Don't act smart, don't be dumb

Got an email with a problem, got an email with a solution.

Problem: Go Daddy, the Super Bowl also-ran, sends me a Valentine E-card. A foofy one with roses and script writing. My own wife didn't even send me an e-card. So what's the point? And why doesn't this match their Super Bowl ad? A valentine with a bimbo would have at least been consistant and interesting. (FWIW: Most of Go Daddy's other emails come in as spam due to pushy marketing content.)

Solution: From Justin Hitt, who talks about making communications profitable in his latest newsletter:

No matter what anyone else will tell you: there are three and only three reasons to communicate with a customer. These reasons are more important than anything you've been taught about business communications.

The THREE reasons are:

• To extend mutual benefit,
• To increase value received,
• To process a transaction,

...WARNING: Don't communicate with customers to impress them, talk about yourself, to tell them what to buy, to put down a competitor, demonstrate your graphic skills, to satisfy your managers, or even to develop your brand.

Interesting that I think Go Daddy sent the e-card to do everything in the warning message.