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Mastering the Moments that Matter

This post was written by the Web Marketing Ninja—a professional online marketer for a major web brand, who’s sharing his tips undercover here at ProBlogger. Curious? So are we!

Ask any seasoned marketer which is easier—finding new customers, or selling to existing ones—and you’ll always hear the same answer: it’s easier to sell to people who’ve already bought from you.

Ask what’s the most powerful form of marketing, and nine times out of ten you’ll hear the answer, “word of mouth referrals.”

Yet still so many marketers fail to focus on being exceptional on both fronts.

Delighting your customers in such that they’re likely to buy more stuff from you, and—even better—tell all their friends how cool you are, isn’t rocket science. It’s all about mastering the moments that matter.

What’s a moment that matters?

Let’s image you go to the same cafe for lunch every single day. Today, you order a slice of pizza.  You slice arrives and you dig in.  After the first mouthful you realized that the pizza is cold, so you flag down the waiter.   What happens next is a moment that matters…

  • The good: The waiter apologizes and organizes a new slice of pizza post haste.
  • The bad: The waiter sticks his finger in your slice, says “There’s nothing wrong with this pizza,” and walks away.
  • The magic: The waiter apologizes, organizes another slice, organizes another round of drinks for you and your friends, and slips you a voucher to come back tomorrow so they can make it up to you.

Which of these outcomes do you thing is likely to drive repeat business and a customer referral?

Moments that matter for bloggers

As bloggers, we’ve got a mountain of moments that matter.  Here are just a few…

  • First impressions: Does your content make an impact?  Is it relevant to what visitors expect they’re going to be reading about? What types of ads are appearing on your site? Do they benefit a reader or will they leave a bad impression?  Do you encourage engagement with, and promotion of, your content?
  • Trust and email addresses: When someone trusts you with their email, do you honor that trust not to share it or spam them with irrelevant messages?  If you promise something in your newsletter do you deliver?  Do you allow people to unsubscribe if they wish to?
  • First conversation: If someone reaches out to engage you in a conversation with a comment, an email, or even face to face, do you ignore them, acknowledge them, or make the extra effort to make them feel special?
  • First purchase: If someone decides to spend money with you, does their dollar deliver what is promised? If it doesn’t, will you return their money? Will fulfillment of the product purchase be seamless and will their details be protected?
  • When something goes wrong: When something goes wrong, how quick will you react and how will you turn a frustrated customer into your strongest advocate?

How you perform in each of these moments can have a long lasting effect on a customer.  You can’t make everyone happy, but if 100 people tell five of their friends about your product, that could mean 500 new sales, and if you repeat the performance with those 500, you could be looking at an extra 2,500 sales.

If you’re selling a $20 product, that’s $50,000 extra in your pocket.

If you want to make money the easy way, then referrals and happy customers are important. How do you rate on the moments that matter? I’ve shared five moments that I think matter for bloggers, but I’m sure there are more.  I’d love to hear from your own experience how you’ve turned a good situation into a great one by mastering the moments that matter.

Stay tuned from most posts by the secretive Web Marketing Ninja — a professional online marketer for a major web brand, who’s sharing his tips undercover here at ProBlogger.

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Comments

  1. Great post Web Ninja. First impressions matters a lot. Thanks for sharing

  2. Very interesting post. Its all about building a good relationship with your customers and providing them most value for their money. Only then your business will grow exponentially through word of mouth advertising.

  3. Raul Sim says:

    These days, people are mean – they don’t give second chances, so we must amaze them from the first look. Period.

  4. Max Bronson says:

    In the 21st century businesses still don’t get it. In fact, because money is perceived as harder to come by they are sometimes less willing to go out of their way to make things up to you when they do something wrong.

    In the above example when they should be choosing the Magic Solution, they’ll think we can’t afford to just give away free drinks, we’ll just replace the pizza and that will be that. However, like you said, this isn’t exceptional and not worth telling one’s friends about. Hence, less sales.

