Mary Schmidt Marketing Troubleshooter

Over the years, I’ve heard the “unprofessional” sniping about myself and others - usually happens when somebody is having a really good time. And, Heavens forbid we should ever show personality (or admit human frailty) to our customers. Despite all the studies and reports documenting that it’s more effective and lucrative to show personality (and yes, have fun) many companies still do deadly dull, safe marketing speak and maintain the stiff shirt professional facade. This while they continue to pay consultants (like me) to tell them yet again to “have a conversation with your customers” “cut the tech jargon” and “make it personal.” As Kathy Sierra notes in her Conversational Writing post, “If your brain had a bumper sticker, it would say: ‘I heart conversation.’”

The personal conversation advice applies to much more than writing - it’s also applies to strategy. I’d go so far as to say “Make it personal” is the strategy. The trick is doing it in your particular markets and keeping it both relevant and real. Nothing enrages customers more than fake “our customers are our top priority” hoo-ha.

Making it personal doesn’t preclude being professional. Further, professionalism isn’t defined by formal language or dress codes. True professionalism is: 1. Continuing to learn (even experts need to work to keep up - and be open to new ideas); 2. Saying what you’ll do, doing what you say; 3. Treating people with respect; 3. Having the maturity and judgment to know when to bend (or even break) the rules; and 4. Acting with integrity. And, if you’re able to have a laugh here and there - all the better for you and your customers.