If I have to ask you twice to explain what you do, your elevator pitch needs work.

If I give up on your phone tree, your communication options aren’t good enough.

If I Google you and you’re not on the first page, you’re not getting my attention.

If I don’t understand your FAQ’s, your product or service is being lost.

If I get lost on your website, you’re closing the door in my face.

We live in a world of quick questions and faster results. We have a tidal wave of information that no other generation has ever had access to. We are keepers of the keys to every business.

If you make us work when all we want to do is buy, you’ve failed. And we’re not good at giving second chances. Not in these times.

So.

Are you considering this? And what would you add?

61 comments
Barney Austen
Barney Austen

Hi Danny. All very valid. I'd add; "if your customer service is ignorant, I won't be back - oh, and I'll tell my friends!".
Thanks for sharing.

Barney Austen
Barney Austen

Hi Danny. All very valid. I'd add; "if your customer service is ignorant, I won't be back - oh, and I'll tell my friends!". Thanks for sharing.

Justin Goldsborough
Justin Goldsborough

Great list between the post and comments. "If I don't understand your FAQs, your product or service is being lost." In addition, how about if your FAQs are written in key message language that no one uses when they actually speak, your product or service is being lost? :)

I also always tell clients "Never make me go to Google twice." IOW, once I find you on the Web, I should be able to navigate to your remaining Web presences without having to go back to search, where you may lose me.

Good stuff as usual, DB.

Justin Goldsborough
Justin Goldsborough

Great list between the post and comments. "If I don't understand your FAQs, your product or service is being lost." In addition, how about if your FAQs are written in key message language that no one uses when they actually speak, your product or service is being lost? :) I also always tell clients "Never make me go to Google twice." IOW, once I find you on the Web, I should be able to navigate to your remaining Web presences without having to go back to search, where you may lose me. Good stuff as usual, DB.

Arik Hanson
Arik Hanson

Love this filter, Danny. May start using it with clients--do I have to pay Bonsai a royalty for that? ;) I would add something along the lines of: If I have to stand in line more than 10 minutes to get a problem resolved, I'm leaving. I've run into that issue on more than one occasion with my phone service carrier. And believe me when I tell you I wasn't happy. You nailed it when you said: we live in a world of quick questions and faster results--do you think companies understand that yet though?

Arik Hanson
Arik Hanson

Love this filter, Danny. May start using it with clients--do I have to pay Bonsai a royalty for that? ;)

I would add something along the lines of: If I have to stand in line more than 10 minutes to get a problem resolved, I'm leaving. I've run into that issue on more than one occasion with my phone service carrier. And believe me when I tell you I wasn't happy. You nailed it when you said: we live in a world of quick questions and faster results--do you think companies understand that yet though?

Ricardo Bueno
Ricardo Bueno

If I can't find your phone number/email right away, "you're closing the door in my face." I shouldn't have to search like a mad-man just to try and get in touch.

Calls To Action should be obvious!

Ricardo Bueno
Ricardo Bueno

If I can't find your phone number/email right away, "you're closing the door in my face." I shouldn't have to search like a mad-man just to try and get in touch.

Calls To Action should be obvious!

Ricardo Bueno
Ricardo Bueno

If I can't find your phone number/email right away, "you're closing the door in my face." I shouldn't have to search like a mad-man just to try and get in touch. Calls To Action should be obvious!

Davina K. Brewer
Davina K. Brewer

Smart post Danny, passes the 10-second rule.. and do we even have time for 10-seconds anymore? Time shifting, multi-tasking, parallel processing.. email, Twitter, YouTube, SlideShare, GoogleReader.. plus actual work, survey says NO.

To the comments about simplicity vs. dumbing down to 2nd grade level, the thing is: Do NOT outsmart yourself or your customers. There's nothing simple or easy about simplicity; requires smart planning
and work. (Note to self: streamline website.)

I'll add this to the phone tree thing: CONTACT. If it takes more than 1 click or step to contact you, or I have to hunt for the way I prefer (phone, email, contact form, etc.) to offer you my business, I'll be taking it elsewhere. FWIW.

Thanks for the motivation.

Davina K. Brewer
Davina K. Brewer

Smart post Danny, passes the 10-second rule.. and do we even have time for 10-seconds anymore? Time shifting, multi-tasking, parallel processing.. email, Twitter, YouTube, SlideShare, GoogleReader.. plus actual work, survey says NO.

To the comments about simplicity vs. dumbing down to 2nd grade level, the thing is: Do NOT outsmart yourself or your customers. There's nothing simple or easy about simplicity; requires smart planning
and work. (Note to self: streamline website.)

I'll add this to the phone tree thing: CONTACT. If it takes more than 1 click or step to contact you, or I have to hunt for the way I prefer (phone, email, contact form, etc.) to offer you my business, I'll be taking it elsewhere. FWIW.

Thanks for the motivation.

