Roy's Blog: August 2011

August 25, 2011

Why customer appreciation days are really wrong

Customer appreciation events are commonplace in business.

Customer appreciation day, week or for the more ambitious, month, are intended to show customers how much they are cared for.

Why? I don’t get the logic. And in most instances it’s hypocritical.

Do we only appreciate or care for people one day (or week, or month) a year?

Do we save up all our love and dump it on them at one time and expect them to thank us and believe we sincerely want to develop a deep intimate relationship with them?

Customer appreciation days

I have always been offended by this marketing tactic because it implies that the business doesn’t give a damn about someone for the rest of the year.

Even worse is the situation where a company with marginal service does this believing it will mend broken customer relationships. Really?

Think you’re fooling people? Think again.

So, to those who want to throw their money into an event that few customers believe in, I say this: invest in providing caring service to your customers EVERY MOMENT OF EVERYDAY and you shall reap the rewards of rich fan relationships and maniacal advocates who will spread your word to others.

Keep ,grinning” your most precious asset once during the year and you won’t be around long.


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  • Posted 8.25.11 at 09:59 am by Roy Osing
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August 18, 2011

How can translating make you a great leader?

There are thousands of books out there on leadership. What makes a great leader? What critical tasks to they perform that set them apart.

One aspect of great leadership that rarely gets mentioned is “The Translator”.

Great leaders are incredible translators. They are able to take a complex strategy and make it simple, meaningful and explicit for people in their organization.

They make it so clear that an individual can clearly see what they are required to do differently to support the strategy.


What does the strategy mean to marketing? Sales? Billing? IT?

The translator spends copious amounts of time articulating a direct line of sight for every function in the organization.

If an individual can’t SEE what they should to deliver to the greater good, how can they contribute?

They can’t. Results suffer. Progress is impeded. The organization stalls.

And that is a failure of leaders that don’t see themselves as Translators.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 8.18.11 at 10:58 am by Roy Osing
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August 15, 2011

Why are feelings the best way to talk about marketing value?

There are 4 basics of storm marketing.

1. Create value; don’t flog products and services.

2. Focus on your loyal customers to grow your business. These are the people who care about you and what you do.

3. Create packages of value to reflect the broad range of wants and desires people have as opposed to a narrow set of needs.

4. Target individuals with your offerings rather than the mass market.

The question I am always asked of this approach is “What is value?”

First, it is different for every person. Everyone values different things. What is valuable to one person is of less or more value to the next.

Next it is the feeling or emotion people get from what you supply.

Value is described by words that complete the sentence: “I felt ...” happy, surprised, joyfull, pleased, important, honored, amazed, listened to and cared for.

Feelings creation game

If you create these feelings in the people that do business with you, you provide value.

Value is typically derived from an experience.

Think about the last time you were in a restaurant and you had an amazing experience. What made you feel incredibly delighted?

Whatever it was defines value. The personal service. The caring attention. The comfortable surroundings. The elegant atmosphere. The funny server. The chef that visited your table. All dimensions of the value you received.

Marketing is in “the feelings creation game”.

Like it or not, your product doesn’t really matter as long as it works 24X7X365.

Add another dimension to the position of Chief Marketing Officer.

Bring in the Chief Feelings Officer.


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  • Posted 8.15.11 at 11:00 am by Roy Osing
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August 8, 2011

What happens when you get them talking about you?

It’s not about better products or services. It’s not about lower prices.

It’s about creating relevant, compelling and unique value with enough emotional appeal that people talk about you to others.

Stimulating an active conversation among your fans is the viral way. The ONLY way.

If people don’t talk about what you do, you’re invisible and fade away into the crowd.

Something talk about

So instead of asking the question “What incremental changes should we make to our product?”, ask “What can we do that resonates emotionally with our fans that will get them talking about us?”

Such as?

— Do quirky stuff. The “normal” won’t cause a chatter.

— Do edgy stuff that will appeal to the outliers, the folks that live on the edges of the market normally and who are often listened to as early adopters.

— Talk about your value in a different way. Use rich and colorful words to describe your stuff. And make sure you make it easy for people to talk about you.

Relevant marketing. Remarkable marketing. Memorable marketing. Storm marketing.

Give ‘em something to wail over.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 8.8.11 at 11:00 am by Roy Osing
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