Friday, January 28, 2005

The Simple Answer is the Right Answer !

From Hugh's blog entry today at ...

"I want to know 2 things from you: Who's using my product, and what they're saying about it.
If we don't like either answer, then we got to figure out what we're going to do to fix it.
Don't talk to me about changing the customer's behavior. Talk to me about ways to change our behavior."

Hugh Macleod hits the nail on the head with this one !

Concise and to the point.

He has hit on a key point that many companies that are trying to understand "buzz" or "viral marketing" or "word of mouth marketing" need to learn!
Step 1 - Start by listening to what customers are saying.
Step 2 - React to what they are saying by making corrections in your product and services.
Step 3 - Repeat step 1 until you have enough money to retire or you die. (If you do it right and have FUN, the latter is the appropriate "deadline".)

As Hugh said, complication is muddled thought and hopefully 3 steps is not too many for people to understand. Simple WORKS!

Wednesday, January 12, 2005

A Card that has real business impact !

I found out about Aaron's "card" from Seth Godin's blog

You can read the whole story as originally posted at

I highly recommend checking it out. It shows what impact can be achieved based a bit of simple consideration and creative thought. Finding out what your customer likes PERSONALLY makes all the difference! Even though the gifts may appear to have been expensive, the value of creating a loyal customer greatly exceeds the costs.

I am a strong proponent of "the Rifle approach" to business. The Rifle approach is:
1) Find your target. Not just a face-less demographic, but an actual name. A real person with likes and dislikes. With prejudices and preconceptions. With similarities and quirky uniqueness.
2) Use as much "ammunition" as it takes to make this customer part of your family.

This is in contrast to the "carpet bombing or machine gun" approach which is standardly practiced by people in traditional, big-time advertising. They try to hit a theoretical target based on averages, demographics and such. Their success rates are usually in the single digit percentages.

What do you think is the success rate for the Rifle approach? Ask Aaron and his customers!