Responses that address the individual, not the masses, take time. And are therefore expensive. Personal attention, versus corporate attention, is the new commodity.
I recently joined an online class, one that boasts some pretty amazing performance improvements (no, it’s about marketing). The first 4 emails I received, however, were auto-generated. In fact, the dates for the classes were a month old!
Just hours ago I was excited for the new opportunity–and happy to pay for it; now I’m dreading the quality of the content, and wondering if I made a monetary mistake. If it weren’t for my friend’s recommendation of the program, I’d be long gone.
Fair or not, the way we chose to communicate says everything about our content. What we present and the way we present it forecasts the experience that our audience is going to have. And the more personalized we can make it, the more prone the client will be in receiving it.
It doesn’t matter if you’re selling a product to the nation or giving advice to a friend, showing that you’ve thought ahead by the way you speak, by what you print, and by how you display something has everything to do with your audience’s willingness to buy-in. In fact, the greatest way to keep this generation from committing is to automate.
Seriously, how many of us are tired of automated phone help? Or worse, getting switched over to someone who asks how to spell the word “street” when typing in your address? From SPAM email to group texts on holidays, our culture has refined the art of mass communication. And subsequently abhors it.
Writing personal emails, replying to every comment, responding to every phone call, learning names, building relationships (and not righting off online friendships ones as “fake”), is 2011’s proof that your content is valuable. Because if you control perception, you control value. ch: