Content marketing: Telling Meaningful Stories

If customers don’t agree with your “improvement” it’s not actually an improvement 

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I was on the phone with a service I really enjoyed after they had increased rates by over 200 percent. 

That’s crazy in itself, right? 

So I tried to find out what would have prompted that kind of rate increase. It certainly wasn’t inflation. They were really nice on the phone and answered my questions. They sounded very believeable when they rattled off the features that were added and updated. 

“Oh yes, everyone wanted these updates so we made them.” And raised the rates. 

I wasn’t part of that sample of everyone. I actually liked the service just like it had been and this change could have driven me away. 

Their improvements weren’t my improvements and definitely not worth that kind of additional price tag. 

Customer options matter, but really only when they pay with their wallets.

Clearly, not everyone is going to like our products and stories and that’s OK but why mess with existing advocates and drive them away? 

Changing things just to change them or for no other reason than to charge more is not good customer service and another sign of a company where the customer does not come first. 


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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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