  5. True words spoken right when they’re needed, WMN.

    Ok so when I was a customer of a cable company that messed up an install, they gave me 6 months complimentary TV and a meal at a resto of my choosing for me and my then-bird.

    I was deliriously happy and despite being approached by several competitors who wanted my business, I stayed loyal and true to this one company who first came on my angry radar through their ineptitude.

    My first thought when reading this post was about how the resto could have afforded such premium servicing when the pizza incident kicked in. Now I realise how valuable loyalty is. You should never think ‘but how much is it going to cost me to put it right in style?’. Think instead ‘how much is it going to cost me if I don’t'…

    • WebMarketingNinja says:

      “Now I realise how valuable loyalty is. You should never think ‘but how much is it going to cost me to put it right in style?’. Think instead ‘how much is it going to cost me if I don’t’…”

      wow, brilliant way of putting it.

  6. Sarah says:

    I’ve got a question.

    I have been sending a little note to each of my followers when they sign up for my blog. I thought this would be a nice welcome and thank you. But, I have signed up to follow several blogs now and have never received such a message so I am wondering if what I am doing is a good thing or is it so abnormal it could put people off.

    Of the 10 or so that I sent out, no one has responded – not that they have to, but it did concern me a bit.

    Any thoughts?

    • WebMarketingNinja says:

      Hi Sarah,

      The trouble with the DM-after-follow message is that it’s often used evil rather than good — people are also conditioned to think that these are canned responses which is in some ways against the spirit of twitter.

      Even if you write a personal note to each of them, it’s probably still going to come off cold.

      If you’re willing to share the note you’re sending, I’d happily give you feedback and suggestions on how you might change the approach to get a better result.

      • Sarah says:

        Thanks. It is really nothing special, but they go something like this:

        Hi (insert name),

        I just wanted to send you a little note to thank you for following my blog. I hope you enjoy the posts. Please let me know if you have any thoughts or suggestions. I would love to hear from you. If you have a blog of your own, let me know. I would like to check it out.

        Thanks again,
        Sarah

  7. Kiran says:

    Great tips. The unsubscribe link is essential. Many tend to spam emails without permission by sending unwanted newsletters or sale letters. Not professional.

  8. Togrul says:

    Great post, enjoyed reading.

    Cheers,
    Togrul

  9. To me the most important of these moments is the first impression. If you can’t convince your visitor that there is valuable content consistently provided on your website, then they won’t return. The best way I’ve found to create this “perfect” first impression is to be consistent. (I know, sounds pretty obvious… but a lot of people don’t get this.)

  10. treb says:

    Awesome post! You really have a great points here Web Marketing Ninja… Thanks for sharing this post…

  11. Customer is King, thanks Web Marketing Ninja for this awesome piece

  12. zams says:

    Good description.. People often think the short benefit when doing business. The post above is a good example how to make a business for long term with excellent customer care..

  13. PenDRaGoN says:

    Great post.
    The secret is to think about the long run, even if you lose some money (or time) giving something to those who are unpleased with your job, you’re probably get it back and a lot more later on.

    Most people forget about it.

  14. Great post, Web Ninja – great enough that I was looking for a link to click through to your website, but couldn’t find one! ;)

    • WebMarketingNinja says:

      :) I have one — but i’d say only 3 people know what it is. But I drift into in-coherant dribble on that site so there is not much to see.

  15. Justin says:

    You have to take your time, and take care of every customer that comes to your site.

  16. klik baca says:

    thank for your advice to me
    you are my inspiration

  17. Avanano says:

    For a blog what you sell is mind and content. For a product, good impression and value comes first

  18. Katie says:

    First impressions are so important. You only have one chance. These are really good “firsts” to be aware of to make sure you are giving a memorable first impression.

  19. itranscribe says:

    Thanks a milion for your personal anxiety as well as initiatives for giving us such a useful post and opening our eyes.

  20. I agree with Katie. You only get one chance to make a first impression.