Adding a “Learn More” button isn’t very persuasive. It’s almost passive.
“Hey, if you liked what you learned, there’s more where that came from. No biggie if you don’t, but it’s here if you do. Thanks!”
The “Learn More” button is times more important than a “Buy now” or “Request a Quote” button. Not because “Learn More” results in more conversions, but because it results in better ones.
People interested in your brand before a conversion are more likely to be loyal to it, to tell friends about it and to come back again.
Saying “sorry” to a customer doesn’t do much. What does do much is action.
The same can be said for your brand story.
Preaching it might get attention, but not loyalty.
Elevator pitches are changing from what can you say in one minute to what can you do? What can you have the other experience? What story can you tell that shows what you stand for?
No one is listening anymore. But they are looking.
Stay Positive & What’ll They See When They Look To Your Brand?
Uber shook things up in the cab industry when it let people rate their experience with a driver.
This was new to the industry, but not to the world.
Yelp seems to have existed forever. Oh, and need I write about Amazon reviews?
But Uber shook things up more when it let drivers rate their experience with a customer.
When Ebay established the two-way street of sellers being able to also give feedback to buyers – the game changed.
On Fiverr, it’s not just the artists work that receives feedback. The buyer gets it, too.
Recently you see this in the trucking industry, as well. Drivers are rating their experience at the customer’s location. If one isn’t meeting (or exceeding) expectations, then they’ll both lose in the long haul.
It begs the question of how can we establish the two-way street within our business if it doesn’t yet have it?
Restaurants haven’t found a way to rate their patrons yet. Nor have rock concerts, coffee providers, Yoga instructors or airlines.
What’ll happen to our customer base if find a way to enable the two-way feedback?
More frighteningly, what will happen if we don’t?
Stay Positive & Let’s Shake Things Up (For The Better)
The problem with leading the critical path is that we often follow it.
And following, is much different than leading.
Following is to go in order, to walk the dotted line, to lean on the deadlines.
Leading is thrashing early in support of each step on the path; it’s setting every station up for success.
It’s having the paperwork ready. It’s mocking up what success in that step could look like even though it’s not in your job description. It’s finding ways to save others time for the sake of the project at large (and their sanity).
The schedule is never the schedule as long as we’re willing to stretch, step out of our comfort zone (or sequence of stage), and thrash early.
The critical path in project management is great, but could it be better?
