Sunday Girl

Hi,

As i am changing web hosts in the next little while and re-designing my new blog site, I won’t be posting any articles. I am hard at work on another, larger more pressing project anyway.

Thank for all your comments though.

Brian

The controversy rages on: how much is enough?

How much Flash (full motion graphics), how much Java script (coding that prompts responses to clicks), how much colour, how much graphics, how many animations, how much of what is technologically possible should a website, especially one representing a large organization, have?

Short answer: as much or enough as is necessary to convey the organization’s fundamental message or the visitor’s purpose(s) for visiting it.

A “Techie’s” Issue Calls for Education
The motivation for this post arose from a one-sided discussion with a “Techie” recently. ‘Techie’ people are technology-obsessed and are often of the opinion that more of everything is the absolute best idea for online anything, especially websites. Specifically, he was referring to Toronto’s Eaton Centre one.

Now, I admit that the site’s backdrop colour could be a little more livelier than gray but, often, hues are chosen according to a site’s purpose and-or its visitor’s goals.

Gray may not be exciting to look at but it won’t be distracting either, and it won’t detract from the user’s goals which, most likely, are to find quick information about this massive indoor mall, like:

• Its hours of operation
• Stores located there
• Mall’s layout & its number of levels
• Holidays and hours (important for those visiting the city from neighboring U.S. states)
• Promotions and special events

On these fronts, the Toronto Eaton Centre website succeeds handily. It’s well organized and I didn’t notice any personal guesswork required to find things. In “Don’t Make Me Think,” author Steve Krug writes that this is exactly how a good, well-designed website operates.

Usability Key to a Website’s Success
Sites that are easy-to-use are said to have good “Usability (use-ability),” a term borrowed from industrial design. For the Web, Usability has been popularized by Jakob Nielsen whose Use It.com has been around for 10+years. I found it in 2001 while taking an Online Journalism course and remain grateful for his informative RSS emails.

The Basis of Web Usability
In one word: research. Humans don’t read websites or perceive online communications in the same way as paper/print-based publications so research into what creates a good online experience is vital. With the trend of online everything continuing, or accelerating (just ask those who publish newspapers or run TV stations), improving Usability equates to improving the return-on-investment (ROI) for the sponsoring organizations or individuals.

Online ROI? Such a thing exists? It’s different online. ROI could be adequate time spent on a site reading and absorbing its primary message, participating in an online charity or environmental site and donating money, buying a book from Amazon, and a million other intentions or goals.

To discover how to motivate people to visit and remain on a website and provide a pleasant experience with minimal frustration, Usability research focuses on:

• Experimentation using actual company and organization’s websites
• Observation of test subjects using (or trying to use) these websites
• Analysis of test subject’s eye movements (eye scans) while they navigate the websites in question
• Research on human psychology including cognition (perception), neurology, physiology, etc.
• Experience-based research through studies of commercial/non-profit sites, profiling before-and-after ‘application of Usability principles’

I made Mr. Pure-Tech’s aware of Jakob Nielsen’s existence but he brushed off my suggestion/statement off as just “another voice of authority.”

Maybe the problem was that it wasn’t Mr. Pure-tech’s voice of authority.

This past February 22nd, marketing genius Seth Godin wrote on his blog,

“Watch the pennies and the dollars will take care of themselves.

He continues:
“I’m not sure this is true. In fact, I’m pretty sure that if you watch the dollars, you don’t have to worry so much about pennies.

“Big brands don’t sweat the small expenses. They don’t hassle about a return, or a little coupon fraud or the last penny per square foot on the rent in a prime location. In fact, they understand that there’s a powerful honest signal sent when you don’t worry about the tiny expenses. It shows confidence.” Read the rest of his post here.”

Mr. Godin was obviously not referring to the big brand Staples, Canada’s largest office supplies chain with 300+ stores.

The day before Seth’s post, Sunday Feb. 21, I witnessed something extraordinary that only strengthened my opinion that many Canadian companies simply do not understand the basics of customer service; instead, they operate under the misconception that their interests, their policies, and that their nickels and dimes are more important.

Ok, let’s the set the stage. It’s a Sunday afternoon at the Staples in-store Business Centre where 10 photocopiers systems are situated. I’m making a few and a couple of machines to my left, there’s a lady is making a lot more.

Using the Copiers
Requires the purchase of a certain dollar amount (minimum $1) which is “loaded” onto a Staples magnetic striped “credit card.” Customers then slide that into a chute located on the copier and the purchased amount comes up on a screen. Every time a copy is made, 7 or 12 (for colour copies) cents is subtracted from the total.

Dilemma or Service?
But what happens when the number of copies made does not use up the total amount purchased? Well, the store would simply refund the pocket change, wouldn’t it?

