BUILDING TRUST WITH BLOGGING AT WORD11

You're reading a blog. That's easy.
Why not write a blog? That's easy
— probably easier than you expect.

A is for Apple

When you were a child, reading took practice. Yet you wanted to learn. Maybe you started with cloth books that jingled when you shook them. You were soon ready for Dr. Seuss. Now you can read (and understand) these 10 difficult books. I can't but you can. Congratulations!

B is for Blogging

Consuming content is fine but how does that help with your marketing? Creating content sets you apart and helps build trust. Yes, there is a learning curve. Yes, you need discipline. You've shown you have both by getting where you are today.

C is for Concerns

You can certainly blog. What's holding you back? Perhaps concerns like these:

1. What do I write about?
2. Is my writing good enough?
3. How do I get started?
4. How do I keep shipping?
5. How much time do I need?
6. Where do I find the time?
7. What if I run out of ideas?
8. How do I invite traffic?
9. Is blogging better than writing a book?
10. How authentic must I be?
11. How do I measure my success?

You sure have a lot of questions. To get answers, immerse yourself in the Word11 blogging festival in Toronto this Saturday (Aug 27, 2011).

S is for Shipping

My approach to blogging is a tad unconventional. Actuaries aren't known for their skill with words. I have no formal training in writing. I wasn’t required to submit a single essay in university. I learned by observing and practicing. Monkey see, monkey do.

I noticed that I was trusting amateur bloggers over paid professionals. Bloggers were more conversational and more engaging. When I started blogging on February 3, 2007, I didn’t know what I was doing or even why. Monkey read, monkey write.

Here’s the first post on the now dormant anything-goes Spark Insight blog: Measure twice. I quickly saw that I needed to focus. On the 13th, I started this blog as a detour to proving my expertise. Here’s the first post: Testing 1-2-3. On the 18th, I started Riscario Insider with What’s in a name? as a direct link to my expertise. Eventually, I got into the rhythm of blogging weekly.

This is my 470th post overall.

In the beginning, you may want to read blogs about blogging. I did for a while until I found my own style and voice. I then focused on shipping my own posts. You may find that writing one blog with two posts per week is better than two blogs with one post per week.

W is for Word11

Let's talk face to face at Word11. I'm the first speaker in the Entrepreneurial stream and most of my session will be Q&A.

There's bound to be energy and buzz. You don’t need any blogging experience. Count on meeting attendees with a range of interests and skills. Enthusiasm is catching. This event may be just what you need to get started and/or keep shipping. Drop by, say "hi" and (maybe) blog about your experience. Your audience is waiting.

(new) Here's the live recording.

Links

• Word11: official website | my talk
• Are you a parrot or a pundit? (new)
• The simple guide to business blogging (simplybusiness.co.uk) (new)
• Building trust with social media
• The most basic marketing skill
• How to apply consistent persistent generosity
• How to write better faster (iPad + IA Writer)
• Top 10 difficult literary works
• The detour to proving your expertise
• Presenting enthusiasm
• Make your views public to stand out
• Be inauthentic to succeed
• image courtesy of squiirrelhollow (Poland)

PS The advance tickets are gone. There are some at the door. Arrive early to snag yours.

DOES YOUR “PIZZA” TASTE LIKE CARDBOARD?

That long-term customer just said your pizza tastes like cardboard. Your pizza tastes okay to you.

Sure you've been finding ways to cut down on the costs. Mushrooms cover more of the pizza but the slices are thinner and cost less per pie. Ditto for the onions and other toppings. The cheese is cheaper too.

The ‘za tastes fine as long as you don't reheat it the next day. Your dough is drier than ever which helps sell more drinks. Besides, customers can buy back the sauce you've taken away. You call it "dipping sauce". Your sauce has cheaper ingredients and more filler too.
The taste is fine ... once you get used to it.

Insignificant

The changes shouldn't matter to the customers and the price increases were minor. The modifications boost profitability. Besides, you need to spend more on advertising to get back some of the customers who didn't like the last batch of changes. Switching to spring water and recycled cardboard wasn't enough of an offset.
You didn't like all those changes either but as a franchisee, you have no say.

Annoying

Still it's annoying when customers complain. They're getting so particular. If they had their own pizza store, they'd be doing the same things you are. You’re running a business, after all.

What's really annoying is that pizza place down the street. They're not part of a chain. They don't advertise. They don't offer pasta or wings or desserts or specials. How do they survive in today's economy? They charge more but use fresh toppings and real cheese. That's no way to run a business. What are they trying to prove? They don't have a catchy jingle or an easy-to-remember phone number. Forget about ordering online. They're behind the times. But they're still in business. Why are they still so busy?

Submersed

Pity the submarine shop too. Customers see their subs being made. They know how fresh ripe tomatoes look. Luckily, they aren't good at spotting the slightly thinner cheese or the savings from switching from slices to triangles. They don't know how the ingredients have been cheapened either. Still, there's less leeway with subs.

At least your customers can't tell what grade of tomatoes are going into the sauce. Chemicals aren't exactly cheap. Even you know that a pizza baking doesn't smell as nice as before. Next month, the aroma designers will launch a scent to fix that.

Cardboard

There's that customer's car again. They're coming back. They always get pizza on Tuesdays. Wait … they're passing by you. Doesn't that box pressed against the window look like it came from that other place pizza place?

Maybe their cardboard box tastes like pizza?

Lessons

Small changes build and big consequences. The hotel that gradually deteriorated is an example. It’s like diluting the soup and cutting down on the portions. Each compromise was insignificant on its own. Now there's no point returning ever again.

Are you adding more filler or using cheaper ingredients ... without passing on the savings? Undoing the damage isn't easy and might be impossible. Maybe your customers would prefer higher quality and accept higher prices? Even if your competitors don’t think that.

Links

• Diluting the soup
• What are you omitting that could get you in hot soup?
• The tale of the hotel that wasn’t there
• What impression does your washroom create?
• Where’s the music in your store?
• When your customers fight back
• Do your customers feel cheated?
• image courtesy of Magenta Moop (US)

PS Have you had a great pizza lately?