Author: Fabrizio

How would you feel?

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What if you would become an expert in things those you seek to serve are interested in?

What if, instead of 20 blog posts a month you would write only one this time around? And then the next month. And the next. And the next.

What if you would have the time to thouroughly research your topics, interview experts, collect data, put together arguments from different areas, come up with something truly original?

What if your content would be the single choice for those you seek to serve, the only one article they would seek, wait for, read in the whole month?

How many visitors, contacts, MQLs, SQLs, opportunities, deals would you get?

And, most importantly, how would it make you feel? How would it make your audience feel?

Openly ask

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Do you ever bother to openly ask?

A team member, what they would like to work on.

A customer, how they will be using your product.

A user, what topic would they be happy receiving content about.

Your partner, how would they feel if something would happen.

Your boss, what’s keeping them up at night.

Most of our businesses and lives are based on assumptions. Sometimes we hide them under the labels “experience” and “data”, and yet assumptions they are and they will be.

Should we instead bother and ask the question?

Values need consistency

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Most rules have exceptions, yet you have got to set some rules for yourself you are not open to make exceptions to.

Values are such rules.

Consistency is everything when it comes to value. There’s always going to be good reasons to deviate from the path you set for yourself, but it’s sticking to it that makes your story unique and worth telling.

Interactions

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In a period in which everyone (rightfully) promotes remote and flexible work, and in which technology is at such a stage to make these things very possible, let’s not forget the importance of having a face-to-face chat, of getting to know the people you work with on a personal level, of being able to sit at the same table with others to crack a problem that’s preventing you from moving forward.

Human beings need these types of interaction, and it is strongly correlated to their motivation, engagement and to the quality of their work.

A whole lot more

FabrizioLeave a comment

I can find all the praises for your product or service easily.

I can talk to one of your reps in minutes.

If I prefer so, your chatbot will guide me to the content most relevant to my situation.

I can painlessly answer a survey to help you improve your website, and with one single click give you consent to using (and share) information about my interests.

Your marketing will seek me out to offer more, for free, as long as I stay engaged.

That rep is still trying to schedule a follow-up call to offer a discount if I sign now.

And then, once I am finally your customer, if I need some information, I have to dig them out of an overly complicated help center page, or pray for a telephone number to appear below one of the folds of your website and wait in queue.

And if I decide that, for any reason, I do not need your service anymore, you frustrate the hell out of me with rules, counteroffers, bundles, and eventually a cold goodbye.

There’s no balance in the way companies allocate budget throughout the customer journey. Or perhaps it’s just they think the journey ends when the customer has paid.

There’s a whole lot more to it.