Tag: communication

Follow or not

FabrizioLeave a comment

You can read that your product makes one out of three girls feel bad about themselves, and still comment that it is more likely for it to have positive effects (it’s one out of three, after all), or that the number is only a reflection of what happens in the world.

At the end of the day, the way you choose to interpret the world is up to you.

What is up to us all, though, is choosing if we are going to follow or not.

Remote listening

FabrizioLeave a comment

One cannot overstate the importance of listening.

And now that most are relegated to their own home offices, conversations happening through a screen, listening is more challenging than ever.

We are all very busy trying to control our appearance, our background, our environment, the kids screaming in the other room, the cat jumping on the desk to broadcast their behind, the email that just came in, the little red circle signaling that somebody just sent us a message – it might be important. And the most we can do is listening while waiting for our turn to speak.

Just being mindful of this very challenge can help you find ways to overcome it.

  • Use the camera only if you can handle it, it is OK to keep it off.
  • If you are on a two-screen setup, turn off the second screen. Maximize the app you use for the call, and shut down all other distractions (email and browser, in particular).
  • Keep your hands off the mouse or trackpad.
  • Take notes on a piece of paper.
  • Use headphones.
  • Apply coaching tactics such as asking open questions and mirroring, to keep yourself engaged and the other listened (you can find some very useful ideas in this past post).

We’ve got this!

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.

Defensive

FabrizioLeave a comment

When you get defensive during a conversation, you lose the opportunity to listen, to learn, to understand, and most importantly to move the relationship forward.

It is a strong impulse, instinctual almost.

Put some effort towards resisting it.

Fraud

FabrizioLeave a comment

Perhaps thinking that 88% of digital ad clicks are fraudulent is an exaggeration. And perhaps it is true that digital ads are so cheap that at the end of the day ad fraud is not a big issue.

But at some point, as marketers, we will have to acknowledge the big hallucination we are living through.

Influencers can buy fake followers by the truckload — roughly 20% of them are fake. Approximately 40% of Donald Trump’s followers are likely bots. Social media platforms are rife with cats and bots: Facebook admits to shutting down billions of fake accounts on its platform every year. Even app store installs are fake. Bots/click-farmers download 1 in 5 iOS apps. On the Android platform it’s 1 in 4.

Scott Galloway, here

Might this be one of the reasons why CMO tenure is at the lowest in more than a decade?

And when is the last time you have had a digital ad ignite your buying process?