In Staples’ case, no, illustrating in Seth Godin’s opinion, a “powerful, honest signal” that this company lacked confidence; indeed, what was to follow in the next 20 minutes strained belief. It was a tragicomedy example of how not to operate a retail enterprise.

What Happened
The lady finishes making her copies, walks back to the counter to report that there is 20 cents remaining on the card and she would like her money back.

“No, I’m afraid I can’t give you that in cash,” says the counter lady, “You can use up that 20 cents the next time you’re in making copies.” The customer, who it turns out is a drama professor at Toronto’s Humber College, replies that the only reason she is here is that it’s Sunday and it’s too far to drive to make free copies on her department’s copier – and the likelihood of her returning to Staples anytime soon is slim to none.

De-fence, De-fence, De-fence
Counter lady isn’t budging, “This is our policy.” But neither is the customer, “I want my 20 cents back and I’m not leaving until I get it.” Both then engage in a sales-like objection (customer) / objection-handling (Staples employee) exercise with 3 go-around with the the Staples clerk firing hers out in textbook form – like she’d been coached; her body language is just as unyielding.

After 10 minutes, nothing had changed not even when the Drama professor, who couldn’t have scripted a better scene, said “Wait till I tell the department about this,” i.e. word-of-mouth & bad PR.” The Staples counter lady was unmoved. She’d been instructed on Staples policy, she was within her rights, she’d been polite yet firm and no way Jose was she opening that till for those 2 dimes – which may has well have been $1000.

A Plea for Sanity
Finally, the college professor asked to speak to a manager. Counter lady made the call and was told the “manager was in a meeting and it would be a 20 minute wait.” 20 minutes!! For 20 cents. Staples was proving to be a weakling in the confidence department.

Overriding Significance
Besides this asinine and petty (cash) No Refund policy, Staples had just proven that they don’t trust their employees enough to empower them to make a 20 cent decision! Were their wages that low that they couldn’t find decent employees with good judgment?

But this issues went deeper, of course. During that 20 minute wait – which turned out to be 20 minutes – Staples was communicating several things to this woman:

• Your time and inconvenience are of no concern to us; our convenience and time overrules yours
• You’re not worth 20 cents to us and we don’t care if you don’t come back
• We prefer compliant customers who don’t complain and because you did, you will now pay the price. This means we’re childish too.
• ‘Service’ is just a word we use in our marketing efforts; at ground level, we’re liars. Don’t bother trusting us on larger purchases because we sweat 2 dimes
• Company policies, regardless of how they affect you and regardless of the negative word-of-mouth implications, are not to be altered for any reason
• Our understanding of psychology in non-existent. You’ll come back because we have the most stores, the best selection, the lowest prices. blah-blah-blah-blah-blah……..

What Happened Next
While other customers lined up to pay for things, the drama professor and I were making light (but not really) of the situation and there was not even the hint of shame or embarrassment on counter lady’s face; she was doing her job faithfully and I’m sure this would look good on her record.

The Manager Appears
An official looking gentleman with a front shirt pocket Manager badge bustled into the area, clipboard and pen in hand. He listened to both parties, mentioned policy whereupon the customer shot back, “Well, your policy stinks!” He then opened the cash register with his key and dropped 2 dimes (20 cents) into the woman’s hand – like it was nothing, which is wasn’t. “You made me wait 20 minutes and go all through all this for 20 cents?! I am never coming back here again,” said the woman

Both the manager and the counter lady said nothing. He walked to his next errand and counter lady behaved as if nothing untoward had occurred.

Wrap-up
There’s nothing more I can say on this so I will Seth Godin close it out: “I don’t think the answer is to worry insanely about little expenses. In fact, too much worrying about cash is the work of the lizard brain, it’s a symptom of someone (or a company self-) sabotaging the work.”

And the trust.

The name, I mean.

The company name, the website domain name, the name that fails to resonate with my target audience, the name that no one gets, the name that is misspelled by potential customers in their emails to me.

The name doesn’t work even if I do.

Why Doesn’t this Clever Name Work?
Very few people outside of Sales understand what the word ‘strategic’ actually means. Well, it means planning but it also means having the knowledge and insight to put a realistic sales plan (of attack) together. Execution is another matter but, in most cases, those putting a good strategy together can pull it off as well.

And of the word, ‘content’? More confusion. Writers that work in advertising, or used to, are called copywriters. And the writing of copy has been going on since the 20s. Copy is designed to sell via print ads, brochures, 1-page sales sheets, etc. Content is web-oriented and is designed to inform.

Can content also sell? It can and I have proved it can but it does so in a completely different way than “copy” where the approach is a direct one. Website content writing relies on the principles of Transparent Marketing where superlatives (greatest, largest etc.), flamboyant verbs, adjectives, and imagery are omitted; in other words, transparent marketing writing follows a firm no-bullshit policy.

