What Feedback Do You Pay Attention To?


Have you ever fallen into the trap of making a change because of one single piece of feedback? It's happened to me and I've seen it happen to others. Don't change your brand's font (or anything else) because one person doesn't like it.

One person's preferences will never represent a significant sample of your target market.

We want feedback, we ask for feedback, and when we get it, we feel we have to act on it. Not so. Instead, we need to think about it, give it careful consideration, and get more feedback from our target market - because it's their opinion that matters when it comes to our marketing.

originally published in Work Better, Not Harder newsletter November 30, 2017

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

Reusable Content Ideas to get you Unstuck

Image
You’re stuck and your deadline is looming. It’s been a long day and you’re far from feeling inspired to write for your blog or newsletter. The more you try to think of something to write about, the more uninspired you feel. Sometimes I feel like that too, so I came up with a list of ‘topic triggers’ that can be used over and over again. The next time you’re feeling that what-am-I-going-to-write-about stress, come back to this list and pick an item at random. All of these triggers can give you topics to write about immediately. Use an online idea generator tool. Check this article for links to three of them. Check your blog or newsletter archive for what you wrote about at this time last year. Expand on the topic, referencing the original post. Scan your social media feeds for a post that you agree or disagree with. Embed the post and explain. ( example ) Search “what’s new in (your industry)?” Provide a commentary on someone else’s article or sum up views from several a...
Keep reading »

Complex to Simple: Images for Social Media Posts

Image
Rocket Science Version The sizing of images for the various social marketing platforms, post types, and headers is becoming a bit complex. In fact, it would be a very practical way to teach equivalent fractions and geometry in Grade 9. But if you're long out of school and want all the details, get them on Twirp's Cheat Sheet: The ONLY social media image sizes you need to know . Squares and Rectangles The diagram below shows a very simplified rule of thumb for matching image shapes to social media posts on common platforms. Size Matters While bigger is better, it often means a larger file size and then icky compression stuff happens and... well, you've probably seen it on other people's feeds. I suggest your squares be a minimum of 600px by 600px; and 1200px by 1200px is about the largest you'll need. For rectangles, use minimum 600px by 300px, or maximum 1200px by 600px. originally published in Work Better, Not Harder newsletter August 31, 2017 Clic...
Keep reading »

Why a lot of eMail Marketing Advice is Wrong

Image
You might be thinking I'm off my rocker using that subject line, since I regularly dish out email marketing advice . The thing to remember is that almost all the advice you'll read is situational . One expert will say that subject lines like "Wow" or "Hey" work best, while another will tell us to avoid them at all costs. Because I have experience with informational marketing for small businesses in particular, I evaluate all of the advice I read in that context. Sometimes I get great ideas that I can use with one or more clients, but rarely do I read anything new that would apply to all of them. That's because a really successful email campaign needs to be specific in its strategy . Here are some of the things that will affect your strategy: if you sell to consumers or to businesses, or both your very specific target market if you have a small or large list if you know your subscribers or don't how new subscribers get on your list how...
Keep reading »

Favourite Free Image Sources and Graphics Tools for Small Business Marketing

Image
Wondering where to find free images for your newsletter or blog? These are the most common sources we use for free images: FREE: http://pexels.com http://pixabay.com http://gratisography.com https://www.goodfreephotos.com http://www.freeimages.com https://morguefile.com http://unsplash.com FREE with Attribution: https://creativecommons.org Here are some graphics tools we use often: Create favicons for your website or blog  http://www.favicon-generator.org Create buttons easily  http://dabuttonfactory.com Convert graphics files from one version to another  https://cloudconvert.com Colour picker for Chrome  http://eye-dropper.kepi.cz Compress images  https://tinypng.com Of course, snapping your own photos is always a great choice! photo by Live to Create Photography / Flickr Click to Tweet this Article
Keep reading »