Davina K. Brewer
Davina K. Brewer

Smart post Danny, passes the 10-second rule.. and do we even have time for 10-seconds anymore? Time shifting, multi-tasking, parallel processing.. email, Twitter, YouTube, SlideShare, GoogleReader.. plus actual work, survey says NO. To the comments about simplicity vs. dumbing down to 2nd grade level, the thing is: Do NOT outsmart yourself or your customers. There's nothing simple or easy about simplicity; requires smart planning and work. (Note to self: streamline website.) I'll add this to the phone tree thing: CONTACT. If it takes more than 1 click or step to contact you, or I have to hunt for the way I prefer (phone, email, contact form, etc.) to offer you my business, I'll be taking it elsewhere. FWIW. Thanks for the motivation.

Leon Noone
Leon Noone

G'Day Danny ,
Thanks for this most timely reminder. I'd add only "are the benefits you offer those that are really important to prospects or that you believe prospects should believe are important?

By the way, have you sent this post to Facebook?

Make sure you have fun

Regards

Leon

Leon Noone
Leon Noone

G'Day Danny , Thanks for this most timely reminder. I'd add only "are the benefits you offer those that are really important to prospects or that you believe prospects should believe are important? By the way, have you sent this post to Facebook? Make sure you have fun Regards Leon

John Haydon
John Haydon

I wonder how critical it is (in comparison to what you mention) for businesses to have a Facebook presence?

John Haydon
John Haydon

I wonder how critical it is (in comparison to what you mention) for businesses to have a Facebook presence?

Jeff Hurt
Jeff Hurt

Simplicity is so critical to success. I don't think it has to do with attention deficit disorder or our attention deficit economy. I think it has to do with clarity of vision, purpose and, dare I say it, calling. I'd like to add one more. If it takes more than one or two clicks for me to find the information on your website, I'm leaving.

Jeff Hurt
Jeff Hurt

Simplicity is so critical to success. I don't think it has to do with attention deficit disorder or our attention deficit economy. I think it has to do with clarity of vision, purpose and, dare I say it, calling.

I'd like to add one more. If it takes more than one or two clicks for me to find the information on your website, I'm leaving.

Barbara Mackie
Barbara Mackie

Great post! "...short, concise and delivers a clear message..."

Barbara Mackie
Barbara Mackie

Great post! "...short, concise and delivers a clear message..."

Pamela Wright
Pamela Wright

May I add one more?

If you talk to me as if I were a second grader, I'll ignore everything you say like a second grader.

Pamela Wright
Pamela Wright

May I add one more? If you talk to me as if I were a second grader, I'll ignore everything you say like a second grader.

Kim Kolb
Kim Kolb

Danny, all great points.. One's that I am afraid a lot of people gloss over or don't take the time to think about it. One thing we ask our clients before designing their site or consultant with them is "Who are you and What do you do? We all think that is a simple question and for the most part it is, but you would be surprised as the people that look at us and say... I never really thought of that. I know we struggle with perfecting our message, but I can tell you the answer to the question above..

Plus today... I am sure we would all be diagnosed with ADHD..Who has time to try to figure it out on someone's site. I know if I can't find what I need, I am gone.

Kim Kolb
Kim Kolb

Danny, all great points.. One's that I am afraid a lot of people gloss over or don't take the time to think about it. One thing we ask our clients before designing their site or consultant with them is "Who are you and What do you do? We all think that is a simple question and for the most part it is, but you would be surprised as the people that look at us and say... I never really thought of that. I know we struggle with perfecting our message, but I can tell you the answer to the question above..

Plus today... I am sure we would all be diagnosed with ADHD..Who has time to try to figure it out on someone's site. I know if I can't find what I need, I am gone.

Kim Kolb
Kim Kolb

Danny, all great points.. One's that I am afraid a lot of people gloss over or don't take the time to think about it. One thing we ask our clients before designing their site or consultant with them is "Who are you and What do you do? We all think that is a simple question and for the most part it is, but you would be surprised as the people that look at us and say... I never really thought of that. I know we struggle with perfecting our message, but I can tell you the answer to the question above.. Plus today... I am sure we would all be diagnosed with ADHD..Who has time to try to figure it out on someone's site. I know if I can't find what I need, I am gone.

wojtek
wojtek

So true, we are getting shorter and shorter on our attention span (sadly). If our proposition is not articulated in plain simple to absorb and understand we'll tune it out. I often wonder on how much interesting things we miss simply because its not very apparent to us at the first glance. "make things simpler but not simple"- I think Einstein said that.

wojtek
wojtek

So true, we are getting shorter and shorter on our attention span (sadly). If our proposition is not articulated in plain simple to absorb and understand we'll tune it out. I often wonder on how much interesting things we miss simply because its not very apparent to us at the first glance. "make things simpler but not simple"- I think Einstein said that.

mike ashworth
mike ashworth

This is interesting of course, to consider these things, as long as considering them is all we do. I have found in recent years that far too many people are running around in "pointy fingers" mode, hate this fail that.

