Why you need to get disciplined with RSS – a case study

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I discovered RSS about 3 years ago. 2 years ago I started to get disciplined with it.

For most people it’s a hidden part of the Internet. Pretty much all of my friends’ eyes glaze over when I mention the word. Maybe there should be a sexier acronym for it, maybe we should collectively think of a new name. Then again, maybe we shouldn’t – because if everyone used it, where would your competitive advantage be? Because that’s exactly what it gives you if you use it correctly.

If you don’t know what it is, my definition is

RSS is where information is pushed to you in a simple, convenient format, rather than you having to go and seek it out.

I now rarely read my RSS feeds during the day – it’s too distracting and time consuming. Instead, I tend to go to bed earlier these days and prop myself up with my iPad to go through the day’s feeds. I then do a couple of things:

  • I read the stuff I’m immediately interested in.
  • I ‘star’ the stuff I’m interested in that’s too indepth to read and that I think might be interesting to others.

The next day, the ‘starred’ stuff, I Tweet over the course of the day and shock, horror I tend to use timed Tweets using Tweetdeck, so that my followers aren’t bombarded all at once – dripfed makes sense in my book.

This disciplined approach means you’re constantly feeding (and hopefully impressing) your audience plus you’re staying uptodate with the things you need to know, whether that be Linkedin connections, Google alerts on key words or news from the sites I follow, including local news.

Which brings me on to my main point.

One of the RSS channels I follow is my local newspaper. 95% of articles are not of interest to me – a cat being stuck on a garage roof doesn’t rock my world so much, however it takes seconds to skim past those. The 5% which are interesting however can lead to great things. A couple of weeks ago (on the same day the article came out – hence the discipline point) I was reading this local newspaper feed, and spotted this headline:

The Waterside Inn celebrates its 25 anniversary with 1985 prices

[quote]The Waterside Inn is one of three 3 star Michelin restaurants in the UK and it’s about 100m from our house. I got on the phone immediately to friends and booked a table around 10pm that night. It was the last table. We eat there today. Can’t wait.[/quote]

Since then, I must have had a dozen friends say to me – “how did you find out? I’d have loved to have gone…”

I then talked to them all about RSS until their eyes glazed over…

If you need more explanation on what RSS is and how to use it, take a look at this great explanation.

Is this how you greet your potential customers?

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I’ve nothing against this company at all. I came across them the other day when researching. It appears they do good stuff when you really have a look around under the covers. The problem for me is that the headline above greets every one of their visitors. I’ve done a quick analysis on their wording below…

They are a systems innovator? A play on words I guess with system integrator – but really – is that a noun that means anything to its visitors?

They are Agile. They move quickly, bend easily? When you really think hard about that word, it’s superfluous.

are Customer Focused. Well I should hope so, every company worth its salt is – however I wouldn’t personally state that up front, because it should be implied and it’s wasting web real estate.

They Provide end to end next generation IT services. Ah – now we’re getting closer to what they do – iPhone 5s? HTML6 coding skills? Oh, maybe not. What does next generation mean I wonder?

They provide innovative solutions. See http://gobbledygook.grader.com/ and think of a phrase that really talks to your potential buyers. I’m afraid this one doesn’t.

The will Transform business processes, reduce infrastructure costs and enhance performance. With the exception of the last phrase, I’d say we’re starting to get somewhere – benefit statements are always good. That said, wouldn’t it be nicer to say “We’ve reduced over 50 customers IT infrastructre costs by 23%”? Social proof matters.

Take a look at your website/literature/reception area right now. How do you greet your potential customers?

Know your audience

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So many companies claim to, but so many fail to really know their audience.

I couldn’t help smiling at this sign. It’s for the cafe at a local gym. A gym you have to pay a fortune to every month to be a member. A gym in the middle of a busy town. A gym full of time-poor, reasonably wealthy, hard working members.

Hand made baguettes take time to put together.

Your gym work out will use your complete lunch hour if you do it right – so how much sense does this offer and sign make?

I’d wager it adds another 10% minimum to daily takings as those time poor people resonate with the offer.

Have you immersed yourself in your customers’ lives? Have you really sketched out their buyer persona? If not, why not?

Execution is much more important than the idea

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You may have read our sister blog – Watch us Getting Real, where we write a regular diary of the trials and tribulations of an online startup and building a web application, following the process outlined in the totally awesome Getting Real book from 37 Signals.

We are getting to the stage where the talking’s about to stop, the planning’s done and the focus swings onto execution. Remarkable execution we hope.

I couldn’t help noticing a sidenote in Getting Real, from a chapter you find in its entirety here, but I wanted to emphasise the thinking of the entrepreneur, Derek Sivers, founder of CD Baby and Hostbaby. He provides the simplest of formulas behind the making of a good idea and it’s based on a multiplier:

Ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions.

