| Dear Scott, Three things that should never be left out of your advertising campaign: Strong Core Message, Consistency, and Repetition. "Finding a good message and then sticking with it takes extraordinary discipline, but it pays off ten fold in the end. Remember, you may be making yourself sick by saying the same exact thing for the umpteenth time, but many in your audience will be hearing it for the first time. The overwhelming majority of your customers... aren't paying as much attention as you are." - Dr Frank Luntz Complete Articles: Scroll down for full text version of click the link. Articles I Like: Click the link to go to article. Say Something Powerful with Signaling Theory - by Jeff Sexton Upcoming Seminars: Fight the Big Boys and Win 20-21 Jan 2009, Wizard Academy, Austin, Texas Marketing Performance Seminar 19-20 Feb 2009, Denver, Colorado
By Craig Arthur Have you consciously developed your customer experience or are you leaving it to chance?
A customer only takes a few seconds to subconsciously sum up your business and form an opinion. Good or bad you largely control this experience.
First impressions are developed from all the touch points a customer has with your business - to start improving on these you must first see, hear, smell, feel, and taste your business as would a customer. Not an easy thing to do when you work “in” the business. So I suggest getting in a few outsiders… people who don’t normally visit your place of business, or better still first timers to the business.
Have them answer the below questions as your business is now.
What do your customers see?
What do your customers hear?
What do your customers smell?
What do your customers feel?
What do your customers taste?
Now you have an unbiased customer’s perspective, it’s time to go about systematically improving all the 5 senses of your business.
Spend time and money improving each of the 5 senses and you will create a positive, memorable experience for your customers and your staff. Positive memorable experiences create positive word of mouth.
Over the coming weeks we’ll look at each of the five senses and how you can develop a memorable customer experience for your business.
Stay tuned.
Tiny, Reliable Indicators are Clockwork Angels By Roy H. Williams
A successful consultant uses small indicators to make big decisions. If he explains his methods to data-worshippers, he sounds like an idiot. When it later turns out that he was right, the doubters claim he was lucky, saying, “You can’t possibly extrapolate that outcome from that data.”
Consider the following:
A large group of 4-year old children are led into a room, one at a time. The room is equipped with a two-way mirror. Each child is seated and given a marshmallow. “You can eat the marshmallow right now if you want. But if you wait until I come back to eat your marshmallow, I’ll give you a second marshmallow to go with it.” The giver of marshmallows then leaves the child alone in the room.
Is there anything we could learn from such a test? Could it tell us anything important about a child’s future?
One third of the children ate the marshmallow immediately.
One third held out for a short time, then ate the marshmallow.
One third waited 15 to 20 minutes until the giver of marshmallows returned with the promised, second marshmallow.
Small indicators are valuable to a savvy consultant, just as they were valuable to Walter Mischel*, a scientist at Stanford 40 years ago.
Fourteen years later, at the age of eighteen, each of the original 216 children was located. Those who didn’t eat the marshmallow scored an average of 210 points higher on the SAT (610 verbal and 652 math versus 524 verbal and 528 math.)
At age 40, the group that didn’t eat their marshmallows had more successful marriages, higher incomes, greater career satisfaction and better health than the marshmallow eaters.
The 4 year-old who eats the marshmallow is oriented toward the present.
The 4 year-old who waits is oriented toward the future.
Yes, we can learn big things from small indicators.
Six years ago I sent you a Monday Morning Memo that linked your ability to accumulate wealth to your orientation toward the future. Do you remember it?
2009 is going to be a year of upheaval.
Will you be oriented toward the future?
Or are you trapped in the present?
Before you eat that marshmallow, let’s talk.
Roy H. Williams
*Walter Mischel was a professor of psychology at Stanford, Harvard, and Columbia Universities and a past editor of Psychological Review. He was elected to the National Academy of Sciences in 2004 and became president of the Association for Psychological Science in 2007.
Another Secret to Success: I sent you a memo a couple of months ago about how to gain credibility with your customers in 2009. Here it is if you’d like to re-read it.
Business Help is coming to Denver. You should attend.
Take a look at the upcoming classes at Wizard Academy.
Previous stories, just in case you missed them:
A Closing Thought “If you’re good at something, never do it for free.” - Joker, The Dark Knight
Craig Arthur
Wizard of Ads
PS. Need help to attract more customers and grow your business? Australia Call (07) 4728 4866 or email craigarthur@wizardofads.com North America Call 308-254-2732 or email daveyoung@wizardofads.com Call 440-610-9746 or email tomwanek@wizardofads.com
We will never try and sell you. You may punch us in the arm really, really hard if we do.
Call or email to book a FREE alignment meeting. No obligation. No pressure. It is at this meeting we both decide if there is a fit between our 2 companies. It is only then can we explore your options. We will never try to sell you. Call (07) 4728 4866. |
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