Tag: content marketing

Everywhere

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The voice of your customers – what they feel, what they want, what they say, how they speak about their problems, your product and your competitors, what they think – is everywhere.

It’s in the messages they send to your sales and support.

It’s in the reviews they leave online.

It’s in the forums and discussion boards.

It’s in the noise at trade fairs and conferences.

It’s in the interviews transcript for the next case study.

It’s in the blog and social media posts they write.

It’s in the way they use the material you provide them.

It’s in the results to the survey you are running on your website.

It’s in the questions they ask the first time they meet you.

It’s in their choices after you’ve sent them the final proposal.

Of course, to make all of this relevant, you have to first shut up. Then listen. And finally act on what you have learned.

Working on the voice of customer is an expression of servant leadership. That’s probably the reason why so few succeed with it.

The experience

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If there’s one thing that everybody in marketing agrees on is that to effectively market a product or service you should not talk about that product or service.

And if you look around, you know that very few practice what they preach.

This video from Apple is something to aspire to.

There’s loads of products, actually there’s virtually no frame that does not feature an Apple device or solution (I stopped counting at 25 shots).

But it is not about the products.

It’s about the transformation that the product can produce in the world. It’s a story about taking a piece of paper and translating that idea into something concrete and worth presenting. It’s about the excitement, the fear, the tiredness, the anxiety, the juggling, the mistakes, the rebirths, the preparedness and the unpreparedness, the unsecurity, the will to make things happen.

Apple would be entitled, more than many others, to spend hours talking about their technology, their features, their apps, their ecosystem. But they understand that’s useless.

What matters is the experience. That’s what this ad is.

Few words

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Whatever you are going to do this year, make sure you can express that in few, concise words. Being able to tell about your project with clarity, inspiring curiosity, unlocking questions that drive the conversation forward. These are features that can give a real edge in a world of short attention span and endless content availability.

If the eyes of the person in front of you wander away, if your audience had doubts you feel you have already adressed, if your visitors drop without any action. You are not there yet.

It takes time and effort, conscious thinking and some rehearsing.

It will be your jump start to the change you seek to make.

Three books

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Three amazing books about how people make up their minds that can enhance your marketing skills.

Thinking, fast and slow – by Daniel Kahneman.

The righteous mind – by Jonathan Haidt.

Influence – by Robert Cialdini.

If you read any one of these, you’ll have a much better understanding of why talking about features and how brilliant your product is will not help you boost your sales.

Keys and locks

Fabrizio1 Comment

Most people, when starting a relationship, tend to be all about themselves.

Here is what I do, here is what I think, here is where I go, here is what I like.

The hope, in this case, is to have someone on the other side of the table that finds what we have to offer interesting and that is ready to commit to it. It can happen.

The effectiveness of this approach tends to decrease as the relationship develops. And as we are not really talking about amourous relationships (though some basics are similar), even if we attempt to find more people interested and ready to commit, the self-centered tactic is clunky. Seth Godin explains it well when he compares this situation to owning a key and having to go around looking for the lock (or locks) to open.

Alternatively, we could just sit at the table and listen to what the other has to say. Understand their background, what they do, what they think, where they have been, what they like, and where they are headed. See if there’s a match, and if anything of what we’ve heard made us click, go back and continue working to make it work, until next time. In other words, finding the lock and fashion the key (always Godin).

Traditionally, the first is the way of sales and the second is the way of marketing.

I am not sure nowadays the distinction about the two departments should still be relevant (it is in many organisations, unfortunately), but certainly the difference between having the key or the lock first is fundamental when you think about going to market.

It’s the difference between being one of the many and being the only one.

Your choice.