How to define, design, and sell a product that people like to use? How to manage self and a team to deliver results effectively? Here are the answers from industry leaders and renowned professors.
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Listen to customers
Copywriting is the simplest and most direct way of impressing your customers. Persuasive copywriting = three means of persuasion + copywriting. Three means of persuasion are emotion, logic, and credibility.
An excellent copywriting creates emotional resonance with customers. And emotions push people to act. If your copywriting hits the bottom of the consumers’ hearts, customers will spend much time and money on your products.
More than rhetoric, creative writing deals with real problems. Using real-world practices to improve your creativity:
Telling a secret is a beautiful way to ignite customers’ interest – Most people are curious about things behind-the-scenes. Doing this improves the click-through rate (CTR).
Straight compliments satisfy customers’ self-esteem. People like to feel unique. This method originates from the three types of persuasion by Aristotle.
It does not mean you can completely ignore the grammar. Our ultimate goal is to convey the message to customers. Sometimes, concise and crisp expressions are the most important, instead of grammar.
David Schneider, ServiceNow’s President of Customer Ops, shares his sales performance metrics for SaaS companies that are aiming for hyper-scale. For the last 5 quarters:
Julie Zhuo is the vice president of product design at Facebook. In her book The Making of a Manager, Julie draws on her own experiences as a first-time manager and provides practical advice for those who want to become good managers.
When Julie Zhuo just became a manager of Facebook’s design team, she thought her job was to hold meetings with team members to follow up on their progress at work and provide feedback. It takes almost ten years for her to realize that a manager should strive for improved outcomes from the team and focus on broader issues such as how to help her team to work more effectively together instead of daily activities.
Andy Grove, in his book High Output Management, believes that a manager’s output = The output of his organization + The output of the neighboring organizations under his influence.
Providing feedback to team members is indispensable to the job of a manager. But sometimes your criticism might hurt someone’s feelings. Julie suggests two solutions for this situation. One way is to keep your feedback activity-specific. You can provide feedback specific to a task just completed by email or face-to-face communication. This way guarantees the criticism is only for the work someone has done, not the person. The other way is to bring in multiple perspectives. Besides your own opinion, you can share with the team what others think.
Meetings are usually considered as bureaucratic and a waste of time, especially when being held without a purpose. An agenda is not enough to make a productive meeting. In addition, the meeting organizer needs to have a clear idea of the outcome. The outcome could be to present and share information or to make a decision. In the latter situation, everyone who is going to be impacted directly by the decision should attend the meeting. The manager should ensure all the relevant information is presented objectively, and everyone’s voices are heard and equally respected.
Hiring should not be taken as finding someone to fill a vacancy as soon as possible regardless of the skills and experiences. It should be planned in advance. At the beginning of each calendar year, Julie creates a list of vacancies that needs to be recruited for. She suggests a few questions for managers to consider before tailoring their own recruit plans.