“What? Is Borders closing? OMG! I love Borders! No!!!”

Then I realized that it was just for a store in Sacramento. Whew. And I guess I can’t use this coupon.

That was mistake number one.

A few hours later, I got an email correction. Yes, it was in fact just for the Borders store in Sacramento and the coupon was only good at that store.

And that was mistake number two.

Borders missed a huge opportunity. Yes, it was good to send out the correct information in the second email, but why not include a 40% off any item at any store just for today coupon? You had my attention and then you told me, “Nothing to see here, please move along.”

Hopefully, they figure this out before more stores end up closing.

Most people have a negative view towards sales people. And no one likes to be “sold.”

But everyone likes loves to buy.

So would you go out of your way to actually help out someone in sales?

Would you help the nice family that owns the wonderful Italian restaurant by recommending it to a friend?

Would you help your niece or nephew that just graduated college by passing along their resume to a colleague?

Would you help your co-worker by speaking on their behalf to your boss?

No one feels dirty helping out someone they like and trust. So maybe the job of marketing is to create an environment of trust and friendship.