Creating memorable moments
“Nobody has 30 seconds for a brand, but everyone has 30 minutes for a good story” – Joe Pulizzi
Starting today, I’m going to do a small series on ‘the good, the bad, and the ugly’ of what makes memorable online experiences.
These are what I like to think of as 30 Minute Moments (as the quote says above!)
I’m in a few Facebook groups, and I often see women asking for advice on how they should handle things like refunds.
So I thought I would start to break down what it takes to create memorable experiences, and how you can get it very wrong.
What is a 30 minute moment?
Well, like the quote says, it’s about creating memorable experiences that result in you sharing that experience with others.
It’s that experience you’ve had where you share it over, and over again with people you know. It’s the word of mouth effect.
The thing here though, is that the memorable experience is more likely to happen after something bad has happened. It’s how the brand recovers itself from the situation.
In these situations, what I’m recommending is ways to avoid the 30 Minute Moment from needing to happen.
However, there are 30 Minute Moments you’ll want to create with your customers that ‘surprise and delight’, and those will come down to the little details that you pop into your site. The tiny details add up to the big picture experience (but that’s a series for another day).
Think of 30 Minute Moments that you’ve experienced yourself
We’ve all got them. Why not have a think of an experience you had, whether it was good or bad, and share it in the comments below. What made it good / bad and why?
Now ask yourself this – what kind of 30 minute moments do you want your customers & clients to be sharing about you?
Go and write that down – because that’s your 30 Minute Moment Goal. That’s what you’re going to want to achieve.
One of the most memorable 30 Minute Moments I experienced happened about 18 years ago – and it’s why I’ve only bought Oakley glasses ever since. I’m sure I probably wouldn’t get the same experience today, but they made a very loyal customer out of me. Simply because of how they responded to a broken frame that was out of warranty.
In their shoes
This series is also the starting point for my In Their Shoes content, which is building to something quite big.
I will, at various points ask you to put yourself in the shoes of your customers. I’m going to ask you to see it from their perspective and imagine what you would like the outcome to be – for both of you. Look out for the ‘In their shoes moment’ call outs.
One last thing before I send you off to read the first in the series, my background is creating memorable online experiences and fixing really bad ones for clients. I’ve got over 15 years experience of doing this, and it requires a degree of critique and honesty. In all instances I’m using my professional capacity to evaluate the experiences, but they are based upon real life situations – but I’m not going to name and shame when it comes to the bad and ugly experiences.
Whilst I encourage a healthy debate in the comments below about what works and what doesn’t work – remember – “Be more Bertie” at all times.