10 Email Predictions for 2013

Image
1. Your inbox will continue to be full. 2. You’ll check your inbox at least 5 times a day. 3. The more emails you send, the more you will receive. 4. You will spend significant hours just organizing your emails. And then you’ll spend even more looking for specific emails. 5. At least 100 times, you’ll swear to yourself that you’ll get ‘caught up’ on email. 6. You’ll delete several important emails by accident. 7. A handful of times, you’ll send an email forgetting the intended attachment. 8. You’ll find emails in your ‘draft’ box days after you thought you’d sent them. 9. You’ll click ‘reply all’ one too many times. 10. You’ll unsubscribe from countless commercial emails. But you’ll sign up for a few too. The more things change, the more they stay the same. Click to Tweet this Article
Keep reading »

Good, Fast, Cheap

Image
On the inside of one of our garage doors, in black permanent marker, the previous owner - a mechanic and race car driver - wrote: good fast cheap pick 2! I know Mike was talking about cars but this trifecta has implications for other (small business type) things, like marketing, product development, project management, and problem solving. Let's say you can get a good website built fast; you shouldn't expect it to be cheap. If it's fast and cheap, don't expect quality, and so on. If you think you're getting all three, beware! Economics - and people - don't work like that. Click to Tweet this Article
Keep reading »

Summer Marketing Sets You up for Success in the Fall

Image
You might think blog (and newsletter) readership drops over the summer when many people head on vacation. And you would be wrong. Some people have more time to read during the summer months. In fact, they will read more deeply, taking the time to click links and follow a topic or call to action. Before you start tossing rotten fruit my way... I not suggesting you skip vacation in favour of marketing. Your summer holiday may be as important to your body's health as your marketing is to your business health. In the same way you'll figure out how to take some vacation days this summer, you can also figure out a way to keep your marketing alive and kicking. Make a content plan in advance. I'm not the best person to dish out this advice as I do most of my content creation on the fly as inspiration strikes me. But summer has even me doing some necessary planning. At the least, jot down a list of possible topics to use over the summer. (Do it now; I'll wait for you....
Keep reading »

Get a Head Start

Image
Start thinking about your next newsletter issue as soon as your last one has gone out. Set up a place to gather your content ideas - an 'idea catcher'. I use a folder on my Windows desktop. If you're not always sitting at your computer when inspiration hits, there are other more flexible tools: Evernote , Dropbox ,  Google Docs , and many more. (Along with everything else, Evernote even allows you to capture all your tweets, which are usually a good source for content ideas.) Load up your idea catcher. When you have an inspired idea about something you want to include in your next issue, plop it in. This works really well if you regularly include popular quotes, blog posts, book recommendations, and other resources. As soon as you come across ones you want to use, 'catch' them. By the time your issue date rolls around, it won’t seem like such a chore to assemble your newsletter. The bonus of this approach is that you have less stress trying to rememb...
Keep reading »

Quick Tip - Avoid Hidden Format Problems

Image
When you're inserting content into your newsletter, website or blog, you're often copying it from other documents.  I suggest you always compose in Word (or similar) to take advantage of its spelling and grammar-checking functionality. Your formatting in Word may not be the same as your default formatting in these various applications.  While there are a raft of applications that make it easy now to do your own newsletter, website and blog, most of them are converting your content to html code in the background.  When you copy in text that is already formatted, you're possibly creating problems behind the scenes .  As well, you'll end up with differing fonts and sizes that all have to be corrected before you publish. You can avoid the potential for problems by stripping off all formatting before you paste into the application.  An easy way to do this is to use Notepad (or similar).  You simply open a blank notepad document, paste your con...
Keep reading »

Colour Palettes for Summer Marketing

Image
A photo can be a powerful marketing message , an expression of brand with more impact than a logo. It's worth a thousand words and expressed through many thousands of colours. We have feelings about the image itself and about the colours. You know how you feel when looking at a beautiful photo of sand, sun and surf? Aquamarine, white, pink, and deep blue. Even if you don't own a bathing suit, you want to be there. Summer colour schemes can be bright and vibrant, or cool and relaxed. What does your summer marketing campaign look and feel like? Here are some photos that inspired me. I've included html colour codes and links to the original photos on pixabay.com if you want to download for yourself. Can a fallen leaf be elegant? I think this one is - elegant and earthy. And, if I have time to contemplate this leaf, I must be feeling relaxed and at ease. Gazania are attention hogs in the garden with their warm colours and pinwheel designs. ...
Keep reading »