One of the methods I deploy when working with companies is to help them identify each and every touch point they have with their customers -- whether it is through their employees, their web site, their literature, their receipts, etc.
What's the point? The reason we go through the process is to ensure that each touch point is continuing to tell the story the company wants to share. If there is a break in the story the customer will find it.
A movie is made up of individual frames with each one continuing the narrative -- if one frame is out of sync it disrupts the story. Touch points are no different. Each one must be aligned with the overall narrative and play a supporting role. When they do not, it could be the difference between a "B" movie and an Oscar-nominated one.
In your business, strive for the Oscar, your customers deserve it. If you do not, they may take their popcorn and catch another show.
Take time to think about the touch points for your company. Then, go back through the process and uncover the hidden touch points -- these are ones that are sometimes hard to find because they can easily be overlooked -- sales receipts, shipping containers, inventory slips, email signatures, etc. Remember, they are not hidden from your customers.
Each and every touch point provides you an opportunity to share another part of your story.
www.figment-consulting.com
Showing posts with label search engine. Show all posts
Showing posts with label search engine. Show all posts
Wednesday, January 22, 2014
Monday, January 13, 2014
Top 7 Most Overused Words in Advertising
Words and word choice are critical elements in advertising campaigns (web sites, press releases, etc.). They can tell your story or turn off your readers/viewers.
With all of the tools at our disposal (online dictionary, thesaurus, word synonyms, etc.) it should be very easy for marketers to avoid the list below. And yet we see these words again and again.
The list was emailed to me recently and taken from a story on About.com -- you can read more about each word there. I simply list them for you here:
1) Amazing
2) Free
3) New (or Improved)
4) Different
5) Incredible
6) Just
7) Guaranteed
It's amazing how many times we offer free or new items as incentives, calling ourselves different from our competitors while not demonstrating just how incredible our products really are. Doing so will cause our customers to become even more cynical of our words -- and, when they do that, they stop listening to the story we want to share with them.
Others will say the reason we see these words so often is because they are effective. Perhaps. As long as you are authentically amazing, incredible, different, or really free.
At some point though customers will desire something that is fresh rather than different, bold rather than incredible. Your challenge, your opportunity, is to determine when that tipping point is due to occur (difficult to do) -- or, you could move it closer to that point yourself by leading the way.
www.figment-consulting.com
With all of the tools at our disposal (online dictionary, thesaurus, word synonyms, etc.) it should be very easy for marketers to avoid the list below. And yet we see these words again and again.
The list was emailed to me recently and taken from a story on About.com -- you can read more about each word there. I simply list them for you here:
1) Amazing
2) Free
3) New (or Improved)
4) Different
5) Incredible
6) Just
7) Guaranteed
It's amazing how many times we offer free or new items as incentives, calling ourselves different from our competitors while not demonstrating just how incredible our products really are. Doing so will cause our customers to become even more cynical of our words -- and, when they do that, they stop listening to the story we want to share with them.
Others will say the reason we see these words so often is because they are effective. Perhaps. As long as you are authentically amazing, incredible, different, or really free.
At some point though customers will desire something that is fresh rather than different, bold rather than incredible. Your challenge, your opportunity, is to determine when that tipping point is due to occur (difficult to do) -- or, you could move it closer to that point yourself by leading the way.
www.figment-consulting.com
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