Cost-Justifying Usability, 2nd Edition

in Maister, 1997). For promotion to be effective, it should be targeted and not

spread widely. It makes a lot more sense to spend time and money promoting

services to a small number of likely prospects than to a large number of unlikely

prospects.

The second principle is that marketing works better when it demonstrates

than when it asserts. A usability organization that shows prospects what they can

do is much more effective than an organization that simply tells prospects what

they can do, as in brochures, direct mail, or cold calls. Five of the six IGs that

responded to the survey said that one of their most effective approaches to cre-

ating interest ...