“If you’re trying to achieve, there will be roadblocks. I’ve had them; everybody has had them. But obstacles don’t have to stop you. If you run into a wall, don’t turn around and give up. Figure out how to climb it, go through it, or work around it.”
The CEO was almost tearing out his hair.
His company’s latest campaign had not turned out too well. Something like 1,200 customers were pissed as hell that they’d received a text message with an offer for a discount.
This was several years ago and I’d just gotten into the marketing aspect myself.
The CEO had asked me what I thought about it and I can remember saying something like: “I know I wouldn’t like it myself, but I can’t speak for the customers. You’d have to try it out.”
So, they waited a couple of months until sometime around late November, early December.
That turned out to be a shitstorm.
Knowing what I know now I would’ve said: “Do NOT do it!”
Back then I didn’t fully understand the psychology behind it. All I knew was that it didn’t sit well with me.
The people had given their cell phone numbers thinking that it’d only be used to give them updates about their orders and deliveries. Not to sell them more shit.
There were plenty of numbers had been taken over by other people. So, there was that.
While people at the office were bitching and moaning about the amount of crap thrust upon them I saw something else.
Not only had they learned something valuable. It was also a golden opportunity to make amends.
They actually had a legitimate reason to apologize and got the chance to interact with non-customers & old customers who hadn’t been active for some time and give the whole situation a positive spin.
Instead, they chose to sulk and feign interest in the customers complaints. Why? Because that was a lot easier.
And I understand that. Imagine trying to deal with that amount of people complaining about the same thing for several days in a row.
You just shut off. It’s hard to actually care. To tell them: “I hear you. I’m sorry. I can’t change what’s happened. How can I make things right for you?”
We need to try shit out. Unless we do we’ll never know what works and what doesn’t.
And when we fail we need to look at it as a learning experience rather than something we need to drudge ourselves through.
Can you think of a time when you turned something that seemed like crap into gold?
Let me know in the comments and hit me up on Twitter.
Have a kick-ass ₢eative day!