Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
0Activity
0 of .
Results for:
No results containing your search query
P. 1
Blog Marketing News For This Week

Blog Marketing News For This Week

Ratings: (0)|Views: 1 |Likes:
Published by David Risley

More info:

Published by: David Risley on Jun 04, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

06/04/2013

pdf

text

original

 
1
Blog Marketing News For This Week 
How To Avoid Angry Customer/Reader Emails To Support
Perhaps you’ve experienced it. Perhaps you yourself have doneit. But it goes like this… A person has bought something and something went wrong.Maybe there was a problem with the card. Maybe the shoppingcart system flaked out and caused some weird thing to happen.No “thank you” email gets sent, yada yada.Or perhaps you’re having a problem with some software. You’re already annoyed. You send in a support inquiry and youdon’t hear back for what you think is a reasonable amount of time. And, what happens?Often, you start assuming really bad things. Right? You start thinking they’re ripping you off. That they’re ignoring you. That you might have just gotten scammed. And, this happens much more often and much faster on the Internet. For some reason, when it comes to anonline operation, people have the expectation of IMMEDIATEgratification. And, when that doesn’t happen, some people willget really pissed off, really quickly.
All Online Businesses Will ExperienceThisAt Some Point
The truth is, things happen. The software we use to power our businesses sometimes flake out. Sometimes, emails don’t getdelivered for a myriad of possible reasons. Additionally, all online businesses are powered by people.People with schedules. People who sleep. In other words, thepeople who handle support aren’t there 24/7 in some cases.Sure, in more developed businesses, you can have a 24/7support team around the globe. But, that’s not always the case.Plus, there is the matter of support systems and training. You can have a support team in place, but they’re notoperating efficiently. It happens. Support is, itself, a businesssystem. It has to be designed, built, and tweaked… just like any other system. And, when you’re operating online, some people will get iratequite quickly. Sometime it seems as if online businesses aredistrusted first until you prove otherwise. Some people justassume you’re shady the moment something doesn’t happenup to their speed standards, and they’ll just assume the worse.I’ve had people say some really interesting things to my support staff over transactions that were really small. In somecases, they got downright abusive, threatening to go to themedia and “expose” us (which is rather laughable), report usto the BBB, all these things which I’m supposed to be scared of. And, without fail, every single time… the matter comes downto the fact that they didn’t recognize the charge on their creditcard statement, didn’t read something which was clear-as-day on our website, or something similar. The matter was very small, easily handled, often over a transaction which was tiny (we’re talking a few bucks in some cases).
How To Handle It
So, there is certainly an element that you always have to keep inmind and that is… people are people. A vast majority of peopleare perfectly fine and reasonable to deal with. There are alwaysa few out there who will be rude no matter what the heck you
 
2
do. In almost all cases, when that type of person comes upin my business, we will pro-actively refund and unsubscribethem, and tell them to have a nice day and don’t buy from usagain. It just isn’t worth it.But, what about everybody else? Well, every frustrating or angry email you get to supportshould be looked at as a red flag for a SYSTEM break-down. And the first thing you do is dive into the SYSTEM to see what broke.But, the VERY next thing you do – and you do this as quickly as possible – is ACKNOWLEDGE the person who emailed.In 95% of cases where we get a series of angry emails fromsomebody, when they were threatening things and gettingperturbed, the entire matter was put to rest the MOMENTI acknowledged them like a human being. The difference isstark, in some cases. They could have called me the internet’s biggest asshole in an email… and the moment I simply reply and acknowledge the matter they were frustrated over, the very next email is them apologizing and tell me they were justhaving a bad day. I mean, it is an incredible transformation!People just want to be heard. When they communicate to you or your business, they want to know that it was received,heard and understood. If they don’t feel that’s happened,the communication cycle has broken down. And that’s whenthey will begin assuming really bad things about you or your business.So, part of the system design HAS to includeacknowledgement. People want to be heard. So, listen.Understand them. And acknowledge them.Even if the matter isn’t solved, you STILL want to fully acknowledge them as immediately as you can. Most peopleare quite reasonable and will be patient while something getsfixed… IF you keep the communication flowing and keep themin the loop.Lastly, I don’t recommend you use pre-canned responses to“acknowledge” these support tickets. People aren’t stupid.They know it is pre-canned and not personal, and they won’tfeel heard. So, the support staff has to be trained to be fast ANDpersonal, and acknowledge people individually. If the matterhas to be escalated, that’s fine. But, give the customer a pointof contact who is a real person, and treats the customer like areal person.Have you experienced this, on either side of the equation? What happened? Post in comments below and let me know! And, if you ever want to say “hito Dawn (my awesome supportmanager here for the Academy), feel free. You cancontactsupportjust to say hi. Its cool.The postHow To Avoid Angry Customer/Reader Emails ToSupportappeared first onBlog Marketing Academy .
How To Organize Your Calls ToAction And Use Them On Your Blog
By David Risley on May 30th, 2013
Let’s talk strategy for a minute.Or, more accurately, a simple tool you can use so as not toforget to USE strategy in your blogging.Put simply, there are two types of blogging: 1.Bloggingjust for the fun of it, without any monetary aims. I often call this “hobby blogging”.2.Blogging for business, meaning that your blogging is akey component to your marketing strategy. It is this kidof blogging which I most talk about around here. When you’re blogging for business, one thing you must neverforget is the call to action.See, you’ve got their attention. And to fail to take control atthe end and direct them to something is just a colossal wasteof your time. If you’re blogging for business and you’re justposting content for the sake of posting content, then you’re wasting your time.But, what should you ask them to do? What call to action do you include?That’s where a simple tool I call a “call to action map” comesin handy.Here’s a simple example:Call to Action Map As you can see, it is basically a simple mind map. It categorizesthe different kinds of calls to action I could use: (a) landingpages, (b) affiliate products, (c) products, (d) social shares. And, under each, I can include the various options. The aboveexample would be for my own business here at the Academy,so your’s will obviously look different. And, if I were to develop this version even further, I couldinclude link text, copy, and other WAYS to employ eachavailable call to action.So then, what do I do with this thing? How do I use it? Well, before you create a piece of content, you reference yourown call to action map and decide which one you’re going touse. Then, you create the content so as to lead up to that (sothat its natural).So, for example, if I decided to write a post with a call to actiontoTen Minute Pages, I would probably write a post which talks

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->