Wednesday, May 06, 2009
All marketers are liars - Seth Godin
If you don't like what's happening in your company, the only way to change the story is to allow direct interaction between your employee and your customer.
Personal interaction cuts through all the filters. Personal interaction is the way human beings actually make big decisions - by looking people in the eye , by experiencing them first hand. That's why it was so hard for the dot-com s to build a loyal following - they couldn't afford to provide the interactions that are built into the retail experience.
Personal interaction comes from allowing people to be people, not script readers !!
When a consumer talks to a telemarketer, reading a script from a cubicle in New Delhi or Omaha, there is no interaction. but when a human being works with the consumer and takes independent action on her behalf, something changes.
Allowing your employees ot post an honest blog or to engage in direct instant-messaging conversations with your customers is a way to promote honest communication. If it makes you nervous to do that, may be you need to worry about authenticity a little more. Sometimes the interactions are nasty or rushed or even selfish. But when they are genuine, they have an impact.
Seth Godin, from ' All Marketers are Liars '
Personal interaction cuts through all the filters. Personal interaction is the way human beings actually make big decisions - by looking people in the eye , by experiencing them first hand. That's why it was so hard for the dot-com s to build a loyal following - they couldn't afford to provide the interactions that are built into the retail experience.
Personal interaction comes from allowing people to be people, not script readers !!
When a consumer talks to a telemarketer, reading a script from a cubicle in New Delhi or Omaha, there is no interaction. but when a human being works with the consumer and takes independent action on her behalf, something changes.
Allowing your employees ot post an honest blog or to engage in direct instant-messaging conversations with your customers is a way to promote honest communication. If it makes you nervous to do that, may be you need to worry about authenticity a little more. Sometimes the interactions are nasty or rushed or even selfish. But when they are genuine, they have an impact.
Seth Godin, from ' All Marketers are Liars '
