find the balance
between saying
too much
and too little
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ask for what you’re
looking for,
not what you need
a.k.a. “The difference between half-caf and half-calf.”
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BACKGROUND:
Member marketplace is
built by Fabrik
USED BY CHAMBERS OF COMMERCE
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OFFERS ARE written in
DAILY DEAL STYLE
e.g. "$120 for a 1 Year Gym Membership
(Save 50%)"
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we originally asked for
“offer description”
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and we got things like
"$85 for 15% off the entire Ribbon Gift Album
Collection. (Worth $100. Save 15%)"
* someone actually put this in.
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pivot
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now we ask for
what we’re looking for:
"What are you selling?"
"How much are you selling it for?"
"What is the retail price?"
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and we got things like:
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"$50 for CPR/First Aid Combo Course
(Worth $70. Save 29%)"
"$499 for Full-service private office w/
phone, internet, and furniture (Save 50%)"
* some were still bad, but hey, it got better.
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be closed minded
a.k.a. “How to be a square and think
inside the box at the same time.”
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users go to create an
offer, but their mind
goes blank
BASED ON ACTUAL FEEDBACK
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TOO OPEN ENDED
AND THEY BAILED
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INTRODUCING:
SUGGESTED OFFERS
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CHOOSE A CATEGORY.
OFFER written for you.
click & GO!
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No content
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No content
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No content
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this tells the user what
we’re looking for
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discourages offers that
don’t fit the mold
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sell the do,
not the what
a.k.a. “Does that even make sense?”
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advertisements from
lowe’s
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No content
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No content
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if they advertised
sledge hammers,
we’d have a lot of
broken decks
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they sell the project,
not the product
“Team up with Lowes,
and let’s replace your deck together.
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Give people
ideas and recipes.
* AND BY THE WAY, YOU CAN
FIND THAT ON ISLE 9.
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THE 1-2 COMBO
a.k.a. “Two nostrils are better than one.”
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let’s say you decide to
setup an ad
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No content
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✓ check
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someone says,
“Hey, we need to tell people this
is an advertisement.”
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No content
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✓ check
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another person says,
“Hey, we should be able to close this thing.”
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No content
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✓ check
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DONE?
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No content
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No content
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No content
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“close ad”
FUNCTIONAL+INFORMATIVE
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Better No-no Messages
a.k.a. “Don't question your mother while in time-out.”
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We have a button:
only for those with the
correct privileges.
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No content
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please sign in
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ok...
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permission denied
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“So you told me to
sign in and now you're
saying I'm denied?”
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Harsh.
And what the heck does
this really mean?
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meet the user
where they are
WITH SPECIFIC MESSAGES
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NOT LOGGED IN?
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No content
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EVEN BETTER:
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No content
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And if you are logged in
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No content
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provide a path for the
user to change it
themselves
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waiting
waiting
waiting
a.k.a. “Free moments to play Angry Birds.”
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SYMPTOM:
duplicate dB entries
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1-day in-house seminar for up to 20 people.
1-day in-house seminar for up to 20 people.
2011-08-04 19:33:01
2011-08-04 19:37:28