In yesterday’s post, I covered the first two tenets of Peter Shankman’s recent presentation in Buffalo “The Next Revolution Will Happen in Your Pocket” or “Social media is providing your customers with what they want, when and how they want it. And that is great customer service.” Today, I’ll recap numbers three and four:
3) Be Brief and Learn How to Write Well!
Easily my favorite of Shankman’s points started out with a tidbit about the attention span of the average American today – a shockingly low 2.7 seconds. Coincidentally, the same amount of time it takes to read a headline… or 140 characters. And so, Shankman encouraged us to practice brevity in order to gain our prospects’ attention.
But the real take-away from Shankman’s third point was his belief that bad writing is destroying America. I couldn’t agree more, Peter.
Shankman believes that the art of writing well is all but lost today and that businesses need to make sure that everyone in the organization is committed to improving their writing. Competition abounds and it’s difficult enough to set our companies apart; Shankman espouses the idea that great writing is hugely impactful and helps people see you as knowledgable and trustworthy. I think he’s right on target.
4) Stay “Top of Mind”
Shankman’s last tip was to make sure you’re the first option people think of when they think about what you do.
He told a great story about when Barry Diller joined Paramount Pictures as CEO in the 70s. The studio was the least successful in Hollywood but Diller was committed to turning the tide. According to Shankman, Diller went in to work every morning, pulled out his rolodex, randomly selected a few cards, and called those people just to check in. Provided you were someone of reasonable “standing” in show business, you could expect a phone call from Paramount’s CEO a couple of times a year.
So, when you had a new script you wanted read or a hot young actor you wanted to audition for a role, who would you turn to? Shankman points out that you could either hope and pray that someone at another studio would talk to you or you could simply return Barry’s call. Because Diller frequently reached out to his contacts with no motive other than to say “hi” and no sales agenda in his back pocket, he stayed top-of-mind for many in the industry and helped turn his studio around.
Shankman wants us to reach out to our customers, not just with attempts to make sales and announce new products or services, but simply to stay engaged. And he reminds us to really listen to what our customers are saying when we do check in with them.