Creative Corner: Lose the Attitude
Unless you’re selling the latest Ludacris CD, forget about being edgy and focus on being a person. Try a personal story, your own or a terrific testimonial from someone else.
With this in mind, here are a few ways to incorporate a bit of kindness in your own direct marketing efforts.
Nice is a user-friendly Web site. I’m going to New York this week, and I’ve decided that while I’m in town I want to see a musical. I went online to purchases tickets for “Mama Mia,” but the Web site offered no way to figure out where seats are located, so I called the toll-free number. The Telecharge lady was nice and said she’d e-mail me the tickets in three days. “Why so long?” I asked. “Oh, a lot of people are buying tickets to the show.” Can you imagine? If I owned that Web site, I’d get the cast of “Ben-Hur” in there to process orders right away. How does Home Shopping Network handle “a lot of people” buying things?
I’m flying out tomorrow morning and still haven’t received an e-mail. Next trip, I’ll find another way to get tickets.
Visit your Web site as a customer. Buy something. Ask a question. Find out what the experience really is like. If it’s frustrating or annoying, you’ve got a problem. The first rule of nice is the same as the golden rule: Do unto others as you would have them do unto you.
This rule is more important than ever because the Internet, powerful selling tool that it is, has changed all the rules. Now the customer is in charge and can wander off to the competition with a few clicks … and then write about the whole thing in a blog.
Nice is remembering I’m your customer. My agency recently started working with several companies that do most of their business online. Amazingly, none of them has the foggiest idea as to who their best customers are. And no clue when anyone last bought anything from them.