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587: Improve Your Website With Your Phone

Fascinating thing about website owners…

A website is needed… So a website is made.

When it’s done, you hope it’s amazing. And when you think about improving it, you do one of two things:

  1. You tweak things based on your own preferences, or based on what you saw someone say in a blog post. Or,
  2. You look at your stats and make improvements based on what you think that data is telling you.

Here’s the fascinating part…

At no point at all during the process of trying to make that website better for those you wish to serve, do you speak to those you wish to serve.

At no point does a real conversations occur.

Either because it feels awkward, or because you don’t know what to ask. Either way, listening isn’t happening.

If they are who it’s for… and your marketing message is one of the most important things to your business… are you spending as much time speaking with these people as you should, given the importance of this?

What would happen if you circumvented the guesswork and “latest hacks”, and just picked up the phone?

(P.S. Our Creative team is exploring this fascination in detail. If this is something you’re experiencing, let me know on social media and I’ll pass your thoughts along. There may be something in it for you.)

586: Social Proof VS Ego Stroke

Your social-conscious or sustainable brand has a website.

We’re told to put testimonials and ‘social proof’ on our websites, right?

There’s two approaches to this. One’s right, one’s wrong. Let’s get into them:

The first is the “ego stroke”

This is the most common form of ‘social proof’.

We’re told to take our best reviews and put them online. The problem is, we listen for what sounds like the best review…to us.

To us, we’ll select the one that makes us feel great. The one that says we’re amazing. “The best ever. Great product. Love it.”

These tell visitors nothing. But they make us feel good, and our mums proud.

It’s all about us. And that’s why they don’t help.

The second is the “proof of impact”

This is the less common form of endorsement.

These quotes–or videos–scarcely mention you at all. Rather, they focus on the problem somebody else had, and how they solved it, using you as a bridge from ‘problem’ to ‘solution’. You’re a tool, a method, a means to an end. But definitely not the focus.

These tell visitors everything they need to hear: “If you have this problem, and want this solution, here’s how I achieved that.”

It’s all about the customer, not the business, and that’s why most companies don’t choose these endorsements. They like the ones that make them feel good, instead.

Which will you choose for your website?

Tip: Your website should be all about your customer, not you, too. Learn more at


585: Optimizing For The Wrong Customer

Hey, we all do it.

If you’re a cause-driven or sustainable business, if you hear the cries of an unhappy client, you race to their aid to make things better. To do all you can to improve their situation and move them forward.

You refine your work to avoid that problem in future.

This has a name. It’s called, Optimizing for the wrong customer.

Here’s why:

The loud ones who never seems quite satisfied

You’ll have these. Sometimes the problems are yours to resolve. They’re opportunities to refine your work.

Other sometimes–and this is a hard pill to swallow when you care a lot–sometimes the problems aren’t yours to fix.

Sometimes, the problems are unrelated. Maybe they’re just complaining to get free stuff. Maybe they’re just in a bad mood. If you attempt to refine your marketing or your products for these people, you’ll simply move further away from the people you should really be focusing on.

So who are they?

The quiet ones doing good work and need your help

You’ll have these. They’re the customers who need a hand, but don’t necessarily make a fuss.

They need what you offer. They would respond very well to your marketing message if only you were brave enough to speak to them directly, rather than worrying about trying not to exclude the others.

When you learn to listen for–and respond to–those who are uniquely positioned to derive maximum advantage from your work… you’ll find your customer satisfaction rockets. The joy of serving increases. The difference you create in the market balloons.

Why not just focus on them, then?

Tip: If you’d like to see how to do that, go to

584: Why You’re Avoiding Progress

We all do it.

Sometimes more than others. Some of us more than others. But we all do it.

Sometimes, after a successful sale, you celebrate and pour that energy into pursuing more people you and your team can help serve and support. Other times, you celebrate then retire into busy-work or reading a blog… allowing the energy of the win to pass you by.

Sometimes, after you solve a problem on a project, you build on the win by seeing how you can take it to the next level, perhaps by documenting the win or making that work even more remarkable. Other times, you sigh a sigh of relief and check your emails instead.

Sometimes, after a great interview, you lean into who you can talk to next, to further your pursuit of contribution and service. Other times, you’ve “done your social bit for the week”, and you withdraw into tasks you deem easier… quieter… or less important.

What makes us do one or the other?

Is it caring enough about your work? Or being desperate or satisfied enough with your efforts?

I think it’s something simpler than that.

I think it’s perspective.

Sometimes we think we’ll ride a high into the sky. We’re just as likely, in this mindset, to fear a setback will slide us right down into hell.

Other times, when we have our perspective right, we recognize the ups and the downs. The ebbs and the flows. We see a success as something worth building upon, something worth repeating, because things won’t always be this way. Not out of fear, but out of respect for the process

How does your perspective affect your meaningful work?

Tip: If you want to help guide prospective customers toward a mindset that motivates them to buy, check out

583: Underestimate Your Competition

Why would you underestimate your competition? Isn’t that how you get overtaken?


But it’s also an opportunity to shift your focus:

Some of them are busy worrying about competition.

These guys are stalking their competitors.

If a competitor makes a move, they’re quick to follow.

If none of their competitors are innovating, they’re quick to shut down new ideas.

“If it’s worth doing, they’d be doing it too,” is the rally-cry of these folks.

The result is a commoditized, middle-of-the-road, “that’ll do” option, that is quickly displaced by someone who cares just a little more… someone who’s brave enough to stop worrying about this stuff.

Some of them aren’t worried about competition

These guys aren’t stalking their competitors.

They’re aware of what their competitors are doing, they just don’t really care.

If all of their competitors are zigging, they’re quick to zag, if zagging is better for their target audience.

“If it’s worth doing, it’s worth trying… our audience will tell us if it’s worth doing again,” is the rally-cry of these folks.

The result is a special, tailor-made body of work that fits a particular corner of the market. And for that corner of the market, this is the only body of work that matters.

Which of these two options would you prefer for your company?

Tip: If you’d like to be perceived as special in the eyes of your market, can help you with that.

582: Unnatural Marketing

Ever experienced marketing that feels ‘natural’ to you? Like it talks your language?

To achieve this for our own cause-driven, social-conscious companies, we have to do what is for us inherently unnatural.

Here’s the difference:

Your natural

Bring ‘your natural’ to your work, allowing your genius to create something your audience will love. But remember they will not understand any of it.

Without ‘your natural’, you’d run out of energy. But decisions happen in the minds of the market, not in our own, don’t they? So then, it’s also our responsibility to be in their hearts and minds as much as possible, in order to provide the greatest levels of service.

We need ‘their natural’, too.

Their natural

Bring ‘their natural’ to your work, allowing you to connect intimately and effectively with your audience. But remember it will not not be easy for you.

In fact, you’ll likely need to continually remind yourself to enter this space. It’s tough, but it’s all that matters to your market.

The more time we spend together with them in their world, talking their language, seeing things their way…the easier it is for them to choose your company over any other option in the marketplace. Regardless of scope, price, quality or value.

Your natural enables your genius. Their natural makes those breakthroughs theirs.

Those who compete against you are unlikely to understand this.

That’s your advantage.

Tip: If you want to speak the language of your market–to win over your market–check out