Somebody told me this afternoon that he saw no value in our social analytics tool.
And you know what? I completely agreed.
We messed up because we didn’t care to ask him what his goals were. So the fact that we have a couple hundred metrics across Facebook, twitter, YouTube, Instagram, and other sources– it meant nothing to him.
We could have continued to parade every variety of bar chart and pie chart in whatever color, sliced by date, his own page, his competitors’ pages, whatever.
It would be a meaningless exercise.
You see, people buy solutions to their problems, not software per se.
I happen to own about 2,500 books. It’s not because I love books– it’s that I am interested in learning about a variety of subjects.
You buy a hammer and nail because you’re trying to solve a problem, not because you like nails.
So when you’re building software, demoing your services, or trying to get a customer to use your product, always consider their goals, not yours.
And that’s why our software sucks.
It’s an enhanced map to help you get where you want to go.
But if you don’t know where you want to go, any direction is as good as any other.
DON’T BE A TOOL
For the rest of us, there is no substitute for thinking.
Don’t worry, the machines aren’t about to replace us any time soon.
About the Author
He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.
He has been building brands and teaching marketing for over 13 years.
Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.
He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.
None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert, Onlinejobs.ph, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.
Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.
Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.
Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.
You can contact him at email@example.com or on one of his social accounts below.