I am not a fan of selfies, at least for myself. I have no huge problem with others who enjoy taking and sharing them, but it just feels a bit narcissistic to me. But then again, I don’t enjoy getting my picture taken in general
(For this post, I asked my daughter for a selfie and this is what she sent me. As a note, she made it VERY CLEAR to me that she does not like taking selfies with just her in them–she saves that for Snapchat, but she took this one to show the tile work while she was traveling in Spain. Her other “selfies” are always with friends. So maybe my daugther is not a narcissist–but I’ll leave that to others to determine–kidding, Alix.)
For some reason I was thinking about selfies a lot this week (don’t ask me why–I don’t really know, unless it was my colleague-Jenny Sussin sharing that she has taken over 26 #MondayMorningSelfies since starting the “trend” inside Gartner as a goof.). I came to the conclusion that selfies have been around for a long long time in the corporate world.
Yup, the corporate Web site (and for that matter most of the marketing collateral and sales presentations), may have been the earliest selfies. Check it out. Browse a few sites, read some collateral, or think about presentations. Too often, they scream “Me, Me, Me!”.
What they should convey is value to you, you, you!
But they don’t.
A few years back, my colleague, Richard Fouts, wrote a research note on how to score your Website for customer-centric messaging. Here was his formula for how to evaluate communications and sections of your Web site:
After doing this, if your score was 25 or higher, the assessment is that you are doing a great job. Below that and you range from wanting to talk about yourself more than customer with lower scores being the ultimate “Its all about me!” experience.
As you develop stories to improve your messages or meet with customers, consider Richard’s model and ask yourself it you are creating a selfie or communicating value to your customers.
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