A poll conducted in England found the word “Blog” to be among the words most likely to make people cringe. It placed third on the list.
That’s a problem. Do I now change the name of the heart of my marketing program from Business Talk Blog to something less “cringey”? Will a clever name bring more people to the…dare I say it, Blog? Is calling my Blog a Blog driving potential customers away? Do I have the right pictures at the top of the page? Is the color scheme professional yet inviting? If I cite a bad customer experience with a company will people think I’m negative?
People like Bill Clinton worry about stuff like that.
If everything you do is poll driven, you’ll fail. Clinton was paralyzed by fear of losing popularity. He held on to popularity but failed to achieve the grand plans he promised to deliver.
Hillary is the same way. She spent the last month taking a big survey to find out what her “theme song” should be. Sure, a lot of people visited her website and “voted” for the song they prefer. While at the site, many hit the big red “DONATE” button and gave her campaign a couple of bucks.
People who care about their favorite presidential candidate’s theme song will have no impact on the election. Poll driven Hillary will mistake getting the Democratic nomination as her being “right on the issues”. She’s a novelty. All her popularity comes from being a novelty. If she gets the nomination, she’ll start with a support base of 44-46% of the voters because she is not a Republican.
Fred Thompson is toying with the idea of entering the fray for the Republican nomination. If he chooses to jump on the track he’ll be the instant frontrunner—no polls necessary. Because he isn’t one of the Republicans already running. He won’t need a poll to find out what he is supposed to think or say. The Republican nominee will start the race with a base of 44-46% of the voters in his camp. The battle will be for the 2% of voters that won’t show up in anyone’s poll results. They’re looking for remarkable.
The point is, if you let polls or surveys drive your decisions, you’ll fail. Beyond basic necessities people don’t know with certainty what they want.
Q: (1980) Would you be willing to pay more for water in a bottle than soda, juice or gasoline?  No. (But we do)
Q: (1985) Would you pay $3.50 for a cup of coffee made by a barista with a nose ring? No. (But we do)
Q: (1987 through today) Would you like to have your grocery shopping done for you and delivered right to your door? YES! (Every business that offered this has failed)
You want polls? We don’t need no stinking polls!
I’m staying with TeachU’s Business Talk Blog. Personally, I don’t care for the word Blog. Hopefully you’re here for what I say and not for what I call it.
Shameless Promotion: There is a difference between being poll driven and giving your customer a great experience with your company. Are you launching a new product or service? I can design and conduct a customer experience test that will give you a wealth of information. Let’s do it!
Chris Reich, Author of TeachU’s Business Talk Blog