However, Jack or Jill Business Owner hear more about website copy writing due to all the former ad writers making their way online. However #2, if copy writing principles are applied to websites, what results is an online brochure geared to the vendor instead of its potential customers. But very few people know that – or care.

What Next?
I will probably leave the www.strategicontent.com site up due to its 3 years of being online and re-direct any traffic from it to the new site. This blog will also be transplanted, leaving the site as a stand alone. Or, I will just shut the whole thing down. Not sure right now.

The new site will be based on a Word Press blogging platform and it will have Spam protection built in. I’ve got 85 comments right now and 95% of them are spam because the Askimet spam blocker plug-in has never been activated. Why not? Because….getting access to the site workings has been difficult for a lot of unknown reasons.

But all this will change in the coming weeks.

Up until this morning, I’d tweeted maybe about 207 times (that number seems to resonate with me) in a year. Today, I’ve sent out 20 messages!

That’s like 15% of my total tweets in 1 day!

It’s like i know more or I just figure I’m going to say what’s on my mind. Plus, I have fun too with my quips and observations. Plus, plus, I have a new purpose now +++ i want to impress upon my followers, my “tribe,” that i appreciate as tribe members.

Anyway, it’s a way better use of time than my (former) YouTube addiction. Now, I’m addicted to Twitter – but this time with a strategy!

Thinking_again (my Twitter handle) is now (a)live once again: to stay.

Had it been that long? Evidently, yes.

I re-opened my Tweetdeck account and realized that, except for sporadic postings last fall, it had been a full year since I’d been participating actively! Yikes!

Thus far – about 18 hours – Twitter has supplied me with some terrific ideas and information that I will be applying to both my site and my Entrebahn client.

And, on the basis of Google’s new emphasis on social media involvement (blogs, Twitter, Linked In, etc.), re-involving myself in Twitter is vital to increasing my online profile.

And now that my website will be turning into a blog in the coming weeks – loaded up with all sorts of social media goodies, I’ll be able to sit down to a Boeing 747-type control panel. And, with that transition, I’ll be able to offer video, graphics, photos through FlickR and a tie-in to another blog I’m authoring. Won’t this be fun!

So, stay tuned or better: jack into Twitter and let’s share insights. The address is “thinking_again.”

Wow, what a sensational game yesterday afternoon and what a sensational Olympic games performance by my fellow Canadians: those who competed and those who supported those who competed.

I am so impressed by the richness of talent and spirit demonstrated repeatedly by our athletes and those in attendance. And felt lucky to witness the both the victories, near victories and bittersweet defeats.

Years from now, people will ask each other where they were when Sid the Kid yelled for “Iggy!!” (teammate Jerome Iginla) to pass him the puck as he made toward the net from the corner. With a guy draped all over him against the glass, Iginla feathered the pass so that Crosby stepped into it and snapped it in one motion. Then it was in. And then the entire bar I was in roared with joy and, I dear say, relief.

The American team was a most excellent blend of speed, tenacity and accuracy. And their goaltender, Ryan Miller, was phenomenal. Unlike the Slovaks, the Americans tied the game with 26 seconds left and could just as easily have won. That’s how close it was.

Come overtime, the Canucks seemed to have regained their composure and poise and were playing like it was 1st and 2nd periods. That set the stage for Mr. Crosby whose shoot out prowess also got us past the stubborn Swiss.

And let’s not forget our golden woman’s hockey team. One of girls on the Swedish team called them a machine. While watching them take it to the Yanks, I would agree. Terrific transition game, smart defensive work, a minimum of loose pucks, goalie with a lighting glove hand: a professional hockey team with no passengers.

It was a great day for Canada today; a great Olympic games as well. It was funny to hear comments from international guests who never imagined we were so passionate about things. Well, my goodness, there was so much to cheer about! Our skiiers, our skaters, our dancers, our speedsters, our heroes – and those 15,000 volunteers whose dedication and altruism made it all possible.

Congratulations to everyone! Good job.

So someday, when we meet, I’ll ask you, “Where were you when Sid did his magic trick?”

And we’ll celebrate once again.

Sometimes one’s phone manner and professionalism can be the difference between a transaction and a waste of time: the seller’s and, more importantly, mine.

I was involved in a car accident this past January 23rd (which explains my recent lack of posts) and received my first traffic ticket. On the advice of my brother, I called X-Copper, a well-known Toronto firm comprised of ex-police officers whose business it is to contest their client’s ticket and often reduce the fine.

Now, although I wasn’t feeling any discomfort the day of the accident, my neck began to really ache the day after. By the following morning, I was in agony. Any movement faster than a slug sent razor sharp lighting bolts of teeth clenching pain down both arms and throughout the upper half of my body. The taxi ride to my chiropractor was no fun; every bump or swerve in city traffic re-sent those lightning strikes.

