Forgetting your customers

Lately, there have been a series of ads and marketing tools that IMHO I feel have missed the point. Below you see an example.

[clearspring_widget title=”SpamArrest.com Spam Stats” wid=”488bbba8ef752731″ pid=”4918650ef089b7e2″ width=”160″ height=”236″ domain=”widgets.clearspring.com”]

Number one rule of marketing

There is nothing more important than your customer. Zip. Zero. Nada. Customer is everything. Customer is reason d’etre. You live and die based on your customer.  Am I making my point here?

Therefore, when marketing, everything — and I do mean EVERYTHING — must show how it helps him or her. What I am. What I do. None of that matters — UNLESS IT HELPS MY CUSTOMER. So, why oh why would spamarrest put out a widget like the one in this post? I mean it’s interesting enough that seventy-some percent of the email I get is junk. But I already new that. I think Spamarrest does a pretty good job (when their servers aren’t running painfully slow). I’ve been with them about three years so I see the value. But what benefit (there’s that word again) is there to me to put this widget on my website (even I wasn’t using it for example sake).

Some of the benefits I might get from using such a widget would be:

  • Commission (affiliate) for siging up others
  • A premium service level
  • Recognition on their home page
  • A story about me in a newsletter
  • How about a simple “thank you” even?

Instead, Spamarrest has put this out and instead of looking at from a WIIFM (What’s in it for me) perspective from their customer’s point of view, they looked at from their own. The result? According to the stats on the widget page, 49,360 people checked out their widget. Yet only 158 installed it. That’s .32%. How much more could they have received if they focused on their customer?

It's not what's in it for me, it's what's in it for them?

If you check out the average direct mail response rate, which requires one to spend money (or at least to make more of an effort), you can see how poorly this did.

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~ by scottqmarcus on November 11, 2008.

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