Don't hide [thought 13]

I worked at an international FMCG company once where there was no phone number on the packaging.

When I asked how people would contact the company they said: “let them email, we don’t want to waste time on the phone.”

People who contact you are so valuable; they may want to say something positive – that’s great.

They may have a complaint – well that’s even better!

Why?

Because you’ll learn something.

These people are engaged – they care. Because if they didn’t, they wouldn’t take the time and energy to reach out to you.

It’s free consumer research. It’s free advertising. It’s free connection.

Invite them in. Don’t make it hard to find you.

At some point, Starbucks felt they were starting to lose their typical, personal | this skinny latte is for "Alex" | way, because of very rapid expansion. So they launched an online platform and invited people to ask them anything, which they’d answer.

[NOFILTER] works with brands to show their true character in this fantastic new digital world. We created a book with our point of view in 19 thoughts on how to do just that. This is the thirteenth one. You'll find the rest on our website or in our book.

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