How-Tos
How to Set Yourself Apart with Speed
Fired up for my 4th appearance on the boffo Entrepreneurs on Fire podcast, talking about speed as a competitive advantage. ⚡
How to Turn Your Passion into a Business
My man Jason Falls has a new Youtube podcast about influence marketing and content conversations. Delighted to be one of his first guests, talking about becoming the world's #2 tequila influencer. 🥃
How AI Impacts Customer Service
Last month, I shot five amazing episodes of a video series with Zendesk, talking about 2023 customer experience trends. Here's the first, featuring actual robots (it's awesome)! 🤖
High Five!
I'm #2 on the list of top Global Gurus in Internet Marketing.
Thanks for your votes!
Also, #4 on the list of top 15 business content marketers. ❤️
Set Customer Expectations Around time
Managing customer expectations for speed is more important than raw speed itself.
Perhaps you’ve been to a restaurant – maybe they’re part of the “slow food” movement – where signage or menu notations warn patrons to not expect their roast chicken to appear in an instant?
That’s a good example of setting expectations for speed.
Conversely, and less often seen, are organizations that ramp UP responsiveness expectations. It takes courage, for certain.
Zeck sells software that helps boards of directors stay more organized.
The Contact Us form on their website reads:
“We’ll respond fast. Maybe faster than Usain Bolt.”
If you’re going to name-check a world-famous Olympic sprinting champion, you better have your operations dialed in to reply to that contact form in a hurry!
Managing expectations around responsiveness is harder than ever. In fact, my research finds that 83% of customers expect businesses to be as fast or faster than they were before the pandemic.
Sometimes, we purposefully give customers false expectations. We feel like it’s better to give them hope, to look on the bright side, to assume that the best-case scenario will happen this time.
It’s not a winning strategy.
The business you lose when you tell customers the truth is a LOT less than the business you lose when you purposefully set false expectations around speed.
This is because while you may get the first order, you’ll never get a second order. Not from that customer, and not from anyone they know.
Under-promising and then over-delivering is still a successful business strategy, and it really works for speed and responsiveness.
The Books Report
Robert Glazer knows teams and team-building. He's a very talented and smart business owner, and has advised many of the world's largest brands.
His new book on employee relations and leadership: Elevate Your Team shows how company operations have a huge impact on growth of people, and often dictates whether you can grow your own leaders.
Officially releases 3/7. Pre-order now to make sure you don't get stymied by Amazon out-of-stock next week.
Jay's Faves
Last edition, we talked about favorite burger places. You voted for Five Guys.
However, while I said I preferred Shake Shack in a contest of Five Guys vs. Shake Shack vs. In-N-Out, my REAL winner is Freddy's.
I didn't get a chance to go to Freddy's during my cross-country drive, but it is the best. Period.
Best burgers. Best cheese curds. Best shakes. Best people.
If you haven't been to a Freddy's - find one. Thank me later. 🍔
How Writers Master AI
Everyone is (rightfully) talking about AI. But how to you use it to create content (and what should you NOT do)?
Find out (no cost for live show, $99 for recording) at AI for Writers Summit on March 30, from my friends Ann Handley + Marketing AI Institute.
I'll be there as attendee. You should be as well. ✍️
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