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Tips, musings and interesting tidbits...

Put the shoe on the other foot from time to time

These days I’m a guest blogger and occasional co-host to TableTalkRadio. In addition to feeding my foodie soul and allowing me to do fun things like attend the Seattle Top Chef tryouts or go to the media preview and menu tasting for The ‘Pen (a new concession area at Safeco Field with amazing food) it’s been a great reminder of what marketers/communicators should always be doing: putting themselves in their customers’ shoes.

I’ve been pitching the media for years. I know what makes a good story and a good pitch, I know that it’s my job to facilitate things and get them useful information in a timely fashion.  I admit it was a little weird to have the shoe on the other foot and to wander around Safeco Field wearing a media badge. But illuminating. When you’re on deadline and writing your story and searching for content, you view press releases and the people who sent them in a whole new way. I don’t know that I’d do anything differently but it has heightened my awareness of my customers’ needs.  Being on the other side of the fence has been good for me.

Other great things to do from time to time include taking a hard look at your website from your customers’ perspective.  What would you want to know if you were them?  Are you answering all their questions?  Using words they’d use, not industry jargon?  Create a list of 10 terms you think customers would use when searching for your product or service. Then review your website copy and see if they’re there.

So go ahead, try on some new shoes.  It will do you good.

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