Business-Building Ideas From Terry L. Brock
[You’ve got to listen to the audio podcast of this. It is enhanced and gives you the ability to get the message in a portable way. Just download to your favorite MP3 audio player, or listen to it streaming here. Either way, you are going to love this one! ]
I’m a media guy. I’ve worked in newspapers since I was 16. I covered Richard Nixon’s inauguration (okay, do the math!). I worked in radio for 6 years. I have been a syndicated columnist for many years. My undergraduate degree was in radio, television and journalism. Yep! I love all kinds of media.
What puzzles me is why some media companies today still embrace a 20th Century mindset in dealing with their customers. Some get it and do very well. Others are wandering in today’s New Media World like Neanderthals dragging their knuckles across the bridge of a Galaxy Class Starship.
Let me explain. A few months ago I had an offer to redeem some unused airline miles with subscriptions to magazines and newspapers. One of the newspapers I subscribed to was one that has been a cherished favorite of mine for since my MBA school days, The Wall Street Journal. They had it available in the paper edition.
Yes, it is nice to get the paper version of the paper but for a variety of reasons I really prefer the digital version. I like the ability to read the daily news when it is available early in the morning (before the paper is delivered). Often I’m awake early in the morning and want to get the news on my iPad from wherever I am on the planet. I also prefer the digital version rather than inevitably getting my hands stained with ink while reading the paper. And on top of that, I don’t like getting all the mass of paper that we have to process. I’m the customer. I prefer digital delivery. I should be able to get digital delivery. On top of that, it is cheaper for the Wall Street Journal to send me their daily edition via a digital process than paper!
So, I called the WSJ and asked to switch me from paper delivery to digital. I want their great content delivered in text, video and audio. They do a fabulous job at the WSJ. However, I just want it delivered in a less expensive way for them and a more convenient and more highly desirable way for me. A win-win, right?
Well, that is where the outdated mentality of the WSJ not only emerged but reared its Neanderthal head, but beat its chest and bellowed in some unintelligible ancient dialect. As I recall the beast mumbled something that sounded like “We can’t do that because our system won’t handle it.” I think they also said something else that sounded like “Blah, blah, blah” (I’m quoting here verbatim—almost!) but what it ultimately came down to was that they would not deliver their product in a way that is easier for them, less costly for them and much preferred by me! I would have to 1) cancel my subscription (with no refund) and 2) Start a new subscription with a different department to get it digitally — not on paper.
Unbelievable!
In contrast to that, I had the delight a couple of weekends ago to get the new digital format of another magazine I love, The Economist. I was getting the paper magazine version and that is all right but I still prefer digital. Well, now The Economist is available via a digital download. There is no extra charge for the digital version. If you get the magazine, you are “in the club” and get it in print, digital or both.
Oh — get this — The Economist also provides a full audio version of each article as part of the digital download — at no additional cost!
I love it! Finally, a company that understands and delivers 21st Century content in the way I want! They have earned my loyalty and heart-felt devotion!
I’m highly likely to renew my subscription to The Economist knowing I can get the material digitally in both text and audio (perhaps some video as well). They look at me as a subscriber who is part of a relationship (key term) with them. How they deliver it is flexible depending on what I want as their customer. I get both digital and paper versions of The Economist delivered for the same price. This is reasonable and the way all content should be delivered.
This is a time of massive change not only in the way media is delivered but also how it is consumed. It is a time of massive change in every industry I work with as a speaker and coach. We have to adapt to the needs of the customers and provide our services in the way they want. When they prefer a delivery method that is easier and cheaper for us to deliver, we had better pay attention.
I hope the WSJ will see the light and evolve quickly. I believe they have excellent content and I want to have their content as one of my sources of information.
Success in business is and always has been about building relationships with people. It is not about your delivery system. Business benefits when it is customer-centric, not delivery-system-centric.
Copyright (c) 2010, Terry Brock and Achievement Systems, Inc. Terry Brock is an international marketing coach and professional speaker who works with businesses to generate profitable results. He can be reached by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com. Join the Twitter adventure with Terry through his Twitter address: @TerryBrock. Join Terry’s Facebook Fan Page at: http://www.facebook.com/SpeakerTerryBrock
