Tag: customer service

Copywriting

FabrizioLeave a comment

We all love great content and great copy when we find it. It just does resonate, immediately, genuinely, naturally. But then we either forget about it or we feel we ourselves are incapable of delivering similar work. And that’s where bad content and bad copy (and bad marketing) proliferates: in the gap between what needs to be done and what we (and everybody) feel comfortable doing.

This thread features 17 good reminders and examples for when things get difficult. Keep it close the next time you have to write a message.

Subtracting

FabrizioLeave a comment

Challenge yourself (and your team) with a question that begins in the following way: what is the minimum amount …?

What is the minimum amount of information we need from a customer before we let them download the whitepaper?

What is the minimum amount of words we have to force our customers to listen to before connecting them to a human being?

What is the minimum amount of steps a visitor to our website has to take before finding what they came for?

What is the minimum amount of words we can use to describe our product?

What is the mimimum amount of people we need to tackle this problem?

Subtracting is often the best approach.

Unlazy

FabrizioLeave a comment

Nobody gets really excited when you do things that everybody else (in your field, in your company, in your circle) is doing. And so, often getting noticed means going out of the boundaries that tradition and habit impose.

It’s never easy. For example, for someone to craft a “What’s new” page for a Saas company that makes people actually want to stop by and read must have been a hell of a nightmare.

And a hell of a fun.

It was certainly worth it.

Everywhere

FabrizioLeave a comment

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.

Unusual requests

FabrizioLeave a comment

Three ways to address an unusual request from one of your customers.

1. Sorry, we can’t help, you can try over there.

2. We are sorry, we have tried and checked our policies, we can’t help. You can try over there.

3. We are sorry, it’s not perfect, but it should work. No need to pay for this, come back later and we might have a better, more permanent solution.

They are not so different from each other, in fact they stand on a continuum. And it is certainly possible to emphatize with each one of them.

But whether you go for 1, 2 or 3 makes a huge difference in the experience you shape for your customer and the relationship you are building with them.