July 11, 2017

Why Catalog Craig Paperman?

On Monday, I wrote about Amazon Prime Day.

On Tuesday, I had a pretend discussion with Catalog Craig Paperman about Amazon Prime Day?

Which discussion did you enjoy more?

Which discussion resonated more with you?

When you give me feedback at a conference (something you aren't shy about), you routinely tell me you enjoy hearing from Catalog Craig Paperman and that you enjoyed the old Gliebers Dresses series. In other words, you digest the message better when it comes from Catalog Craig Paperman than when it comes from me.

Is there a parallel in your business?

Is there a persona or employee with a unique voice/personality who could sell your message more effectively than a copywriter telling us that a suitcase is 19x15x6?

Who is the person in your company who communicates with such passion that your customer base cannot wait for the next communication?

A brief story - when I worked at Nordstrom, I had a team that swelled up to 24 analysts at one time. One of the very best analysts was not a great communicator - this person's ideas went nowhere, and my boss wanted the person fired ... saying once that if I didn't fire the person I should at least not let the person out of the cubicle area. Meanwhile, I had an analyst with below-average analytics skills and outstanding communication skills. Eventually I figured out that this person would be the public voice of my analyst community. This person spoke to other departments. And when this person spoke, things happened. Even I couldn't pull off what this person could accomplish - and I was a Vice President for crying out loud.

The reason for this brief story? It's important "who" communicates your story. In my case, you digest issues much better when Catalog Craig Paperman communicates than when I communicate.

Who is the person in your company who communicates with such passion that your customer base cannot wait for the next communication? And why the heck are you not paying this person a quarter-million dollars a year to be your version of "Flo" at Progressive Insurance?

I know, I know, you have a hundred reasons why you cannot pursue this strategy. I'm asking you to consider just one reason why you should pursue this strategy.

Discuss.