The MadAveGroup Blog
The MadAve Blog (331)
After spending a few hours with my car this morning, I was reminded of a marketing truth.
On my way home from running a few errands, I slid into a snowy, shallow ditch at the top of my road, and then struggled for twenty minutes to push my car out as dozens of drivers passed by me.
Finally, a nice guy in a pickup truck stopped to give me a hand.
When I got home I told my wife what happened, going on and on about all the people who had driven by without even slowing down.
But what I DIDN’T tell her was how, earlier that morning, the owner of a car care center here in town performed a diagnostic check on my car…free of charge.
I DIDN’T tell her how the very friendly technician at another shop flushed my radiator twice because it was so dirty…for no extra charge.
I DIDN’T tell her how the counter guy at the auto parts place cheerfully came out to replace my windshield wipers…free of charge.
Instead, I focused on the negative.
Driving into a ditch was nobody’s fault but mine, yet I came home and griped about all the people who DIDN’T stop to help, instead of focusing on the Good Samaritan who pulled me out.
The marketing truth is this: one bad experience can trump even many positive experiences in the mind of a customer.
As unfair as it may be, you can lose a hard-won revenue stream for life if you or someone on your team falls down on the job. And if that customer strings together two or three bad episodes with your company, your name might as well be Mud to everyone he knows – and anyone who reads his online review.
The good news for you is that every company makes mistakes. Companies are made up of people, after all, so mistakes are bound to happen, and most customers understand that.
What they don’t understand and what they won’t tolerate is your poorly handled response to their bad experience, whether it’s an insensitive CSR, your inflexible policies, or a perceived indifference toward them as a paying customer.
So, to promote more positive experiences and successfully address any bad experiences customers may bring to your attention, keep these three suggestions in mind.
1) Make sure your CSRs, operators, and other frontline employees are empowered to “make things right.” Don’t push away an angry customer by making her call another department for answers, or worse, not offering any solutions as a company.
2) Check to see if you have any service or return policies in place that are not customer-centric. If so, get rid of them, or at least re-work them as quickly as possible.
3) Finally - it’s an oldie but a goody - the customer is king (or queen). Make sure your team lives and breathes that one. Your customers keep you in business, and if you don’t treat them with the courtesy and respect they deserve, especially after they’ve had a poor experience with your company, your competitors will be happy to.
Many years ago when I lived in another town, I used to visit a farm stand during the summer months.
The lady who ran the stand didn't have nearly the selection of the local grocery store, and her produce was even a bit more expensive than the store's.
But she knew my name. And she used it every time she saw me.
She was friendly. She put an extra apple in my bag now and then. And every time I left the stand, she sent me off with a warm "thank you" and an invitation to come back soon.
I didn’t get any of that from the grocery store.
Yes, the store was fancier and air conditioned, but I never walked out with the sense that I had just been cared for.
The lady at the farm stand quickly earned my loyalty by making me feel important, showing her appreciation for my business, and giving me added value.
Can you see how that approach could go a long way toward helping you win and keep customers?
It’s much easier, less expensive and more profitable to sell ten different products to one happy, loyal person than to sell one product to ten relatively disengaged people.
So, consider making account penetration a higher priority: increase your share of each customer, rather than increasing your share of the market.
Meeting that goal requires strengthening relationships with your most important customers; learning their wants, needs, pains and goals, and actively looking for opportunities to care for them.
When you take a legitimate interest in helping your customers succeed, when you serve more as a consultant and less as a vendor looking for a quick sale, when you truly work on behalf of your customers’ interests, you’ll earn the type of loyalty that's necessary for deeper relationships to prosper.
Partner with your best customers. Find ways to get more involved with their businesses, and let them into yours. Develop ways you can work together for the betterment of both companies. As a partner that delivers real value, you become much harder to shake when cheaper competitors move into the market.
Finally, the customer whose business consistently nets your company a million dollars per year is more valuable to you than the customer who spends a couple thousand dollars once in a while, so why treat those two customers equally?
That doesn’t mean you shouldn’t apply the basics of good service to every customer, but committing the same resources to the smaller client can't possibly yield the same return.
And if your employees believe there is no difference between customers, they’ll have no incentive to provide preferential treatment to those who deserve it.
However you choose to measure their importance to you, your more valuable customers should receive an even higher degree of service. After all, they pay for it every day with their loyalty to you.
When preparing any type of marketing content, I'm constantly applying my “Who Cares?" rule, from the concept phase to the proofing of the finished piece. I think about my audience and ask the following:
• Will they care about what I've written?
• Does my content provide them with some type of value?
• Does it give them a reason to keep reading or listening?
Here's an example. Years ago, while I was gathering copy points for a client, she asked me to mention an award her company had just won. She emailed the following suggestion:
"We're pleased to announce that we've won the Silver Service Award for the third time in four years. We'd like to give our great staff a pat on the back."
Now, I certainly understand the client's pride in winning a major award and her eagerness to have people hear about it, but the copy she wrote would have offered no benefit to the listener.
Unless the news of the award could be turned into information that provided value to the company's audience, what would be the point of mentioning it?
So I asked the client a few questions.
• What does that award symbolize?
• Why would your customers or prospects be interested in it?
• Why is knowing about this award valuable to them?
Once I had my answers, I wrote this copy:
"The Silver Service Award is our industry's highest compliment. It's given annually to the company with the best year-to-date record of customer service in 24 measurable categories. If you're considering new vendors, you should know that The Smith Company has won the Silver Service Award three of the last four years. No other company has ever done that. The Silver Service Award: proof of our intense commitment to your satisfaction."
That copy acknowledges The Smith Company's win, but it also helps prospective clients make an informed buying decision. Rather than a self-congratulatory high-five, the copy delivers an important clue - substantiated by a major industry award - as to how the prospect will be treated if they do business with The Smith Company.
We're humans, so our first instinct is to talk about ourselves. That means developing content that's focused on your audience's needs can take a lot of thought. But if your marketing message is to stand out and ring true with prospects and customers, it needs to give them a reason to engage.
Applying the “Who Cares?" rule to all of your marketing content will help.
I saw the sign on the left while traveling last week. It was in the lobby of my hotel, affixed to the wall.
For all to see.
And, ya' know, laugh at.
I notice a lot of goofy mistakes like that. I've captured a few more in the pictures below. (Can you spot the problems?)
Ultimately, none of these flubs will bring about the end of civilization, but if you run a business, I’m sure you'd rather avoid these types of embarrassing errors on your website, signage and printed materials.
So, here are a few tips to help you steer clear of some common grammar mistakes.
Apostrophes don't make words plural. The word Employee's on the sign above doesn't need that cute little hanging comma. Apostrophes are used for two main reasons:
1) To show possession (Harold's cats, the crowds' cheers).
2) To take the place of one or more letters, as in a contraction (won't, can't, y'all), or when dropping letters to suggest a more casual approach to speech (singin' and dancin').
Speaking of contractions... Every now and then I hear a sentence such as this in radio or TV copy:
There's many models to choose from.
The problem is that there ARE many models to choose from. Because the word models is plural, a plural verb is required. As much as I prefer contractions, there's isn't correct in that sentence.
Can't we all just agree? The problem above is also an example of subject-verb disagreement. Again, when the subject (the main noun) is singular, the verb must be singular, too.
Disagreement is most common when there are many words between the subject and verb and/or when there's a prepositional phrase in play. A lot of people mistake the object of the preposition for the subject of the sentence, as in this example:
Our award-winning team of joint replacement specialists take care to find the right treatment.
In that sentence, the subject is team, not specialists. Of joint replacement specialists is a prepositional phrase - a phrase beginning with a preposition (of, on, in, under, etc.).
If you’re ever unsure which word is the subject, break down the sentence to its simplest form - Our team takes care - and then make sure your subject and verb agree.
Remembering all the rules of the English language can be tough. And, sure, everyone lets a typo slip by now and then. So, before you put your words in front of your audience, run them by a skilled proofreader and even a copy editor. The extra time and effort will keep customers from writing blog posts about your mistakes.
Okay, so maybe you're not a writer.
That's fine. That may be one of the reasons you rely on us to create marketing messages for your company.
Writer or not, though, you appreciate that words are key to communicating your ideas and who you are to your audience. Certainly they're too important to be left to chance, right? That's why those of us in marketing choose words carefully when crafting our clients' content. It’s one of the reasons you trust us.
And words don't need to be spoken to convey a tone or attitude. Silent words on a page can be just as inspiring and persuasive and guiding as those in the most loudly amplified speech.
And they can do just as much damage.
I’ve shared my philosophy with our agency’s writers many times: “Every word is an opportunity to change a business, affect a life, create something shareable, move people or make them laugh. You have great power.”
The words we choose reveal so much about our hearts.
Words can change the world. And have. Many times over.
Now and always, words matter.
There were four major themes that emerged from our four marketing blogs in 2016.
We invite you to pick a theme that interests you and check out the posts that touch on an aspect of that topic.
In the post “Everyday Effort,” we tell two true stories about unexpectedly good service and remind you that those types of experiences can lead to lifelong connections with your brand.
We also asked if you're “Short-Sighted When It Comes to Service.” Recounting a true story again, we asked you to consider 1) the long-term effect of impatience on your business and 2) the importance of accepting people where they are in the buying cycle.
If your sales team relies on outbound calling to create awareness or generate interest in your company, please read “Is Your Calling Style Costing You?”
And while you're thinking about the impact your phones can have on your business, take a look at “Why Telephone Etiquette Is Worth the Investment.”
You'll also find many posts about creating a great caller experience in our blog “The Director's Cut.”
With our BusinessVoice clients especially, we emphasize the tremendous potential in humorous content. “The Value of Unexpected Humor” provides one powerful example of how a funny approach generated huge awareness and millions of earned media impressions, all while defining the unique benefit of the “product.”
In the post “Lighten Up! Your Customers Will Like You For It,” we extol the virtues of poking fun at your own brand and share a video sample of how we do it to ourselves.
Most people know what to expect when they're placed on hold. Not much, typically. That's why treating them to “An Unexpected Caller Experience” featuring Humor On Hold can be so fun for them and so valuable for you.
