30 Minute Moments… the good
Small heads-up, if you haven’t read the intro to this series, I’d suggest starting there (it’s really short so you can read it in a jiffy).
OK, where was I. Oh, yes. The good, The Bad and The Ugly.
It makes sense to start with the good. Oddly, it’s much harder to create a 30 Minute Moment that originates from having done something ‘good’ in your digital experience.
Let me explain, we, as humans, expect an experience to be good*. We don’t go to a website, use an app or anything else expecting the experience to be really bad.
As there’s already an expectation there, you’re less likely to start sharing the ‘normal’ or good experiences you have.
That said, I’d recommend trying it. Just complimenting someone for doing something that you thought was good, or perhaps because someone went out of your way to do something that was really good, even though technically that was their job.
* OK caveat here – there are obviously brands, products and services that we know to be inherently bad, but that has been built up by reputation. They probably didn’t start out that way, and I’m sure their business strategy isn’t ‘we need to be so utterly shite that everyone hates us’. I say that, it often feels that’s what Facebook’s strategy is.
Creating a good 30 Minute Moment when it’s expected
I should probably point out here, that all 30 Minute Moments have a human element involved in them. Let’s be honest, nobody has ever thought “That Siri just gets it SO right” or “that website, it just felt like it knew me”.
So when it comes to giving your customers or clients amazing 30 Minute Moments it falls on the things that are largely unseen but make the experience of interacting with your brand a delightful one.
This kind of thing happens when you do the following:
Show up, be present and be consistent.
What do I mean by that?
Well, you don’t want to be that annoying friend who only shows up when they want something.
Showing up means providing regular information or content that costs the customer nothing.
Maintaining the Goldilocks method of email or direct communication:
- Not too much
- Not too little
- Just the right amount
Now, only you will know what that is, because you will have had a conversation with some of your customers to check in with them.
However, if in doubt, stick to one email per week. Do not drop into their DMs and start selling them stuff the minute they follow you.
That’s great, but what about an example?
As I said, there are very few brands that I interact with online, where their online experience makes me want to go “they’re doing their job and they’re doing it amazingly, let me share a story” because I’ll send you to sleep.
So I’ll share the story of my one and only favourite email newsletter I absolutely love getting each week, and I will take the time to sit and read it.
BTW, I have zero affiliation with this brand, never worked for them, they don’t pay me for anything and I actually went to their website to sign-up for their newsletter YEARS ago.
Innocent started out making smoothies, and I love them. I don’t drink them so much anymore, but I used to have one for breakfast each day.
Their newsletter pops into my inbox every Friday morning and it’s a slice of wry British humour that has me in hysterics some weeks. .
The newsletter is a fantastic example of how a brand shows its personality, shares news about what it sells, what’s going on inside ‘Fruit Towers’, who their ‘Drinkers of the week’ are and what they’re up to with the work they do to raise money for charity.
The brand itself is a quirky one, if you’ve ever bought one of their smoothies, you might have noticed all the little details on the packaging That includes things like “stop looking at my bottom” on the bottom of bottles and utterly random facts on the labels.
They’re a funny brand that doesn’t take itself too seriously and it’s lovely to get something like that in my inbox each week.
If you haven’t checked them out, go and have a squiz at their website www.innocentdrinks.co.uk and enjoy a bit of a chuckle.
How do they do it?
Having worked for a digital advertising agency, I know that there are oodles of brands out there that went through a stage of wanting a website then failing to realise that not all FMCG* need a website for anything other than letting their customers know the ‘who, what and why’.
There is, however, a growing online economy of women like yourselves, creating amazing small product brands and selling them globally. If you aren’t selling one, you’ve probably had them pop-up in your Facebook or Instagram feed – think Sand and Sky (great product btw).
Innocent Drinks stand out because they show up, they’re present and they’re consistent. Their brand has remained the same, from when they started to where they are today.
Their message is simple, it’s funny, it puts a smile on your face (much like I expect they hope their drink will). Whilst I don’t know if they’re officially a BCorp business, they do come across as one.
Essentially, it makes you feel good because you’ve bought something from them.
* Fast Moving Consumer Goods for those going “huh?” among you – think toothpaste, tomato ketchup, marmite etc – stuff you find in a supermarket.
How can you do it?
Creating a brand that’s like this does take a bit of time (unless you’ve got a massive budget you can throw megabucks at).
A big part of achieving this will come down to the following three things
- What you’re selling
- Who you are
- Who your customers are
And the only way you’re going to find out the right kind of language that works with your audience is to talk with them.
When I blog, the voice you’re hearing is probably a slightly more professional one than my everyday one. There is still a degree of quirkiness that comes out through the tone of voice you’re hearing, but I know that as I’m starting out, my voice will come through and get more and more clear over time.
It’s also about the little details you’ll find on my site. In the footer, my social media links have ‘Follow the white rabbit’ above them, which is a quote from one of my favourite films (comment below with which one you think it is). I try to add little bits of humour where I can (and the odd film quote as I love films).
So as a little exercise, go and write down a few words that describe how you would like to come across in your tone and language to your customers or clients.