Monday, Monday ….leaves me cryin’ all of the time….
The Mamas and Papas sang that song in the mid-60′s and I was wailing it that night as well: ‘couldn’t even reach out to flick on my computer speakers. But, I needed to contact the X-Copper people and find out what was what.

A woman answered and I explained my situation. She ran through the details, her company’s process, time frames involved then asked me: “Well, what do you think?” I was pretty low key as any unnecessary head or upper body motion brought “that pain” back instantly. “Ok…. sounds fine.”

I was then subjected to some unexpected treatment. The X-Copper representative proceeded to “rip me” for my lack of enthusiasm and asked me “how could I expect her to look forward to fighting my ticket with the vigor necessary with my attitude.”

I was taken aback but was in no position to protest. For the record, who exactly was the customer here and who was about to lay down $500?

It sounded like she wanted to be paid (in compliments) before actually achieving any result. Although she had no clue, she lost my business on her very first call. In sales, there are “one-call closes” where the salesperson’s professionalism jives perfectly with their product-service and the customer’s need and personality; in Christine’s case, she’d achieved a “one-call loss” which is a far more common result for those with no affiliation with empathy.

Empathy is Key to Success
There’s a lot more to sales – and life – than just running through the details or itinerary. Putting yourself in another person’s (possible) situation or imagining what they might be feeling and inquiring sincerely is an exquisite human quality – and good business. If this lady really cared about people – and good salespeople always do – she would have:

• Asked, “How are you feeling?”
• Confirmed with me if this or another time was preferable? And then, after informing me that I had 2 weeks to either pay the ticket or hire them to “file it” and/or contest it,
• Suggest that we talk in a couple of days when I might have had some treatment for my discomfort.

But no, Christine briskly bade me goodbye, said she’d send the paperwork via email and then follow up by phone in 2 days time. Chop-chop-chop, it was all about her.

Emotional Intelligence is Vital
We always hear so much about how smart some people are or what types of degrees they have: M.B.A.s come to mind. But I’ve always held that emotional intelligence (E.I) is far more important that intelligence quotient (I.Q.). Why? Because this state of mind is characterized by qualities that allow those possessing them to work effectively with vastly different types of people and personalities, in everyday situations and/or challenging circumstances and achieve the desired goals or effects: fun, team work, resolution, victories. And do so in a manner that galvanizes, motivates and obtains the best results from those involved.

A few of these qualities: being adaptable, inspiring others, complimenting (sincerely), comforting, sympathizing, demonstrating empathy, being proactive, gracious, altruistic, generous even. Being sensitive to others’ vulnerabilities or difficulties and working with them to overcome and triumph over them or just keep pace, respecting confidences, demonstrating trust…to name a few.

Corporate Recruiter agrees
Frank Abrams, president of zenPeak, a recruiting agency that focuses on emotional intelligence agrees: “Companies are looking for people who have transferable skills, not for what they’ve done in the past. They’re looking for those who can “fit” into their organization and can adapt. Their E.I. is a big part of that and we test for it before any candidate is interviewed by a client.

His website features an informative article on emotional intelligence which sums up zenPeak’s Zero Risk HR (human resources) approach. Read it now.

I met Mr. Abrams, by chance, this past Sunday at a symposium on all things social media, namely podcamp, held at Toronto’s Ryerson University.

Maybe, just maybe, I should direct the X-Copper representative to Mr. Abrams. That would be a demonstration of emotional intelligence on my part.

Oh, and by the way, I was referred to, and hired, X-Copper’s rival, OTT (Ontario Traffic Ticket) Legal Services. In doing so, I not only reduced my financial outlay by $100 but have also enjoyed a very different experience: a professional one. I’ll let you what transpires in the months to come.

Not long ago, my website ranking – for what it’s worth – was mired in the 25, 216,250th spot. Now, it’s ranked 11,040,648: a 57% rise. If only that were profits.

Regardless, due to writing increasingly frequent blog posts and attracting unexpected responses, the SEO gods and goddesses have rewarded me. Plus, I admit, it’s gratifying to have people from around the Internet offer their compliments and insights.

According to Paul Coughlin of Blog for Profit, the top factor for a successful blog is content. Initially, I wasn’t sure if writing about (content) writing was going to generate enough ideas. However, I soon realized that my sales and marketing background enabled me to offer insightful analysis of both companies and their practices to readers.

The 2nd factor is Interaction or the degree to which a blogger writes replies and or exchanges information or comments with care enough to write comments on certain posts. I admit I’m sometimes tardy on this point but there is quite a bit of spam as well.

More Changes Ahead
The website designer with whom I had arranged the transformation of my website is tied up so I’ve made other inquiries. My motivation? I want to play up or showcase my thinking, insight, and writing abilities for both prospective clients and employers. A now-outdated static website forces interested parties to click through pages instead of just reading the last several posts.