Explanation:

  • Awful idea = -1
  • Weak idea = 1
  • So-so idea = 5
  • Good idea = 10
  • Great idea = 15
  • Brilliant idea = 20
  • No execution = $1
  • Weak execution = $1000
  • So-so execution = $10,000
  • Good execution = $100,000
  • Great execution = $1,000,000
  • Brilliant execution = $10,000,000

To make a business, you need to multiply the two.

Simple.

How well are you executing?

Is it time to ask yourself Why? once in a while?

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I bought an iPad a few weeks ago and I love it.

I decided to get myself an O2 PAYG microsim – because they are the only operator offering pay as you go in the UK – hats off to them for offering something different and not following the others by demanding monthly payments.

So – off I go to the O2 page, order my sim and guess what…

Do you know what, actually it’s not… 14 days! Clearly they are embarrassed about the length of time it’s going to take to arrive – due to the statement above. As it happens I reckon it’s been at least 3 weeks since I ordered it – but that’s another debate.

For me, I’d like to ask

“Why?”

Why on earth can sending a sim card possibly take so long? I could have used it say 5 times in that period of time and generated £10 for them. Multiply that by the 1000’s of people who are also ordering but factor out the 1000’s of others who are probably ordering sims from other operators because they can’t be bothered to wait.

The reason for the 14 days I suspect is simple – the corporate ordering systems JUST TAKE THAT LONG. It takes that long because it does and guess what, no one has thought to ask why?

It would be cheaper, more efficient and speedier to hire a team to receive the orders, stuff envelopes and deliver sims within 48 hours. Customers could start using the sim quickly, which in turn would pay for this extra labour… but no one has thought to have done that, because that’s not the way it’s done. Why?

Don’t accept the norm. Don’t accept the answer “Because it’s always been done that way”. Question… ask why? and then do things differently. It’s the only way to get noticed.

The influencer project – boost your profile

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There is a fabulous innovation going on right now called The Influencer Project, which is music to my ears. The 8.45 Club and everything we do here at Being Smarter is all about brevity and getting your message across quickly and so when I heard about this project…

Sixty of the Web’s Leading Thinkers Share How You Can Increase Your Digital Influence for Good and Profit in 60 Minutes

It went straight in the calendar.

Sam Rosen, the organiser sent an email out today – which was a stroke of genius in my book, in which he’s invited an unknown up and coming influencer to be the 60th speaker.

I thought I should share this with my network – so you too could play a part in this awesome-looking event.

So here’s the story: go to Twitter, and type in your thoughts on how to best increase influence online.

Use the hashtag #influencer.

Then tomorrow (Friday) at the end of the day, we’ll choose one rising star to be our 60th speaker and share their 60 seconds in front of our entire audience, on July 6th at 6pm ET.

UPDATE – July 5th – the winner was this Tweet.

http://twitter.com/tamadear/status/17503949862

Running up that hill

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Thanks to Kate Bush, August 5, 1985 for the inspiration…

Sometimes the most obvious analogies are the best ones. Sometimes it’s just good to be reminded of where you’re heading. I had a great reminder last night, which I wanted to share.

I run two or three times a week – and one of the routes I take goes over a motorway bridge. It was actually hot last night – summer has finally reached the UK and as it was towards the end of the run, I’ve got to be honest and say I struggled up it.

The noise at the top was deafening as always – as cars raced out of and into London.

It got me thinking.

  • I’ve been in this online game now for nearly two years now in various guises and it’s hard getting up that hill.
  • I’ve got to be honest and say it would have been very easy to start walking up it instead of continuing to run. It’s a mistake many people make in the online game… giving up or slowing down isn’t an option if you want to succeed.
  • I’ve seen from experience plenty of people who have reached the top of this bridge (I haven’t yet), and I can tell you that running down it is pretty easy. The key is to get to the top and that’s where the hard work is.
  • The people who’ve been in the game for years are saying that it’s never been easier to research your market and know where the traffic is heading. Tools like this are the key to that.
  • Capturing this traffic however seems to be harder than ever.
  • Persuading people your ‘stuff’ is valuable and worth pulling by to watch, listen to or read is really hard.
  • If you can set out your stall well, optimise properly and get some traction those cars do start to pull off that motorway and others will follow.
  • Getting noticed in business is therefore more critical than ever, otherwise you are going to constantly be missing the stream of potential traffic which flows past your company every day.

What are you doing to get yourself noticed? Some great case studies coming on this site over the coming weeks to help…

Fans are better than customers

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Don’t get me wrong, customers pay the bills and without them you’re dead in the water as a business, however moving a customer along a loyalty curve towards becoming a fan is the ultimate achievement.

If you’re not aiming to do this in your business, I think you’re doing something wrong…

Why?

  • Fans don’t abandon you when the slightest thing goes wrong.
  • Fans are advocates for your business, spread your word and protect you in times of need.
  • Fans will buy from you time and time again.

