Tag: advertising

Windows

FabrizioLeave a comment

Recruitment is customer service.

For many employees, their first contact with your organisation is via your recruitment function. For most people, the only interaction with your organisation is with your recruitment function.

Both recruitment and customer service deal with a high volume of traffic that makes it difficult to identify what matters. And in both cases, this challenge often translates in poor service and missed opportunities.

The fact is, recruitment and customer service are windows through which people look inside the organisation. They might become employees or not, they might become customers or not. But for sure they will leave with a clear impression of what you stand for – an impression that will spread to the people with whom they will share the experience.

Recruitment and customer service are powerful tools for word-of-mouth.

It is worth investing in them with intention and strategy.

Negative impressions

FabrizioLeave a comment

Reporting on tens of different metrics give one of two impressions.

Impression #1 – You are shooting in the dark. Since you can’t agree on what success means, you are just tracking and reporting everything in the hope that some of the numbers will look good on your deck to the board.

Impression #2 – You are going to cheat. Many metrics mean infinite interpretations, and something tells me that the one you are going to deliver today is not a story of failure.

Next time you are preparing a report, make an effort to avoid both.

Fostering the controlling staff

FabrizioLeave a comment

That’s what I found today in a page describing a B2B solution.

Fostering the controlling staff.

What does it even mean? Can you “foster” somebody? Who is the “controlling staff”? What does “fostering” them look like, in their day-to-day lives?

Of course, it’s easy to laugh such an example away.

But the status of B2B and Saas copywriting is dire.

Back-office automation heroes … assemble!

Personalized interactions and trusted global communications.

Streamline your operations.

Automate document and presentation creation workflows.

Unlock new opportunities at speed.

There’s an opportunity to stand out.

Storytelling

FabrizioLeave a comment

There are many ways to tell a story, but since companies find it so difficult, a good idea is to keep it simple and avoid overly complicated structures.

  1. The hero wants to achieve an ideal state.
  2. A challenge is holding them back.
  3. Your solution will clear the way and prepare them for the future.

Few pitfalls to consider.

  • The hero is never your product.
  • The more concrete and specific you can be with the challenge, the more it will resonate with the hero exactly at the right time.
  • The solution needs to be translated in the language of the hero, and it is never a list of features and spec.
  • You are gonna need different stories for different heroes (i.e. personas).

It’s not perfect, but if you are not already touching on these three points, in that order, in any conversation you are having with a prospect, this is a good way to wrap your mind around storytelling.

Good and bad

FabrizioLeave a comment

The reason why I find this and this (and this) worth of my attention (and money), while I find this, this, and this (and this too) trite and unattractive, is not that the former are good and the latter are bad.

It’s that the former target a specific audience to which I apparently belong.

I don’t believe in good and bad marketing, but I do believe in effective and non-effective marketing. Know who you are selling to, know what you are selling, and make the match.

All the rest is non-effective.

  • coda.io Home Page
  • Joe Coleman Home Page
  • That Seems Important Home Page