Monday, October 22, 2012

How Passion Sells - Going Beyond Eating Your Own Dogfood

It's an old adage that "Passion Sells." And we've all experienced how a passionate influencer can sway our own opinion - especially when that influencer is someone to whom we have previously given cognitive authority in areas of expertise. This is the core of social search, and every platform is betting on you wanting to do more of this - getting opinions and recommendations from influencers, providing recommendations of your own to your sphere of influence.

But, why is it that passions sells? What are the specific qualities of passion that work in terms of influence? What, specifically triggers the metamorphosis of passion to influence? It's more than just eating your own dog food, although realistically, you'd better be starting from there. ^_^

Passion is often softened in marketing into images of sensuality or hedonism, but at it's heart, passion is about belief.

The Journey Begins With Belief

Celebrity endorsements are a tried and true form of advertising, so are testimonials. Both of these are based on the simple idea that a voice that is recognizable will have influence. For some people sheer recognition is enough, for others there must be a connection - that person is like me. Either way the journey begins with belief in the voice speaking. Depending on the product, or the sophistication of the audience, you can buy endorsement, but you can never fake belief.  When you believe in your product, other people are willing to believe in it too.

Benefits With Benefits

It's awfully nice that using your product or service was good for that person over there. You'll need to convince every person out there of direct, tangible results for them, too. To do that, you'll need to think way outside your list of intended results, uses and outcomes. Understanding that each person who uses your product or service has an individual story, gives you a chance to customize what you have to say to your listeners.  Make the benefits plain to each person on the scale of their needs, not out of your jar of pitches.

Making a Convincing Case

When we have been in someone else's shoes, we know what they are seeing. When we have a story that is compelling to that person, they can see what we are seeing. Bridging that gap between perspectives is exactly where passion fits in. Passion becomes the connection between the words and the belief that underscores those words. It's your business, it's your content, it's your life. If you aren't passionate about it, why should anyone else be?

Don't throw your passion down on every third project out there. Take every opportunity to mean what you say.  When you've built up your reputation as someone who means every word they say, whose passion has worth, you'll find that your influence increases exponentially.

Embrace what you do with passion and ignite your creativity, and your market's belief in you.

Monday, October 1, 2012

When a Reward Program Feels Like a Slap

One of the keystones in a business-consumer relationship is the idea of reward. The concept is simple - the company says, "Be loyal to us and be rewarded by us" to the consumer.

I'm not going to rant how credit card companies, airlines, hotel chains and other business conglomerates have  shifted their "reward" programs from any meaningful measure of reward to S&H green stamp-like "points you can cash in for cheap consumer goods." Today I'm going to focus on a situation that any small company might run into - when a reward ends up feeling more like a punishment.

The company in question is, generally speaking, excellent in both word and deed when it comes to customer service. They recently ran a promotion in which current customers would receive a code that could be decoded for a discount to be used on a future purchase.

There were several problems with this contest right off the bat. Non-purchasing people who visited them at an event were able to get the discount code card - and presumably more than one, to get a better discount - while people not at the event had to jump through some hoops to get a card. It wasn't as easy as sending one's email address - it was a throwback to the old days of send a 3" x 5" card with 1" block letters and a self-addressed stamped envelope.... That was Step 1. It wasn't an insurmountable hurdle, but it did feel weirdly anachronistic and awkward. And it mean that I waited 2 weeks to get my card, where people who just happened to be at the event were able to get theirs right away by mere coincidence of time and place.

When one received the card, it contained a QR code which, when scanned, would reveal the code, or the code could be entered in a special website to reveal the discount. Step 2. Again, not by itself arduous...but why couldn't this have been Step 1 for people not at that event? I give you my email, you send me an email with the code. Faster, less waste of paper and less time.

Step 3 was where it really started to go wrong. I revealed my discount and found that I would save....4%? Seriously? I admit - I felt insulted. All that time and yes, I paid for a get 4% off an order? I'll be honest, any discount less than 15% annoys me. When I discount items, I never discount less than 15%.  But to go through that rigmarole and wait to receive a 4% discount...well that was much less of a "thanks" than they intended, I'm sure.

But this wasn't over. I kept the card, even though it had what I considered to be a relatively limited time period - it was good for only 3 months. So, not a special reward  discount so much as a time-sale coupon.

Step 4 - I finally put an order together and went to apply my discount...only to find that the items I chose were not eligible for the discount. (To be fair, they were already discounted, but still.) So, in the end, as a reward and to thank me for my support, I'm out the price of a stamp.

As I say, I genuinely love this company. I can totally understand at each step of the process why it had to be the way it was, but in the end, the special discount was more like a slap in the face.

When developing reward programs, consider the process as a whole, as well as individual parts.

Make sure that the end goal - to reward and thank customers - is executed fully, or you may actually accomplish the opposite of what you intend.

Project Wonderful