Consider This
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?
33 Responses to “Consider This”
I come from a customer service background prior to comms and marketing, mate. Funny how you see the things that annoy everyone and yet no-one does anything about it…
But doing something might ruffle feathers and take people out of their comfort zone. Heavens to Betsey…
Actually think in most cases the lack of doing anything about it falls on leadership because they don’t allow or encourage it.
Wow, succinct and helpful. Do they bottle you?
They often feed me from one, but never bottle me. Hmm, maybe I should look into that?
Thanks, Monifa!
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 recently posted…. Should Digital Sabbaticals Be Planned to End
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”.
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”
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.
But I bet those monkeys that fall out of trees get back up and climb again. Unless they are ill.
Jeff Hurt recently posted…. 10 Ways To Ensure Your Nonprofit Volunteers Fail
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.
Ugh, sorry its actually: “Make everything as simple as possible, but not simpler.”
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.
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.
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.
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.
You may, Pamela, and that’s a great addition, thanks!
Great post! “…short, concise and delivers a clear message…”
Barbara Mackie recently posted…. Twitter is
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 recently posted…. 10 Ways To Ensure Your Nonprofit Volunteers FailEven 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?
I wonder how critical it is (in comparison to what you mention) for businesses to have a Facebook presence?
John Haydon recently posted…. How to use Hootsuite to manage LinkedIn- Twitter and Facebook video 2 of 3Vital. Not having a Facebook presence is like not having a website. My two cents. Yours?
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
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.
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 recently posted…. Is it ever ok to do spec workLove 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 recently posted…. 5 PR lessons we can all learn from Brett FavreGreat 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.
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 recently posted…. THE A-TEAMS GUIDE TO SUCCESS
Danny~
Spot my friend. Spot on.
As a web developer versed in design, UI and customer interaction in addition to the back-end “geek” coding, I find too many sites fit the profile you advise against for web sites.
Having been in customer tech support prior, the phone tree is all too familiar.
In fact, I have worked in organization that fail at one point or another, many that fail at multiple points.
I say this – It’s not rocket science, and $150,000 in market research is not going build you a site that is usable, a tree that navigable, or a FAQ list that is understandable.
Intuition, customer minded, relationship focused direction, executives and employees who can see it from the target market will. It’s not enough to know the target market, but how to interact with them and draw them in as easy as a sidewalk sale.