5 years ago I started a blog on a banned social network and within a month I had lost a third of my subscribers. As the escapees said:
– Ksenia, you are extremely categorical in your statements. It puts pressure on me.
At that time I was blogging about customer service without half-tones. In my world, service was high-quality in large companies and irritating in small ones. I dreamed of “re-educating” the latter.
It took a little while before the carefully purchased subscribers started to flee from me like cats from a ship. On the second hundred of departing ones,
I sounded the alarm and started writing them in private messages: help me figure out what’s wrong?
People responded willingly: it was nice to poke me with a stick, just as I had poked them with my categorical statements. Like a mantra, they repeated the reason for their flight: I am categorical in any judgments about service, and they, the owners of small businesses, cannot live up to them.
Instead of motivating people to change, I made phone number list them feel like losers. Post after post, story after story.
My categoricalness is understandable: for many years I worked as a head of customer service departments in federal companies and was guided by the standards that I can set myself. But it was easy for me to provide quality service. I had money and people. Small businesses often have neither the first nor the second.
I had to soften my rhetoric so as not to be left without subscribers and orders.
How to monetize your content on Telegram
After Instagram* was blocked, the era of Telegram began. I run the channel “Marketing without obscurantism” and still write categorical posts first results are still pending from time to time. There are 3-5 topics on which I always speak out uniformly and unambiguously. The reason is that some marketing tools are built on the paradigm of a black-and-white world and do not work outside of it. For example, we filter the audience with positioning , and this can only be done through a clash of positions. If Masha thinks that fools climb Everest, she is unlikely to subscribe to a channel about climbing and it is completely out of the question that she will marry a guy who is heading to the Himalayas in six months. They are not each other’s target audience.
You can read posts on the topic of positioning in my channel under the tag
#ksyush_whataboutpositioning.
One of my positions in the framework of positioning is that I am against a purely empirical approach to activity. Practice is great. But how many projects are ruined because the performers did not know the basic principles of work in their disciplines?
I have met dozens of direct marketing specialists who have not read Yandex’s help. I have seen hundreds of marketers who have not opened a single marketing textbook. I was surprised, along with the owners, why their marketers did not see the difference between consumer value, value proposition and universal values.
Spoiler: because novice specialists neglect theory and cannot identify the differences in practice due to the lack of a unified conceptual apparatus.
In the first blog, my mistake was that I was categorical on every topic, and this created an aggressive atmosphere. In the second, I am categorical only on some topics, which I consciously filter the audience with.
Now about being categorical in personal betting data messages. Let’s be honest: if someone is excessively stubborn in a dialogue, then this is about the person’s personality, not the essence in a vacuum. You should either put up with his behavior or look for options. I am looking.