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All posts from February 2020

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800: Please, Don’t Be The Same

You’ve likely seen them for yourself:

YouTube has enough gurus repeating the same messages in the same styles, who ‘followed the formula’ because they were too afraid to reveal their true selves to us.

Instagram has enough fakers in Maseratis teaching you how to get rich, selling formulas that may have worked once but don’t work again when downstream in the hands of thousands.

The market has enough business consultants who never ran a successful business, selling false promises because they were too afraid to share their growth journey for a fee.

Please, don’t be the same. The marketplace needs you, showing up vulnerably with a heart of service and a boatload of empathy for those you’ve elected to place into your care.

Will we get to see you and engage with you today? Or must we instead try to pick you out from a sea of similarity?

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799: “Don’t Worry, It Won’t Take Long”

I spotted this quote while switching internet service providers.

We’re used to making these seemingly throw-away comments while crafting customer experiences designed to delight.

Every word counts, though:

If it won’t take long, I wouldn’t be buying this. If the speed was acceptable, why would I be migrating? Would it not better empathize with an prospective customers abysmal speeds, affirming their decision to switch, instead of blasting them with ill-considered pleasantries?

This page was never about them. Remember, marketing isn’t about you, that includes loading screens. “It won’t take long” doesn’t assure a customer here as much as it panders to sign-up abandon rates. Every word and image we choose should be an act of empathy and service toward those in our care.

Don’t worry, this will take a while… but that’s okay, soon you’ll have connection speeds that would complete this form in 100th the time.

Don’t patronize and pander. Instead, be right there with those you wish to serve.

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798: Process Is Marketing

How does our Creative team’s BuiltForImpact system produce award-winning websites at a fraction of the cost of anyone else?

How does an iPhone outperform a device with the same technical specifications by software optimizations alone?

How do our advertising team get targeted attention for 3 cents each when many ad teams get the same for 10x the cost?

Magic is even more impressive when we see how skilled and we’ll-rehearsed the magician’s slight-of-hand is. Showing the process creates a greater appreciation of their craft.

Consider showing your process to the world – we can only appreciate your genius if you let us see.

We may even tell our friends.

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797: House Rules

Our teams, like yours I’m sure, meet regularly to discuss how to make the client experience even more accommodating, delightful and memorable.

But those discussions must always remember “house rules”. I’ll paint a picture of this using an airline flight as an example:

When you board the plane, you don’t get to skip the safety briefing. House rules say it’s going to happen, and you’re expected to pay attention. Even if you don’t, you can’t say you didn’t get that briefing, no excuses. The experience is better when passengers feel the trappings if safety all around them, so it is enforced.

When you’re on the flight, you don’t get to eat what’s not on that plane. House rules prepared several options for you, which you can choose from at the appointed time. The options and time were both selected to make you as happy as possible. But the experience is better when the plane doesn’t serve 100 options at any point you like in the flight.

When you’re on the flight, you don’t get to stop by your house on the way to the airport. The flight sets off and lands on the appointed runways at the appointed times. The experience is better when ATC control your flight (and every other flight around yours) because it’s far safer that way.

The web design firm that enforces certain communication channels never misses a beat and crosses every ‘t’. The consultant who always books calls using his scheduling software never misses an appointment and protects its clients time. The SaaS company that enforces 2-factor authentication protects its data and its users.

Please, make the experience of doing business with your company as accommodating, delightful and memorable as you can. But for the benefit of everyone you serve, don’t sacrifice your “house rules”. They’re important for you and for those in your care.

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796: Play Your Game

Those doing meaningful work are usually high achievers.

Which often breeds comparison. Comparison weakens your ability to create change.

Someone else made a bigger impact in their chosen field than you? Unless your mission is the same as theirs – unless you’re playing the exact same game – comparison makes no sense. Play your game.

Someone else made more dollars in their industry than you? Unless your mission is measured exclusively by dollars – unless you’re playing by those rules rather than your own – comparison makes no sense. Play your game.

Comparison forces you to abandon your game in favor of playing somebody else’s.

Play your game, make your impact.

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795: How Valuable Is One Hour?

One hour isn’t a very long time.

Yet it could be so much longer if we let it.

You don’t need maniacal working hours to make a difference with your meaningful work.

Most of us don’t get one hour of productive hour dedicated toward meaningful work all that often. More often, we get:

Half an hour plus distractions and switches. That’s 30mins of work wrapped in 15mins of getting in the right headspace, 15mins of distractions. It’s an hour, but not really.

Fifteen minutes on four different things. That’s a couple of things that could have done with an hour of our time on their own, reduced to a fraction of that because we wanted to “productivity hack” the day. Plus a distractions and frustrations between them. It’s an hour, but not really.

If you’re doing important work – work the world needs – let an hour be an hour by giving your work the distraction-free time it deserves. Then close the laptop.

One hour isn’t a very long time. But if you use an hour wisely, you can do so much more than you think.