Make It Easy

Staples had the right idea with its “Easy Button” campaign. Make it easy for your customers. From shopping to getting the right service, reading and sharing your content to finding you – make it easy.

This morning I received an email requesting my participation in a book. Sounds interesting, right? But the person filled out a form on my site and in his signature, only gave me his first name. It’s not likely that I’m going to commit my time and personal brand to someone I don’t know. I’d want to learn more about this person – his career success, network – heck, even his location or company name would be a good starting point. But he hasn’t made it easy – with just a name and email address, I’ve got to go try to find a website, a Linkedin profile or other details. If he had left the correct information and made it easy for me to find additional information, I would be quicker to respond with an answer for him.

Make it easy:

  • Use informative and linked signatures, even when you’re leaving a blog post or site comment – it helps those who want to connect with you further, to do so.
  • It’s not enough to just sign up for social networks. Use them the right way: allow readers of your blog or visitors to your website to share (your content, your accounts, etc.) easily with others by adding plugins such as “Pin, Link, Tweet, Like.” Make it easy for them to share and they will be more likely to do so.
  • Believe it or not, people still do use the phone. Include your number on your site, in your email signature and on your corporate profiles in communities such as Linkedin, Twitter and Facebook.
  • Don’t make customers who need service go through multiple steps. Let them contact you via phone with one number, and not more than one button to push once on the line. Make your customer service Twitter handle easy to find and ensure it’s responsive – outline the hours clearly in your bio. Add an option of Instant Chat on your website.
  • GoDaddy impressed me yesterday by making one of their first customer service questions, “What is a good phone number at which I can call you back if we should get disconnected?” Thank goodness they asked, as my mobile service provider dropped the call five times!
  • The instaweather app makes it so easy to share – not only by adding insta details to my photos taken in the app, but by auto posting suggested hashtags when I go to share such photos via Instagram. Smart way to ensure that the key messages they want to be associated with are out there.

Make it easy. For your customers, and for you. It just makes sense, doesn’t it? What are some ways you’ve made it easy for your audience?

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