A YouTuber who “reacts” to musical artists posted a survey on her channel. She asked her subscribers to vote on which artist she should (continue to) react to.
87% chose one artist over the others.
As a result, she’s going to do more reactions to the fan favorite. But she’s also going to react to other artists, “out of fairness” to people who have other preferences.
Is that a good strategy? Or should she stick with what her subscribers overwhelmingly told her they want, because the customer is always right and we are all in the business of serving our customers (or clients)?
Well, if you polled your subscribers and followers, clients and prospects, and asked them what topics they wanted you to write or talk about, or what services they wanted you to provide, would you give them what they want because they want it?
Your answer should be “maybe”. Because the customer (client) isn’t always right.
Steve Jobs put it this way:
“Some people say, “Give the customers what they want.” But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, “If I’d asked customers what they wanted, they would have told me, ‘A faster horse!’” People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”
If I write about a marketing method you aren’t interested in, you might tune me out. If I write about it all the time, you might find someone else to read.
On the other hand, you might hear me talk about the benefits of that method and how you can do it effectively, and change your mind.
You might not know what you want until I show it to you.
But sometimes, our subscribers want things we can’t give them. If your readers or clients ask you to write about investing in crypto currencies or precious metals and you don’t know anything about the subject, don’t be too quick to say no and don’t try to fake your way through it.
Think like a marketer, not a lawyer and invite an expert to write a guest post on the subject. Or interview them. Because we really are in the business of serving our customers.
Give people what they want. If you can’t or don’t want to, find someone who can.
How to get more referrals from other lawyers