{!date dayname+0}, {!date long+0} Dear {!firstname_fix} So, it's the Bank Holiday weekend here in the UK which often means traffic queues and unexpected rain. No doubt we'll see news coverage of the "longest ever" queues on the M5 or the fact that the greatest amount of rain fell since 1922, or some such apparently stunning fact. We can't ever just have an "ordinary" Bank Holiday it seems. There is a reason - and it can help our businesses. People are not interested in "ordinary"; instead they are really fascinated by anything that ends in the letters "-est". So we are fascinated by the "biggest", the "smallest", the "wettest", the "longest", the "fastest", the anything-est. It is what the Guinness Book of Records has traded on for decades. But think about business uses of "-est". The £1 shops offer the "cheapest", washing powder manufacturers offer the "cleanest" and car companies provide the "fastest". What is the "-est" you can apply to your business?
YOUR QUESTIONS ANSWERED: How do we know what customers really want? The other day I was in a meeting during which all sorts of fancy, technical ways of establishing some facts about customers were being discussed. There were advantages and disadvantages to each of them and the debate centered around which was the best system to use. Then some bright spark simply said: "Alternatively, we could just ask our customers." Often, we look for technical solutions when good, old-fashioned techniques work just as well, if not better. For instance, you can spend thousands of pounds a year simply trying to find the possible keywords people might type into a search engine to find your business. More quickly, perhaps, you could simply ask your customers what they type in or what words they associate with your products and services. That would give you a big clue..! Equally, I've known Chief Executives agonise over decisions because they wonder what the staff might think about their plans. These bosses end up with sleepless nights, stress and relationship problems - all of which could be avoided if all they did was actually ask their staff. Often, the simplest answer to our question is to ask people, rather than try and find an alternative "clever" way. Thankfully, online there are several ways you can simply ask. For example, a typical telephone question and answer survey can be conducted by specialists on Elance for you at around $500 (www.elance.com). Alternatively, you could set up your own survey system using LimeSurvey software which is free...! (www.limesurvey.org) A well-known and popular method of being able to ask your customers or potential clients direct questions is using Survey Monkey (www.surveymonkey.com). There is a free service, but it has limitations - such as a maximum of 100 replies. Even so, for some small projects that may well be enough. Other online survey systems exist of course, such as FluidSurveys (www.fluidsurveys.com) which produces excellent graphical reports. And don't neglect things like plug-ins for WordPress sites, which can be used to conduct surveys with your online audience, such as the WordPress Survey and Quiz Tool. You might want to head off to a software solution to find your keywords, but often simply asking your customers might help just as much - and could be quicker. Similarly, if you are thinking about new products and are unsure about the niche you are planning, perhaps "nich-finding" software is not what you need, but a quick phone call around a dozen of your contacts. We certainly can know what our customers want - if we ask them...!
WHAT I LEARNED THIS WEEK: Don't make assumptions about people Last night I was on TalkSport radio, being interviewed by former MP George Galloway. He is well-known for his forthright views and his argumentative nature. George is a controversial figure who speaks his mind. So, as I sat waiting to be interviewed I was thinking how might I avoid an argument - especially as I imagined he would want to win and besides it's his programme..! As I listened to the discussion taking place before it was my turn I grew increasingly concerned. The caller on the phone was arguing with George, who was shouting back at him and even accused him of being an inmate of Broadmoor. "Oh help," I thought, "I'm next...!". But after the advertising break I was "on" and we chatted for nearly 15-minutes about Twitter and Facebook. We had a lovely, friendly and interesting conversation. At the end, George said: "I say at the end of interviews that it has been really good to speak to you, but I rarely mean it. In your case, though Graham, it really is true." I had assumed before the interview started that he was going to be Mr Angry. But far from it. He was thoroughly polite and was really listening to what I was saying. It just goes to show - we shouldn't judge people until we have engaged with them personally. Do you pre-judge customers you have yet to meet, for instance? It's a thought.
THIS WEEK'S "MUST BUY": Who Pays The Piper  
Back in 2000, the SAS rescued a group of British soldiers captured by a militia gang in Sierra Leone. The soldiers themselves called it "Operation Certain Death" yet it was a great success. But it seems that some of the SAS soldiers departed from their orders and went instead in search of "blood diamonds", collecting evidence against the militia leaders. This novel takes up that story and adds the involvement of Al Qaeda. This is a compelling action adventure novel you won't be able to put down. So, apart from that, why am I recommending it? After all it is not about the internet. Well, actually reading novels is good for you...! It sharpens your imagination, boosts those positive hormones and thereby makes you work better when you do need to get busy. But this novel is written by a serial entrepreneur - Mackenzie Smith. He sold his first business to Lloyds TSB when he was just 24 years old. He now employs 600 people. So, it just goes to show that business success and the creative thinking required to be a novelist go hand in hand. When is your first novel coming out? To find out more please visit: http://uklik.me/whopaysthepiper Check out the books' Facebook page at: https://www.facebook.com/SASnovel
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Kind Regards
Graham Jones Web:
grahamjones.co.uk Tel: +44 118 336 9710 If you no longer wish to receive this newsletter than you can delete your name from the mailing list by clicking this link: {!remove_web} Affiliate Links: Some of the links in this newsletter are affiliate links providing me with a small commission when you purchase the item. However, I only use affiliate links for products which I personally value. |
