A tree fell on my client's house
Something crazy happened to a client of mine in August.
A tree fell on her house.
The roof broke, a wall cracked, no water, no electricity. Her daughter got sick in the middle of it, she lost the charging card for the car in the chaos, and her dad called to ask whether she'd cooked dinner already.
Then she called her insurer. An hour and a half on hold, and when someone finally picked up, they had no record of her case. She runs customer experience for a living.
So we wrote about it and published the story on LinkedIn.
It reached 10x as many people as her usual posts! Her most viewed post of all time!
The same month, she posted about what she expects from someone in their first few weeks on the job. "One word. Listen. Go to the floor. Listen to calls. Sit with the agents."
It reached about an eighth as many people.
So which post was the better one?
Wrong question, in my opinion. Because the two posts had two different jobs.
1 – The tree introduced her to thousands of people who had never heard of her. They met her in a bad week and recognised themselves in it.
2 – The post about listening then told those same people who she is at work. What it's like to work for her. What it's like to buy from her.
One earns the attention. The other spends it. You need both.
It's not either/or. It's and.
So here's my question for you: what happened to you outside work this summer that your customers would recognise themselves in?
Reply if you like – I read every one. And have a great weekend ahead!
All the best, Johan
P.S. If you have an answer to that question but no time to write it – I'm trying something new this autumn. Five people a month get three LinkedIn posts from us, free. A 30-minute call with me, three posts in your voice the day after. The October seats are here: 3 posts free
K. Johan Ingemarsson
Founder & Owner, Lindhagen Studio
+46 (0)76 254 24 96 · johan@lindhagen.studio