Re-Ted's

Dear Customer,

There are two types of companies: those that work hard to charge customers more, and those that work hard to charge customers less. Both approaches can work. We are firmly in the second camp.

Drawn to Amazon's home page as a result of the coverage and buzz from today's Kindle Fire announcement, I was struck by the customer letter that appeared front and center.

Kudos to Amazon for developing the simplest and clearest message I've seen in a long time. It works so well because it positions them and their products very clearly without naming competitors and appeals to the cost-consciousness that is so acute among consumers today. The "work hard to charge customers less" bit is incredibly powerful.

Will it make me buy one of their products? No, because I'm in the competitor's target market and value the elegant experience. But, it's compelling and will make Amazon successful.