Tag: trust

Do not bother asking

FabrizioLeave a comment

If at the end of a fairly long and ambiguos onboarding, you are displayed the following message, chances are you are going to abandon the product and never come back.

Of course, there’s the fact that automatically charging the customer’s credit card after a free trial period is a truly bad practice, and a way to signal you do not trust they would subscribe otherwise.

And there’s also a bigger failure, a messaging failure. Details are presented in a long, complex, repetitive way. A way that does not belong in an onboarding. Because what it says is not “trust us!”, but rather “no refund after the trial, even if you are no longer interested, so do not bother asking!”

What if, instead ..

Your own program is ready!

We are offering a 7-day free trial, that should give you plenty of time to complete your first lessons and get going.

After that, the cost of your own learning program is €9,99 per month (charged automatically to your Google Play account).

You can cancel anytime by following the instructions in the app, and we will send you a reminder before charging your credit card for the first time, to make sure you really want to continue. No surprises!

Get started!

Mantra

FabrizioLeave a comment

This is a mantra worth reminding, as marketers seem to forget it all the time.

No one wants to hear about your product.

And there are beautiful examples of what can be achieved when this becomes an assumption underlying your content strategy.

It also works, by the way.

Let go

FabrizioLeave a comment

To be a leader, in life and at work, you need to let go.

Let go of schedules and outcomes, experience and opinions, details and plans. Let go of control. Let go of yourself. Let go of your definition of reality. Let go of your certainties.

If you cling to any of these, being a leader is going to be much more difficult. And eventually you will be the one regretting it the most.

Worth accepting

FabrizioLeave a comment

The very same event can be described by those involved in very different ways. The same person can describe the same event in different ways at different times.

Does this mean one version is the correct one and the others are wrong?

When we describe what is happening to us we almost never stick to the facts. We bring with us past experiences, values, emotions, sensations, expectations, and as time passes our memory filters out most of what does not align with our story.

And so it happens that often a version is correct for the person narrating it, and wrong for those listening.

Something worth accepting.

Hiding

FabrizioLeave a comment

If there is a feature or a characteristic of your product that consistently keeps your audience from buying, you have one of two options: change the feature, or change the audience.

Hiding the feature, on the other hand, is but a shortsighted and counterproductive trick. You actually want people to know about it as soon as possible, so that you do not end up wasting time with those who consider that a roadblock.

This is something marketing departments often get wrong.