Mistakes Gone Right?
By Kyle McNeil - Aug 05 , 2010
So: a karate chop to the head, a bout of tears or just a blank stare? These are all possible reactions to the mistake I just made: An email to hundreds of people included a name field that didn’t merge correctly. I’m sure that many of us have been there before. But when it happens to you, it’s like you’ve just hit the Armageddon button.
Basically the message said “Hello, Subscriber,” followed by a link a great video from Michael Drew on “The 7 Myths of Book Publishing.” Oops! This was supposed to be a personalized message – not to “subscriber”! This is similar to how many marketers approach their customers: the general rather than the personal.
But, in times like this one can learn a lot about oneself. Consider an error like mine a test in the class of “Responsibility 101.” Emotions are bubbling up inside (“what have I done?”), while the logical side of your brain rises to the challenge, takes responsibility and makes it right.
Doesn’t this speak to the human condition and how we respond to things? We’re the same in some ways — we all get knotted up with anxiety from time to time. And in other ways we’re very different in terms of how we handle challenge, disaster or threat. Consider that the way we respond is so heavily dependent on psychographics. Yet, to expand this from the personal to the macro: Most marketing is driven by demographics alone, which means marketers are fishing with a pole and not fishing net.
Promote A Book helps clients build nets through a process called Persona Architecture. Let Chief Persona Architect Anthony Garcia take over to show you how this happens and why it is so valuable in your marketing.
By the way, to demonstrate this approach works: Anthony is booked up all the time. And in terms of results, Anthony worked with one client who was selling three to four video arcade consoles per day and, by using Persona Architecture, Anthony was able to help him sell 10 to 12 video arcade consoles a day. Now that’s progress.
A growing crop of entrepreneurs are applying Persona Architecture to their websites, including people like Pamela Yellen, and Garrett Gunderson. Join them – and join us in helping you target your customers and refine your message.
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