Nobody is perfect.

Imagine if you will, that you were asked to design the perfect animal for climbing trees.

Chances are you'd probably come up with something like a monkey. they are most excellent at climbing trees (and some are quite cute too). But guess what, sometimes they just fall out of trees.

So there you have it. Consider this, when you are looking for perfect remember "even monkeys fall out of trees"

mike ashworth
mike ashworth

This is interesting of course, to consider these things, as long as considering them is all we do. I have found in recent years that far too many people are running around in "pointy fingers" mode, hate this fail that.

Nobody is perfect.

Imagine if you will, that you were asked to design the perfect animal for climbing trees.

Chances are you'd probably come up with something like a monkey. they are most excellent at climbing trees (and some are quite cute too). But guess what, sometimes they just fall out of trees.

So there you have it. Consider this, when you are looking for perfect remember "even monkeys fall out of trees"

mike ashworth
mike ashworth

This is interesting of course, to consider these things, as long as considering them is all we do. I have found in recent years that far too many people are running around in "pointy fingers" mode, hate this fail that. Nobody is perfect. Imagine if you will, that you were asked to design the perfect animal for climbing trees. Chances are you'd probably come up with something like a monkey. they are most excellent at climbing trees (and some are quite cute too). But guess what, sometimes they just fall out of trees. So there you have it. Consider this, when you are looking for perfect remember "even monkeys fall out of trees"

Ari Herzog
Ari Herzog

OK, Danny... so what do you do? When you say the motto in the top of your blog header image, "I build brand loyalty through community and engagement," do people understand or do they ask a followup question?

Ari Herzog
Ari Herzog

OK, Danny... so what do you do?

When you say the motto in the top of your blog header image, "I build brand loyalty through community and engagement," do people understand or do they ask a followup question?

Justin Goldsborough
Justin Goldsborough

Vital. Not having a Facebook presence is like not having a website. My two cents. Yours?

Justin Goldsborough
Justin Goldsborough

Vital. Not having a Facebook presence is like not having a website. My two cents. Yours?

Danny
Danny

Even the blindest person can have a clear goal, Jeff - great point, and yep, I'm pretty impatient on websites too. Show me your best stuff, don't confuse with a ton of gridlines, and let me get there smoothly. Not too much to ask, is it?

Danny
Danny

Even the blindest person can have a clear goal, Jeff - great point, and yep, I'm pretty impatient on websites too. Show me your best stuff, don't confuse with a ton of gridlines, and let me get there smoothly.

Not too much to ask, is it?

Danny
Danny

You may, Pamela, and that's a great addition, thanks! :)

Danny
Danny

You may, Pamela, and that's a great addition, thanks! :)

Danny
Danny

Funnily enough, it's usually the simpler things that turn out to be the most difficult, Kim.

That's an interesting point you make about ADHD - never thought of it that way, but damn, that makes sense. :)

Danny
Danny

Funnily enough, it's usually the simpler things that turn out to be the most difficult, Kim. That's an interesting point you make about ADHD - never thought of it that way, but damn, that makes sense. :)

Danny
Danny

Agreed, mate. It's not always a good thing, as you point out so well. But unfortunately it's the way we seem to be heading - better get with the flow.

And no worries on the typo, I do it all the time. :)

wojtek
wojtek

Ugh, sorry its actually: "Make everything as simple as possible, but not simpler."

Danny
Danny

Agreed, mate. It's not always a good thing, as you point out so well. But unfortunately it's the way we seem to be heading - better get with the flow. And no worries on the typo, I do it all the time. :)

wojtek
wojtek

Ugh, sorry its actually: "Make everything as simple as possible, but not simpler."

Jeff Hurt
Jeff Hurt

But I bet those monkeys that fall out of trees get back up and climb again. Unless they are ill. ;)

Danny
Danny

Good point, mate. Although monkeys don't have the luxury of focus groups and sales/satisfaction reports to show where they're going wrong.

Agreed, no-one is perfect, but if we at least aim to be perfect, we have an immediate advantage. :)

Danny
Danny

Good point, mate. Although monkeys don't have the luxury of focus groups and sales/satisfaction reports to show where they're going wrong. Agreed, no-one is perfect, but if we at least aim to be perfect, we have an immediate advantage. :)

Danny
Danny

Pretty much understand, Ari. Follow-up questions tend to be, "Cool, how can I engage my community/customers more?" That's all I can ask for, the "in".

Danny
Danny

Pretty much understand, Ari. Follow-up questions tend to be, "Cool, how can I engage my community/customers more?"

That's all I can ask for, the "in".

Jeff Hurt
Jeff Hurt

But I bet those monkeys that fall out of trees get back up and climb again. Unless they are ill. ;)