Why the Hell Not??

There are plenty of good five-cent cigars in the country. The trouble is they cost a quarter. What this country needs is a good five-cent nickel.
—Franklin P. Adams

Dear readers and friends, crowd around. Now that you’ve joined our luncheon once again, I know the talkin’ is about to get really good. If you’re talking to the right audience, you can sell that 5¢ cigar for a quarter with their thanks. Mind you, I’m not advocating stiffing people on cheap cigars. But this week I’ve been in conversations with clients and fellow blog authors about how essential it is to know who you’re talking to before you can decide what their Maximum Customer Experience looks like. I’ve invited new friends and old to share their fresh perspectives on knowing and talkin’ to your audience today. I hope you’ll enjoy getting to know them—leave them a comment, and come on back to share your thoughts around the Maximum Customer Experience Round Table!

Could This Be the Reason Why Your Customers Aren’t Finding Your Blog? Or your business? Michael Martine says: if you’re talkin’ to me, you’ve got to talk about my problems. We mention this a lot here at MCE. Michael’s quick video post at Remarkablogger lays it out in simple terms. Can’t-miss advice.

You’re ready to talk to them, but who are they? Maybe that’s not as easy as it seems to answer. Paul Williams breaks down one of his own early audiences in an easy-to-follow format. Give it a try with your own business after reading Marketing Lessons From School Lunch at Idea Sandbox.

Okay, you’ve found them. Now how do you get to them, with the basic meaning of marketing seeming to change moment by moment? “A new study published in McKinsey Quarterly… reports that 2/3rd of touch points in a buyer’s active evaluations process are now consumer-driven marketing touch points: user generated reviews, word of mouth, and in store interactions. Only 1/3rd of the touch points are still company-driven. DID YOU HEAR THAT? You still control 1/3rd of the touch points!” François Gossieaux says the old “funnel” metaphor is broken, and points us toward solutions in Where Are My Leads? at Emergence Marketing.

The news that “only” a third of marketing touch points are still company-driven may strike fear in the hearts of small business owners, in spite of the positive spin François put on it. The advantage entrepreneurs and small biz folks will always have is our ability to put our ears to the ground and hear what the Big Boys can’t, especially in our local markets. Earl Sigmund makes this point perfectly in Serve the Underserved Market at Small Biz Survival. A fast read that will stick with you.

Well, this one’s no fast read, but between the post and the lively comments, it’s well worth a few minutes: PR Gone Bad: How to Anger Bloggers and Hose Your Client. We love a good rant here at the Round Table and this could have been one, but for Jonathan Fields’ grace in handling a “dinosaur” (thanks MM) who just doesn’t know how to talk to his audience at all. This post at Awake @ the Wheel struck very close to home for me. Reading the comments assured me that we don’t all know what to do with this brave new world but we’re feeling it out thoughtfully. We’ll get there.

Last, dear reader, you may know I have a thing for thank-you knowts. Looks like David Sherwin does, too, at least since he received what may be the very best thank you note ever from artist Curtis Steiner. Let David show and tell you all about it in Remembering To Say Thank You at ChangeOrder. WOW. Now that’s talking personally—straight to an audience of one. Follow his lead just a little, and you’ll be doing more than 99% of small business owners do. Go for it.

Just for fun… were you wondering where the quotation in today’s title comes from?

Of course not, Kelly.

You aren’t wondering, because you know that Robert DeNiro says it to his reflection in the mirror in Taxi Driver, right?

Joe Mantell, in Nervous Man in a Four Dollar Room. The Twilight Zone, 1960.
You impatient types can skip right to 2:45. Learn something old every day.   😉

Thanks, as always, for the pleasure of your company and your commentary. Let’s do lunch again soon.

Love ‘em? Hate ‘em? Learn something fantastic as you clicked around? Think I missed the best one of the week? Have your say in the comments—you know you want to!


Grow and be well,

Kelly Erickson

If you’re going to write, don’t pretend to write down. It’s going to be the best you can do, and it’s the fact that it’s the best you can do that kills you.
—Dorothy Parker


Last time, Mrs. Erickson and the Vision Circle (that’s you) entertained:

From Haute to Hot to… Hammy?

Craving dessert? Click here to see all the posts in the Round Table series, along with other great recommended reading from MCE!

If it’s Labor Day Weekend where you are, save me the last slice of apple pie. I’ll be right over. Enjoy your holiday!