Repeated, high powered sales events create a downward spiral. Eventually you cannot offer a big enough deal to get the public excited. The big three car makers played this game for three years. By January 2006 they found themselves in deep f...
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