Elevating customers to fans isn’t an exact science, however there’s some pointers below I’ve picked up from working with and noticing people and companies with true fan bases…

  • Set out to make a real difference with your product or service – the more life-changing and inspirational, the faster that customer accelerates up the fan curve.
  • Be generous with your time, but be smart the way you manage your priorities.
  • Be selfless, without being ridiculous about it.
  • Give a lot away for free but don’t be afraid of asking for the sale or you don’t have a business.
  • Add huge amounts of value regularly via different media.
  • Tell stories.
  • Accept mistakes, but fix them fast and make things better than they were before.
  • Study how Apple, First Direct and the Virgin Group market AND service their customers – they are companies with real fan bases. (Link to First Direct for those who don’t know them.)
  • Exude confidence.
  • Surround yourself with only exceptional people.

Getting your business to this phase in its evolution clearly doesn’t happen over night.

To achieve this status, you have to know where you’re heading, follow a process and be disciplined. Without that, you will always struggle.

What are you doing to turn your customers into fans?

Five questions to ask yourself about your business

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We’ve just returned from a week in Kos. Here in fact (definite recommendation). Stepping away from your desk is a great opportunity to see things differently. You can learn so much from watching and observing people and businesses at work. I learnt (at least) five things through being away, which I wanted to share

1) How well do I really know my customers?

The customer service in this hotel was world class. How many businesses in this sector get to know their customers personally? Despite there being 100’s of guests in this most magnificent of resorts, the waiters and maitre’d got to know our children’s first names. They even went as far as know my son supports Arsenal ;-). The warm greetings of ‘Kalimera’ and ‘Kalispera’ from the hotel staff as you walked around the resort made you feel so welcome. Do the people in your business treat your customers like this? Or, are they more like this?

2) Does my passion for my subject shine through?

I sat and watched the entertainment team at work and one thing shone through in everything they did. I was truly inspired by one particular individual who led dozens of sports and entertainments. He delivered everything with true PASSION, irrespective of the number of people watching or participating in his activities. He put his heart and soul into everything he did and put a smile on the face of all around him.

Sure he was expert in his craft of fitness, however the way he engaged with people was really quite something to see and all stemmed from the enthusiasm he put into his day.

3) Could I communicate better

The single biggest cause of most problems in business has to be POOR COMMUNICATION. It still amazes me that one of the simplest things to get right is still often done so badly. I could only fault this hotel with one thing – there was no communication prior to me arriving at dinner on the first night to tell me I needed long trousers in the restaurant. I had travelled in jeans fortunately – however this could have become a real problem.

What do you take for granted in your business that you think your customers or potential customers should know? If in doubt, communicate and communicate some more.

4) Do I work hard enough at promoting my business?

I loved the fact that whilst this hotel had a captive audience for the evening’s show, they ensured it was promoted in exactly the right way throughout the day. They had staff dress up as characters from the show and say hi to people around the resort as well as giving out flyers. In addition, at the restaurant entrance in the evening, they set up a lit stage, with characters posing for photo opportunities with children (and adults) before you went into dinner. As a result, you were left in no doubt as to what was on later in the evening as they’d engaged you throughout the day.

How do you promote your business?

5) Do I step away from my desk often enough?

When was the last time you took a week’s holiday? A day’s holiday? An afternoon away from your desk? Do it… feed your mind with different experiences. Put yourself into a different environment once in a while – you will learn a lot.

What have you learnt from taking a break? Leave your thoughts below.

How NOT to get someone to buy from you

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I’d just like to recount a telephone call I had 10 mins ago. Is this going on in your business?

The call was to an online timber company – I’m in the market for some railway sleepers right now – I would have paid immediately.

Ring ring… ring ring.

THEM: Hello.

Me: Is that timber123.com (not their real name)

THEM: Yes.

Me: Oh hi – I’d like to place an order for some railway sleepers – can I just have a chat about when they could be delivered please? Do I do that online after I’ve placed the order?

THEM: Well when do you want them?

Me: Do you deliver on Saturdays?

THEM: No… (pause)

Me: (cheerfully) so that’s ruled that out then. How about this Friday (3 days time)

THEM: No – fully booked. We’ve had to put on extra lorries as it is. It will have to be the following week.

Me: OK, well thanks anyway. Bye.

Analysis

  1. Answer the phone with your company name please so I know it’s not a bloke in his bedroom, it’s a real company.
  2. Put delivery details on your website – the fact you do or don’t deliver on Saturdays, (or even charge extra for goodness sake – how many people need a Saturday delivery for things to do with gardens?) UNDERSTAND YOUR CUSTOMER’S NEEDS
  3. Don’t moan about the fact you’ve had to put on extra deliveries and they’re full – business is clearly brisk which is good isn’t it?
  4. Don’t give me one word NO answers. That’s just bloody rude quite frankly.
  5. Treat me like a human being – sympathise, take a look in the diary, see what you can do, give me the next possible delivery date, tell me I can come and pick it up as you’re only local, give me options.
  6. You’ve spent £100’s / £1000’s on a website, PPC, associated SEO and attracted me as a customer. Don’t blow it on a phone call.
  7. Don’t make me blog about terrible experiences with companies getting noticed for the wrong reasons.

How many potential customers have you lost today because of the way your staff treat people on the phone?

Rant over.