Quick lesson in building customer loyalty:
I needed a new computer–my MacBook was fading after three years of constant service.
So, I bought an iMac. You may know that Apple offers a great service: they’ll clone your hard drive from the old puter and transplant it to the new machine, thus saving you hours of torture when you get home.
Okay, that alone is great service. But what’s better is they told me it would take about one business day to do this. I could come back the next day at 5 p.m. to pick up my old machine and the new one– fully-loaded with all my files, programs, music and stuff.
Well, why not? One business day is a small price to pay for the time and effort it would’ve taken for me to do it myself.
That’s not the lesson, though. Here’s the lesson: they called me less than three hours later to tell me my computers were ready for pickup. Not a day later, but a mere three hours later. Do I have to tell you how thrilled I was when they called? When I first picked up the phone I was sure they were going to tell me something was wrong. Nope. They were just finished being highly efficient. I’ve had other good experiences with Apple–and this just reinforced my brand loyalty big time.
Under-promise, over-deliver. Simple concept. Works every time.
Today we have a guest post by the inimitable Robb Yagmin of PSPR, the firm he runs with PR legend Pete Swickles. Robb is an ex-TVer whose first career was telling stories. He’s interviewed two presidents, many do-gooders and a million criminals. One of the best media trainers in the business, Robb offers up some great tips on acing your TV interview:
So according to FishbowlDC … MSNBC’s Chris Matthews could have restless leg syndrome. He recently was caught bouncing his leg up and down and up and down and up and down while talking about an Obama speech. I’m not going to say if he was happy or mad about the president’s speech, but if you are familiar with the journalist, THAT is not a secret. First, a professional shouldn’t tip his hat one way or another about their political leanings. We all learned objectivity in Journalism 101. But I digress.
Matthews was shaking his leg SO much that a guest laughed at him and they spent time talking about THAT instead of what he wanted his message to be. During my media training seminars, this is one of the main things I try to teach nervous folks about television. When you score a TV interview, whether you are nervous or not, sit in a chair that doesn’t have wheels OR a swivel seat OR a reclining back. Keep both feet flat on the ground. Sit up. Period. I was on TV for 15 years and cameras don’t worry me, but I still would be tempted to sway, move around and generally just fidget. If an interviewee does any of these things, it takes away from the message they are trying to convey.
If you are nervous, here are a couple other on-camera tips:
- Take a quick swallow of water before an interview starts. If nothing else, it lubes the pipes and limits the ‘clicking’ sound when your spit is too thick in your mouth. That sound is annoying.
- Only answer the question you are asked. You are a professional. If you don’t know the answer, say so and offer to call with the information ASAP or get someone else to help out.
- No gum. (Do you really need to tell me this? You’d be surprised). The viewer will notice this distraction and it reduces the effectiveness of your message…have I mentioned this before?
- If the photojournalist is asking the questions and he remains behind the camera (no reporter present) DON’T look into the lens…answer the question by looking at his ear. Exception: a live or satellite shot and you are hooked up with an IFB.
- Nerves are normal. If your interview is taped, do not feel bad if you need to just stop and say, “I’d like to start over.” Unless you are being bird-dogged by a reporter for embezzling money, editors aren’t going to put you on TV stumbling all over yourself. If the interview is live in studio and you draw a blank, just stop talking. The anchor is skilled in filling the gap. Believe me; the more they can hear themselves talk, the better they feel anyway.
Remember, if you are lucky, you may only get 20 seconds on TV. You want the viewers to listen and remember your message…not anything else.
Want more TV tips, tricks and strategies? Goto Pspublicrelations.com, where this piece is cross-posted.