Visualising your responses

Something’s bothering me. I keep on reading about response scoring, response-lead conversion ratios, click-thru rates, ROI. I’ve nothing against these discussion points but there’s something missing – the human touch.

Think about the responses from your latest campaign. What’s your mental picture of those responses? Are they digits on a spreadsheet – depersonalised, abstract, numerical. Or do you picture real people with a todo list as long as yours, struggling to find a way through some tricky issues. Imagine what might happen if you asked him “how might I help?” rather than “why haven’t you bought something yet?”.

So the next time you’re looking at the reports from your campaign, stop for a  moment. Do you want to help him, or simply want to count him?

Visualising your responses Purple Salix

Leave a Reply

Your email address will not be published. Required fields are marked *