Feb
4

… am working at Panera Bread.

 

After I ordered breakfast and had already sat down, they told me they were out of what I wanted but would happily substitute something else. That’s fine.

Yesterday, in Starbucks, when I asked for a wet towel to wipe down the table, they gave me the towel and … my entire order for free, without my saying another word. That’s wow.

In Panera, they have deliberately covered up nearly every electrical outlet and the WiFi is always slow. That’s ugh.

In Starbucks, there are nearly as many outlets as there are seats and the WiFi is always fast. That’s yay.

One company is focused on maximizing today’s profits.

One company is focused on having me come back often and talk about them with others.

Which company would you rather own a piece of?

Jan
25

… talked to someone who doesn’t have a Twitter account.

 

Last week, I met someone who no longer uses Facebook.

Frequently, I encounter people who are not on Instagram.

Two questions for you:

1. When was the last time you heard somebody say, “I don’t have an email address?”

2. Given all of the above, when it comes to marketing, why are you so excited about social media and so uninterested in email?

Jan
23

… received an email with a long email signature.

 

Name, mailing address, phone number, tagline, free download offer, invitation to subscribe to a newsletter, link to a book on Amazon, list of degrees held.

The signature was longer than the text of the email itself.

Email signatures are useful because they keep repeating as you interact with the world. And repeating, as you may have noticed, is a critical element in any type of advertising.

Personally, I’m less interested in using that precious space to impress you, than I am to remind you of the problem(s) I solve.

What’s the goal of your email signature?

Jan
21

… will be speaking with a prospective client.

 

He contacted me last week after having been a subscriber to my newsletter for nearly a year.

At some point, and in so many words, I’ll ask my usual two questions:

What’s not working as you’d like it to? (What’s broken?)
Why don’t you fix this problem by yourself? (Why did you call me?)

Depending on the answers, we may end up working together.

Note that this feels completely different than the way it would go if I called him, looking for a problem that I might be able to solve.

Same two people, same problem(s), same solution(s).

But inbound leads (when they call you) and outbound leads (when you call them), while both leads, are not at all the same thing.

In the former, you’re an advisor. In the latter, you’re a salesperson.

Which would you rather be?

Jan
16

… watched a three-minute YouTube video.

 

It was a “how to” video regarding headlight replacement (long story).

The host’s opening line was an enthusiastic, “Hi everyone!”

But here’s the thing. From my perspective, alone at my desk, there is no “everyone.” It’s just me.

So while the host may be imagining a large audience, for me it’s a bit of a disconnect.

All that to say, whether writing or speaking, try and put yourself in the shoes of your message’s recipient.

See you all next time. (You knew that was coming.)