Minette and I recently attended Digital Marketer’s Traffic and Conversion Summit in San Diego for 3 days of speakers, learning, and presentations by folks from all corners of the world of online marketing. Just us and 6000+ other professionals: it was excellent and overwhelming at the same time. We came away with full brains and more than just a handful of great ideas to try and implement.
The funny thing was … I think the opening keynote had the best piece of advice.
In typical Ryan Diess (head of Digital Marketer) fashion the keynote was titled “Crap!” in an indication of what many say when they realize that Amazon is taking over the world.
What Ryan proceeded to explain – and what continued as a theme through the whole summit – was that it is actual human conversation that is of the greatest value to all types of businesses.
It is conversation that real people and the creation of a sense of connection that will beat faceless giants like Amazon.
It takes picking up the phone, reaching out over a video call, or chatting over Messenger.
It takes creating a community, virtual or physical.
One presenter told of Paul Graham’s “Do Things That Don’t Scale” advice (he’s the co-founder of a giant business startup accelerator). The presenter’s take on that was that he would try and jump on a video call with anyone new that joined his program online. Of course that wasn’t something that he could do forever but that wasn’t the point. The point was to reach out and have a conversation.
At the Path to Profit Academy we are now working to see how we can use “Number of conversations” as a key performance indicator. It’s an interesting exercise because it forces a much more human-focused view of business.
Below you can see Minette’s Facebook post along the same lines.
Don’t hide behind your computer. Don’t get caught being the one saying ‘Crap!’ because you find yourself trying to compete with Amazon.
Create conversations, create community, love on your people, set them up for success, and they will ask which of your products or services they should buy next.
Who will you talk to today?