Basing your marketing strategy around feelings, beliefs and isolated statistics or incidents is stupid – obvious right? How is she going to make an entire blog post out of something we all already know and would never do..? Easy, with real life examples.
1. Marketing is not gambling – don’t bet on a hunch
A client who posted two self-penned blog posts per week decided to drop down to one because he ‘felt’ the second one wasn’t working. The conversation went something like this:
ME: “So, when you say you ‘feel’ it’s not working, what are you basing it on?”
HIM: “My gut”
ME: “Have you looked at the stats?”
HIM: “I don’t need proof, I just know it’s not working”
Years of being kicked under the table by colleagues at meetings has taught me to be tactful and restrained at meetings, but old Jill would have screamed about the importance of stats; thrown his moleskin across the table and run out of the room…or something. You can’t base your marketing and sales strategies on your feelings. That’s just stupid.
2. Marketing is not a religion – beliefs don’t count!
A client once told me in great detail about the average customer of her online store. I was so excited. It’s amazingly easy to write for a website when you know who the reader is. Then she started referring to the customer by a name…
HER: “Betty just adores quirky lunchboxes.”
ME: “Sorry, who is Betty?”
HER: “Oh, that’s what we call our average customer.”
ME: *smells something funny* “When did you come up with this?”
HER: “Oh, it’s what we’ve always called her, before we started the shop.”
ME: “How could you research your customers before you started..?”
HER: “Research? Oh no, I just believe that’s who I should be selling to.”
You can’t base your marketing and sales strategies around a belief. That’s also just stupid.
3. No news does NOT equal good news
Sitting in a board meeting, after listening for over an hour to wild speculation about what is causing sales to dip, without anyone ever looking at a statistic, I said:
ME: “Did you know my watch repels tigers?”
ME: “This watch, it repels tigers.”
ME: “Well, do you see any tigers? See – it must be working then.”
Don’t base your marketing strategy around isolated statistics. The absence of something is not enough to draw a conclusion. OK, so no complaints might mean you’re amazing…but if it’s combined with no positive reviews, then it could just mean you don’t have any way for people to feed back to you.
We often get customers asking us to make edits to a website that is converting really well, because of one piece of feedback. For instance, we might get asked to change a form that has been filled in hundreds of times successfully simply because one person couldn’t understand what one of the fields was for. That’s like changing the layout of your shop because one customer couldn’t find something. It’s an isolated incident, it is not a reason to change your whole website. Please look at the stats first before making rash decisions about what to change…please?
You have the information at your fingertips – gather it, examine it, question it and then put your findings into action. If you need help – give Kuka a call.