[Marketing Memo]: Chickenfish or Pasta?
Clearly communicating the obvious is never a bad idea for your small business
By Cary Weston
As a small business owner, what you do and how it's done often becomes second nature.
It's can be obvious & routine because you know it by heart.
But to your customers it could all be new.
What you know has value and you need to respect that what is obvious to you may be unknown and desired to many you serve.
My friend Ric Tyler is a on-air radio personality for a statewide morning talk show here in Maine. At times, I have the honor of being a guest on the show and I'm always fascinated by how often components of the show are duplicated or repeated.
Ric is a master of recognizing that the audience is busy. They come and goes quite often during each day's show and that the listeners often only get a piece of the story or tune in while interviews are halfway through. He knows he has new folks joining often so he will often mention the call letters frequently, the guests name every few minutes, and repeat the top stories of day three or four times an hour. Why? Because you may only have their attention for a few minutes and it's job to inform and communicate.
He recognizes how important it is to connect with the audience and recognize that their attention is a gift - don't disrespect it by taking them for granted.
Question - In your business - is there something you do over and over again with each new customer? Do you explain for clarity and comprehension or do you just tell?
The Chickenfish Option
Ric shared with me a story he once heard from a radio consultant, Dan
O'Day. It was the story of an airline attendant taking food orders for
an in-flight meal.
The attendant was not thrilled with the task and she was walking up the aisle asking folks what they would like. The options were chicken, fish, or pasta.
However, in a haste to get through the process, she was presenting the choices at a fast pace, without clarity, and in such a way that it prompted one passenger to say "I'll try the chickenfish".
Clearly an outcome that caused momentary confusion.
The takeaway
Regardless of how routine the task
becomes for you, treat the customer with respect as the process is new
to them. Information you consider basic needs to be communicated with
each new interaction to ensure you don't take their time and their
desire for granted.
+++++++
- Cary Weston is a partner of Sutherland Weston Marketing Communications in Bangor, Maine
Connect online:Company's Web: www.sutherlandweston.com
Company's Twitter: www.twitter.com/SWMC_inc
Cary's Linked In: www.linkedin.com/in/caryweston
[Marketing Memo] Making More Money From Your Hourglass
[Markeing Memo] What Time Does The Three O'Clock Parade Start
Small Biz Marketing Tips, Tactics, & Advice
10 Mistakes To Avoid With Your Small Business WebsiteTips to help you make more connections and sales opportuniti...
How small businesses can use what they know to build more ef...
A checklist for all small business owners to help gain contr...
Advice to help you be more confident and effective with your...
In just a few minutes, you can ensure your small business we...
Knowing how your small business website is being used - or i...
How help your small business make more connections to potent...
Your small business marketing materials should never generat...
How small businesses can use video to help increase search e...
Many small businesses say their customers don't know all tha...
Some basic advice to help you understand how social media ca...
You've been collecting your customers' information - here's ...
Your business changes and so should your small business webs...
Why keywords and search phrases matter in your small busines...
How to structure your pages to get better Google search engi...
30 Seconds To Better Business WebsiteA guide to for small businesses to help customers better use...
Ways to increase the value of your small business website fo...
What do you do and who cares - the essence of your small bus...
How objectivity benefits your small business marketing effor...
Understanding what products and services bring more customer...
[Marketing Memo]: Growing Your Business? Simplicity Is Power! [Marketing Memo] What The Girls WantFocus on the needs of your audience if you want to have more...
[Marketing Memo] Can a credit card transaction be a small business marketing opportunity? [Marketing Memo]: Chickenfish or Pasta?Clearly communicating the obvious is never a bad idea for yo...
[Marketing Memo] Let's Kick Some Butt [Marketing Memo] I Didn't Catch Any Fish [Marketing Memo] What Bangor Hydro Just Did On Twitter - And Why You Should Care [Marketing Memo] The Next Big Trend May Surprise You [Marketing Memo]: Giving Thanks [Marketing Memo] A Touch of Fancy [Marketing Memo] The Fun RoomSmall business thought: find what you do well and strip away...
Never stop finding new ways to show off your business servic...
Many small businesses spend too much time on the customers t...
Create some madness and be prepared to create some profit.