Need a few more reasons to incorporate humor into your marketing content? Read “Why You Should Risk Being Funny.”
Maintaining your personal and brand values in our modern business environment can be tough. But it can also serve as a defining characteristic that helps you stand above competitors. This post - “Are You Too Chicken to Stay True to Your Values” - was our most popular of 2016.
In “The Best Policy,” we remind you why honesty - yes, even in marketing - is crucial to building trust with your customers.
No matter what type of content you're creating or for which channel, read “Too Much Information.” It includes three sets of questions to consider before you get to work on new content.
Our post “Writing On Hold Marketing Content: Creativity, Humor and Focus” includes abbreviated audio from a webinar of the same name. It's information that you can apply to other channels as well.
You might enjoy these posts as well:
“When You Run with Dogs Good Things Can Happen.” The takeaway: do what's important to you.
“Here's to Revolutionary Ideas.” I hope this one inspires you to ask “what if...?”
“The Cleveland Cavaliers and Your Customers' Brand Loyalty.” If this take on the Cavs doesn't convince you that you can build a passionate fan base, you're doomed.
“Are You a Marketing Lemming?” Ask yourself: are you doing what everyone else is doing? If so, why?
“The Reason You Need Marketing Every Day.” Sure, it's a bit embarrassing, but I'll cop to a mistake like this every day of the week if it means I can share a good lesson as a result.
Whadya' say? Would you please sign up here to receive our blog posts when they're published? We'd appreciate it. Thank you.
I was working with a copywriter a few months back, helping him develop some P-O-P content for a grocery store chain.
We were looking for a different angle on the store's produce department when an image of corn on the cob popped into my head.
Corn is a miracle, I remembered.
About eight years prior, I planted corn for the first time. With great anticipation, I pushed each seed about an inch below the dirt, covered them all with more dirt, and then watered my rows.
Within a week, the first signs of new life sprouted from the ground.
By the end of the summer, I was walking through stalks taller than me. And each one had real corn attached! It was thrilling.
All the beauty of my humble corn patch and all the corn it produced came from a little brown bag of dry seed dropped into dry dirt.
That's when I realized that corn is a miracle. A common, everyday miracle.
That understanding led to content that was different than “Hey, come buy our corn!” The message was about the abundance that we enjoy in this nation, and a reminder of just how lucky we are to have what we have.
And maybe, I thought, my words could help a few people enjoy their own moment of awe and appreciation.
From a marketing standpoint, that story always reminds me that there's more than one way to present a product or service to an audience.
As a human being, it reminds me that corn is far from the only miracle that we've been gifted with in this life.
In this season of miracles, I wish for you that realization every day.
Thank you for reading this blog post. Truly, it means a lot to me that you’re investing the time.
And if you’re a client of ours, thank you for allowing us to serve you, and for the trust you place in us. You are the reason we get to do what we love to do.
There are other ways we express our thanks, too. We train consistently. We improve processes frequently. We work to expand our outlook and sharpen our work every day.
We do that for you and our other clients.
As a way of saying “you made a good call when you chose us.”
As a way of reinforcing that we’re committed to your long-term success.
Now, as I often do in this blog, I’ll challenge you with a few questions.
How are you expressing thanks to your customers or clients? Is it a strong, company-wide commitment to literally say “thank you” at the point of sale? Is it a rewards program? Is it providing extra special added value to long-time buyers? Is it a simple, meaningful handshake?
Consumers have a lot of choices. A sincere thank you can go a long way toward earning their loyalty.
Have you heard the good news? There’s an amazing pillow you can buy that eliminates insomnia, sleep apnea, acid reflux, even cerebral palsy!
The only problem is it doesn’t fix any of that stuff.
So consumer protection officials in California slapped the makers of MyPillow with a $1 million fine for making those false health claims in their advertising.
It’s no secret that, over the years, more than a few marketers have stretched the truth a bit when describing the products they sell. But I encourage you to fight that urge should you start to feel it.
Here’s a quote from one of the internal training videos we produced for our new Creative Consultants - our writers:
“First and foremost - don’t lie. Don’t ever lie with your copy. Don’t even exaggerate. People will figure out very quickly when you’re full of bologna and when your copy is misleading just to get them in the door. We don’t want to be those folks. Instead, shine a light on what is real, what is unique, what is valuable about that client. We’re not here to try to fool anybody, because it’s just not going to work, and it’s going to come back sooner or later to haunt the client.”
That honest approach to marketing and communication will endear you to customers.
It may also force you to examine your company’s value. The reason: If you can’t develop a message or create content that paints an appealing picture of your product without resorting to wild assertions and hyperbole, you’ll need to ask yourself why that is.
Then, maybe, instead of spending time and money to advertise exaggerated claims, you can commit those resources to building a better product, process or experience that’s more likely to sell itself.
There’s a new video out of Austin, Texas that’s taking the Internet by storm.
It’s a campaign video that’s being watched and shared and celebrated unlike any other in recent memory.
And yet, what makes this new video so popular is something we’ve promoted for years.
Check out the piece here, and see why you might want to pursue the same type of marketing magic for your brand.