How to disrupt your content without being disruptive

Output versus strategy. What do you do?
Is it possible that creating fully customer-​oriented communications is going a step too far? For some firms it is.



2.5 minutes


Content strategy


Changing your content doesn’t need to be disruptive to your established tone, if your perspective is instead that great service is paramount.

What do you do when full customer focus is too far?

Is it possible that customer-​oriented communications is going a step too far? For some firms it is.This article gives you a method of content reorientation that is not disruptive.

Your firm’s position isn’t because of its name

For some firms, changing how the business communicates with its customers is a pie-​in-​the-​sky dream. It may be that the lawyers on the tools don’t understand how what they write is challenging for anyone. It may be that the firm has a pedigree or tradition that has branding significance. It may simply be that the significant decision-​makers believe current moves in marketing to be transient, trendy, or some other passing fad. In some cases, it may also be that changing anything feels like uprooting the work of generations, and it isn’t a task anybody wants to promote.

If you have read Al Ries and Jack Trout’s book The 22 Immutable Laws of Marketing [affiliate link] then you understand that if your firm has already stood the test of time, then it’s not because of the name of the firm, or even its reputation. It’s the fact that, at some point in the past, your business has made the right (marketing) moves. (If you haven’t read this book, go and buy it. It’s short, fast, and brilliant.)

Therefore, instead of getting bogged down in thinking about how to be perfectly customer-​oriented, why don’t you focus on your service?

This was an issue that was raised in a workshop we ran for a new client in Melbourne this week: If you are perfectly service-​focused, do you need to be customer-​oriented? Isn’t it a tautology?

If you deliver outstanding service at every touchpoint, then isn’t your customer always front-​of-​mind anyway?

Delivering outstanding service means your customer is always front-​of-​mind anyway. #contentstrategy #content

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The easiest first step is service delivery

To provide your customers with outstanding service, you have to have their needs front and foremost. At every moment during the customer’s life with you, it requires you to consider whether what you are offering really is the very best service you can deliver.

Doing this over time creates customer-​oriented shift all on its own.

Service focus is something that everybody in your firm can do without significant training. Asking each of your team members to think about what they would expect from your firm if they were your customers, find out what they would change.
Then just change it. You can apply this thinking to every step of the process, including notification letters, email marketing, and what’s on your website (or in your apps).

Creating firm-​wide personas to use for the purposes of aligned tone and style is important. But it is easy to get hung up on creating artefacts, and to miss the reason why you do it. The reason, ultimately, is for amazing service.

Sometimes we need to step back and go straight to the source. If the shift to amazing service causes you to “discover” that you need aligned tone, then your motivation for doing that work is stronger, and the outcome is more likely to be successful.

Don’t get hung up on creating artefacts when the point of them is the service outcome. #content #service #cx

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Writing hack: Shift your perspective

Tim Ferris, author of the 4 Hour Work Week, stumbled upon a simple hack that can help you to shift the tone in public communications like blogs. His strategy? Write in an email composition window. He discovered this method after many abortive attempts on his book, in which he sounded like a pompous, arrogant teacher.

Writing a blog in an email composition window does for you what writers have known for centuries: Write to your friends! Always write for your best friends, or your best clients.

Unless you’re a writer by nature or training, simply shifting your perspective to do this can be hard. So, go with what works. Open a new email, leave the address off, and write your blog as an ‘idea’ for your best client. It’s a fast, effective, and almost magical way of creating beautifully engaging work.

Here at Brutal Pixie, we often receive feedback from people that they love our website. That love is by design, not by accident. This writing hack may help you to achieve the same thing.

Want to shift your firm into another gear?

Take advantage of Brutal Pixie’s FREE 30-​minute strategy consultation calls. Book yours here.

Download Free Guide to Simplifying Content

Simplifying your content is easy once you know the framework.

This free guide tells you exactly what to do, in which sequence, and makes the art of creating simple content a breeze.

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