I once had a boss who used to talk about old-time marketing and used to say "test breakthroughs, not whispers." I'll be honest, I never really was sure what that meant in terms of new-world marketing, because so often in testing and building web startups, the early signs of buy in are just that: whispers.

Case and point? Today we got an early-morning order via an Adwords ad.  The search term for the shopper?  "Air Filter Subscription."  One visit to the site. One trip through the shopping cart, and "click", a new soon-to-be-happy customer for On Time Air Filters home delivery service.

I don't write every new customer, but I did write this one.  Jed, I said..."can you remember what made you aware of the fact that there existed an 'air filter subscription' service."  I mean, I wanted to know.  Was Jed at a great party over the holiday weekend, and someone started gabbing about the wonders of routine home air filter delivery? Could happen.

Jed being the decent sort wrote right back, and Jed...said:

"I think I heard of it somewhere as a blurb or online, but I honestly don't remember -- but wherever it was it stuck.  If I come across it again I'll let you know for certain.  The model makes so much sense it's silly not to sign up."

Did you catch that?  "Silly not to sign up!" Naturally, we now love the real Jed and Jeds everywhere who are starting to hear the buzz about on time air filter subscription and delivery services like ours.

It's a whisper, but increasingly based on our analytics, becoming an audible patter.  We'll be patient, continue providing great service, getting the word out, and hoping for louder yelps sometime soon.

Filed under: Sue Heilbronner • HVAC • Advertising & Marketing • Air Filters • air filter delivery • air filter subscription

Remember the game Shoot the Moon? We have a shoot-the-moon marketing decision to make.

I've been reading the Help a Reporter Out (HARO) email newsletter for over a year, and I have a huge regard for Peter Shankman and the model he's exploded. It's a win-win service he provides, and I know that I myself have purchased goods and services from the single, personal ad he features on top of every email.

Those of you who know HARO know that these ads don't come cheap. The are a pretty reasonable cost per open, but it's a huge nut for a bootstrapped business. And it remains an open question whether PR professionals and marketing folks (and some other small biz folks) will actually convert to an air filter delivery service off an e-newsletter devoted to media opps.

Peter's quick opinion? He thinks his audience likes "i wish i'd thought of that ideas." So the question to ponder? Trust gut and give up a month of market $$? Or lay low and keep powder dry. HMMMM.

Filed under: Mark Leffers • Advertising & Marketing • Startup