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There’s way too much talk about converting people to do what we want them to do out there.
It’s about me, me, me – the organization who happens to own the website I’m on, or whose social media account happened to show up in my feed while I was actually paying attention.
We focus on what we talk about. So if all we talk about is converting people, getting them to click on one thing or another or only count engagement when they send money at the same time, that is what our decisions will be based on. We focus on those things over actually making an impression on people out there.
One of my favorite examples is enewsletter sign-ups that make me hand over my home address. Are they going to mail me a copy of the email newsletter? Nope, they want that to send me ads in the mail.
There are plenty of cases out there where decisions are made that are purely only benefiting the organization and not most users. Yes, there are exceptions.
Websites designed by committee, stories written to appease bosses but that aren’t that great for actual external audiences are just a couple of examples.
Every time we create content online, add features to our website, we should ask ourselves: How does this help our interested communities (aka target audience)?
Yes, yes, we feel like we have to think about the organization first. But what if you put the end consumer first, your organization will actually end up first eventually. And also ahead of other organizations who follow common but terrible practices.
You don’t want to beat the end user. You want to beat your competition.
Every time we make decisions that don’t benefit the end user it will ultimately hurt us, even if it works short-term.
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Move your content from happening to performing. The 2020 textbook: