Why Customers Are Generalizing Your Business
It’s not a good idea to search for a doctor online.
I told my mother that when she asked me to. She agreed. And I began my search.
After three days, I handed over a grand total of two name-and-number pairs. “They had good ratings,” I said, somewhat helplessly. My mother nodded at the strange syllables and locations.
And she still hasn’t called them.
This is what is happening to most of your visitors, buth online and offline.
They discover your name, your shop, or your number somehow. They note your information. And they leave, never to return. Yes, even if you have “good ratings.”
You see, you have this vague idea that you want to be known as “fast,” “smart,” “caring,” or “cutting-edge.” I know because you put it on your business card. Plenty of your customers say you are, too.
What To Do When The Box Flips Inside Out
Dumbphone users used to be cool (yes, they did!).
Working at home used to be an oxymoron.
Facebook used to be the only company making money off Facebook (go ahead and laugh).
What happened?
The novelty of the iPhone has worn off (although it has kept its edge). Working from home is no longer unusual. Now just about everyone on social media wants to make money.
And now those of us who made it fashionable find ourselves surrounded by four walls and a lid, making it pretty uncomfortable to keep head-and-shoulders above the rest. The box – that one we’re meant to think outside – has been flipped inside out, and somehow we’re on the inside.
What now?
First, a little about why this matters for your brand. Differentiation is the name of the game. Your customers don’t just need to know why they should buy from you. They need to know why they should keep buying from you, too.
This Communication Plan Doesn’t Smell Like Christmas Cookies
Without the input of communicators and marketers far and wide I fear Christmas may be doomed. Let me explain …
The other night in a haze of nog and toddies I noticed that the table next to mine had elves – two of them. They were intense little creatures that smelt like cinnamon and cloves.
I watched as they spent the night furrowing their brows at the page on their table. They drank and wrote and pounded their wee little fists in frustration.
Did you know that when elves punch each other in the face glitter explodes into the air? It does. It also provides great cover for snapping photos with an iPhone.
Long story short, I photographed their comm. plan, a dismal thing that needs your input.
Christmas Communication Plan 2011
Prepared by senior communication elves: Peppermint Pete and Ernie Evergreen
